Tourism industry veteran Mohamed Baba has launched Aurum Africa, a new employee-owned premium touring company, with the aim of embedding meaningful transformation through staff shareholding.
Speaking at the company’s official launch at the Cape Grace hotel on July 19, Baba said the company will offer experiential guided experiences and journey logistics across Southern Africa.
Aurum Africa has launched with 40 team members (25 are immediate shareholders with equal shareholding).
“After 30 years in this industry, I refuse to pay lip service to transformation any more,” Baba said. “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.”
Baba criticised the growing trend of owner-managed tourism businesses being sold to corporates or international investors, often leading to job losses and a loss of local knowledge. “For too long, our industry has been owned by few while many who actually create the magic for our guests remain on the sidelines,” he said.
Shareholder Shadley Basadien told attendees: “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.”
Director Thokozani Mdluli, who co-launched the company with Baba, said the model presents a clear example of transformation in practice. “Aurum Africa demonstrates how tourism transformation can actually work when we move beyond tokenism toward real equity sharing.”
SATSA CEO David Frost opened the launch event attended by industry stakeholders.
Aurum Africa plans to gradually expand over the next two years and is aiming to share its ownership model as a potential blueprint for wider sector adoption.
