Why the sudden surge of bravery? It turns out travel rewires our instincts. When routine falls away, identity becomes fluid. Freed from office roles and daily expectations, travellers start asking not “What would I usually do?” but “What can I do differently here?”

According to Zay Ferguson‑Nair, Flight Centre South Africa’s Customer Experience Leader:

“Courage is contagious, and travel provides the perfect incubator for it. People want to test their limits safely, to feel bigger than their everyday lives. The travel industry is evolving fast to meet that need.”

That evolution is visible right here at home. Hannelie du Toit, COO of SATSA, the voice of inbound tourism in South Africa, explains how self-regulated safety and benchmarking are helping adventurous South Africans (and international visitors) channel their inner daredevil with confidence.

“SATSA has a dedicated focus on adventure tourism through our 101 Adventures brand. Our Codes of Good Practice and new self‑assessment tools empower operators specialising in both ‘hard’ and ‘soft’ adventure to deliver the thrill responsibly.”

Together, these shifts have given rise to a new kind of traveller: the ‘try‑anything traveller’.

Why we’re braver on holiday

Psychologists have a name for the mental transformation that happens when we step off home soil: “identity fluidity.” When the usual cues of daily life fall away, we temporarily become someone less defined by circumstance and more guided by curiosity.

Studies like those published in Frontiers in Psychology and the Journal of Travel Research show that this “working‑self reboot” makes travellers more open to novelty, less risk‑averse, and quicker to say yes. The brain’s reward centre, flooded with dopamine by new sights, tastes, smells, and languages, loosens our internal brakes. It’s all curiosity chemistry. Our minds literally reward us for daring to do things differently.

Travel also removes one of bravery’s biggest saboteurs: judgment. At home, social roles quietly govern what’s acceptable – the colleague who doesn’t surf, the parent who doesn’t skydive. On holiday, those roles dissolve. For a week or two, we get to replace what we “should” do with what we “could” do.

And the benefits don’t end when we unpack. Research into “mastery experiences” shows that overcoming a fear, like rappelling down a canyon or trying an unfamiliar food, triggers longer‑term wellbeing gains, from improved confidence to stress resilience. Every daring act abroad plants a seed that blooms later in daily life when we’re back home.

“Bravery on holiday is practice for bravery in real life. Once you’ve hiked through the Drakensberg in the rain or eaten something you couldn’t pronounce, you come home just a little less afraid of the unknown,” comments Zay Ferguson‑Nair.

South Africans at the front of the bravery boom

Ours is a nation built for courage: where mountains merge with the ocean, where safaris share terrain with skydives, and where “just popping out for the weekend” can mean white‑water rafting or paragliding without crossing a border.

According to SATSA, adventure has quietly become one of the country’s strongest calling cards. In fact, it now rivals family time and relaxation as a key travel motivator – a change driven by both demand and design.

The result? Rather than simply exporting brave travellers, South Africa is hosting them, too. Recent years have seen a surge in micro‑adventure itineraries, women‑led expeditions, and multi‑generational adrenaline holidays that mix comfort with (controlled) risk. Operators increasingly cater to what’s being called ‘soft’ adventure tourism. Think experiences like sandboarding in the Atlantic dunes, guided cave crawling in Oudtshoorn, or treehouse sleep‑outs in predator country, designed to thrill safely.

This local evolution mirrors a global pattern: a higher proportion spending more on boundary‑pushing experiences. Revenue in the adventure sector climbed even as headcounts stabilised. A sign that courage, not compromise, is driving new value.

Planning a ‘bravecation’ – tips from Flight Centre’s Travel Experts

Here are a few expert‑backed strategies Flight Centre’s Travel Experts recommend when building a boundary‑pushing escape:

1. Start with intent, not itinerary. Decide why you want the thrill (connection, confidence, catharsis) and let that be the foundation of your holiday.
2. Layer bravery. Pair high‑adrenaline moments (like a skywalk) with “soft‑edge” challenges. For instance, navigating local markets solo or joining a surf lesson.
3. Prioritise certified operators. Partner only with activity teams accredited under SATSA’s Codes of Good Practice or equivalent frameworks worldwide. A thrill backed by insurance and inspection is the real luxury.
4. Build in reflection. Journalling or digital detox days amplify the transformation that bravery unearths. The pause cements the growth.
5. Bravery can be cultural as well as physical. For some travellers, sharing a meal with unfamiliar ingredients or attempting another language provides just as much courage currency as a freefall dive.

Remember, bravery isn’t a personality trait. It takes practice, and travel is its best rehearsal space. When you take the plunge or say that ‘yes,’ it all becomes part of a growing evidence file for courage. You’ve been scared or nervous before, and you were fine.

The “try‑anything traveller” is changing how the world moves, replacing the search for perfection with the pursuit of presence. South Africans, it turns out, are leading that charge, proving that courage can be joyful, safe, and meaningful all at once.

“We meet new versions of ourselves whenever we step out of our comfort zones when travelling. And that might be the bravest journey there is,” Ferguson-Nair concludes.

What do they all have in common? A lone protagonist against the glorious backdrop of Italy, falling into beauty, adventure, and possibly a bowl of cacio e pepe.

