Cape Town, Zimbabwe and Namibia have announced a new strategic tourism partnership aimed at strengthening Southern Africa’s appeal as a multi-country destination for long-haul travellers.
The agreement focuses on joint marketing, regional coordination and improving cross-border travel to drive longer stays and higher visitor spend.
Joint marketing to drive multi-country itineraries
First discussed at WTM Africa 2025, the partnership will see the three destinations collaborate on coordinated campaigns and shared marketing initiatives.
Activity will include joint digital campaigns, with a focus on storytelling, audience targeting and booking insights, set to roll out ahead of the peak international planning period in November.
Cape Town Tourism CEO Enver Duminy said the move reflects changing traveller behaviour.
“By collaborating with Zimbabwe and Namibia, we are creating richer, multi-faceted journeys and positioning Southern Africa as a connected, high-end destination capable of competing more effectively on the international stage,” he said.
Focus on connectivity and visitor spend
The partnership aims to reduce barriers to regional travel while encouraging visitors to explore multiple destinations within a single trip.
Namibia Tourism Board CEO Sebulon Chicalu said the collaboration is expected to attract higher-value travellers and support more seamless travel across borders.
Zimbabwe Tourism Authority chief executive George Manyaya added that the initiative represents a shift in how the region is marketed globally.
Events and trade opportunities in focus
A key pillar of the agreement is leveraging major sporting, cultural and business events to drive regional travel.
The approach is designed to encourage itinerary extensions and distribute tourism benefits more evenly across Southern Africa.
For the Australian trade, the partnership supports the continued growth of multi-country itineraries, offering stronger packaging opportunities across Cape Town, Victoria Falls and Namibia.
