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The Rise Of Millionaire Tourism

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Private jets, elite lodges, haute cuisine and watching the perfect sunset – luxury safaris and bespoke experiences can cost anything from $20,000 to $350,000. 


My greatest experience was standing in the Makgadikgadi salt pan in Botswana, which, as far as you can see in all directions is absolutely flat and white. Then the sun goes down. All of us have seen beautiful sunsets, and then there’s the glow and all of us have seen that. But then, there’s a kind of… grey pause. And then, the real sunset begins. It lasts for 35-40 minutes. The entire sky starts changing color and then the sun is long gone. But the sky lights up with all these fabulous colors that keep shifting all the way around you. We watched it every night,” says Christopher Beach, an American tourist describing a moment on his R3 million ($208,700) tour around southern Africa in May 2018.

This trip – a bucket list-adventure for the group of six friends and partners – was guided by tour company Luxury Africa Destination Management.

A 19-day excursion, this one-of-a-kind experience included private planes, luxury lodges and a full immersion in the sweeping landscapes of South Africa, Botswana and Namibia.

How is ‘luxury’ defined?

Is it a five-star stay at the Ritz-Carlton in New York, or a meal from a top chef at an elite restaurant?

For many top-tier, elite travelers today, ‘luxury’ isn’t about caviar and diamond-encrusted cutlery.

‘Luxury’ in travel has changed from a garish display of wealth to one about experiences, privacy, and unique memories all bundled into one bespoke package.

As Angama Mara Lodge co-founder, Nicky Fitzgerald, with decades of experience in decadent travel and top-tier lodges in southern Africa, explains: “There are different opinions of luxury. In the end, the stuff is just the stuff, and if you have enough money, anyone can have gold cups or build a beautiful lodge. But experiencing good game is unique, and having a talented guide and caring staff take the experience out of the ordinary. Luxury is bespoke care for each person. Luxury for the super-elite is watching the perfect sunset, and seeing the Milky Way from bed.”

The sunset on the Makgadikgadi salt pan in Botswana was such a luxury experience for Beach.

“It is more than a poetic experience. It’s a life-changing experience,” he says.

A regular traveler, he is the retired President and Artistic Director of the La Jolla Music Society in San Diego. For over 40 years now, he and his partner have traveled annually to Venice. A few years ago, Beach and his sister went on National Geographic’s 24-day ‘Around the World by Private Jet’ trip (costing a minimum of $82,950 per person and including destinations like Easter Island and Marrakesh). “[My partner and I] say to everyone – people know that we’ve spent 40 years traveling and we say to everybody – you have to trust us. [A trip to southern Africa] is the most transcendent travel experience of your life. I went on the National Geographic ‘Around The World By Private Plane’ trip a couple of years ago and it was great and it was first-class and all of that… But going on a safari exceeded anything we’ve ever experienced.”

According to Virtuoso’s annual Luxe Report, a luxury trip advisory service, “the desire for unspoiled natural beauty is continuing to motivate travelers”.

Their 2018 forecast listed Africa as one of the top five must-take trips. They said in the report: “From culturally-rich South Africa, which is also 2018’s top adventure destination, to the wilds of Botswana and Kenya, and to the souks of Morocco, Africa is one of the world’s most diverse continents. Virtuoso’s advisors say a safari is an integral part of the African experience, particularly with wildlife preservation a priority for today’s sustainably-savvy travelers.”

Though Beach doesn’t consider himself ‘rich’, his trip on the continent was certainly in the upper echelons of tourist budgets pouring into the continent.

As the Southern and East African Tourism Update website writes: “Millionaire tourism in Africa has been on the rise for several years. In 2016, a study by a Johannesburg-based research institution found that in a period of 12 months, around 43,000 individuals with net assets of $10 million or more visited the continent for a holiday.”

Stats SA backs up the importance of all tourism in South Africa: “The tourism sector directly contributed 2.9% to South African gross domestic product (GDP) in 2016.”

The lure of the bush and a chance to experience a complete immersion in landscapes unseen in the West, not to mention close encounters with animals, are hugely appealing to international visitors. Says founder of Famba Famba Tour Design Specialists, and winner of Gauteng’s Lilizela tourism award, Valentino Meirroti: “The tourism industry is growing. There is a growing market for luxury travel as air travel becomes cheaper worldwide. The super-wealthy are spending less money on material things and more on unique experiences.”

The private villas, the haute cuisine, the sundowners, and the private jets aren’t the draw cards for the super-elite traveler, Meirroti explains. The biggest appeal for these luxury tourists is the chance to experience the raw beauty and these special moments in relative privacy.