Solo travel isn’t just a TikTok trend; it’s a full-blown movement. According to travel platform Atlys, searches for solo travel have risen by 60% since 2022, driven largely by Millennials and Gen Z travellers craving independence and self-discovery – but also increasingly by solo older women, with Skift reporting that nearly 40% of women planned solo trips for 2025 – an 8% jump from 2024.

“Solo travel has evolved beyond a niche. It’s become a definite travel movement,” says Antoinette Turner, General Manager at Flight Centre South Africa. “Travellers aren’t waiting for the perfect companion anymore. They’re realising that confidence and curiosity are the only tickets they need.”

Europe leads the charge, holding a strong share of the global solo-travel market, and if one country was made for main-character energy, it’s Italy.

So, order that gelato per uno, cue your soundtrack, and prepare to live your movie.

Italy for the Lovers: Romance Without the Partner

Italy doesn’t need a plus-one to feel romantic. She is the romance. The clink of a wineglass against ceramic, the sigh after a first bite of truffle pasta, the sunlight warming your shoulders as church bells echo somewhere in the distance.

For dreamers, Tuscany is the set piece: Florence for grandeur, Pienza and Montepulciano for the quiet, wine-soaked stillness of the countryside – the kind of places where a long lunch can fix a broken heart.

Movie Moment: Letters to Juliet – handwritten notes, olive groves, candlelight.

How to live it:

• Stay: Choose an agriturismo, a countryside or farm stay that blends a working farm with a family-run guesthouse. Expect vineyard views, homemade breakfasts, and the kind of hospitality that makes you feel adopted by someone’s nonna. Many host cooking classes or olive-oil tastings right on site.
• Do: Join a small-group pasta-making class, olive-harvest workshop, or truffle hunt. They’re social without being overwhelming and perfect for meeting fellow solo travellers.
• Eat: Take yourself on a date. Order the house wine, watch the sunset stretch across the vines, and linger as long as you like.

Getting around Tuscany: The countryside is vast, so mix romance with realism. In hill towns like Pienza or Montepulciano, rent an e-bike for vineyard rides. For longer hops between villages or wineries, hire a car for a few days. Many agriturismos can arrange local rentals or shared transfers. Not driving? The Tuscany by Train routes (Florence–Siena–Arezzo) and local wine-tour shuttles keep things easy and scenic.

Pro tip: Platforms like BonAppetour and EatWith let you join dinners hosted in locals’ homes – instant company, zero awkward small talk.

Italy for the Action Heroes: Amalfi Coast, James Bond Energy Activated

If you’ve ever wanted to feel the wind in your hair and pretend your Vespa is an Aston Martin, head to the Amalfi Coast. This stretch of candy-coloured cliffs has starred in enough films to deserve its own IMDb page, and for good reason.

Movie Moment: No Time to Die – coastal chases, turquoise drama, espresso between explosions.

How to live it:

• Base yourself: Choose Sorrento or Salerno, well-connected by train and ferry, with the same views minus Positano’s price tag.
• Explore: Hop ferries to Capri, Positano, and Ravello: Capri for cinematic glamour, Positano for pastel chaos, Ravello for poetic calm. Confident on two wheels? Rent a Vespa for short scenic hops; for longer stretches, the SITA Coast-to-Coast bus or Circumvesuviana train will get you there safely (and cheaply).
• For thrills: Go sunrise kayaking in Praiano, SUP-paddling near Maiori, or snorkel the underwater ruins of Baia, where statues and mosaics lie just below the surface. Hike the Path of the Gods (Sentiero degli Dei) for views so wild you’ll whisper, “are you seeing this?” to no one in particular.
• Slow it down: Between adventures, linger at a seaside café with granita al limone, watch fishermen mend their nets, and let the soundtrack be the hum of Vespas and espresso machines.

Getting around: Driving here is not for the faint-hearted. For sanity:

• Take Trenitalia or ItaliaRail to Salerno or Sorrento, then swap to ferries or SITA buses.

• Book a shared shuttle pass (Amalfi Coast Experience or Travelmar Ferries) for flexible, hop-on-hop-off exploring.

Budget tip: Visit in May or late September when the sea’s warm, prices dip, and the crowds go home.

Italy for the History Nerds: Stand Where Gladiators Roared

If your love language is architecture and your ideal date is a museum, welcome home.

Rome is pure theatre; you can almost hear Russell Crowe bellowing “Are you not entertained?” in the Colosseum. Florence hums with genius, Bologna pairs intellect with ragù.

Movie Moment: Gladiator, The Da Vinci Code — proof that intellect can be intoxicating.

How to live it:

• Rome: Every corner is a film set—a swirl of espresso, ancient dust, and scooter horns that somehow sound like applause. Step into the Colosseum, wander the Forum, then take an audio-guided walk via VoiceMap or Rick Steves Audio Europe. For something darker, join a catacomb tour or moonlit stroll through the ruins.
• Florence: Visit the Uffizi Gallery early to stand alone with Botticelli’s Birth of Venus, then cross the Arno to the Oltrarno district, where artisans hammer silver and press leather by hand.
• Hidden Gem: Bologna: Italy’s oldest university town hums with intellect and appetite. Stroll beneath its terracotta porticoes, browse bookshops, and end with tagliatelle al ragù, mortadella, and a glass of Lambrusco.

