Kavango Zambezi (World’s Largest Trans Frontier Conservation Area) Launches Online Brand Hub As Part Of Global Tourism Branding And Marketing Strategy

Why this matters:

• New Online Brand Hub Launched: Tourism stakeholders can now access exclusive brand assets, co-branding opportunities, and marketing materials at www.uncoverkaza.com/become-a-media-partner.
• Brand Ambassador Programme: Businesses and media partners invited to join the Kavango Zambezi movement by signing the Brand Pledge.
• Largest Terrestrial Conservation Area in the World: Spanning five southern African nations and covering 520,000 square kilometres.
• Home to Africa’s Largest Elephant Population: Hosting the largest contiguous herd of African savanna elephants on the planet (approximately 228,000).
• Unrivalled Natural and Cultural Diversity: A landscape of wetlands, woodlands, floodplains, and iconic rivers, supporting diverse wildlife and rich heritage.
• A New Global Tourism Brand – ‘Rivers of Life’: Launched to elevate Kavango Zambezi as a top-tier, sustainable tourism destination.
• Backed by the German Government through KfW: Strategic financial support driving conservation and tourism growth.

KAVANGO ZAMBEZI, 16 MAY 2025 – The Kavango Zambezi Trans Frontier Conservation Area (KAZA TFCA), the world’s largest terrestrial transboundary conservation area spanning five southern African nations, has embarked on a landmark branding and marketing strategy to position itself as a premier tourism destination.

Spanning approximately 520,000 square kilometres and home to the largest contiguous population of African savanna elephants (approximately 228,000 according to a 2022 aerial survey), the Kavango Zambezi TFCA stands as a beacon of conservation, community development, and sustainable tourism.

With the launch of the "Rivers of Life" brand and an integrated marketing campaign, Kavango Zambezi TFCA is elevating its status on the global tourism stage. Through strategic partnerships, cutting-edge digital outreach, and industry collaborations, Kavango Zambezi aims to drive sustainable tourism while benefiting local communities and reinforcing conservation efforts.

To enhance visibility and maintain brand consistency, stakeholders are encouraged to integrate the destination brand assets into their marketing efforts as part of a co-branding initiative when promoting Kavango Zambezi. These assets are now available on an online brand hub hosted on the new website (www.uncoverkaza.com/become-a-media-partner), offering logos, templates, and promotional materials to ensure cohesive messaging across all platforms.

THE ‘RIVERS OF LIFE’ BRAND

Launched at the Kavango Zambezi Heads of State Summit in Livingstone, Zambia, in 2024, the "Rivers of Life" brand embodies the rich biodiversity, cultural heritage, and iconic waterways that define this unparalleled landscape. Spanning Angola, Botswana, Namibia, Zambia, and Zimbabwe, the Kavango Zambezi TFCA is home to an extraordinary array of wildlife and over 650 species of birds.

"The ‘Rivers of Life’ brand represents far more than a new logo – it embodies the essence and unique offering of this extraordinary place, where five visionary nations have come together to care for a vast conservation area rich in natural and cultural diversity. Under the ‘Rivers of Life’ brand, we call on all stakeholders to explore, conserve, and celebrate one of Africa’s last great wildernesses," said Dr. Nyambe Nyambe, Executive Director of the Kavango Zambezi TFCA 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.”

A MULTI-FACETED MARKETING STRATEGY WITH GLOBAL REACH

Backed by financial support from the German Government through KfW, Kavango Zambezi’s marketing approach is designed to captivate a global audience through a combination of high-impact digital strategies, international trade engagements, and on-the-ground activation efforts.

Key components include:

• Deploying a dedicated content strategy across social media, travel websites, and digital advertising platforms to engage key target markets with Kavango Zambezi’s wildlife, adventure tourism, and cultural experiences.
• Hosting tour operator fam trips and media trips to immerse international journalists and content creators in the heart of Kavango Zambezi, generating compelling narratives that showcase the destination’s unique selling points.
• Kavango Zambezi presence at major tourism trade shows such as ITB Berlin, WTM London, and Africa’s Travel Indaba, facilitating partnerships with tour operators, travel agencies, and media outlets to drive tourism interest and bookings.
• Stakeholder workshops, webinars, and brand application training sessions to equip local tourism operators with the tools needed to effectively communicate and align with the "Rivers of Life" brand.

