To celebrate Cedarberg Africa’s 30th birthday, we sat down with our co-founder Kate to reflect on three decades of curating unforgettable safaris across Southern and East Africa. Kate may have protested at some of the questions, but her reflections gave us a fascinating glimpse into the evolution of safari travel—and the spirit that has kept Cedarberg thriving for so long.
What inspired you to start Cedarberg Africa?
The kernel of the idea for Cedarberg Africa came from two pivotal travel experiences—one wonderful, one frustrating.
In 1992, I visited South Africa (from the UK) to see if I could imagine living there with my South African boyfriend – now husband of 32 years! I was bowled over by how easy and delightful it was to travel around the Cape.
We had a wonderful time exploring Cape Town and the elegant Lanzerac Hotel in Stellenbosch. We even headed up to the Orange River for white-water kayaking. It struck me how natural self-drive travel felt there – like a road trip in Provence or Tuscany. Yet, back then, South Africa’s tourism industry was dominated by scheduled coach tours!
The contrasting experience came shortly afterwards, during a road trip through Italy without pre-booked accommodation.
It turned into a logistical nightmare. This was pre-internet, so I spent mornings phoning around for available rooms, wasting hours and dimming the spontaneity. We had wanted the freedom to hire a rental car and “do our own thing”. But I realized then that many travellers want freedom, but also structure and reliability.
This was my ightbulb moment: why not offer tailor-made self-drive holidays in South Africa, combining boutique hotel stays with a rental car? Clients would have the freedom to explore with the security of a curated itinerary full of insider tips.
(The Freedom to Explore became our first ‘slogan’.)
And how did your initial vision for the company evolve over the years?
We started by offering trips to South Africa and Namibia, places we had already explored. But – though delightful meandering self-drive trips in the Cape are still an important part of our business – we expanded quickly. Both in geography and scope.
Firstly we started expanding where our clients travelled from. Having started with only the UK market (with our own office there), we rapidly gained clients from the rest of Europe, North America and Australia.
Our client preferences evolved, so did we: introducing privately guided safaris, exclusive-use villas, private charter flights, and immersive experiences tailored to every type of traveller.
Similarly we branched out into new destinations as we travelled widely. We added East and Central Africa, and the Indian Ocean islands for some R&R after safari. And we never stopped exploring ourselves. Places like Madagascar and Malawi became new frontiers for our clients. And we’ve never stopped exploring ourselves. Road trips, multi-country trips and lodge adventures are all part of the Cedarberg Africa team’s work. A very nice perk of our jobs that we never get tired of!
Can you share some of your most memorable trips or experiences that you’ve had while leading Cedarberg Africa?
When asked about her most memorable experiences, Kate’s eyes light up, and she laughs. “This is almost impossible to decide, there are too many !” she admits before sharing a few highlights:
- Sleeping under the stars on the Makgadikgadi Pans in Botswana
- Experiencing lions mating, a leopard kill and seeing an incredible rare pangolin – all on one game drive. (Not the norm!)
- Catching my first tigerfish in the Okavango Delta panhandle
- Hiking to the summit of Cathedral Peak in the Drakensberg Mountains
- Kayaking around a deserted island on Lake Malawi
- Snorkeling with green turtles just off Nosy Be in Madagascar
These experiences embody what Cedarberg Africa strives to create for our clients: authentic connections with Africa’s wild places that leave a lasting impression.
What has been the most significant challenge you’ve faced, and how did you overcome it?
Like any business with three decades of experience, we’ve faced our share of challenges and economic highs and lows. The COVID-19 pandemic proved to be the most significant hurdle.
It was devastating—our revenue disappeared overnight, but many overheads, such as staff salaries, continued. Thankfully, after decades of responsible management, we had good financial reserves to weather the storm. Still, it was a tense and uncertain two years.
Other notable challenges included 9/11, the 2008 financial crash, and internal lessons—like learning the hard way about currency hedging.
What is your favourite destination that Cedarberg Africa offers, and why do you feel such a connection to this place?
Impossible question! But I’ll play along…
Safari: Lower Zambezi for its unique combination of charms with the Zambezi River, winter-thorn forests, abundant wildlife, and of course the mesmerising mountain backdrop when you are enjoyed a cool Gin & Tonic at sunset.
