‘Mosi-Oa-Tunya’ is a national tourism and awareness campaign to boost Livingstone as a destination within Zambia’s domestic travel market.
‘Mosi-Oa-Tunya’: a well-known name for the iconic natural wonder that is Victoria Falls. The site of Livingstone as a bustling tourism hub and host for Zambia and beyond. A name that provides immediate recognition of what it means and what it represents to the people of Zambia.
The campaign, in partnership with an award-winning communications company Love Africa Marketing, aims to grow Livingstone and its iconic activities as a destination within the domestic tourism market in Zambia. This is to create national awareness and interest in Livingstone as a destination, to tackle the misconceptions of the city within the domestic market, to reduce the barrier to entry for travel and to increase tourism numbers to Livingstone to experience the town and everything it has to offer.
The campaign looks to challenge Zambians to reconnect and re-root in their pride for Zambia by connecting to ‘Mosi- Oa-Tunya’ again – the smoke that thunders. After a year of struggle and hardships with COVID, it’s time to support each other to build back better.