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Company Profile

Who we are

African Angel Tours is an innovative company offering South African tours to the international, (and national), community. Our standard tours are carefully designed around proven itineraries, highlighting some of the key cultural and natural hallmarks of South Africa. Or, we can individually tailor a tour to your specific interests, timeframes, and budgets. Whether it is wildlife or wine, crafts or beaches, music or desolate deserts, or a little bit of everything, AAT draws upon a wealth of expertise and experience to c your African dreams.

Luke has 12 years experience in the direct marketing of South African cultural products to international audiences. He began working together in the early 1990’s, presenting South African arts and craft products in gift and trade shows in Germany, France and Italy.

Over the past twelve years Luke has focused on the United States market for African arts and crafts. He has built up an extensive business network and client base in California, especially within the African-American community there. 

Luke is now shifting focus towards the growing tourism industry. Building on his extensive international business and client connections, his wide South and Southern African networks into the community development, craft production and tourism industries, and the intimate knowledge of the high expectations of international consumers of cultural products, Luke and his team are developing an exciting new generation of South African cultural tourism packages. 

African Angel Tours (AAT) will be the vehicle to exploit this dynamic niche in the expanding tourism market.

African Angel Tours is dedicated to building the South African dream. We have dedicated our lives to dismantling racial myths, borders and fears. We have always believed that cultural exchanges are the best way to build relations across the social, economic and political divides that our societies have established. We started our relationship by experimenting with using music as a weapon to cut through cultural prejudices. AAT takes these beliefs and initiatives to the next level.

We believe that Our greatest asset is ourselves. After years of directly marketing South African products overseas, we have the knowledge and experience of how to use cultural tourism to build bridges between our country and others, opening up those elusive trade linkages that really mean economic empowerment for poor communities.AAT believes that black economic empowerment should be the core focus of South African tourism. The aim is not to have a few more low skilled jobs in an industry dominated by a few traditional big-business players. The whole point is empower previously disadvantaged individuals to start businesses that can directly benefit from the growing volume of tourist trade. We believe tourism focused on cultural exchanges makes the greatest contribution to this goal.

African Angel Tours designs and manages innovative tourism packages focused on the niche area of cultural exchanges. Our tours are not only about getting tourists to the nearest game park in an air-conditioned bus. They are about enabling visitors to reach out and connect with our unique society, to dig their hands into African soil, for an experience that will change their lives and their attitudes to the continent.

Expanding the market for SA tourism in the United States

There are many markets for SA tourism. We will be focusing our attention on the US market. We believe that its large African-American population makes the US the biggest ‘captive market’ for culturally focused tours to Africa. 

On the basis of our experience in organising recent African-American tour groups to South Africa, we are convinced that South Africa occupies a primary place in the African-American psyche. South Africa offers a sort-of ‘holy pilgrimage’ for people struggling to understand and establish their place in a world of social and economic injustice. Our country represents the hope that sustained courage, determination, truth and a commitment to peace & reconciliation can and will defeat the evils of systemic disadvantage and exclusion. 

Every group that has passed through South Africa with AAT has been a group of changed individuals. We have witnessed in practice how cultural exchanges between African Americans and South Africans have filled social voids in both cultures. Cultural tourists go home more aware and well-rounded, with eyes opened to the realities of the world, and the possibilities of making a personal contribution to changing these realities. These are South Africa’s most valuable emissaries. They carry home the message that South Africa offers not just beautiful natural landscapes, but rich cultural, political and historical landscapes as well.

Building strategic partnerships with official bodies that provide tourism support

We have a long term strategy to build strategic partnerships with official bodies that can provide support to local tourism initiatives. This does not mean we are looking for ongoing hand-outs. We believe we can make a major contribution to selling South Africa as a tourist destination in a niche market that contributes much more directly than ordinary ‘wildlife tourism’ to local economic development of disadvantaged communities. This vision needs nurturing in a competitive environment. To build our vision we have already made important connections with key trade representatives in South African Tourism (SAT), the South African Department of Trade and Industry (DTI), who has sponsored our participation in various international trade shows, and the Department of Environmental Affairs and Tourism. 

Building community links for meaningful local economic development

AAT has concretely seen how the immediate, gut-level emotional connection that cultural tourists make with South Africa so easily leads to deeper and more longer-term economic bonds. Many of the individuals who have travelled with African Angel Tours have entered into business relations with individuals and groups they have met here. We have the proof that cultural exchanges with the US bring trade opportunities that meaningfully benefit poor communities, not just the big tour operators and game lodges.

The most important AAT strategy is therefore to build links with local groups and organisations who are dedicated to helping communities maximise the benefits of cultural tourism. 

African Angel Tours will be deliberately expanding its network with like-minded organizations in the years to come.

Tour Videos

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Santa Monica College Students
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From the epic views of Table Mountain to the bustling streets below, Cape Town welcomes you.

See the big five and touch the soul of the African Wilderness.

Move beyond the bus window experience and connect with the people of South Africa.
Meet the proud Zulu, and Xhosa Nation.

African Angel Tours acts as an intermediary
to assist community-based micro-enterprises
Promoting responsible and sustainable tourism in South Africa

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