Matshidiso “Tshidi” Stiekema – Founder, Khwai Expeditions Camp (Botswana)
A guiding light in Botswana’s safari industry, Matshidiso “Tshidi” Stiekema is the first and – so far – only Motswana woman to own and operate a luxury tented safari camp. Her lodge, Khwai Expeditions Camp, is recognised for its commitment to conservation and sustainable tourism. It sources goods and services from local businesses to ensure tourism benefits Botswana’s communities throughout the supply chain.
Reflecting on her journey, she wrote: “[initially] owning my own safari camp was a distant dream. My information came from magazines and documentaries I watched. I was a humble Motswana girl born in Selibwe Pikwe with great ambition, drive, and a strong will to achieve above and beyond. I never thought this day would come.”
But she stuck to her path and overcame many early challenges by ensuring she knew the business inside and out. “I educated myself on every aspect of running a safari camp, from conservation and hospitality to operations and finance. I also built strong relationships with the right people: mentors, other women in the industry and local communities. I joined numerous organisations and tourism associations as well,” she explains.
There were moments when she wasn’t taken seriously, whether in negotiations or dealing with suppliers. Now, though, she not only runs a high-end safari lodge but also represents Botswana’s tourism sector on the global stage, most recently at ITB Berlin. Speaking ahead of the event, she shared: “Besides monetary value, this fair has given Khwai Expeditions Camp the platform and opportunity to sell our business to international markets, understand the barriers of the tourism trade, and find ways to address them. Importantly, it’s also about networking, benchmarking, and drawing inspiration to improve.”
She believes the tourism and hospitality industry in Botswana has so much potential. “You don’t need to have all the answers from day one, but you do need to believe that you belong in this space. There’s room for new ideas, fresh approaches and businesses that reflect our culture and values.”
And to the young women especially, she says, “never forget that Mosadi ke thari ya Sechaba (a woman is the fruit of the community). As women, when we rise, we lift others with us.”
Jillian Blackbeard – CEO, Africa’s Eden Tourism
A visionary leader in destination marketing,
Jillian Blackbeard is the CEO of Africa’s Eden, where she works tirelessly to promote tourism across the Kavango-Zambezi (KAZA) Transfrontier Conservation Area—which spans Botswana, Namibia, Zambia, and Zimbabwe – and beyond.
“I am challenging the traditional norms of destination marketing in two ways. Firstly, rather than promoting from the vested interest of a destination (for example, a national body), I focus on understanding the traveller’s needs and promoting what they want rather than what the destination is pushing. Secondly, Africa’s Eden is embedded in regional marketing, focusing on multi-route, multi-national, multi-experiential itineraries.”
She never expects to be treated differently because of her gender and believes that women in tourism must focus on their strengths rather than stereotypes. “To become competitive in the workplace, women need to move on from stereotypes and embrace their strengths and weaknesses,” she says.
Her advice to young professionals is to embrace humility, start from the ground up, and learn as much as possible: “Too many young people, especially women, enter the tourism profession at the graduate level, rather than going to the roots of what makes our industry special—service. In my opinion, vocational training and on-the-job experience are far more valuable than a four-year degree.”
Kerry Macfarlane – Founder, Ntanda Ventures (Zambia)
A champion of community-led tourism, Kerry Macfarlane founded Ntanda Ventures, a women-driven and women-owned travel company dedicated to promoting Zambia’s lesser-known regions while creating economic opportunities for local communities.
“Ntanda is a women-driven and owned company with a happy team spread across the country, with everyone working from home at their own pace,” she says. Kerry has created jobs in smaller towns through her business, ensuring that tourism benefits people and the environment in which she and her colleagues live and operate. She believes Zambia has so much to offer beyond the usual destinations:
“The women-only safaris we offer are a fantastic way to let your hair down, kick off your shoes, and get your feet dirty while making new friends,” she says. These women-led trips include at least two community activities and make a meaningful difference in local areas. Ntanda also supports several social initiatives, including Ntanda Empower, which provides free reusable sanitary pads to schoolgirls.
What is her advice to young women pursuing a career in tourism? “If tourism is your passion, plan, find your niche, follow your dreams, and do it. Be prepared to work long hours, don’t stress about competition, and spend money on a good website—but do your homework on the company first.”
