Sergeant the Rhino at ITB Berlin 2017

Image for Sergeant the Rhino at ITB Berlin 2017

If you were at ITB Berlin 2017, you may have met some of Botswana’s famed rhino, including our very own, Sergeant.

We partnered with ITB sponsors, Botswana Tourism Organisation, as part of their campaign to promote the country’s dedication to sustainability and conservation. They did this with the use of 50 miniature, plywood rhino sculptures that were placed throughout the trade show. We sponsored one of these rhinos in order to raise awareness of the initiatives that we are undertaking to protect real rhinos.

Named after a well-known rhino who often visits our camps, Sergeant represents our conservation and community efforts not just in Botswana, but globally across all of our camps and lodges in Africa and our cruise ships in China, Egypt and Myanmar.

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We operate around the philosophy of ‘Luxury, naturally’ and all of our properties have the same aim: to allow you to have an authentic experience and enjoy a more natural kind of luxury in properties that have a strong commitment to conservation and responsible tourism. Within this, we focus on four key themes: health, education, enterprise and conservation. It is these four themes that made up the concept behind Sergeant.

Through our philanthropic arm, we sponsor various long-term, viable and self-sustaining projects, from supporting schools to establishing businesses and beyond. In Botswana, we are working alongside Rhino Conservation Botswana, the Botswana Defence Forces and other partners to save the critically endangered rhino. So far the project has successfully translocated over 20 rhino, both black and white, from South Africa to the ecological haven that is the Okavango Delta.

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This, and other projects, were highlighted on Sergeant’s “skin”, giving visitors to ITB Berlin the opportunity to learn more about our commitment to responsible tourism, and our support for the sustainable approach Botswana has taken to conservation and tourism.


You can find out more about how we are working to conserve wildlife on our blog.