Open Africa is an inspirational non-profit organisation under the patronage of Nelson Mandela. Its vision is to create sustainable livelihoods across rural Africa by offering authentic life enriching journeys to all involved.
Motivation
Most people believe Africa to be poor, and while it may be poor from a purely financial or economic perspective, the continent has abundant cultural and natural riches which can be used to build its wealth. Africa has been acknowledged as the birthplace of humankind and offers some of the world’s richest biodiversity and natural splendours.
What Open Africa do
Open Africa works with communities to create off-the-beaten-track, self-drive routes, clustering travel attractions in an area such as: local crafts and trades, historical, geological and natural sites and cuisine – which are then marketed through the initiative’s innovative travel portal. They develop enterprises around each route and strive to bring more beneficiaries into the feedback chain.
What makes their model viable?
From a traveller’s perspective, Africa’s’ minor 5% share of the world’s $5,7 billion tourism market is blossoming in line with the global trend toward seeking authentic natural and cultural experiences. Africa offers traveller’s life enriching journeys that do not only rejuvenate the body but also inspire the mind and touch the soul. Travellers on Open Africa routes feel the fulfillment of enabling local entrepreneurs to feed their families and send their children to school. For participating businesses a route provides an economic platform that connects them to their respective markets. The lack of a market is a critical gap for most businesses in rural areas.
Adopt a route
Each of the 62 Open Africa travel routes is up for ‘adoption’. The main purpose of ‘Adopt a Route’ is to consolidate a route while offering corporates and other funders tangible, measurable channels for socio-economic development, enterprise development and/or marketing. Routes are matched to the adopter, ensuring benefit to both. The core work behind each adoption is capacity building and development of emerging entrepreneurs who can tap into the economic platform presented by a travel route. This is a perfect opportunity for companies wishing to engage with, access and make a difference to rural communities.
Please contact Robert Bloom at Open Africa to find out more on +27 (21) 683 9639.
Results
- 62 Routes in six countries have been established.
- 2425 participating businesses sustaining 30 000 jobs.
- Every job potentially influences a further five family members.
- For every job created in tourism there is scope for at least 1,2 more local jobs in the feedback chain.
- 80% of the results have been in South Africa, where most of those employed are previously disadvantaged.
- Enhanced environmental awareness and conservation results as communities become educated about the potential their natural resources can play as a future wealth creator.
For more information, visit Open Africa at www.openafrica.org
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