Pro tip: Many museums and archaeological sites offer free or discounted entry for under-30s or over-65s, though policies vary – check each museum’s website. Passes like the Roma Pass or Firenze Card can save time and euros.

Turner adds, “Italy is perfect for first-time solo travellers because it feels familiar yet endlessly surprising. The culture naturally invites connection, whether that’s over a shared table, a market conversation, or a missed train that turns into a story.”

Finding Your Flow: Getting Around Italy with Ease

Italy was built for wanderers, and she rewards curiosity.

Trenitalia and Italo high-speed trains slice through the countryside in a blur of vineyards and terracotta roofs: Rome to Florence in 90 minutes; espresso to Aperol in a day. Regional trains connect smaller gems like Lecce, Matera, and _Orvieto_—perfect for spontaneous “what if I just get off here?” detours.

Plan smarter: Apps like Omio and Trainline handle ticketing in English, show real-time delays, and store e-tickets, saving you from paper chaos and ticket machines that look like IQ tests.

Driving: In big cities, skip it. ZTL zones, minimal parking, and locals with Formula One ambitions make it a headache. But for Tuscany or the Dolomites, a short-term rental offers freedom to chase vineyards and viewpoints. Pick the smallest car you can: narrow lanes, smaller cars, less drama.

Short hops: If you’re confident, vespas and e-bikes are perfect for coastal towns and hilltop villages.

Practical wisdom: Pack light. Stations mean stairs; elevators are optional. A compact roller bag saves both triceps and tears.

Safety: Italy is friendly and overwhelmingly safe, but a touch of street smarts keeps your trip smooth. Neapolitan alleys charm by day but stick to well‑lit streets at night. In big cities, keep your bag zipped on public transport and skip the “friendly” bracelet offers around major landmarks.

And remember: Italy moves to her own tempo. Trains may linger, ferries may nap, yet somehow, you’ll arrive exactly when you’re meant to – and maybe with extra time to grab a cornetto.

Eating Like a Local (Even Alone)

Solo dining in Italy isn’t awkward. It’s art. It’s where you learn that food here isn’t a meal; it’s a performance (and occasionally a spiritual awakening involving olive oil).

Here’s your cheat sheet to decoding Italy’s dining scene:

Ristorante: Formal dining, white linens, multi-course menus, and waiters who call you signora like you just inherited a villa.

Trattoria: The heart of Italy – family-run, friendly, full of clatter and wine. Paper placemats optional; love guaranteed.

Osteria: Once humble wine taverns, now lively, no-menu gems where you eat what’s cooking that day. Expect to be adopted by neighbouring tables.

Enoteca: Wine bar meets appetiser heaven – bruschetta, cheeses, and meats: the original Pinterest charcuterie board, but louder and better.

Regional Flavours

Italy’s flavours change like scenery, and every region has its own rhythm:

• The Coast: Fresh seafood reigns. Try spaghetti alle vongole (clams), grilled calamari, or fritto misto di mare. Pair it with a crisp white wine and sea air.
• The Farmlands & Hills: Tuscany and Umbria are all about breads, olives, and cured meats (the true ancestors of the charcuterie board). Look for ribollita (hearty bread and vegetable soup) or panzanella (bread salad).
• The North: Creamier, buttery dishes like risotto alla Milanese or polenta with wild mushrooms are staples.
• The South: Expect spice and sunshine. Try eggplant parmigiana, fresh mozzarella, arancini, and limoncello.

One rule: Never order Pasta Alfredo. Italians don’t know him. If you ask, the waiter will blink and say, “Who’s Fredo? And why does he make such terrible pasta?”

Cultural tip: Dining is theatre. Meals unfold slowly, the bill (il conto) appears only when requested, and lingering is encouraged. Sip. Savour. Stay. In Italy, eating isn’t just living; it’s belonging.

Offbeat Italy: Hidden Gems for Solo Wanderers

Beyond the big three – Rome, Florence, Venice – lies an Italy with a softer pulse and richer charm.

• Lecce (Puglia): Baroque facades, lazy piazzas, locals who treat you like family.
• Matera (Basilicata): Sleep in cave-carved hotels, ancient walls, modern comfort.
• Sicily: Palermo’s chaos, Taormina’s calm, Etna’s fire – one island, infinite moods.

Italy is quietly diversifying away from the classic “triangle.” Travellers are branching into Puglia, Sardinia, and smaller towns to escape overtourism and find something authentic. In April 2025 alone, Italy welcomed 10.6 million visitors (+13% YoY), many heading straight for these hidden gems.

Pro tip: Walk the Cammini d’Italia, a network of ancient pilgrim routes, for the ultimate slow-travel immersion.

Final Scene: Your Solo Italian Epilogue

Italy doesn’t hand out Oscars, but she’ll give you something better – clarity, confidence, and carbs.