A COLLECTIVE TOURISM VISION TO THE BENEFIT OF CONSERVATION AND COMMUNITIES

Stakeholders across the tourism value chain—government agencies, private sector operators, community conservancies, and conservation NGOs—are being invited to actively participate in the rollout of Kavango Zambezi’s branding and marketing efforts.

For those marketing tourism products, listing their experiences on the Kavango Zambezi destination website will provide direct access to an engaged audience actively seeking information on the region.

Businesses with a strong birding focus can enhance their market presence by becoming ambassadors for the Great Kavango Zambezi Birding Route, participating in trade events and media trips to showcase their offerings. Additionally, stakeholders have the opportunity to engage in familiarisation tours, international trade shows, and joint promotional activities that highlight Kavango Zambezi as a premier tourism destination.

By actively engaging with these resources and initiatives, stakeholders can strengthen their individual businesses while contributing to the unified global presence of Kavango Zambezi as a premier tourism destination.

Through brand partnerships, co-marketing opportunities, and integration into international sales channels, stakeholders will play a pivotal role in amplifying Kavango Zambezi’s presence, added Dr Nyambe.

"This is a collaborative effort that requires engagement at every level. From local communities who host visitors, to international tour operators selling the destination, we are creating a unified vision that benefits all."

WHY KAVANGO ZAMBEZI? A DESTINATION LIKE NO OTHER

Ecological Importance & Biodiversity

1. Spanning 520,000 square kilometres across five nations (Angola, Botswana, Namibia, Zambia, and Zimbabwe), Kavango Zambezi TFCA is the largest terrestrial conservation area on the planet, dwarfing even some entire countries.
2. The region protects the largest contiguous herd of African savanna elephants (estimated to be 227,900), a keystone species vital for ecosystem balance.
3. With its five major river systems (Kavango, Zambezi, Chobe, Kwando  and Kafue), Kavango Zambezi plays a critical role in sustaining life across vast semi-arid landscapes, supporting both biodiversity and human communities.
4. Kavango Zambezi boasts over 650 bird species, including rare and endangered species like the Slaty Egret, Pel’s Fishing Owl, and African Pitta, making it a mecca for avitourism.
5. It houses key Ramsar sites (wetlands of international importance) including the Okavango Delta, Bwabwata National Park, Mudumu National Park and Nkasa Rupara National Park, ensuring safe migratory routes for a variety of species across multiple ecosystems.
6. Unlike fragmented national parks, Kavango Zambezi provides uninterrupted landscapes, allowing for free-roaming wildlife migrations.

Cultural & Heritage Value

7. Kavango Zambezi is home to ancient cultures, who maintain deep spiritual and practical connections to the land.
8. Visitors can experience authentic traditions, including local music, dance, storytelling, and crafts passed down through generations.

Adventure & Tourism Experiences Like No Other

10. Kavango Zambezi offers a unique chance to explore five countries in a single trip, experiencing the Okavango Delta, Victoria Falls, Chobe National Park, and more in one seamless journey.
11. Unlike most safari destinations that focus on land-based game viewing, Kavango Zambezi’s vast river systems allow for boat and mokoro safaris, where visitors can observe hippos, crocodiles, and birdlife in their natural habitats.
12. Kavango Zambezi supports high predator densities, including lions, leopards, wild dogs, and cheetahs, making it one of the best places for predator viewing.
13. Visitors can experience walking safaris, canoe expeditions, helicopter tours, and world-class fishing, creating an unparalleled range of adventure options.

Environmental & Conservation Leadership

15. Kavango Zambezi is pioneering transboundary conservation, ensuring wildlife can move freely across landscapes without human-imposed restrictions.
16. The Kavango Zambezi strategy ensures that tourism directly benefits conservation, funding natural resources protection and management initiatives.
17. Local communities play a key role in managing conservation areas through community conservancies, enabling economic benefits from protecting wildlife.
18. Kavango Zambezi is maintaining and restoring migration routes, reintroducing wildlife species, and rehabilitating degraded landscapes.
19. As climate change threatens Africa’s natural landscapes, Kavango Zambezi’s wetlands, forests, and grasslands act as carbon sinks, helping to mitigate climate impacts while sustaining rural livelihoods.
20. Kavango Zambezi is the result of unprecedented collaboration between five governments, conservation organisations, and local communities—a global benchmark for large-scale conservation success.