Gugu Sithole is a tourism entrepreneur and the visionary behind Glamping Adventures. Her passion for travel, community development and environmental sustainability has led her to create a unique travel experience that combines the luxury of glamping with meaningful community impact.
Q: What was the inspiration behind starting Glamping Adventures?
A: My journey began with a vision to create affordable and accessible travel experiences. I was shocked to learn that less than five million South Africans can afford domestic travel. This sparked my interest in developing affordable travel solutions that would encourage more people to explore locally. Initially, I considered camping, but I realised that for many, it has long been synonymous with roughing it out in their own living rooms. That’s when the idea of ‘glamping’—glamorous camping—came to me. It’s the perfect solution for those who cherish the outdoors but prefer not to sacrifice comfort or convenience. That’s how Glamping Adventures was born.
I’ve always loved exploring our beautiful country. Although I never initially envisioned a career in tourism - my background is in events management and marketing—it became evident during my travels that communities living adjacent to these stunning tourist spots were merely spectators in the tourism ecosystem. This realisation ignited my determination to create change and improve the lives of women and youth in areas plagued by high unemployment and poverty. I recognised that tourism could be a powerful tool to create impactful job opportunities.
Q: Tell us about Glamping Adventures and the unique experiences you offer
A: I consider myself an impact travel crusader. My passion lies in the development of rural tourism. I curate unique spaces and authentic South African experiences, blending my love for travel and distinctive environments with my commitment to impact conservation and sustainability. My mission is to uplift local communities and preserve the natural beauty of the areas we visit for future generations. I am a staunch advocate for responsible travel and eco-friendly practices, and we actively partner with communities to promote sustainable growth.
Regarding glamping, we provide everything—from tents to furniture, beds, carpets, tables, lights, and all the creature comforts that transform a typical camping experience into something extraordinary. Setting up tents and infrastructure is labour-intensive, so we employ local community members to assist with camp set-up, cooking and cleaning. We also hire local tour guides who possess deep knowledge of the area. Our packages include visits to local artisans, allowing guests to purchase handmade crafts directly from the source. Many of our clients aspire to be impact travellers, so we incorporate activities like tree planting in local communities and schools.
A: What challenges have you encountered as a tourism entrepreneur?
COVID-19 posed our most significant challenge, forcing us to pivot from mobile glamping to partnering with permanent, unique travel accommodations. We expanded our offerings to include day hikes and independent travel experiences (FITs) using permanent glamping establishments, focusing on unique accommodations like caves and treehouses.
Funding and market access presented additional challenges. It was challenging to convey my vision of glamorous tents and furnishings, which hindered initial funding opportunities. I, therefore, built the business from the ground up with my resources. I started with five tents, advertised them, and reinvested in more tents with each sale. Today, our infrastructure can accommodate up to 100 guests, and we source additional resources if required.
Q: What advice do you have for aspiring women entrepreneurs in tourism?
A: Build strong networks and forge meaningful connections with peers. Join industry associations for crucial support. Seek mentorship and guidance, and collaborate with other women in the industry to leverage diverse skills.
Q: How has South African Tourism contributed to your success?
A: Entities like South African Tourism are vital in levelling the playing field for tourism entrepreneurs. We have benefited immensely from market access programmes and opportunities to showcase our business, products, and services at trade shows and expos, which have significantly aided our growth.
Q: What are your plans for Glamping Adventures?
A: We are expanding the Glamping Adventures brand and plan to involve women in rural communities in agritourism projects. We are also constructing permanent, unique glamping establishments complete with eco-pods on two farms in the Magaliesberg and Drakensberg. These sites will offer hiking, horseback riding, and other adventure and nature activities.
