From 19 to 22 November 2024, the Kavango Zambezi Trans Frontier Conservation Area (KAZA TFCA) undertook an intensive regional brand activation roadshow, marking a crucial step in implementing its new “Rivers of Life” destination brand, which was launched on 29 May 2024, by the Ministers responsible for KAZA TFCA during a landmark event at the KAZA Heads of State Summit in Livingstone, Zambia.
The roadshow, which engaged more than 100 tourism stakeholders across four major tourism hubs, represents the first phase of an ambitious strategy to position Kavango Zambezi as a premier trans frontier tourism destination.
Comprehensive workshops were conducted in Katima Mulilo (Namibia), Kasane (Botswana), Livingstone (Zambia), and Victoria Falls (Zimbabwe), bringing together stakeholders ranging from National Tourism Organisations, private sector tourism operators, national agencies responsible for parks and wildlife, tourism associations/umbrella body representatives, conservation organisations, and community-based tourism representatives. The sessions provided practical training in brand application, creative storytelling, and strategic marketing guidelines, empowering participants to become effective brand champions. While Angola was represented by an official from the national tourism organisation at the workshop in Katima Mulilo (Namibia), the workshop for Angola-based stakeholders is being planned for early 2025.
“The Kavango Zambezi ‘Rivers of Life’ brand represents more than just a new visual identity – it embodies the essence of the area’s unique offering, where five visionary nations have come together to care for a vast conservation area rich in natural and cultural diversity,” says Dr. Nyambe Nyambe, Executive Director of the KAZA Secretariat. “Through this brand activation, we’re creating a unified voice that tells the story of our extraordinary landscape, its people, its wildlife, and the Partner States’ commitment to conservation through tourism.”
The roadshow introduced a sophisticated brand architecture that includes:
- A tiered partnership model enabling tourism stakeholders to become official brand partners.
- A comprehensive brand manual guiding consistent application across all platforms.
- Creative guidelines emphasising the “Sharing Stories of Life on the River” narrative.
The brand communication strategy emphasises engagement and capacity building through virtual training sessions for international tour operators and regular stakeholder networking opportunities. Specialised toolkits are being developed for different stakeholder groups, while integration with existing tourism platforms and trade shows will ensure broad reach. A targeted media engagement programme, including partnerships with key influencers, will help share the Kavango Zambezi’s unique story with global audiences.
As part of ongoing tourism development interventions in the landscape, the Great Kavango Zambezi Birding Route, an exciting new tourism product that capitalizes on the KAZA TFCA ‘s exceptional avian diversity, over 60 specialist bird guides across the landscape are being trained and upskilled to provide expert guidance to avitourism enthusiasts. This initiative includes:
- Development of comprehensive route maps and birding site information.
- Creation of an avitourism-friendly accommodation network.
- Integration with international birding platforms and tour operators.
- Launch of a dedicated website and marketing materials.
To ensure Kavango Zambezi’s tourism destination and marketing initiatives reach key global markets, KAZA Secretariat has partnered with UK-based Ethos Marketing to spearhead an international marketing campaign. The campaign includes familiarisation trips for international media and tour operators, supported by a sophisticated digital marketing campaign targeting key source markets. The campaign is part of a comprehensive marketing strategy to develop specialised content for different market segments while working closely with National Tourism Organisations to amplify reach.
This coordinated approach to destination development sets a new standard for transboundary tourism, notes Dr. Nyambe. “By aligning our brand activation with specific tourism initiatives like the Great Kavango Zambezi Birding Route, we’re creating tangible opportunities for both conservation and community benefit while offering unique experiences for visitors,” says Dr Nyambe.
The Partner States, facilitated by the KAZA Secretariat, are implementing a multi-faceted tourism development strategy, with financial support from the German Government through KfW, that combines innovative brand communication, specialised tourism product development, and targeted international marketing, demonstrating the international community’s commitment to sustainable conservation through tourism.
For further details on this initiative, please contact:
Bridget Siziba
Communication and Marketing Officer
KAZA Secretariat
Tel: +267 78148745
Email: bsiziba@kavangozambezi.org
Web: www.uncoverkaza.com/