“Italy has this magic where the trip you plan isn’t the trip you remember most,” Turner reflects. “It’s the unexpected detours, the tiny kindnesses, the moment you look around and realise you didn’t need anyone else to make it extraordinary.”

The solo-travel wave is real, the stats impressive, but what matters most is this: Italy meets you where you are and feeds you until you feel whole again.

So go ahead, miss a train, order dessert, and toast yourself at sunset. Because you’re not waiting for someone to share the moment – you’re starring in it.

But here’s what makes South Africa’s story different: the same women driving demand are also the ones building the industry to meet it. From the boardrooms of SATSA to the trails of the Drakensberg, women are simultaneously the customers and the creators of South Africa’s adventure tourism revolution, setting the safety standards, and redefining what adventure means in the first place.

The female adventure travel boom

Nearly 40% of women have planned solo trips for 2025 – an 8% jump from last year, according to Skift. Behind these numbers is growing confidence in safety and a hunger for meaningful experiences, alongside a noticeable shift toward multigenerational and boutique travel.

As Stacey van Wyk of Safari for Six (a 100% locally women-owned and operated safari company in St Lucia) notes:

“One of the most striking changes since the pandemic has been the move from couple travel to multi-generational experiences. Women are now more often bringing their children and even parents along, seeking to share transformative safari and adventure moments with those closest to them.” Family, friendship, and connection are taking centre stage.

But what attracts women to South Africa’s adventure scene? Above all: authenticity and empowerment. Today’s female travellers are searching for journeys that feel safe and meaningful. Their confidence is bolstered by improved safety standards, professional guiding, and the knowledge that women are increasingly leading at every level of the industry.

Through organisations like SATSA, the Voice of Inbound Tourism, women are setting new industry standards and expanding what “adventure” means in South Africa.

“Women are making adventure travel more inclusive, community-based, and mindful of impact,” says Hannelie du Toit, COO of SATSA and Adventure Chapter Committee Member. Female-run businesses across the country are implementing rigorous safety protocols and building transparent, trust-based relationships with travellers.

According to du Toit, women hold three out of nine seats on SATSA’s Adventure Chapter Committee, actively crafting codes of good conduct that set the tone for the industry. And innovation definitely doesn’t end with paperwork. Responding to the market’s call for safety and credibility, SATSA has rolled out a free, comprehensive self-assessment toolkit for operators. Du Toit stresses, “safety is not just a tick-box exercise; it’s part of how we build trust with travellers and expand market access.”

Meanwhile, the business models reflect a deeper understanding of inclusivity and respect.

“As a woman running a boutique safari company, I’ve always believed that women don’t want to be singled out. They simply want the same level of respect and attention to detail as anyone else,” explains van Wyk. Small group sizes, immediate responsiveness (like direct WhatsApp support), and a culture of care have become distinguishing hallmarks for the best operators.

Digital connectivity has also greatly enhanced the climate of support and inclusion. As van Wyk observes, “Today, tools like WhatsApp and social media mean women have instant access to updates and assistance wherever they are.” This connectivity has fundamentally changed the experience of adventure travel, broadening horizons for those who might have once felt excluded or exposed.

However, not everyone agrees that the trend needs a gendered lens. Lisa Sheard, owner of Mpumalanga’s Misty Mountain and the Panorama Route’s well-known Long Tom Toboggan, challenges the narrative of adventure as a gendered pursuit:

“Adventure travel is about being adventurous. Gender doesn’t come into it. You are your own keeper in adventure. You will know what you want to and don’t want to do, what feels comfortable and fun for you.”

For Lisa, framing adventure travel primarily around women may be more industry-driven than reality-based and risks diminishing the autonomy that is core to any adventure, regardless of gender.

This diversity of perspectives reveals a sector where women are confidently determining what adventure feels like for everyone: safer, more open, and more authentic.

Emerging and shifting barriers

Women’s leadership is especially evident amongst a new generation of founders and emerging operators forging their paths across South Africa’s legendary landscapes.

For Innocentia Mbuyane, the journey to opening Hazyview’s Extreme Adventure Camp began with a passion for the outdoors and a clear sense that adventure should be accessible to all. “There are so many opportunities out there for women – we just lack information and mentorship,” she notes, highlighting both the promise and persistent gaps women often face.

Mentorship and access to support remain crucial. “I was a SATSA Tourism Business Incubatee and received mentorship from the programme managers, Sigma International, financial coaching, and a grant from Europcar. This assistance was pivotal,” Mbuyane says.

Yet, obstacles are real. Exposure on the international stage comes at a steep price. “Access to market is still a challenge because some of the exhibitions are too costly, like the international trade shows and roadshows. As for the local exhibitions, I do manage to attend them.”

Thankfully, industry bodies like SATSA are intentionally building support ecosystems for emerging female entrepreneurs by offering business coaching and platforms like Tourism LinkUp to encourage connections and improve market access.

As more women build visible, thriving businesses, their influence ripples outward. For Mbuyane and others blazing new trails, the goal is to see more women step into the sector and contribute to the growth and diversification of South African tourism.

The road ahead: Barriers, solutions, and aspirations

Despite progress, funding gaps, limited access to networks, and outdated stereotypes still hold too many back. But women in South African adventure tourism refuse to wait for permission. Instead, they’re choosing to support each other and push boundaries every day.

