Cape Town, 21 July 2025 – On Saturday 19 July, tourism industry veteran Mohamed Baba announced the launch of Aurum Africa, an employee-owned premium touring company set to challenge the status quo in South African tourism by making staff shareholding central to its operations.
Aurum Africa will offer experiential guided experiences and journey logistics across southern Africa. The company launches with forty team members, twenty-five of whom are immediate shareholders selected for their experience, their dedication and their long-standing service in tourism.
Speaking at the company’s official launch event at Heirloom Restaurant in Cape Town’s Cape Grace Hotel, Baba outlined his vision for genuine transformation in an industry that has struggled with meaningful change for three decades.
“After 30 years in this industry, I refuse to pay lip service to transformation anymore,” said Baba during his keynote address. “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 adds: “Transformation must be lived every day through our actions; it cannot remain rhetoric. Our guests deserve experiences shaped by people who are truly invested, not just employees but owners who benefit directly from success.”
The move comes as traditional owner-managed tourism businesses are increasingly sold off to corporates or international investors – a trend that often leads to job losses and lost local knowledge. By contrast, Aurum Africa aims to set a new benchmark for succession planning and sustainable growth rooted in local talent.
“For too long, our industry has been owned by the few while the many who actually create the magic for our guests remain on the sidelines,” Baba continued. “This has to change if we’re serious about building a tourism sector that truly serves South Africa’s people and communities. We want every traveller who books with us to know their tourism spend is directly supporting South African families and communities.”
Shareholder Shadley Basadien, who spoke about “The Aurum Journey” at tonight’s launch, emphasised the personal impact of the ownership 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.”
Director Thokozani Mdluli, who officially launched the company alongside Baba, highlighted the broader industry implications: “Aurum Africa demonstrates how tourism transformation can actually work when we move beyond tokenism toward real equity sharing.”
The launch event, attended by industry leaders and featuring opening remarks from SATSA CEO David Frost, positioned Aurum Africa as the first of multiple ventures planned under this shared ownership philosophy.
Aurum Africa plans steady expansion over the next two years while sharing its inclusive model as a blueprint for replication across the wider travel sector.
ENDS
For further information or interview requests, please contact Celine Patterson: celine@bigambitions.coza / 071 899 3780.
