CONTENTS | ANB-BIA HOMEPAGE | WEEKLY NEWS
by George Chomba, Zambia, January 1999
THEME = ECOLOGY
Zambia fails to tell international tourists, especially Europeans,
that she owns three-quarters of the Victoria Falls
Even if some neighbouring countries promise to take tourists to the foot of the Victoria Falls in an effort to boost their tourism earnings, these tourists somehow end up in Zambia (perhaps they don't realise it!) Also, if the expected actually happened and mother nature created another section of falls to the Victoria Falls, 90% would then be in Zambia.
The possibility of a new Victoria Falls is backed up by research, and the information is documented in the Zambia National Heritage and Conservation Commission's handbook. The book says there are signs that the Devils Cataract situated in Zimbabwe (one of the Victoria Falls five separate waterfalls) is giving way, thus leading to the creation of a new section of falls which would then be in Zambia. The Commission document says this could happen in the next century.
The creation of a new waterfall takes on average about 5,000 years to complete, the document says. A quick formation of a new waterfall depends on the volume of water available. Sub-Saharan Africa has, in the last decade, been experiencing dry seasons, thereby reducing the amount of water supplied to rivers such as the Zambezi where low levels of water have failed to wear away the hard basalt rock underneath the river.
The fact is, Zambia has failed to "market" its Victoria Falls sufficiently, and tourists, instead of coming straight to Zambia to experience the thundering waters of the falls, miss the full impact of this natural wonder of the world. Instead, they are "directed" to South Africa, Botswana or Zimbabwe.
Zimbabwe owns the other quarter of the 1.7km width of the Victoria Falls, so perhaps can be forgiven for wanting to "cash in" on "its" Victoria Falls. The reactions of Rebecca Durums, a British tourist, are typical. She says that in the advertisements boosting tourism in sub-Saharan countries, there is nothing about Zambia owning three-quarters of the Victoria Falls. "You hardly see any photos or write-ups on Zambia's tourist attractions", she says.
There's under a year to go before the turn of the century, and Zambia is still struggling to market Livingstone, (the nearest large centre to the Victoria Falls in Zambia) as its tourist capital. Since independence in 1964, Zambia has failed to put up any hotel of international repute in Livingstone. That is to say, until 1998 when Sun Hotels International bought up a previously state-owned 200-bed hotel which they intend to raze to the ground and then re-build. The new Sun Hotel is expected to accommodate 400 guests. Not before time, because Livingstone (500 km south of Lusaka), has only 52 lodges, dotted here and there on the banks of the Zambezi River.
Also, there are no facilities at Livingstone Airport for large aircraft to land, let alone for accommodating large numbers of tourists. The government says it will soon expand the airport to allow for international flights.
"We are conducting feasibility studies to assess the environment impact of expanding the Airport. Once we are through, this project will take off in no time so that tourists can fly straight to Livingstone to see the Victoria Falls", says southern province permanent secretary, Sylvester Mpishi. But even if the airport is expanded to accommodate international flights, Zambia has no national airline. The loss-making Zambia Airways was liquidated way back in 1994. Two private airlines, Aero Zambia and Zambia Express, set up to fill the gap created by the "death" of the national carrier, are still struggling to find their place in the industry. Zambia Express Airways was placed under receivership in August this year.
While Zambia is struggling to attract the international tourist, Zimbabwe is looking at ways and means to maximise profits through quality service. Zimbabwe already has an international airport near the Victoria Falls. The town which has grown up near Zimbabawe's share of the Falls is called "Victoria Falls Town".
Zambia's National Tourist Board's promotions' officer is Lawrence Sumpa. He says there has been an increase in the number of tourists crossing into Zambia from Zimbabwe. In the first three months of 1998, about 42,000 international tourists crossed into Livingstone for a day to see the Victoria Falls in Zimbabwe but from another perspective. In 1997, in the same period, 20,000 tourists visited Livingstone for a day from Zimbabwe.
"The point is, Zambia can attract tourists directly to Livingstone if only she could be aggressive in her marketing", remarks Rebecca Durums. The Royal Chundu lodge- owner Chad Marze agrees totally with Rebecca. He says: "We want a complete government involvement in the marketing of our tourist attractions, especially the Victoria Falls. The government should be advertising on television station abroad, pointing out that most of the Victoria Falls are in Zambia".
With proper marketing, tourism could replace copper as Zambia's major foreign revenue earner.
END
CONTENTS | ANB-BIA HOMEPAGE | WEEKLY NEWS
PeaceLink 1999 - Reproduction authorised, with usual acknowledgement