Angama Mara Lodge, a 30-sleeper villa is perched on a hill overlooking Kenya’s Maasai Mara, with these needs in mind. In peak season, during one of the world’s most phenomenal sightings – the Great Migration – guests will pay $1,650 per night per person. The lodge’s co-founder Fitzgerald, describes: “We have a heart-stopping view from our position over the valley. We’re absolutely packed in high season. We’re very, very high-end and visitors find that visiting us on a safari tour and witnessing the Great Migration at such close quarters is a huge highlight.”

Beach describes it as well: “This is like being on earth millions of years ago in the garden of Eden. You are invisible in your jeep. The animals ignore you. They are acclimatized to you. You’re not a threat, you’re not something to eat.”

Patrick Siebel, founder of Luxury Africa Destination Management, has a whole business built around creating bespoke, luxury tours.

Most people using his services spend a minimum of R300,000 ($20,877) for two weeks, but on his most opulent trip, six people spent R5 million ($348,000) on a 15-day trip. He says he has serviced, amongst others, Russian oligarchs, American businessmen and CEOs, and super-wealthy families.

Says Siebel: “Last year, I had a guy, he wasn’t even planning to visit South Africa I guess. But he had a super yacht with the tallest mast in the world. While he was here having their main sail fitted on, he ended up going up to Johannesburg and bought a whole safari camp. Fascinating people.”

This type of travel is also falling into the enlarging wellness travel industry.

This billion-dollar section of luxury travel feeds another, equally important part of the luxury traveler’s needs – relaxation and enrichment.

Skift quotes Joss Kent, CEO of andBeyond: “Health and wellness are an increasingly larger part of travel, but these can mean different things to different people. We’re seeing that guests are traveling, not to escape their daily lives, but to enrich them.”

Fitzgerald agrees: “It seems outrageous but people who like luxury travel have more of an issue with time than money. Some guests have no clue what they paid for their accommodation. There is so much money for people to do beautiful travel.”

Meirroti adds: “Our guests appreciate exclusivity, and a combination of complete relaxation while having a unique experience. People are happy to spend money for a bespoke experience that is well-organized and guided by knowledgeable guides.”

Perhaps Beach says it best: “When I travel to Africa, I want a place that is private, private, private, and you walk out in the morning and you are the only person in the world looking out over a vast horizon. It feels like you’re in Discovery Channel. And though African safari costs are some of the most expensive trips I take over the world, they are life-changing.”

  • Samantha Steele 

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Executive Travel: Slikour’s Mexico

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The South African hip-hop artist and entrepreneur experienced a hurricane and a seismic spiritual shift in the city of Cancun. 


It has been a journey, a lot to learn and a lot learned,” says Siyabonga Metane, popularly known on South African hip-hop stages as ‘Slikour’.

The learnings have been in music and business, but the journeys have been beyond both.

Just two years post South Africa’s democratic elections in 1994, Slikour was part of a rap group named Skwatta Kamp, formed on the streets of the country’s Gauteng province, with the aim of commercializing the local hip-hop scene.

The group consisted of seven members and most of them went on to release solo albums. Slikour released two, Ventilation Mix Tape Vol.1 and 2, in 2005 and 2007. Long before that, in 2002, Slikour had turned entrepreneur, co-founding Buttabing Entertainment, a record label and artist management organization.

READ MORE | Executive Travel: Reneilwe Letsholonyane’s Manchester

 Today, he is also the founder of SlikourOnLife, a prominent urban culture online publication that he started in 2014 catering to music lovers.

Returning to the word ‘journey’, it especially sparks memories of a trip he undertook in 2011 to Cancun, a Mexican city on the Yucatán Peninsula bordering the Caribbean Sea, known for its beaches, resorts and nightlife. Slikour was there for a television shoot as part of a group. The trip still stands out in his mind.

He was not blown away by the city initially, but as he visited some of Cancun’s tourism attractions, he began to change his perception.

Ultimately, it proved to be what he calls an amazing rendezvous.

“The people were pretty much speaking Spanish,” he chuckles, recalling being immersed in the local culture.

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“There are a lot of laborers there and the people are beautiful and accommodating, but we never really spoke or interacted with the community.”

Slikour decided to savor the city’s famed nightlife instead and see for himself what all the hype was about.

It all began and ended with tequila, a distilled alcoholic drink and one of Mexico’s most famous exports, made of the blue agave plant from the city of Tequila in Mexico. 

“Everything you do there is done with tequila. I don’t drink alcohol, but I had to accept and apply myself because there, they don’t use tomato sauce, they use tequila; I literally had to get into the tequila swag; it’s everything there. Tequila started there,” Slikour says.

Mexico is known for its recurring hurricanes too, which Slikour also got a taste of while there.   

“After a few days of getting there, we were warned of a hurricane, and asked to close our doors and windows, and because these things happen regularly, there’s a drill to follow. The hurricane wasn’t a major one but I was excited because I wanted to see it. I had to look through the window,” he says.

