Tourvest Launches Luxury B2C Brand Targeting High-End African Travel
Tourvest Destination Management (TDM) has launched Your Africa, a new luxury business-to-consumer brand designed to offer bespoke, hyper-personalised African itineraries to high-end international travellers. The brand is being rolled out in phases during March and April, marking a significant strategic shift for TDM, which has traditionally operated within a B2B model. Managing Executive Clinton Els, who joined the venture in January, attributed the move to post-pandemic shifts in traveller demographics and booking behaviour, noting that consumers are increasingly seeking direct, tailored engagement with operators.
Built from the ground up rather than through acquisition, Your Africa is designed around current market expectations - from customer journey mapping to staffing and systems. The brand will initially focus on Southern and East Africa, alongside island destinations including Mauritius, Seychelles and Madagascar, drawing on TDM's existing on-the-ground offices across the region to maintain end-to-end control of the guest experience. A curated network of around 120 hand-selected suppliers will underpin the offering, with a global hard launch planned for early April targeting key source markets in the US, UK and Australasia. Expansion into West and North Africa is planned for a later stage.
Source: Tourvest Destination Management
