South African Entrepreneurs Build Billion-Rand Global Travel Empire
From a London Party Pitch to a Worldwide Tour Operator
Two decades ago, a simple party invitation sparked the creation of a global travel enterprise. Two young South Africans in London, armed with a secondhand laptop and a vision, laid the foundation for what is now Expat Explore, a tour operator boasting over 150 guided trips across six continents and a turnover exceeding R1 billion.
The Accidental Tour Company
Carl Cronje and Zakes Maritz, new to the travel industry but fueled by ambition, began their venture with little more than a handful of flyers. These weren’t advertising tours, but rather inviting friends and acquaintances to a South African-style party. It was at this event, amidst Klippies and Castles, that they announced their new tour business.
Co-founder Jakes Maritz reflected on their beginnings: “It’s a fascinating story, one I like telling. Carl and I were two young South Africans in the UK, like many of our peers back then, just looking for some adventure. He had a real talent for showing people around and said he wanted to do this for a living. I told him I knew everything about business. I didn’t, but it didn’t stop us.”
Initially focusing on visa services and leading trips themselves while working weekends, the business steadily grew. This organic expansion defied early industry skepticism about their business model.
Global Reach, Diverse Clientele
While the name “Expat Explore” remains, the company’s reach now extends far beyond expatriates. The tours attract a broad spectrum of travellers, including families, solo adventurers, young adults, and retirees. “We see families, solo travellers, young people, retirees. The mix of age and culture works, even though some industry experts once told us it shouldn’t. We do not just offer tours. We optimise time. We take the pressure off travellers so that they can enjoy what they came for,”
explained Maritz. “If you’ve got two weeks to see Europe, we’ll make sure you actually see it.”
South Africa: A Perennial Draw
Despite its challenges, South Africa continues to be a prime destination for international tourists. Maritz noted a significant increase in visitors from Australia and the United States, complementing their traditional strongholds in the UK and Germany, particularly for safari experiences.
Cape Town is highlighted as a major attraction, serving as an ideal entry point for exploring the country and the broader continent. Beyond South Africa, interest is growing for destinations further north, including Namibia and North Africa.
Domestically, regions like KwaZulu-Natal are showing increasing potential, with their coastlines offering scenic beauty comparable to established international destinations. Travel to South Africa has been steadily growing, with inbound tourist numbers increasing by approximately 15% in the first quarter of 2024 compared to the previous year, according to the South African Tourism Services Association (SATSA).
Conscious Travel and Rediscovery
A notable trend is the rise of socially conscious travel, where visitors seek to benefit local communities. Maritz emphasized the growing demand for meaningful experiences and cultural immersion, often delivered through local cuisine and authentic interactions.
Furthermore, Expat Explore aims to encourage South Africans to explore their own country. Many citizens, Maritz pointed out, have yet to experience iconic locations like Kruger National Park or the Garden Route. The company is committed to its founding principle that travel should be accessible to everyone, not just the affluent.
