To protect Africa’s biodiversity, it is essential to build a tourism space that reflects the people of Africa. And in so doing, nurture a culture of custodianship.
We aim to help foster this through creating market access for under-represented groups.
Sustainability without inclusivity is not responsible.
VISION
A tourism offering within Africa that balances diverse travel experiences with social impact and sustainability.
MISSION
To accelerate transformation (for inclusive economic growth) within tourism by creating market access for underrepresented groups.
UNDER-REPRESENTED GROUPS
Woman-owned businesses, Community-based tourism products, LGBTQIA+, Environmentally-responsible experiences, Conservation-focused products, Youth and Black-owned businesses.
CORE VALUES
To create awareness around key issues within tourism.
To leverage tourism to improve livelihoods.
To encourage dialogue around sustainable tourism.
To upskill small businesses in becoming market ready.
To nurture local custodians to protect Africa’s biodiversity.
To advocate on behalf of underrepresented groups.
To challenge biases within Africa’s tourism sector.
THE TEAM
We are an experienced team of travel experts with backgrounds in ground handling, tour operating and hospitality. To remain relevant, we focus on evolving traveller behaviour and market trends to ensure our portfolio and products speak to the times within which we live.
TRAVEL AGENTs
Do you have travellers who prioritise sustainable tourism? We’d love to work with you! Click here to register and join our network of responsible agents and operators.
TRAVEL PRODUCTs
Do you have a product that champions sustainable tourism? We’d love to hear more! Click here to register and join our portfolio of responsible travel products.