Unlocking power of partnership in city branding

Tourism

Charles Mavhunga

REVITALISING cities through effective branding has become a top priority for governments around the world. In Zimbabwe, there is need for a revision of the Urban Councils Act (Chapter 29:15), to pave the way for a new era of city branding and development. With renewed emphasis on collaboration between public and private sectors, the revision of this piece of legislation is set to transform Zimbabwean cities into vibrant and attractive destinations. In this article, we shall take a closer look at how this bold move is set to shape the future of urban development in Zimbabwe.

The Act prohibits the private sector from repairing roads and facilitating structural developments of this infrastructure. The law was designed to ensure urban councils are the sole authorities responsible for the management and maintenance of roads in urban areas.

The main aim was to ensure the quality of road repairs and developments is standardised, thus meets approved specifications. This also serves to promote accountability and transparency in the management of roads.

However, given the challenges cities in Zimbabwe are facing, it is crucial for city councils to revise the Act to allow for private sector participation in road repairs and refuse collection.

Justification for revision of Act

1. Limited resources: The current economic situation in Zimbabwe has resulted in limited resources for city councils to carry out road repairs and manage waste disposal effectively. Private sector involvement can bring in the much-needed investment and expertise to improve road infrastructure and waste management systems.
2. Outdated infrastructure: Many cities in the country have outdated infrastructure that requires significant investment for maintenance and repairs. Private firms can introduce new technologies and methods for more effective and sustainable solutions, which city councils may not have the resources or expertise to implement.
3. Inefficiency and poor quality: Lack of competition and innovation in the provision of road repairs and refuse collection services by city councils has resulted in inefficiency and poor quality work. Private sector involvement can introduce competition, driving down costs and improving service delivery for the benefit of residents.
4. Job creation and economic growth: Private sector participation in road repairs and refuse collection can result in opportunities for job creation and economic growth. This can have a positive impact on the overall development of cities in the country.
5. Improved city branding: The poor state of roads and numerous garbage dumps negatively impact the image and branding of cities in Zimbabwe. Private sector involvement can improve the overall appearance and functionality of cities, making them more attractive to tourists and investors.
6. Power of partnership: City councils must recognise the power of partnership with the private sector. Working together can lead to more efficient and effective solutions for road repairs and waste management, benefitting both parties and, ultimately, the residents of the city.

It is essential for city councils to recognise the benefits of private sector involvement and take necessary steps to revise the Act for the betterment of cities.

Lessons from Africa

1. Lagos, Nigeria: In 2017, the Lagos State Government signed an agreement with a private firm to repair and maintain 114 inner-city roads for 10 years. The private firm was given incentives such as tax breaks and land concessions in return for its services.
2. Johannesburg, South Africa: The Johannesburg Roads Agency (JRA) has partnered with private companies to repair and maintain roads in the city. In 2019, the JRA signed a five-year contract with a private company to repair and maintain roads in the city’s central business district. The firm is given incentives based on performance and meeting set targets.
3. Accra, Ghana: In 2018, the Accra Metropolitan Assembly launched a programme called “Operation Clean Your Frontage” that gave private companies the responsibility of cleaning and maintaining frontages of their businesses. In return, these companies were given incentives such as tax breaks and recognition from the city.
4. Kigali, Rwanda: The Kigali City Council has partnered with private companies to improve the city’s waste management system. The firms are given incentives such as tax exemptions and access to land for waste management facilities.
5. Cape Town, South Africa: The City of Cape Town has implemented an adopt-a-road programme under which private companies have the responsibility of maintaining and beautifying certain roads in the city. In return, these firms are given incentives such as advertising space on road signs and recognition from the city.

 Lessons from the global world

1. New York City, United States: The New York City Department of Transportation has partnered with private companies to repair and maintain roads through the Adopt-A-Highway programme. Incentives for the companies include recognition on signage along the adopted road, as well as tax deductions for the cost of materials and labour.
2. London, United Kingdom: The London Borough of Camden has partnered with private companies to collect and dispose of waste through the Business Recycling and Waste Service. Incentives for businesses include reduced waste disposal fees and support in implementing sustainable waste management practices.
3. Singapore: The Land Transport Authority has partnered with private companies through the Road Asset Management System to maintain and repair roads in Singapore. Incentives for the firms include a performance-based payment system and access to state-of-the-art technology for road maintenance. This partnership was established in 2011.
4. Tokyo, Japan: The Tokyo Metropolitan Government has partnered with private companies through the Clean Tokyo Campaign to collect and dispose of waste in the city. Incentives for businesses include tax breaks and subsidies for implementing eco-friendly waste management practices. This partnership was established in 2003.

These examples show how cities in the global world have leveraged on partnerships with the private sector to improve road infrastructure and city cleanliness.

It is against this background that the Urban Councils Act in Zimbabwe should be revised to facilitate the involvement of the private sector in city cleaning and road repairs.

Road repairs and city cleanliness are important aspects of tourism branding because they contribute to the overall impression and experience of a destination for tourists.

* Charles Mavhunga co-authored textbooks in business enterprising skills and is currently studying for a PhD in Management at Bindura University. He can be contacted at: [email protected], Cell: 0772989816.