Harriet Sobey – Founder, Chester & Rose (Southern Africa)
For Harriet Sobey, travel is deeply personal. As the founder of Chester & Rose, she specialises in bespoke luxury travel across Southern Africa, offering yoga safaris, horseback riding expeditions, and immersive cultural travel experiences.
“I hope women in travel continue to share their stories with visitors, inspiring others, breaking barriers, and proving what’s truly possible. Representation matters—when women see others leading, they are empowered to follow suit,” she says.
Harriet loves how travel expands perspectives and challenges worldviews: “It opens our eyes to new cultures, landscapes, and ways of life we haven’t encountered before. Botswana, in particular, holds a special place in my heart—the vast open spaces, the rhythm of nature, and the deep connection you feel in the wild have a way of recalibrating your sense of self. People rarely leave Botswana without feeling a shift inside them. Suddenly, the world feels bigger, yet more connected. And that’s the power of travel.”
She believes the industry can continue to support women by opening doors of opportunity and openly celebrating female success. “By amplifying female success stories and fostering inclusive environments, we can build a future where women are not just participants in the industry but key drivers of its evolution.”
Reflecting that today’s travellers seek more than just a comfortable place to stay, she is proud that Chester & Rose is committed to creating itineraries that inspire curiosity, foster connections, and positively impact both travellers and the destinations they visit. “For female travellers in particular, the demand for safe, enriching, and empowering experiences is growing. More women are travelling solo or in small groups, seeking adventure with a sense of security,” she notes.
Caterina Ferazzini – General Manager, Konkamoya Lodge (Zambia)
Nestled along the remote shores of Lake Itezhi-Tezhi in Kafue National Park, Konkamoya Lodge is a unique owner-run safari operation, and Caterina Ferazzini is a driving force behind its success.
“Seeing guests connect with nature and leave with unforgettable memories makes it all worthwhile. We are truly privileged to do what we do,” she notes.
As co-owner and culinary expert, she is dedicated to hospitality, sustainability, and conservation, sourcing fresh, local ingredients and ensuring Konkamoya operates responsibly. She believes women bring unique strengths to leadership in tourism: “Female leadership brings empathy, resilience, and creativity. In places like Kafue, women can lead by balancing conservation and tourism needs. I see this as an opportunity for positive change, benefiting businesses and people living in communities where we work.”
She reflects on progress on International Women’s Day while recognising the work ahead: “It’s a day to celebrate women’s achievements and push for more global tourism opportunities. We must ensure women are represented at all levels and supported in balancing work and life. From my experience, collaboration between men and women leads to amazing results.”
She dreams of making Konkamoya a sustainable lodge that highlights Kafue’s beauty and empowers women in conservation, “creating lasting impacts through education and employment to protect Kafue for future generations.”
Lynn Strydom – Sales Manager at Gondwana Collection (Namibia)
Lynn’s journey into tourism has allowed her to combine her passion for showcasing Namibia’s beauty with a broad suite of professional skills. In Gondwana, she found a brand committed to seeing Namibia’s tourism industry thrive in a sustainable, inclusive way and deeply connected to the communities that make the country so special. “My proudest moments are when I get to take Namibia to the world—whether working abroad, representing my country at travel shows, or simply sharing my love for it while on holiday. I carry Namibia with me always, sharing its beauty, stories, and spirit,” she says.
She believes in making travel more accessible while prioritising sustainability and community involvement. “By establishing lodges in diverse regions, we help travellers experience the country’s breathtaking landscapes while ensuring local people benefit. Our focus on conservation, cultural heritage, and responsible tourism makes Namibia not just a destination but an experience that leaves a lasting impact on travellers,” she says.
Lynn dreams of a future where more women confidently step into leadership roles, shaping the industry. Having carved out her niche, she believes the future for women in Southern African tourism is full of opportunity. “More women are taking the lead, bringing fresh perspectives and driving change. This industry thrives on relationships, so surround yourself with inspiring mentors. Learn every aspect of the business—from operations to guest experience—and don’t be afraid to step outside your comfort zone. Most importantly, trust your voice and carve your own path,” she says.
“Travel is about connection, and when women uplift each other, we create spaces where everyone thrives. With passion and perseverance, the possibilities are endless.”
