KAZA TFCA Launches “Rivers of Life” Brand to Boost Conservation Tourism
‘Rivers of Life’ promotes sustainable tourism across Angola, Botswana, Namibia, Zambia, & Zimbabwe.
The Kavango Zambezi Transfrontier Conservation Area (KAZA TFCA) unveiled its new tourism brand, ‘Rivers of Life,’ at the recent KAZA Heads of State Summit in Livingstone, Zambia, on May 29, 2024.
This unveiling marks a crucial moment for conservation and sustainable tourism across its member countries – Angola, Botswana, Namibia, Zambia, and Zimbabwe, as stated by the KAZA Secretariat.
Keystone Symbol
The brand’s visual identity features a majestic elephant, a keystone species whose migrations highlight the importance of collaboration among KAZA countries (developed by The Journey Tourism Consultant and Management).
“Encircling the elephant are dynamic brushstrokes in bold colours – yellow, red, blue, and green – representing the rivers, landscapes, and the vibrant cultures of the KAZA eco-region. Each colour has been carefully chosen 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 that sustain wildlife and communities, and the lush green vegetation.”
The “Rivers of Life” brand is a collaborative effort, reflecting KAZA’s commitment to multi-sectoral partnerships, as explained by Dr. Nyambe.
Bold Vision
The KAZA TFCA, known as the world’s largest terrestrial transfrontier conservation area spanning 520,000 sq km, is home to exceptional biodiversity, iconic wildlife, vibrant cultures, and life-giving rivers.
It aims to establish itself as a widely recognised and valued tourism destination, actively promoted by the industry. The local communities, who benefit from conservation and tourism, embrace this vision.
Strategies for Success
The KAZA Secretariat outlined its strategies, including Ease of Access, Industry Collaboration, Community Inclusion, Sustainable Practices, and making a “conscious contribution to combating climate change.”
“Our new brand invites the world to experience the wonders of the Kavango Zambezi landscape,” says Dr. Nyambe. Visitors can immerse themselves in Africa’s wilderness while contributing to conservation and local communities.
New Chapter
The KAZA Secretariat is gearing up to roll out the “Rivers of Life” brand across various platforms in the coming months. Collaboration with partners will be key to effective brand integration, they emphasise.