Their advice? Invest in professionalism, build your networks, and don’t hesitate to ask for help. The future lies in breaking down barriers and building up opportunity – and the future is bright. Because women are no longer part of the journey; they’re leading the way.

Cape Town – August is Women’s Month in South Africa, but WTM Africa is setting out to make gender empowerment in tourism a year-round priority. Today, WTM Africa unveiled new strategic partnerships for 2026 with Women in MICE and the Women in Tourism (WIT) initiative, two influential networks at the forefront of advancing women across Africa’s travel sector.

These alliances mark a significant milestone for African tourism, where women make up as much as 70% of the workforce, yet continue to be underrepresented at senior levels. In South Africa alone, less than 40% of management positions in tourism are held by women – a gap these collaborations are determined to help close.

Women in MICE will officially unveil their 2026 Awards categories at a high-profile breakfast event hosted at WTM Africa on 15 April 2026. The event will bring together 80 leading women from across the sector and marks the first time a major African travel exhibition has served as the continental launchpad for women’s industry recognition.

Antois Leigh Nepgen, Publisher & Owner of Meetings Magazine and the Women in MICE Awards, says: “It’s a defining moment for the Women in MICE Awards to partner with WTM Africa for our 2026 launch breakfast. This collaboration is more than symbolic; it’s a powerful alignment of purpose. Women are not only shaping the future of tourism and events across the continent, they’re driving it. By joining forces with WTM Africa and Women in Tourism, we’re creating a high-impact platform that celebrates excellence, fosters leadership, and breaks down the barriers that still exist in our industry. We’re honoured to be part of this movement, and we’re excited to shine a continental spotlight on the incredible women making waves in MICE and tourism.”

The momentum will continue after breakfast with Women in Tourism hosting an interactive masterclass led by Michelle Page, Director at ServiceGurus and Outgoing Chairlady of WITWC. This session will deliver practical strategies on leadership confidence, personal branding and visibility within the marketplace; key skills needed if more women are to reach executive positions within African travel.

Strategic marketing leader Sherise Dreyer, who will be running the workshop with Michelle Page, emphasises: “Inclusion without accessibility is meaningless. These partnerships are not just changing structures; they are shifting perceptions of who belongs in leadership. For women in the tourism industry, access and equity must become the standard, not the exception.”

Michelle Page adds: “Women in Tourism Western Cape is proud to stand alongside the Women in MICE Awards as they launch their 2026 campaign in partnership with WTM Africa. This is more than a launch — it’s a statement of intent. The collaboration represents a powerful alignment of vision and values: recognising, celebrating, and amplifying the impact of women who are not just participating in tourism and MICE, but leading its transformation across the continent. Together, we are building a platform that honours excellence, champions leadership, and actively dismantles the barriers that still hinder progress. We are honoured to be part of this movement and excited to shine a well-deserved spotlight on the trailblazing women who are shaping the future of tourism, business events, and beyond.”

A second workshop will form part of WTM Africa’s NextGen Ready programme: an initiative tackling skills gaps while ensuring future sustainability – and diversity – for African tourism. “By including both the Women in MICE leadership and the NextGen Ready workshops, we are able to emphasize both leadership development and mentorship targeted at young professionals within the Women in MICE and Tourism space,” says Olivia Gradidge, Marketing Manager Rx Africa.

As demand grows globally for more inclusive leadership within travel and hospitality sectors, WTM Africa’s new partnerships with WIT and Women in MICE (WIM) position the platform as a catalyst for both dialogue and measurable change. The partnerships are especially significant for RX Africa, given the track record of Managing Director Carol Weaving, one of the driving forces behind WTM Africa, who has earned numerous accolades for her leadership. She was nominated for a 2025 Women in MICE Award and received the Godfrey King Integrity Award from the Southern African Association for the Conference Industry (SAACI). Under her stewardship, RX Africa delivered a 24% uplift in event attendance, a 48% increase in exhibiting countries, and a 46% surge in meeting requests across flagship platforms such as Decorex Africa and WTM Africa.

“These new partnerships are a meaningful extension of our year-round commitment to empowering women in tourism,” says Weaving. “By bringing together these powerful networks, we’re demonstrating that real change happens when we unite our efforts from the ground up. WTM Africa is a platform for connection, growth, and transformation, and we are proud to collaborate with Women in MICE and Women in Tourism to drive lasting impact in our industry.”

Table of Contents

Women make up at least half (and by some counts, nearly 70%) of South Africa’s travel and tourism industry, so it’s no exaggeration to say they’re the ones influencing the way we explore.

Ask almost any woman what she wishes for on Women’s Day, and the answer is surprisingly simple: the freedom to go, to learn, to experience, and to return with new stories.

This Women’s Day, hear from the industry’s trailblazers – women who have ventured along less-trodden paths (often solo), opened doors, and quietly supported thousands of journeys. Their advice, learned on the road, in the skies, and at the helm, extends well beyond luggage or logistics. It’s about how to travel with confidence, courage, and joy, knowing you’re backed by a sisterhood who’s been there before you.