The hurricanes are so frequent in Mexico that he likens the precautions taken to lighting a candle during South Africa’s frequent power cuts.  

Despite this exhilarating encounter with nature, the real earth-shaking experience for him, however, happened deep inside a cave in the city of Cancun – and also deep inside him.

READ MORE | Executive Travel: Nomzamo Mbatha’s Kenya

“My spiritual [epiphany] was when I went into those caves. You go in there with your self-assurance, claiming you understand everything. Thereon, they tell you where everything comes from and all of a sudden, you become this very small thing in this big ecosystem. It just shows how everything affects everything,” Slikour says.

The tour guides explained how everything inside the cave came from rain, elaborating how it was connected to the core of the earth; which is where they were at the time.

Slikour was in Cancun for two weeks, and also visited the pyramids.

“The Mexicans didn’t have all the mathematics that we have now but the pyramids were built to perfection. It just showed you how forward-thinking they were and how behind we are in as much as we think we are forward; we just have technology. We don’t think the way historic societies used to think,” says Slikour, in deep reflection.

Mexico is a place he would return to, anyday, in a heartbeat.

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Executive Travel: Reneilwe Letsholonyane’s Manchester

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The 37-year-old South African soccer midfielder says he could move to the English city for its sense of serenity and calm.


South Africa’s former national football player Reneilwe ‘Yeye’ Letsholonyane started playing in the streets of Soweto but his fame has often taken him beyond the soccer pitches of South Africa.

Also a fashion entrepreneur and co-founder of the newly-established ShaYe lounge, the veteran midfielder recounts the indelible memories of his most recent holiday to Manchester with his wife, sports presenter Mpho Letsholonyane.

“In the off season of 2018, I had just gotten married. I personally love Jay-Z and my wife loves Beyoncé; and they were having their On The Run 2 tour in Manchester; a major city in the northwest of England.”

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Letsholonyane had also always wanted to go to Paris, a major European city and global center for art, fashion, food and culture, so flew to Manchester via the French capital.

The newly-weds spent a few days in Paris and thereon proceeded to Manchester for the concert, flying Air France on both sectors.

“Funnily enough, the economy class on Air France is not as squashed as the economy class on South African Airlines. You’d expect an uncomfortable flight, but that wasn’t the case. There was enough room to stretch your legs and recline your seat,” says the footballer.

Upon landing and clearing customs, a shuttle was waiting for the two to be chauffeured through the city to their hotel. The 40-minute drive was what the 37-year-old says he enjoyed the most. It made him reflect and draw comparisons between his home country and Europe.

At the age of 23, Letsholonyane’s professional career had kicked-started, but it was in 2008 that he joined one of South Africa’s biggest teams, the Kaizer Chiefs Football Club, for an eight-year stint.

READ MORE | Executive Travel: NaakMusiQ’s Dubai

Receiving the call to represent Bafana Bafana for the 2010 World Cup was a moment he recalls vividly.

“We were at camp, and told to check out from the hotel and go home. We were to find out from the media, like other citizens, if we had been selected to play. I remember I was in the streets and didn’t want to focus on the media because I was nervous, panicking and excited.

“My parents broke the news to me, but there was more cheering in my hometown and outside my parent’s home. A soccer pitch and jersey with my number and surname were painted in the streets.”

It was a moment that led to fame and more travels. He flips back to Manchester, gushing about the city’s architecture as he was equally captivated by the serenity of the city and its mild-mannered people.

“The standalone houses are the kind you see on television, with no walls. People that side don’t seem to be worried about burglaries. It seems like the crime rate is low. It’s quiet and it’s the quiet that I like. I remember saying to my wife, ‘I could stay here’.” 

Executive Travel: Nomzamo Mbatha’s Kenya

Letsholonyane admits to seeking alone time to think and ruminate.

Ironically, for the footballer, the Beyoncé and Jay-Z concert was in the home of a football club.

Like all tourists, the couple traveled to Etihad Stadium, the home of Manchester City Football Club, where the musical extravaganza was to take place.

“We were told to use the train; luckily, it was a five-minute walk to the station. We got there but the people around us showed us what to do and where to go. We got off at a station, only to find out we had to wait for another train and it was packed. Then I started thinking about the hassle of getting into the stadium,” he says.

Letsholonyane and his wife dribbled their way through busy subways in Manchester to watch their favorite musicians on stage.

“Getting to Etihad Stadium was a pain-free experience. We got there early and people were idling outside. We went straight in and got seats in the front. There was no opening act, just the artists’ music playing.

Then the lights went dimmer and dimmer.

“It was time, we were about 10 meters away, and we saw them closely. Then it started raining. You’d think people would run for cover but no, people were just enjoying themselves. It was two and half hours of Beyoncé and Jay-Z and an experience never to be forgotten,” he says.

