Beyond the Safari: Reimagining South Africa Travel Through Inclusion and Equity

Cape Town has long been positioned as a jewel in Africa’s tourism crown — a city of world-class wine, breathtaking mountainscapes, and Big Five safaris. But beyond the postcard lies another South Africa: one marked by deep-rooted inequality, underrepresentation, and systemic exclusion of its Black and indigenous communities from the benefits of the very industry that thrives on its cultural wealth.

Earlier this year, I travelled to Cape Town as part of Themba Travel’s Hidden Gems Fam Trip, curated by the remarkable Chantal Potgieter. It wasn’t just a tour — it was a journey of purpose. With social sustainability, cultural inclusion, and responsible travel at its core, the experience challenged me as both a traveller and advocate for inclusive tourism to rethink what ethical, empowering travel in Africa really looks like.

 The Problem With the Africa Travel Narrative

Africa is often romanticised through a narrow lens: safari lodges, luxury vineyards, and curated wildlife encounters. These packages, largely marketed and monetised by white-led organisations, often bypass local suppliers, Black-owned businesses, and grassroots tourism entrepreneurs. The result? A fragmented sector where those closest to the culture and most in need of the revenue are furthest from its rewards.

 Themba Travel: A Blueprint for Purposeful Tourism

Chantal’s vision for Themba Travel disrupts this status quo. By embedding local voices, diverse suppliers, and community-led experiences into her itineraries, she offers a model of tourism that doesn't extract but enriches.

Our itinerary wove through Cape Karoo conservation work, Black-owned guesthouses in Stellenbosch, and immersive visits that honoured indigenous art and lived realities. We travelled on the historic Ceres Rail and had honest conversations about socially-conscious tourism on a community radio station.

 Why Travel Providers Must Act Now

Travel is evolving — and so must forward-thinking travel providers. Consumers are demanding authenticity, positive impact, and accountability. As travel professionals, we must interrogate our Africa programmes:

Who is benefiting from your tours?
Are you working with diverse, community-based suppliers and guides?

What stories are you telling — and whose voices are missing?
Language, imagery, and representation in brochures and websites must reflect the continent’s full humanity.

Are you creating inclusive supply chains?
Seek out local artisans, indigenous-led experiences, and equitable partnerships.

Do your itineraries promote volunteerism and reciprocity?
Tourism must become a bridge — not a barrier — to empowerment.

 Let’s Showcase What Inclusion Looks Like

Themba Travel’s itinerary was a masterclass in how to do this. From the mountain trails of Grabouw and the volunteer program at Buffelsdrift Game Lodge (www.buffelsdrift.com/volunteering-program), to wine tastings at the only black-owned vineyard in Franschhoek - Klein Goederust (www.kleingoederust.co.za), staying at a stunning guests house (Staymore), having a traditional South African Home Dining experience, viewing a curated collection of indigenous art by the Koena Art Institute (www. koenaartinstitute.com) and sunset dinners overlooking the Atlantic — each stop was infused with intention and respect.

This wasn’t about ticking boxes; it was about expanding horizons — ours and our industry’s.

What action will you take?

The Inclusive Travel Forum calls on tour operators, travel agents, DMCs, and travel marketers to:

  • Audit your current Africa offerings for inclusion gaps.

  • Partner with grassroots and Black-owned tourism providers.

  • Invest in DEI training for your teams and local guides.

  • Collaborate with travel businesses like Themba Travel and support networks that are championing equity in tourism.

Inclusion isn’t a trend — it’s a responsibility. And it’s time we live up to it.

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