Marine adventure operator Oceans Africa has launched a Sardine Run East London experience aimed at making the annual marine migration more accessible and sustainable.
Traditionally centred on South Africa’s remote Wild Coast, sardine run expeditions have faced challenges linked to surf conditions and limited infrastructure. Oceans Africa’s new East London base will use the sheltered Kwelera River for daily launches, improving reliability and safety while supporting local tourism networks.
“The Kwelera launch site offers the perfect balance between access and authenticity,” said Oceans Africa Founder Steve Benjamin. “It enables guests to experience the full intensity of the sardine run while benefiting from nearby accommodation, airport access and calmer launching conditions. This also makes it more viable for shorter-stay travellers and first-time ocean adventurers.”
The expansion supports the Eastern Cape’s efforts to diversify its tourism economy. Oceans Africa has partnered with local accommodation providers, transport operators and logistics teams to ensure revenue remains within the community.
According to Benjamin, this approach “not only reduces travel overheads but also stimulates small business activity across the coastal corridor between Kwelera and Gonubie”.
Instead of scuba, the operation follows a freedive-only model, minimising disturbance to marine life. According to Oceans Africa, this low-impact approach allows participants to interact with bait balls, dolphins and seabirds more naturally.
