Cape Town, July 21, 2025 – On Saturday, July 19, tourism veteran Mohamed Baba announced the launch of Orum Africa, an employee-owned premium tour company.
Aurum Africa offers experience guided experiences and journey logistics in southern Africa. The company has launched with 40 team members, 25 of which are instant shareholders selected for their experience, dedication and years of service to tourism.
Speaking at the company's official launch event at Cape Grace Hotel Heirloom Restaurant in Cape Town, Baba outlined her vision for true transformation in an industry that has struggled with meaningful change for 30 years.
“Thirty years in this industry, I will no longer refuse to pay lip service for change,” Baba said in his keynote address. “The true transformation is not about compliance scorecards or token gestures. I am determined to prove that true empowerment is possible when Aurum Africa trusts people who have real ownership, not just promises.”
Baba adds: “We must live change every day through our actions. It's not just rhetoric. Our guests deserve an experience shaped by not only employees, but also owners who benefit directly from success, but also people who are truly invested.”
This move comes as traditional owner-controlled tourism businesses are increasingly being sold to businesses and international investors. In contrast, Aurum Africa aims to set new benchmarks for sustainable growth rooted in succession plans and local talent.
“For too long, our industry has been owned by a small number of people, but many people who actually create magic for their guests remain on the sidelines,” Baba continued. “We need to be serious about building a tourism sector that truly serves the people and communities of South Africa. We want all travelers who write books with us to know that tourism spending directly supports South African families and communities.”
Speaking about “Aurum Journey” at the launch tonight, shareholder Shadley Bassadien highlighted the personal influence of the ownership model.
Director Tokozani Mudolli, who officially launched the company with Baba, highlighted the wider industry impact.
The launch event, attended by industry leaders and featuring an opening statement from SATSA CEO David Frost, positioned Aurum Africa as the first of several ventures planned under this shared ownership philosophy.
While Aurum Africa plans to expand steadily over the next two years, it shares its comprehensive model as a blueprint for replicating across the wider travel sector.
end
For more information or to request an interview, please contact Celine Patterson: celine@bigambitions.coza / 071 899 3780.
