Veteran tourism entrepreneur Mohamed Baba has officially launched Aurum Africa, an employee-owned premium touring company.
With a founding team of 40, including 25 staff shareholders, Aurum Africa offers curated, guided experiences and journey logistics across Southern Africa.
The venture aims to redefine transformation in the tourism sector through "equity sharing local empowerment." Speaking at the launch event held at the Cape Grace Hotel, Baba said Aurum Africa was born from a desire to move beyond "lip service to real, lived transformation."
"True transformation isn't about compliance scorecards or token gestures. I’m determined that Aurum Africa will stand as proof that true empowerment is possible when you trust your people with real ownership, not just promises," he said.
At the launch, Baba, who spent three decades shaping local tour experiences in the industry, also confirmed that he is no longer involved in Illios Travel, the company he founded over 25 years ago.
Having exited the business in 2021, Baba said Illios remains an integral part of his legacy. However, Aurum Africa now represents a new chapter built on "shared ownership, a fresh vision, and a deeper commitment to transformation in the tourism sector."
“Our guests deserve experiences shaped by people who are truly invested – not just employees, but owners,” he said.
Shareholder Shadley Basadien, who spoke about “The Aurum Journey” at the launch, emphasised the personal impact of the ownership model and the opportunity created for the company's business model.
“When you own part of the business you’re building, every guest interaction, every tour, every success becomes personal. That’s what creates exceptional experiences,” Basadien said.
Lending his support to the initiative, SATSA CEO David Frost commended the Baba for the new initiative and longstanding drive to see real empowerment take place in the industry.
Aurum Africa aims to positioned itself as a replicable blueprint for the industry, added Baba.
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