Sports and tourism branding: The Victoria Falls Marathon

THE Victoria Falls Marathon is an ideal example of linking sporting events and tourism branding.

The marathon has captivated participants and spectators alike, with its breath-taking setting near the iconic Victoria Falls.

Since its inception in 2006, this international running event has grown in stature, drawing runners from around the world to experience the thrill of racing against the backdrop of one of the Seven Natural Wonders of the World.

With a challenging full marathon, an exhilarating half-marathon, and a fun-filled 5km run, the event offers a unique opportunity to showcase the beauty of Victoria Falls, while promoting health, fitness and tourism.

Renowned for its well-organised logistics, welcoming atmosphere, and scenic route through the town of Victoria Falls (Mosi-oa-Tunya or Shungu Nyamutitima in local languages), the marathon has become a must-attend event on the global running calendar.

Zimbabwe’s tourism industry is strategically leveraged to use sporting events as a tool for branding, and the Victoria Falls Marathon stands out as a shining example to promote active living and driving tourism.

The country can be positioned as a vibrant and dynamic destination for sports enthusiasts worldwide.

The Victoria Falls Marathon showcases the beauty and hospitality of Zimbabwe through the lens of this world-class sporting event.

In addition, the event exemplifies how sports can transcend boundaries, unite communities and elevate destinations on the global stage, effectively branding Zimbabwe as a vibrant and welcoming destination for tourists seeking adventure and natural beauty.

The Victoria Falls Marathon is perfectly poised to join the ranks of iconic global events like the New York City Marathon, known for highlighting the city’s iconic landmarks and vibrant cultural tapestry.

Drawing inspiration from renowned races such as the Great Wall Marathon in China and the Big Five Marathon in South Africa, which artfully weave local landscapes and wildlife into the race experience, this event promises to create a unique brand identity that captivates participants from around the globe.

In addition, the marathon collaborates with international running organisations, tourism boards, and travel agencies, and thus attracting a broader audience that fosters effective partnerships with capacity to promote sustainable tourism practices and community development.

Through strategic marketing campaigns, social media engagement, and targeted outreach efforts, the Victoria Falls Marathon carries the capacity to amplify Zimbabwe’s tourism brand to reach the global impact and thus positioning the country’s tourism sector as a world-class destination that celebrates the spirit of athleticism, cultural exchange and environmental stewardship.

The Victoria Falls Marathon serves as a powerful catalyst for inspiring local authorities, Government and investors to expand and enhance infrastructure in the country.

The event’s inclusive nature, which attracts participants from diverse backgrounds, fosters unity and camaraderie among individuals from different cultures and nations, mirroring the spirit of solidarity.

The marathon has the potential to drive significant improvements in infrastructure, including upgrading of roads, enhanced sports facilities, improved water systems, and the development of sports amenities that can benefit both residents and visitors.

Global examples, such as the impact of major marathons like the New York City Marathon on infrastructure development in New York City or the Tokyo Marathon in Japan, demonstrate how sporting events can spur investments in urban infrastructure, transportation networks and public spaces.

Zimbabwe’s hospitality industry in Zimbabwe has proved that it is well-prepared to host the Victoria Falls Marathon, leveraging the country’s rich culture of ‘Ubuntu’ and warm hospitality to welcome participants and visitors from around the world.

Zimbabweans are known for their friendly and welcoming nature, embodying the spirit of ‘Ubuntu’, which emphasises community, compassion and mutual respect.

This cultural ethos permeates the hospitality sector, where guests are treated with kindness and generosity, ensuring a memorable and enjoyable experience for all.

Safety and security issues for tourists are a top priority, with Government and local authorities implementing stringent measures to safeguard visitors and maintain a peaceful environment.

The positive political atmosphere under the Second Republic has created a conducive environment for tourism development, with a clear vision outlined in Vision 2030 to propel the country towards sustainable growth and prosperity.

The Second Republic’s commitment to promoting peace and tranquillity aligns with Zimbabwe’s aspirations to become a premier tourism destination.

By investing in modern sports facilities and offering innovative sports tourism packages that showcase the country’s natural beauty, cultural heritage, and diverse attractions, Zimbabwe can attract a global audience of sports enthusiasts and adventure seekers, positioning itself as a leading player in the competitive sports tourism market.

Source: https://www.sundaymail.co.zw/sports-and-tourism-branding-the-victoria-falls-marathon#google_vignette