Tourvest Destination Management (TDM) has launched a new luxury B2C brand, Your Africa, expanding beyond its traditionally B2B-focused model.
The new operator, which is being rolled out via a phased launch in March and April, will target high-end international travellers seeking bespoke, hyper-personalised African itineraries.
Speaking to Tourism Update, Managing Executive of Your Africa Clinton Els said the move was driven by a shift in traveller behaviour following the pandemic.
“The B2C market has always been there but it hasn’t been a specific focus for TDM,” he said. “Post-pandemic, there has been a shift in demographics, booking behaviour and the way people want to engage. We felt we needed to be on that playground.”
Built from scratch
Rather than acquiring an existing operator, TDM opted to build the brand from the ground up, allowing full control over systems, customer experience and positioning.
“The core benefit of starting from scratch is that it gave us a complete blank slate,” said Els. “We could design everything around what the current market is looking for – from booking habits to customer journey and staffing.”
The brand began development in 2025 with Els joining in January 2026 to lead the final push to market.
Hyper-personalisation at the core
Your Africa aims to differentiate its offering through what Els describes as “hyper-personalisation”.
“Luxury doesn’t have to mean seven-star properties or gold leaf. It’s about what luxury means to the individual,” he said.
The operator will design itineraries tailored to each traveller’s preferences from accommodation and experiences to guides and in-trip touches.
In some cases, this may include dedicated hosts travelling with guests throughout their journey, adapting experiences in real time.
Leveraging TDM’s footprint
A key differentiator for the brand is its access to TDM’s extensive on-the-ground presence across Africa.
“With offices across Southern and East Africa and the Indian Ocean islands, we’re not relying on third parties,” said Els. “We can control the customer journey from start to finish.”
The initial geographic focus will include Southern and East Africa as well as island destinations such as Mauritius, Seychelles and Madagascar with plans to expand into West and North Africa over time.
Unlike TDM’s broader DMC operations, Your Africa will work with a tightly curated network of around 120 suppliers across the region.
“It’s a bespoke, niche product so we’ve hand-selected partners we want to work closely with,” said Els.
The aim is to build deeper partnerships and channel a higher volume of business through selected suppliers.
A soft launch, including a live website and initial social media campaigns, is underway with a global hard launch planned for early April targeting key source markets including the US, UK and Australasia.
