Zambia Launches ROARR Project to Boost Tourism and Empower Communities
Zambia’s Minister of Tourism, Rodney Sikumba, has launched ROARR: A Victoria Falls Live Project, an ambitious initiative aimed at transforming the country’s tourism sector through immersive storytelling, advanced technology, and community empowerment.
Unveiled in Lusaka on Thursday evening, the project is spearheaded by Immersive International and Agusta Productions. It is designed to position Mosi-oa-Tunya (Victoria Falls) as a global destination for conservation, culture, and innovation by blending nature, art, and technology.
“ROARR is more than a visual spectacle, it’s a bold statement that Zambia is ready to lead the way in transformative, sustainable tourism,” said Minister Sikumba. “Through this initiative, we are not only attracting international attention but also ensuring that our local communities benefit through job creation, capacity building, and economic inclusion.”
The ROARR initiative aligns with Zambia’s National Tourism Strategy, which promotes inclusive growth, private sector engagement, and environmental sustainability. The Minister urged other tourism developers to emulate ROARR’s community-led, sustainable approach.
Zambia Tourism Agency Chief Executive Officer, Mr. Matongo Matamwandi, described the project as a major boost to Zambia’s international tourism visibility. “ROARR will enhance our country’s positioning as a leading destination in Southern Africa. It’s a game-changer in how we market our heritage sites and engage with audiences both locally and globally,” he said.
The event also featured remarks from Tommy Lexen, Managing Director of Immersive International, and Giovanni Agusta of Agusta Productions. Both expressed deep appreciation for the support received from the Government of Zambia, traditional leaders, and the people of Livingstone, where the project will be hosted.
ROARR is part of a broader global initiative featuring nature-first, record-breaking installations across the seven natural wonders of the world. It aims to use Mosi-oa-Tunya as a powerful platform for storytelling, conservation awareness, and immersive entertainment, helping protect natural heritage while inspiring global audiences.
