“I am not available on those dates myself as I will be escorting our top agency owners on an expedition cruise from Dublin to Reykjavik over those dates, but certainly think there could be value in having Karl Kannstadter, our VP of Exploration attend if possible.”
— Karryn Christopher, EVP Preferred Partnerships
I had to read that a few times and then ask Karryn for confirmation, but she confirmed that I was going to Africa. For work!!
Each May, as the Southern Hemisphere slowly drifts into winter, Cape Town becomes the heart of African travel. Against the majestic backdrop of Table Mountain, the continent’s most visionary travel minds gather for We Are Africa, an invitation-only conference unlike any other. This immersive event delivers a potent blend of bold ideas, powerful networking, and an unwavering commitment to reshaping the global perception of Africa.
Cape Town’s dramatic skyline and Table Mountain provide the backdrop for the annual We Are Africa summit.
A Movement, Not Just a Market
Since its inception in 2014, We Are Africa has made it its mission to celebrate the diversity, creativity, and modern vibrancy of Africa through the lens of luxury and experiential travel. More than a conference, it’s a movement—a rallying cry to those in the travel industry who believe Africa deserves far more than outdated stereotypes and obsolete narratives. The event aims to transform and rebrand African travel for the global luxury market, celebrating the continent’s immense beauty, cultural richness, and boundless opportunity.
Now in its 12th year, We Are Africa continues to be a curated marketplace and high-impact think tank. Hosted at Cape Town’s world-renowned DHL Stadium, this year’s event gathered hundreds of the continent’s most innovative suppliers—boutique safari lodges, conservation operators, tourism boards, and cultural ambassadors—alongside a carefully vetted selection of international buyers and travel advisors who specialize in high-end, immersive African journeys.
Watching the sunrise illuminate Cape Town from the summit trail of Lion’s Head.
We Are Africa was founded by Serge Dive, who is also known for creating groundbreaking travel industry events including PURE Life Experiences, LE Miami, and Conservation Lab. Ryan Wallace serves as Managing Director and Co-founder, and both founders remain deeply hands-on and passionately involved throughout the experience.
I had the privilege of meeting Serge and Ryan on an early morning hike up Lion’s Head, a dramatic rocky peak rising just outside downtown Cape Town. Watching the sun rise over the city and Atlantic Ocean, we discussed the future of We Are Africa and how our advisor network can deepen engagement with this transformative movement. These aren’t just event producers; they are visionaries shaping how the world experiences and understands Africa.
The Invitation-Only Approach
Attendance at We Are Africa is intentionally exclusive. Travel advisors are not simply attendees; they are partners in a shared mission. To receive an invitation, an advisor must demonstrate both a long-standing commitment to promoting African travel and a proven track record in curating transformative, high-value client journeys.
Applications undergo rigorous peer review, with organizers evaluating creative vision, alignment with sustainable travel ethics, and an eagerness to collaborate with Africa’s leading hospitality minds. This vetting process ensures that conversations in Cape Town aren’t merely transactional—they are strategic partnerships focused on sustainable stewardship and lasting economic impact across host communities.
Inspiring cultural storytelling and performances by African artists at DHL Stadium.
More Than a Safari: Expanding the African Canvas
The Africa showcased at We Are Africa isn’t the Africa of travel clichés. Yes, classic wildlife safaris remain a captivating cornerstone—and rightly so. Africa’s wildlife is among our planet’s greatest treasures. But today’s modern luxury travel narrative reaches far beyond game drives to encompass:
- Urban Design Sanctuaries: Sleek, art-filled boutique properties in Johannesburg and Cape Town that celebrate contemporary African architecture.
- Regenerative Eco-Tourism: Groundbreaking community and gorilla conservation projects in Rwanda and Uganda.
- Cultural Deep-Dives: Immersive historical and culinary journeys across Ghana, Senegal, and Morocco.
- Off-Grid Wilderness: Minimalist, solar-powered luxury desert retreats in Namibia’s Sossusvlei and the Skeleton Coast.
Throughout the week, I connected with dozens of our preferred partners—both long-standing safari operators and fresh, emerging boutique brands. Panel discussions tackled critical themes from conservation finance and community equity to authentic storytelling and the rising demand for seamless, multi-country African itineraries.
One panel that resonated deeply featured young African entrepreneurs reshaping how their homelands are represented on the global stage. Their perspectives were fresh, unapologetic, and extraordinarily inspiring.
Karl Kannstadter meeting with James Fernie, founder of Uthando South Africa, advancing meaningful community development in Cape Town.
Building Bridges Through Storytelling and Community Impact
We Are Africa’s foundational premise is that travel can—and must—be a genuine force for good. Responsible luxury travel supports vital biodiversity conservation, empowers underserved communities, and dismantles obsolete stereotypes.
One of the most moving highlights was a storytelling workshop led by young African poets, guides, musicians, and social innovators. Their personal reflections on identity, heritage, and future possibilities were captivating invitations to experience Africa with profound intention.
I also connected closely with James Fernie of Uthando (Love) South Africa, an acclaimed nonprofit facilitating meaningful social development and cultural exchange across Cape Town’s townships. As a proud recipient of Travel Elevates grants, Uthando creates sustainable community infrastructure including early childhood education centers and urban agriculture projects. Our conversation underscored that regenerative travel is not a promotional buzzword—it is an ongoing commitment rooted in active listening, humility, and long-term investment.
Key Insights for Luxury Travelers:
- Beyond the Game Drive: Pair your private safari with Cape Town’s vibrant contemporary arts, winelands, and dynamic culinary renaissance.
- Meaningful Community Partnerships: Engage with verified grassroots initiatives like Uthando to ensure your travel dollars create enduring local benefit.
- Multi-Country Journeys: Seamless flight links make it easy to combine South Africa’s world-class private game reserves with Victoria Falls, Botswana’s Okavango Delta, or Mozambique’s pristine islands.
- Vetted Advisor Access: Working with an invited We Are Africa advisor connects you directly with the continent’s top lodge owners, private guides, and exclusive experiences.
Looking Ahead: The Future of African Journeys
For dedicated travel advisors, participating in We Are Africa is about thoughtful leadership. We return home with direct supplier relationships, proprietary access to private concessions, and a renewed clarity on how to craft deeply transformative journeys for our clients.
As Africa continues to define modern luxury—characterized not by superficial extravagance, but by authentic connection, rare wilderness, and purposeful impact—We Are Africa stands as its most compelling summit. Africa is not waiting to be discovered; it is waiting to be understood.
The next edition of We Are Africa is scheduled for May 4–8, 2026, at the DHL Stadium in Cape Town.
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