Mountains: Toss up between my home in the Cederberg Mountains and the dramatic Drakensberg range in KwaZulu Natal. But heading further afield, the views over the Simien mountains in Ethiopia are absolutely mesmerising!
Beach: Either the barefoot charm of Île Sainte-Marie, Madagascar or the untouched beaches of KwaZulu-Natal’s northern coast.
(Surprisingly South Africa has vast stretches of empty beaches, even close to seaside towns.)
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How has the landscape of African travel changed in the last 30? What trends have you noticed?
Selling African safari travel has been completely revolutized in the last 30 years. When we started, it was a different world. There were no websites—just fax machines! Then change happened at lightning speed in the later 90s. But the fundamental of what we are selling is still the same: connecting people with the wild spaces of Africa.
But now, travellers are informed, empowered, and looking for highly personalized experiences.
Some major shifts:
- Digital transformation: From printed brochures to immersive, virtual itineraries.
- Traveler expectations: our clients have always wanted authentic, experiential travel, but now there is a greater expectation around sustainability and community empowerment.
- Access and comfort: Then you might have to ‘slum it a little’ if you headed to a remote destination. Now you can find exquisite lodges, often off the grid, in remarkable places.
- Responsible tourism: There’s growing awareness around conservation and community support—something we’ve always championed in Africa.
- Personalisation: Today people expect and seek highly customised experiences reflecting their unique interests and values
- AI & tech: Naturally we are now using AI to assist with the team’s productivity. But the human touch continues to define our service. Our unique view – based on 30 years – of why a particular lodge or destination will work for you.
If you could go back in time, what advice would you give to yourself when you were just starting Cedarberg Africa?
One piece of advice is not specific to the safari industry. It’s one that many small business-owners face. I should have delegated more and not tried to do so much myself just because “I can do it faster and/or better”. You end up working too hard. And the urge to do everything yourself stifles growth.
I would have also told myself to travel even more. Even though I travel a lot, it’s such an enriching experience personally. And of course, in our case, it’s a business imperative. So a win-win!
What sets Cedarberg Africa apart from other travel companies, especially after all these years of operation?
Everyone always uses the hackneyed phrase of USPs (Unique Selling Propositions). I think that’s a little old-fashioned. But our longevity and success are built around our internal motto that we try to live up to:
Better Informed, Better Connected, Better Listeners
- Better Informed: 30 years of safari planning experience means they know what works and what doesn’t
- Better Connected: partnerships with lodges practising sustainable tourism that benefits both the environment and local communities
- Better Listeners: taking time to understand clients and what makes them happy, offering honest, candid advice even when it challenges assumptions
Our mission is to take you from confusion to clarity, helping you craft the safari you truly want, without wasting precious hours navigating the endless possibilities
Kate & Ginny
How Safari Travel Has Changed?
Before we started, most people were happy to join a coach tour with 20 other travellers, following the same well-worn path. Now our clients want journeys crafted just for them, with flexibility built in.
We’ve seen a wonderful shift towards conservation awareness. Today’s travellers don’t just want to see wildlife—they want to know their trip is helping to protect it. Some ask specifically about a lodge’s conservation credentials before booking.
Remember when ‘safari’ meant a basic tent and bucket shower? Those days are long gone! Now you can enjoy incredible luxury in the most remote places—private plunge pools overlooking waterholes and gourmet dining under the stars.
One of my favourite trends is seeing more multi-generational families travelling together—grandparents, parents and children all sharing safari experiences. Creating those family memories is incredibly special.
And finally, safari has become about so much more than just game drives. Our clients are walking with local guides, visiting community projects, tracking specific species or pursuing special interests like photography. The modern safari is a much richer, more immersive experience than it was 30 years ago.
What are your hopes for the future for Cedarberg Africa?
Another hard question!
We are convinced that African safaris are giving BACK to the planet. But we need to work harder to communicate this positive story to our clients, especially in this age of flight shame. So we want to share more stories about how your tourism money is going towards supporting wildlife conservation and local communities on the ground.
And we’d love to see more travellers venture to our more off-the-beaten-track hidden gems—Uganda, Malawi, Madagascar. These places are extraordinary, but they are often overshadowed by better-known destinations. They deserve the spotlight.
Here is to the next thirty years of wild, beauty, meaningful travel, and making memories across Africa