It was well after 1AM when the couple reached their hotel. “There was nothing that made us uncomfortable about walking the streets of Manchester at night. It felt like day.”

The night ended with rain, rounding off a day so different from playing under the hot African sun in the soccer fields of South Africa.

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No Longer In The Wilderness

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Meet the women challenging stereotypes deep in the bush in Botswana’s tourism capital Maun, filling roles conventionally held by men.


For 10 years, until 2018, Botswana had no First Lady, as President Ian Khama was unmarried. Botswana’s first First Lady, Ruth Williams Khama, the wife of Botswana’s first president Sir Seretse Khama, was recognized for her charitable work with women, and the current First Lady, Neo Masisi, is a champion for these causes too.

However, Masisi is also an accountant by profession with an MBA and an impressive resume (United Nations Headquarters in New York, United Nations Economic Commission for Africa and United Nations Integrated Peacebuilding Office in the Central African Republic).

But not just on the frontlines, in the deeper realms of this southern African country and acclaimed tourism destination, there are more women defying stereotypes, especially in its famed safari industry.

READ MORE | Bogolo Joy Kenewendo: Dismiss This Beautiful Continent At Your Own Peril

In the country’s tourism capital of Maun, at Kwando Safaris, guests visiting the iconic Okavango Delta waterways and predator plains of the Central Kalahari might be surprised to discover that for over a decade, a majority team of women have been behind the operation.

“Having so many women work in the company was never a policy; it just happened that way. I guess that women were just more capable,” says Sue Smart in her office in Maun.

She talks about her role as the Director of Kwando Safaris for 12 years as an accidental occupation, but a gutsy corporate background primed her for the head position.

“Coming to Gaborone as a volunteer, I worked with children impacted by HIV/AIDS. Then I visited the Okavango Delta on holiday. A chain of life events eventually led to me working at Kwando Safaris’ Kwara Camp, volunteering back of house, in the kitchen, with housekeeping – anywhere they needed it.”

Ungwang Makuluba is Moremi Air’s first local female pilot. Picture: Melanie Van Zyl

Formerly a Director at PricewaterhouseCoopers, with a background in environmental biology, it was a chance meeting with the owner that saw her grow from volunteer to boss in just three months. “In many ways, I was not a conventional fit for this role. I’m not African, a pilot, a guide, or a man, but my background in other areas meant I could run a business – even in the bush.”

Having a woman at the helm has had significant side effects for the company. Many women at Kwando Safaris hold high positions, from the general manager to operations manager to those in reservations to sales and marketing. This unofficial head office policy also extends into the camps in a formal staff management plan, where each lodge has a male and a female camp manager always on duty. 

Looking at the origins of tourism in Botswana, it’s perhaps not surprising that (generally speaking) travel in southern Africa has been a male-dominated industry. After all, the very first visitors to Botswana’s wild spaces were rough and tough gun-slinging, trophy-seeking tourists.

The current CEO of Botswana Tourism is a woman and, attesting to the country’s progressiveness, she’s not the first either. Myra Sekgororoane is encouraging about women in the industry saying, “I have not encountered any significant challenges because of my gender. Perhaps, I have been lucky in that the hospitality and tourism industry tends to have a high predominance of females globally.”

READ MORE | Feisty And Fearless Pioneers Thandi Ndlovu & Nonkululeko Gobodo

According to National Geographic, research shows working women in developing countries invest 90% of their income in their families, compared to the 35% generally contributed by men.

Tumie Matlhware and Ruth Stewart, managers for Travel For Impact, wholeheartedly agree. The Maun-based NGO aims to spread the wealth generated from tourism activities into the community, providing a direct and tangible link between conservation and its benefits.

“We want tourism dollars working beyond the traditional tourism world,” says Stewart, when we meet for coffee at the charming Tshilli Farmstall, another female-run establishment in Maun.

Travel For Impact has a powerful goal, with the slogan of “If every tourist who slept in our beautiful country paid 1 USD for every night they spent here, we would raise in excess of 300,000 USD per year”.

By partnering with exclusive lodges, camps, tour operators and hotels in Botswana, funds generated are put into local community partners, such as support for basket-weaving cooperatives. Looking at the company profile, the NGO funds many projects that support women.

Stewart shares the scientific standpoint endorsed by National Geographic, saying: “Women are the backbone of the community. If you support women, it gets passed down. They buy food, school supplies and more. They are the pillars of society.” 

The corporate social responsibility choice at Kwando Safaris concurs. Smart believes that “the ultimate saviors of animals are people, which is why we sponsor the grassroots initiative, Mummy’s Angels, instead of a more usual conservation project”.

Mummy’s Angels started in April 2018, spearheaded by three women in Maun, to empower mothers with newborns who have little by way of financial support.

“We had second-hand clothes and other baby items in good condition and wanted to donate somewhere it would make a difference,” says one founder, Rochelle Katz.

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