This project provides a marketing strategy and action plan for packaging and showcasing the tourism offerings of TFCAs in support of Goal 3 of he SADC Tourism Programme. The primary beneficiaries are seven TFCAs that have a sufficient variety of products and services and that are deemed “market ready”. These are Kavango Zambezi TFCA (Angola, Botswana, Namibia, Zambia and Zimbabwe), Great Limpopo TFCA (Mozambique, South Africa and Zimbabwe), Maloti Drakensberg TFCA (Lesotho and South Africa), Lubombo TFCA (Eswatini, Mozambique and South Africa), /Ai/Ais-Richtersveld Transfrontier Park (Namibia and South Africa), Malawi-Zambia TFCA (Malawi and Zambia) and nd Greater Mapungubwe TFCA (Botswana, South Africa, and Zimbabwe)
The strategy was formulated in close collaboration with stakeholders. The key deliverable is a TFCA market development strategy report that includes proposed activities for expanding the TFCA marketing drive, developing and promoting cross-border routes and itineraries, supporting the development and growth of cross-border events in TFCAs and an action plan with timelines and estimated costs. Methods included benchmarking 5 examples of multi-destination marketing initiative, one-on-one interviews (virtual) with 20 public and private sector stakeholders, an online tour operator survey that rendered 20 meaningful responses, and profiling of TFCA source markets and market segments through desk research.
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