Tourism industry veteran Mohamed Baba has launched Aurum Africa, a new employee-owned premium touring company, with the aim of embedding meaningful transformation through staff shareholding.
Speaking at the companys official launch at the Cape Grace hotel on July 19, Baba said the company will offer experiential guided experiences and journey logistics across Southern Africa.
Aurum Africa has launched with 40 team members 25 are immediate shareholders with equal shareholding.
After 30 years in this industry, I refuse to pay lip service to transformation any more, Baba said. True transformation isnt about compliance scorecards or token gestures. Im 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 criticised the growing trend of owner-managed tourism businesses being sold to corporates or international investors, often leading to job losses and a loss of local knowledge. For too long, our industry has been owned by few while many who actually create the magic for our guests remain on the sidelines, he said.