Jessica Salmon – Co-Owner, Flatdogs Camp (Zambia)
As co-owner of Flatdogs Camp in South Luangwa, Jessica Salmon has built a conservation-driven, eco-friendly safari business. “The natural beauty of South Luangwa and the wildlife found here continue to inspire me every day, from the squirrels nesting outside my office to the wild dogs growing in numbers thanks to the dedication and hard work of local conservation and anti-poaching organisations,” she notes.
Jessica is passionate about responsible tourism and community involvement: “I think women care more deeply about the planet’s future and can think about and plan for the future. I would love to see more respect for local women from local men, but this is gradually changing. I have seen attitudes progress from accepting women can wear trousers to respecting female managers and heads of departments, so things are moving in the right direction,” she notes.
Flatdogs Camp welcomes many repeat visitors, which brings Jessica great satisfaction: “We love that our dreams of bringing guests here to help protect this beautiful place align with so many others’ dreams, too. The most rewarding part of this journey has been hearing guests say their stay with us was one of their lives’ most memorable, fascinating, and inspiring trips.”
Kerri O’Fee – Founder Victoria Falls Yoga (Zimbabwe)
Kerrith “Kerri” O’Fee is a dedicated wellness tourism specialist who combines her expertise in psychology, yoga, and mindfulness to promote holistic well-being in one of Africa’s most stunning natural settings. In 2022, Kerri founded Victoria Falls Yoga, a sanctuary where individuals can reconnect with themselves amidst the beauty of the African bush.
“The power of nature is undeniable—it heals, nurtures, and creates space for stillness and reflection. When we take a quiet moment for movement, mindfulness, and breathwork in such an environment, we are held by nature itself,” she says.
Wellness tourism in Africa is still in its infancy; within that, yoga is a niche segment. “We have spent the past five years laying the groundwork, educating people on the value of holistic wellness in travel, and shifting perceptions. It has been a slow but rewarding journey, and while there have been many hurdles, we have also found our tribe—people who feel a deep resonance with what we do.”
Beyond personal transformation, Kerri is committed to uplifting the community through accessible wellness initiatives. In alignment with her vision that wellness should be accessible to all, she is integrating a yoga program into a new school initiative launching in Victoria Falls.
“The most fulfilling part of this work is witnessing real-time transformation. I’ve seen guests step onto the mat carrying stress, grief, and exhaustion, only to leave feeling completely renewed. Knowing that we are making a tangible impact on people’s lives is what makes the challenges worthwhile,” she notes.
Looking ahead, the team is expanding. “This growth will allow us to create new opportunities, train passionate individuals in the industry, and continue sharing these powerful experiences with travellers from all over the world.”
One of her biggest insights from starting her business is that “when you are aligned with your purpose, your passion fuels you—even through the tough times. So, to any woman dreaming of building a career around her passion, my advice is simple: Trust yourself. Follow what feels good. And don’t be afraid to carve your own path.”
Kago Kanowa – Professional Guide (Botswana)
Kago works at Chobe Game Lodge, giving guests memorable safari experiences on game drives and boat cruises. “Looking back, I am very proud of my journey and what I have achieved,” she says, reflecting that she started her career as an assistant guide with no formal education in nature guiding. She can now confidently give guests from all over the world a chance to witness the region’s abundant wildlife, including elephants, hippos, and diverse bird species.
“It wasn’t just about learning the facts about wildlife. It was about learning how to connect with people. How to interpret the bush. And how to create meaningful experiences,” she notes. In overcoming her initial challenges, she believes that “passion and dedication can bridge any gap.” It’s about demonstrating that anyone with the right attitude can cultivate a deep understanding and love for the natural world. And build a career from it.”
While female guides are still in the minority in Botswana, there are more of them than before. “Women’s roles in the travel industry are incredibly exciting. My hope is that this trend continues and that we see women in all levels of travel and tourism, from guiding to management and ownership. I envision a future where women are empowered to lead conservation efforts, develop innovative tourism models to benefit local people, and champion ethical and responsible travel. We are natural storytellers. We can help shape the story of tourism in an impactful and positive way.”
This International Women’s Day, let’s celebrate and support the incredible women shaping the future of travel in Southern Africa. From booking with women-led businesses to amplifying their stories, every action helps create a more inclusive and empowering tourism industry. Explore, support, and travel with purpose—because when women rise, the whole industry thrives.
