Livingstone Destination Management Plan

Extensive stakeholder engagement has underpinned the development of a Destination Management Plan for Livingstone, home of the Victoria Falls, Zambia

The Brief


Acorn was commissioned to produce a Destination Management Plan to act as the cornerstone of the Destination Livingstone initiative with the overarching aim of turning the city and its environs into a more competitive destination and increase the long-term socio-economic benefits that tourism can bring.

Our Solution

Acorn provided a comprehensive analysis of the current tourism situation in Zambia that covered a breakdown of performance data, analysis of current assets, facilities and services, management of the destination and funding opportunities.   

Comprehensive research among the wide range of stakeholders consolidated a clear strategic direction for the development of Livingstone, the mission, targets, priorities and primary objectives.  Target markets were identified as the international leisure market, domestic and international MICE and business markets, and the short-term domestic break market, and matching the offer to the needs of the visitor highlighted as the key to success. 

Organising, governing and implementation of the DMP was proposed through a structure of partnership working and collaboration and the establishment of a Destination Livingstone Board, and an organisational structure proposed.  A process by which to monitor progress of the DMP was also included


The research concluded with an Implementation Action Plan with a proposed time frame into the long term, 4-5 years onwards over 5 top line objectives, each with detailed tasks outlined:

  • To develop innovative Tourism Products and Attractions to enhance the destination
  • To create a hub for Zambia and beyond through easy, affordable access
  • To create a high-quality environment for residents, businesses and visitors
  • To raise demand for Destination Livingstone
  • To collaborate to strengthen the management of the sector