Mohamed Baba, founder of AURUM Africa and Travel Black, and with more than 30 years’ experience in the tourism and transport sectors, has announced the launch of Ilios Safaris Pty Ltd, completing a deliberately structured, three-brand tourism group capable of serving every tier of the inbound travel market. The launch also marks a significant milestone in Baba’s commitment to sustained employment in the sector, advancing a concrete goal of 100 full-time tour guide positions across his businesses within the next three years.
“In an industry where seasonal and informal employment remain the norm, this commitment reflects my long-held conviction that tourism businesses have a responsibility to provide employees with dignity and a sustainable livelihood,” commented Baba.
Ilios Safaris, registered by Baba in 2018 and retained under his sole ownership, launching on 1 May 2026 as an affordable private touring and transfer specialist, serving FIT travellers and small groups across five key South African destinations:
- Cape Town
- Johannesburg
- Kruger National Park
- Durban
- Port Elizabeth
The company launches with a staff complement of 35 and a fleet of SUVs and minivans. Additionally, Baba has established trade partnerships with Destination Management Companies servicing tour operators across the United Kingdom, Europe, Australia, and India.
Baba wishes to be unambiguous about the standing of this entity. Ilios Safaris Pty Ltd is a separate legal entity, registered by and continuously owned by Mohamed Baba since 2018. It has no operational, financial, or structural connection to any other business operating under a similar name within the sector.
A Deliberately Structured Three-Brand Group
The launch of Ilios Safaris completes a carefully considered portfolio of three distinct tourism brands, each serving a different tier of the inbound travel market:
- Travel Black: A five-star luxury chauffeured touring and transfer specialist. SATSA-accredited and operational from January 2026.
- AURUM Africa: A four-star premium, employee-owned touring company operational since July 2025, founded on the principle that the people who deliver unforgettable travel experiences should also share in the rewards of those experiences.
- Ilios Safaris: A three-star affordable private touring and transfer specialist, operational from 1 May 2026, built for the adventurous FIT traveller and small group seeking genuine, professionally delivered experiences at an accessible price point.
A Resource for the Industry
Alongside this announcement, Baba releases a free, downloadable publication for the South African tourism industry. It is a founder’s survival manual disguised as a business memoir, which draws on hard-won experience to offer practical guidance on deal structuring, asset protection, governance, and the importance of preparing for crisis before it arrives. It is offered free of charge to any industry peer who may benefit from it.
“I have learned difficult lessons over the course of my career. If sharing those lessons honestly can protect even one founder from going through what I went through, then offering this freely is the least I can do for this industry,” Baba concluded.
The publication will be available shortly. Industry peers wishing to be notified upon release are invited to contact Mohamed Baba directly at mohamed.baba@aurumafrica.co.za
For more information about Ilios Safaris contact clinton@iliossafaris.com
