Aurum Africa

02/12/2025

Barriers to participation run deep in South African tourism. Even with new codes and charters for transformation, most tourism business ownership is still out of reach for Black entrepreneurs. Why? Market access – more than finance or education – remains the biggest hurdle.

Not enough partnerships exist between established tourism companies and local businesses. Many small, Black-owned enterprises find themselves locked out because they can’t meet the high-volume supply requirements or regulatory demands that big operators need. As a result, experience, skills, and community talent often go untapped.

Aurum Africa believes real change starts by removing these barriers, creating new partnerships, and designing opportunities for local enterprises to enter and thrive in the tourism sector.

28/11/2025

Have you ever wondered what makes a journey one to treasure forever? For Dumisani Ngema, one of our legendary guides, it’s all about sharing stories and genuine connections. Dumisani’s guiding career started at Shakaland Cultural Village, where he brought the magic of Zulu heritage to life for visitors from around the world.

Today, he’s spent 14 years guiding everything from safaris to luxury escapes, criss-crossing all nine provinces – plus, he speaks both Zulu and English fluently.

When he’s not on the road, Dumisani relaxes with music and dance, or joins in on school events and team-building adventures. To him, guiding revolves around creating lifelong memories and helping guests form a real connection with South Africa.

25/11/2025

Did you know that while tourism in South Africa is now supporting more jobs than before the pandemic, most of the real benefits are still going to big companies? Even as domestic travel spending hits record highs and the Department of Tourism works toward transformation, smaller businesses and local suppliers, especially in rural areas, often remain on the outside looking in.

At Aurum Africa, we’ve proven that there’s a different way. One where local guides and employees have real ownership, and local suppliers get a fair chance to grow.

Tourism should empower everyone in the value chain, and we’re committed to making that a reality.

18/11/2025

Knowing that legacy and community are a big part of South African wine and cuisine, Aurum Africa’s Wine & Culinary Journeys offer unmatched access to independent vineyards and chefs who showcase and influence their region’s identity.

South Africa is rapidly gaining global recognition for all-encompassing, affordable wine tourism offerings, and by 2034, experiences like guided tastings, local food pairings, and vineyard tours will account for more than a third of all wine tourism value worldwide.

Did you know? Our guides are shareholders, so when you join us, you meet the people whose lives you impact directly. Each glass of wine poured and every meal shared sustains families, traditions, and the local communities that characterise South African hospitality.

Travel with us into the heart of South Africa’s Winelands.

07/11/2025

Our founder, Mohamed Baba, recently sat down with Lori Cohen from the “I Am Tourism Stories” podcast to share the journey behind Aurum Africa, South Africa’s first employee-owned premium touring company. For Mohamed, tourism is about shared opportunities and ensuring that our industry truly benefits local communities.

If you’re passionate about seeing real change and uplifting those around you, give this episode a listen! Let’s talk about how we can open more doors for those who’ve traditionally been left out of the tourism economy.

What does inclusive transformation in tourism mean to you? How can the industry do better? Drop your thoughts below. We’d love to hear how you’re driving change!

https://open.spotify.com/episode/7wVmSgkumFyJN6ztbOIvPl

I Am Tourism Stories · Episode

15/09/2025

Our recent launch in Cape Town was just the beginning. At Aurum Africa, we’re redefining tourism through inclusive ownership, sustainable growth, and shared prosperity.

Join us as we build a future where everyone has a seat at the tourism table.