AFRICA EXPERTS

1.Pack curiosity… and a Capulana
Natalie Tenzer-Silva, Director & Founder, Dana Tours
“My must-pack for Mozambique? A capulana – a traditional cloth every Mozambican woman carries. It’s a beach wrap, sunshade, picnic blanket, cover-up, and even a way to carry a baby. Pack one, and show your openness to blending in. Most of all, come with curiosity. Mozambique works on its own rhythm, and when you lean in, you’ll find joy and connection in the unexpected moments.”

2.Skip the safari classics – Africa always gives you more
Amanda Margison & Jacqui Reynolds, Founders, On Show Solutions / Africa Showcase
“As women leading an international tourism platform, we’ve seen how African travel resonates deeply with women seeking meaning, connection and joy. Our best advice? Follow your curiosity. Africa always gives you more than you expect – especially when you venture beyond the obvious.”

3.Book with recognised operators and ask the tough questions
Kgomotso Ramothea, CEO, ATTA®
“Don’t limit yourself to a single experience. Blend city culture with wildlife, or a beach escape with a cruise. Also, always book through recognised, accredited providers and don’t hesitate to ask about safety protocols; any quality operator will be happy to explain how they’ve got your back.”

HOSPITALITY PROFESSIONALS

4.Master your hotel safety checklist
Lee-Anne Singer, FEDHASA Cape Chairperson
“My personal checklist: 24/7 accessible reception or support, a room close to the lift but never on the ground floor, strong access control for guest-only areas, and a quick, friendly pre-arrival response, which almost always predicts the kind of care I get in person.”

5.Forget thread count. Real luxury is choice
Anka Zeeman, Co-Founder & Co-Owner, Morukuru Family
“For me, true luxury is less about thread count and more about the freedom to shape your days as you wish – whether you’re up for a sunrise safari or lingering over coffee on your terrace, the real indulgence is choice.”

6.Choose walkable accommodations
Thuthukile Moloto, General Manager, Pullman Cape Town
“Many destinations – including Cape Town – are designed for discovery on foot, from artisan coffee stands to open-air art. Pick accommodations with walking access to local markets and attractions. It radically enhances your sense of freedom and immersion throughout your stay.”

7.Be adventurous, even in familiar destinations
Jessica Redinger, General Manager, Hyde Johannesburg
“My tip for those travelling to Johannesburg for the first time is to be adventurous! There’s a whole city of history, art, food, and music waiting. The Red Bus stop is just 120m away from Hyde Johannesburg for easy city touring or tap into our network of local guides for tailored, confidence-boosting explorations.”

TRAVEL EXPERTS

8.Join the 50% who’ve cracked the timing code
Sue Garrett, GM Pricing, Supply & Marketing, Flight Centre South Africa
“Travel off-peak (nearly 50% of South Africans do!). When visiting Saffa favourites like Mauritius and Bali, going just outside the typical holiday season means fewer crowds, better rates, and more authentic connections with locals.”

9.Stopovers aren’t delays – they’re mini-adventures!
Antoinette Turner, GM, Flight Centre South Africa
“With the Rand’s ups and downs, look for destinations or stopovers that let you stretch your currency further. For instance, some premium airlines offer free city tours or stopovers you can convert into mini-adventures for almost nothing extra.”

10.Know when to use AI – and when to call a pro
Chantal Gouws, General Manager, Envoyage
“Use AI to brainstorm ideas or do your travel research but trust a travel professional when things get tricky or when you need nuanced, experience-based advice. Know when to ‘AI’ and when to ‘human’ – humans are your safety net for the details and context no algorithm can fully grasp.”

11.Don’t underestimate the power of a quick escape
Natalia Rosa, CEO, Big Ambitions
“Travel doesn’t have to mean big, complicated getaways. Sometimes the best self-care is a last-minute two- or three-day escape close to home. For women with busy lives, exploring what’s within a two-hour drive can be just the break you need and far less stressful (and more affordable) than planning a long-haul trip.”

12.Turn business travel into discovery opportunities
Mummy Mafojane, General Manager, FCM South Africa
“Turn business travel into an opportunity for discovery by arriving a day early. Spend your Sunday exploring, so you’re fresh for Monday’s meetings and get a taste of the city, too. I also always pick overnight flights for work trips – you maximise your days at both ends.”

INSURANCE SPECIALISTS

13.Never skimp on insurance
Natasha Parry, General Manager, SATIB
“Many South African DMCs now embed bespoke insurance (like SATIBGo) right into your package. The smart things to do is ask if you are specifically covered for high-risk activities like horseback safaris, quad biking, or boat trips. Some policies quietly exclude these, which can mean denied claims when you need them most.”

14.Remember; you’re already tougher than you think
Tracy Lee Feakes, Head of Insurance Division, Everything.Insure
“South African women are naturally tough and adaptable – managing daily realities like load shedding, infrastructure hiccups, and safety concerns at home means you’re more empowered for African travel than you realise. Never underestimate your own resilience; be adventurous and trust that you’re capable of handling far more than you think.”

