The Kavango Zambezi Transfrontier Conservation Area (KAZA TFCA) Secretariat together with the Republics of Botswana, Namibia, Zambia, and Zimbabwe, hosted three concurrent regional and international tour operator familiarisation trips during the period 14 – 21 September. The trips ended with a convergence event during which tourism businesses (accommodation, activities, attractions) from the KAZA region participated in speed marketing sessions with the hosted operators in Livingstone, Zambia on 22 September.
These events were coordinated by Ethos Marketing, a UK based company contracted by the KAZA Secretariat to implement a marketing campaign to promote KAZA as a leading tourism destination. The campaign is being implemented with support from the Federal Republic of Germany through KfW in close collaboration with the KAZA Partner States.
Speaking at the event, co-hosted by the KAZA Secretariat and Partner States represented through their respective national tourism organisations, the KAZA Secretariat Programme Manager highlighted the commitment of Partner States to undertake joint tourism marketing and development interventions, and the significance of the tourism sector for livelihoods and conservation in the region.
KAZA Tourism and Communications Working Group Chairperson, Mr. Keotshepile Mphusu from Botswana Tourism Organisation, added that familiarization tours and networking events such as these would go a long way in building a KAZA brand that is sellable, consumable, and well known across the globe.
Echoing his sentiments, the hosted tour operators expressed their enthusiasm about both the familiarisation trips as well as the convergence event, with one international tour operator remarking – “We came looking for unique destinations to sell, and in KAZA we found many destinations with unique stories”.
The event was attended by almost 50 tourism businesses operating in the KAZA region, and 20 regional and international tour operators servicing luxury and adventure market segments.
The KAZA Secretariat in close collaboration with Partner States and implementing partners, is coordinating several tourism marketing and development initiatives supported by the Federal Republic of Germany through KfW and GIZ including the following:
- Development of a KAZA tourism destination brand and corporate identity
- Establishment of The Great KAZA birding route
- Development of a Tracks4Africa map of KAZA
- KAZA tourism marketing campaign