#CareerFocus With Gugu Sithole Founder of Glamping Adventures -

1. Tell us a bit about yourself.

I am a mother to a teenage girl and a passionate outdoor enthusiast. I thrive under open skies and have intentionally blended my professional pursuits with my love for travel. Constantly on the move, I enjoy meeting people from different backgrounds and forging meaningful connections along the way.

2. What work do you do?

I am a tourism entrepreneur and the founder of Glamping Adventures. My passion lies in developing rural tourism by curating unique stays and authentic South African experiences. I’ve integrated my other passion, conservation, and sustainability, into my business model. Our focus is not only on showcasing the beauty of our destinations but also on preserving these locales for future generations. As an advocate for responsible travel, I emphasise eco-friendly practices and partner with local communities to foster sustainable growth. I believe tourism is a powerful force for positive change and economic success.

3. How long have you been in the industry?

Five years. Five years of learning, challenges, and growth.

4. Has your work always been your passion? Tell us why.

Yes, I always knew I would end up in the travel space, but I decided to hone and sharpen my skills in the corporate world first. I always gravitated toward positions that involved extensive travel, such as event management, travel management, and marketing. I aimed to learn as much as possible, gain valuable experience, and eventually strike out on my own as an entrepreneur.

5. Being a woman in the industry – what does it take?

Entering the traditionally male-dominated field of glamping (glam camping) requires a combination of resilience, adaptability, and determination. Building strong networks and fostering connections with peers and industry associations is essential for supporting and creating an enabling environment for the business to thrive.

6. What has been the most difficult challenge of your career?

COVID-19. We started operating a few months before the pandemic struck, and tourism was one of the hardest-hit industries worldwide. However, we used that time to rethink our business model, re-strategise, and prepare ourselves, as much as we possibly could, for when travel resumed. Some of the other products we now offer were developed during the pandemic, so it wasn’t all doom and gloom. We pivoted, toughened up, and we’re still here, on an upward trajectory.

7. What advice do you have for other women in your industry?

Build strong networks and forge meaningful connections. Seek mentorship and guidance, and collaborate with other women in the industry to leverage diverse skills and perspectives. Consider applying for awards like the Bold Woman Award by Veuve Clicquot, which provides invaluable support and mentorship. Assert your voice and ideas confidently, and embrace challenges as opportunities for growth. Remember to be intentional about setting aside time for self-care.

8. Plans for the future?

We are expanding the Glamping Adventures brand with exciting plans on the horizon. These include engaging with women in rural communities and women in farming to create Agri-Tourism products. We are also hosting our first Glamping Expo in October 2024, a ground-breaking event for Africa. The Glamping Expo will be an annual platform for businesses across the glamping value chain to showcase their innovations and products, network with industry peers, and seek potential collaborations and investments. Attendees will have access to valuable market and research intelligence.

Why Glamping Expo? Glamping, a fusion of “glamorous” and “camping,” is a burgeoning trend in travel, catering to those seeking unique, luxurious camping experiences amidst nature. The Glamping Expo will serve as a central hub for this evolving industry, providing a unified platform for stakeholders to showcase their offerings and discuss emerging trends.

Biography

Gugu Sithole is a tourism practitioner, innovator, and winner of the 2022 Veuve Clicquot Bold Woman Award. As the Founder and CEO of Glamping Adventures, Gugu has built a company that offers bespoke stays, unique experiences, and glamping retreats across South Africa. The adventures are suitable for solo travellers, social groups, corporate retreats, and team building.

She is passionate about South Africa and is on a quest to discover the hidden gems that this beautiful country has to offer. Her passion lies in the development of rural tourism, sustainable tourism, and eco-tourism. Gugu not only has a particular emphasis on making travel more accessible but also on supporting women on their entrepreneurial journey.

Gugu founded Glamping Adventures Foundation, an NPO focusing on the economic inclusion of communities located within tourism attractions, and established the Rural Inclusion and Sustainability Film Festival. This programme has trained and empowered over 100 young people in rural communities – with workshops facilitated by Gugu herself – allowing the local community to raise conservation and climate change awareness through film screenings and storytelling.

She is currently an Executive Producer of The Conservation Frontier, a project that promotes conservation, and is a co-producer of the travel film series, Travelling Again, aiming to showcase South Africa’s attractions, landscapes, and diverse cultures.