AIRLINE PROFESSIONALS

15.Chat with your flight crew for insider tips
Barbara Namwila, Sales and Marketing Manager, Proflight Zambia
“Don’t be shy to chat with the crew on your flight, especially on quieter flights. They’re a wonderful source of local tips and are there to make sure you feel welcome and comfortable throughout your journey.”

The women leading Africa’s travel industry understand the joys of jet-setting (and road-tripping… and cruising) better than most: every border crossed, every comfort zone pushed, every new connection made is its own celebration of possibility.

So, the next time you plan a trip, whether far afield or simply to a new neighbourhood, remember you travel in the company of those who know the value of experience, preparedness, and support. As these women show, wherever you go, there’s wisdom waiting to guide you… and open arms ready to welcome you home.

JOHANNESBURG – Business travel is about more than just moving from point A to B – for women, it is pivotal for visibility, opportunity, and leadership development.

In today’s fast-paced business world, career advancement can often hinge on one essential factor: visibility. For women in corporate roles, gaining that visibility – especially with executive leadership, international clients, and strategic decision-makers – has historically been a challenge. But there’s one powerful, and often underappreciated, tool that is changing that: business travel.

Business travel is no longer just about attending meetings in a boardroom across the country or presenting at a global conference – it’s about being in the right place, at the right time, making things happen. And for ambitious, future-facing women, corporate travel can be a gateway to growth, leadership, and influence.

Mummy Mafojane, General Manager at FCM, is a big advocate of women using corporate travel to accelerate their careers. “Business trips put you in front of crucial people – whether it’s partnering with colleagues in other regions, seeing customers or networking with suppliers,” she says.

In the age of Zoom calls and online meetings, in-person experiences allow you to get to know people in their own environment and build deeper levels of trust. “Travel gives you a chance to live in their world for a bit, which isn’t always possible to do virtually,” says Mafojane. “It gives that personal touch, which is so important, especially in South Africa. We are a community – we learn and grow from each other.”

Mafojane acknowledges that there are extra challenges at play for women who travel for work. “People don’t ask men on business trips about who is looking after the family or the kids. It’s not always as easy as a woman to be able to drop everything.”

FCM is part of the Flight Centre Group South Africa – where an impressive 71% of senior leaders are women (compared to a global average of 34% when looking at senior management roles across mid-market, multi-national organisations). Mafojane credits this commitment to gender parity in the workplace to FCM’s culture of inclusion and diversity – and the fact that the company puts strategies in place to support and encourage women to take advantage of career-boosting travel opportunities.

“We always take into consideration safety, flexibility and optimal travelling times,” says Mafojane. “For example, booking the 7am flight might mean women need to leave their homes while it’s still dark. It’s not always safe for women travellers to have an early flight or get home late at night.”

Women are also more likely to juggle family commitments right up until the last minute, leaving them exhausted by the time they get onto the airplane. “As a mom, you already feel like you’re trying to manage everything at home. It’s only when you get to your destination that you think, ‘Ok, now I’m in work mode.’,” says Mafojane.

In addition, it’s important to plan for travel delays and interruptions. “I choose flights outside of the peak hours so there’s less traffic, meaning I can get to the airport later and spend more time at home,” says Mafojane. “I’d rather fly overnight than do a day flight because then I’ve gained a day in both directions.” says Mafojane. “I try to arrive on the Sunday morning and spend the day seeing the city so I’m fresh and ready for Monday. Factor in enough time so you’re not always rushing.”

When Mafojane gets to her destination, she always speaks to the locals to get first-hand information instead of trying to figure everything out by herself. “If you don’t ask, you don’t know,” she says. “When you land, ask the people at the airport where the train station is and how it works. Not only is it cost effective, but it also helps you be more aware of your surroundings.”

This collaborative attitude extends to her leadership style, and for Mafojane just one advantage of being a woman is we aren’t afraid to ask questions when we don’t know something: “I try to lead by asking questions rather than assuming,” says Mafojane. “If you ask people, you get the real information and you also make sure you’re not leading by assumption. Asking questions is a great way to make your way through the world.”

For Mafojane, it’s all about being ‘hard on the process, soft on the people’. She received this advice from FCM Business Leader Raylene Pienaar and it has informed the way she leads as well as the way she manages business travel within the company.

Being soft on people is often seen as a weakness for women. Their attitude is often misconstrued as ‘too emotional’, while men are simply seen as ‘passionate’. “The truth is we’re all very passionate about what we do but when you’re a woman it’s seen as a negative thing,” she says. “I hope we can change that.”

For decades, workplace biases and stereotypes assumed women were less likely – or willing – to accept roles involving travel. This assumption still quietly shapes who gets selected for client visits or multi-location projects.

But more women are realising that corporate travel is about more than just professional obligation – it’s an opportunity to reposition themselves as mobile, ambitious, and leadership ready.

“I hope in the next five years that women are taken more seriously. We have laid the foundation, we are showing the results,” says Mafojane. “It shouldn’t matter what gender you are. We should be judged on our skills, capabilities and what we deliver rather than what we wear.”

