KAZA TFCA introduces new transformative destination brand ‘Rivers of Life’

Zambia: Kavango Zambezi (KAZA) Trans Frontier Conservation Area (TFCA) has launched the transformative new destination brand ‘Rivers of Life’, during a landmark event at the KAZA Heads of State Summit in Livingstone, Zambia.

It is a bold new Tourism Destination Brand that marks a pivotal moment in the journey of the region’s towards promoting conservation, sustainable tourism and community empowerment in the respective TFCA components across the five partner countries – Angola, Botswana, Namibia, Zambia and Zimbabwe.

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Reportedly, the five nations have united to champion the conservation and community-led tourism in world’s largest terrestrial Transfrontier Conservation Area.

Considering the area span of approximate 520,000 sq. kms, the KAZA TFCA has become the world’s largest terrestrial Transfrontier Conservation Area.

logo of KAZA TFCA
logo of KAZA TFCA

As per the sources, the new brand embodies the region’s rich biodiversity, iconic wildlife, vibrant cultures and the life-giving rivers that connect it all.

Executive Director of the KAZA Secretariat – Dr. Nyambe Nyambe said, “Today marks a defining moment for conservation and sustainable tourism in Africa.”

He added that the Rivers of Life brand embodies the unwavering commitment to preserving the extraordinary natural and cultural heritage of the Kavango Zambezi eco-region.

Dr. Nyambe explained further that it is an invitation to the world to join a transformative journey, where the power of unity and collaboration knows no boundaries.

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The new tourism destination brand has developed by The Journey Tourism Consultant and Management encapsulated a unique value proposition: The Rivers of Life, rich in natural and cultural diversity to share with all those who love wildlife without borders.

Furthermore, the visual identity of the new tourism destination brand features a graphic depiction of an elephant, which is a keystone species whose migratory nature highlights the need for transboundary collaboration among the five KAZA countries.

The project encircles the elephant with dynamic brushstrokes in bold colours – yellow, red, blue and green that represents the rivers, landscapes and the vibrant cultures of the KAZA eco-region.

Each colour has been chosen carefully to convey a specific aspect of Kavango Zambezi – from the warmth and energy of the African sun and its beautiful sunrises and sunsets to the blue lifeblood of the TFCA, the mighty rivers sustain wildlife and communities and the lush green vegetation.

KAZA TFCA while launching new transformative destination brand 'Rivers of Life'
KAZA TFCA while launching new transformative destination brand ‘Rivers of Life’

Brand through Forged Collaboration

The development of the new Kavango Zambezi destination brand is considered inclusive and participatory.

The high-level leadership representatives from all five partner countries, underscores the strong political commitment to the new initiative and graced the launch of the brand with their presence.

Key stakeholders from the tourism industry and conservation organisations also attended the brand launch, along with the donor agencies and local community representatives which reflects the multi-sectoral and collaborative spirit of partnership that birthed the Kavango Zambezi ‘Rivers of Life’ tourism destination brand.

Dr. Nyambe the Executive Director said that the journey to this momentous day has been one of extensive consultation, collaboration and co-creation. He added that over the past year, they have engaged with a wide spectrum of stakeholders – from government representatives and conservation experts to tourism operators and the local community leaders across all five partner countries.

According to him, the inclusive approach has ensured that the new brand is a true reflection of the shared values, aspirations and unique attributes of the Kavango Zambezi Transfrontier Conservation Area.

The new brand also represents a bold vision for the future: to see Kavango Zambezi as a well-known and valued tourism destination which was actively promoted by the tourism trade and was appreciated by the local stakeholders who can measurably see the benefits of both conservation and tourism.

The KAZA Secretariat expressed that the new brand is an open invitation to the world to experience the wonders of the Kavango Zambezi landscape. The travellers will have the opportunity to immerse themselves in the raw beauty of the African wilderness by visiting Kavango Zambezi, while contributing directly to conservation efforts and the well-being of the communities who call this landscape their home.

KAZA TFCA Executive Secretariat Dr. Nyambe Nyambe
KAZA TFCA Executive Secretariat Dr. Nyambe Nyambe

Requirements from KAZA Secretariat to achieve the vision

  • Follow the five government’s lead in implementing strategies to ease of access.
  • Collaborate with the tourism trade both locally and internationally to:
  • Promote awareness of Kavango|Zambezi
  • Develop special interest products
  • Design routes that promote cross-border travel and extend duration of visits
  • Provide easily accessible information
  • Actively seek to ensure the inclusion of local communities.
  • Also Ensure sustainable conservation, including consumptive use of resources, which is appreciated.
  • Promote the ideals of eco-tourism.
  • Make a conscious contribution to combat the climate change.

In the upcoming months, the Kavango Zambezi ‘Rivers of Life’ brand will be rolled out across various platforms, through brand workshops, social media and marketing materials.

Dr. Nyambe as KAZA Secretariat will work closely with the partner organisations to integrate the new brand into their communications and marketing efforts, ensuring the coordinated and impactful brand presence.

KAZA TFCA is embarking on a new chapter as the organisation is committed to its core values of conservation, cooperation and community empowerment.

KAZA TFCA is further enhancing its stature with the new brand as a catalyst as a leading model for sustainable development in Africa, while demonstrating thriving wildlife, resilient communities and the responsible tourism that can coexist in harmony.

What is Kavango Zambezi Trans Frontier Conservation Area

The Kavango Zambezi Trans Frontier Conservation Area is the world’s largest terrestrial trand frontier conservation area, spanning five southern African countries – Angola, Botswana, Namibia, Zambia and Zimbabwe.

KAZA TFCA was established in 2011, and represents an ambitious vision for conservation, sustainable development and regional integration. The KAZA Secretariat, formed under the KAZA Treaty, plays a vital role in coordinating and facilitating the efforts, working with a range of partners to achieve a common shared vision for a thriving and resilient KAZA landscape.