Your Africa: it’s a relationship, not just a destination
New luxury travel brand invites the world to ‘tell your own African story, your way’
The best journeys aren’t booked. They’re designed around you – what you’re passionate about, where you want to go, how you get there and how long you want to stay. They’re about what matters most to you.
That’s what firmly sets apart Your Africa, the new luxury African travel brand that launched on 30 March 2026, in the travel industry: it doesn’t squeeze you into a journey – it creates the journey around you.
Your Africa is the newest arrow in the quiver of Tourvest Destination Management, a division of the South Africa-based, globally focused Tourvest Integrated Tourism Group.
Imagine swimming in a rock pool on the very edge of the magnificent Victoria Falls. Watching predators and prey in the isolated paradise of Tanzania’s Ngorongoro Crater, or during the Great Migration in Kenya’s Masai Mara National Park. Getting up close and personal with big game on a walking safari in Zambia’s South Luangwa National Park. Interacting with mountain gorillas in Uganda’s evocatively named Bwindi Impenetrable Forest.
Exploring shipwrecks along Namibia’s notorious, fascinating Skeleton Coast. Stargazing in the Namib Desert, in one of the darkest places on Earth. Picnicking on a sand spit on a tropical Mozambican Island. Spotting the Big Seven animals in South Africa, in the only place in the world where you can do this. Going on a silent safari in a mokoro dugout canoe in Botswana’s spectacular Okavango Delta. Or any other rare African adventure you can think of – and doing it in luxurious comfort.
“Your Africa stands apart in a fundamental way,” says Your Africa Managing Executive Clinton Els. “We don’t offer standard itineraries; in fact, we don’t even have a pro-forma that forms the basis of an itinerary. Our Travel Architects – which is what we call our expert travel consultants – know Africa intimately and will work with each guest to design their personal dream African journey from the ground up.
“Every moment, every detail that will make that guest’s African journey their very own, we will curate. What’s important to note is that we’re not restricted only to options provided by our partners; whatever experience a guest desires, we will do our utmost to make it happen.”
Comprising over 100 brands throughout the travel value chain and approaching 10 000 employees, the Tourvest Group is Southern Africa’s leading integrated tourism business; it has operations throughout Southern, West and East Africa, the UK, Spain, India, the Caribbean, and partners worldwide.
Tourvest Destination Management, which like Tourvest’s other subsidiaries operates as an autonomous business, focuses on inbound tourism and planning, creating world-class travel experiences with African soul.
Your Africa’s specific target markets include the US, the UK and the rest of Europe, as well as the Americas and Australasia, appealing to affluent travellers who are seeking authentic, curated African experiences.
Your Africa is perfectly positioned to handsomely make good on its promise, says Martin Wiest, CEO of Tourvest Destination Management.
“We have the decades of experience and expertise, the deep Africa knowledge, and the luxury travel partners to enable every one of our guests to tell their own African story. Most important of all in the mix, however, is that we all have Africa within us,” Wiest says.
“We know our continent intimately – its history and heritage, its people and cultures, and of course its spectacular natural beauty – and so we know how to curate a luxury African adventure that goes beyond mere opulence to rare, precious experiences infused with personal meaning.”
For Els, Africa is not one story; rather, it comprises thousands and thousands of them, all different, all compelling and all personal.
“We’re not setting out to sell holidays; lots of others do that already. What we will do, however, is assist our guests to discover and tell their own personal African story – and, importantly, to tell it in their own way,” he says.
“That’s a powerful thing, and we’re very excited to be supporting our guests to add many more stories to the great African tome.”
To find out more about Your Africa, please visit the Your Africa website or follow it on social media: Facebook, LinkedIn, YouTube, Pinterest and Instagram.