Mummy Mafojane’s Top 3 Travel Tips:

1. Own your travel experience: Figure out which travelling times work best for you and plan around that.  
2. Ask a local: When you land in a new city, don’t be afraid to speak to the locals and ask questions – this can only elevate your learnings and travel experiences.
3. Ditch perfect: There is no such thing as the ‘perfect’ way to travel (or do business) but there is the right way for you.

The age-old stereotype of great men exploring the world makes up the historical narrative of travel, from Marco Polo to The Grand Tours of Europe undertaken by wealthy young men. Women were barred from such adventures, and when they did make it onto the ships and The Great Tours, it was with chaperones or with great danger to their safety. You have to dig to find their stories but rest assured they are formidable, like Lilian Bland built her own plane in 1910 so she could discover the world.

How is this relevant to modern-day travel and tourism? These stereotypes still pervade travel, and the industry’s understanding of women travellers is limited. “Gender-biased beliefs still exist, like women shouldn’t travel alone, women aren’t interested in active travel experiences, and that catering to women means hairdryers, bubble baths, and baby changing stations. This not only puts women at a disadvantage but the industry as a whole. The statistics show that women love to travel more than men: 64% of worldwide travellers are women, 36% are men. By getting to know women travellers, travel and tourism can see huge growth,” says Patricia Johnston, Area Leader for the KZN region, Flight Centre South Africa.

On that note, we asked the women travel and tourism experts what women really want from their travel experience.

From generic to personalised

Moving beyond generic features (like hairdryers for women or shoe-shining kits for men) can help travel businesses better connect with their market.

“A hairdryer is great, but really most amenities and features women value would be the same as what anyone would – despite their gender,” says Natalia Rosa, CEO of Big Ambitions. “For instance, having a USB charging spot next to the bed, a nice fluffy towel or two, a basin that’s not the size of a Tupperware dish, a TV that doesn’t require a doctorate to switch on and navigate, etc. At the end of the day, it doesn’t matter what gender you identify with, there are certain base-level expectations that any guest would appreciate.”

Kathleen Hedges, Deputy GM at voco, The Bank, Johannesburg makes a similar point: “I enjoy it when the basics are done well – amazing linen, comfortable pillows, etc. and the small touches – recently, while at a hotel for my birthday, I received a bottle of wine upon my arrival and a lovely welcome card from the GM to wish me a happy birthday. A lot of hotels offer generic amenities and do not take the time to know who their guest is – for example, if you sleep on the right side of the bed, turn the right side down in the evening. Small touches could be made in terms of added-on amenities for all genders.”

Johnston agrees: “The best travel experiences I’ve had were when the hotel paid attention to small details. When I was in Mauritius, I made a comment one morning at breakfast that I enjoyed a particular fruit with muesli. The following morning, they made sure that fruit was set out on the buffet with a little dish of it on my table for me.”

“My best travel experience was in Tuscany,” shares Megan De Jager, Portfolio Director at Africa Travel Week. “What made it so special and memorable were the locals who ran the establishment with such authenticity and passion. I remember sitting in our courtyard each morning with a vine of sweet red grapes above us that we would pick and eat. Every afternoon the owners would bring us homemade bread, olive oil and wine from their farm that we would enjoy at dusk overlooking the rolling Tuscan hills. The property also had a small Trattoria whose chef was an elderly Italian woman who cooked all her traditional recipes that had been passed down through generations. We ate there every night, and guests ended each meal with homemade Limoncello!”

There is one aspect of travel which is far more of a concern to women travellers than to their male counterparts – safety. Amenities and services that cater to this are important. De Jager says, “On a practical level, I look for security and safety. I want to be able to lock and bolt my hotel room and to lock away my valuables in a safe”. The women team at Bon Hotels adds: “A shuttle service for early departures and late arrivals is a huge plus as women do not always feel safe taking an Uber at off-peak times.”

An escape from the everyday

Regarding women’s holiday preferences, these too are not unique to gender. They reflect current travel trends and the universal need for a break from normal routine. “I want to transcend my comfort zone in a safe environment. I want to experience novelty and a change of scenery,” Rosa explains.

De Jager speaks of the desire to escape everyday life: “I want a break from the daily grind! I want to be able to wake up without an alarm clock and have the commodity of time. I want to leave behind the feeling that I am rushing from task to task and that everything is planned and scheduled. I love the road less travelled, and I love to get lost in a place. I also look for good food. I’m inclined to eat my way through a holiday and love nothing more than going to restaurants that locals recommend.”

Food is central to many travel experiences. Olivia Gradidge, Marketing Manager for Travel and Tourism at Africa Travel Week adds, “Seriously good food and wine, especially if there is an element of surprise, like tasting something new, is a key part of a good holiday.”

Great holidays also strike the perfect balance between social- and me-time. “A holiday is a chance to spend quality time with loved ones and still get some alone time to unwind and rejuvenate the soul,” says Johnston.

Rosa ends with a point about the people who make the travel and tourism world go round. “When it comes to what makes a travel experience special, it always comes down to the staff. Something small like being greeted with a smile and helpful hand by every staff member always stands out in my mind, and I will return to that hotel if I’m in the vicinity again. I stay at a lot of hotels, and that is by far the thing that stands out most positively for me.”