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.