In celebration of We Are Africa’s 10th Edition, the tribe honoured a select group of Icons & Changemakers – organisations that have helped shape Africa’s unique story while safeguarding its soul and empowering its people through tourism and travel. Though outside of the We Are Africa tribe of buyers, exhibitors, and press, these Icons & Changemakers stand as pillars of progress, purpose, and pride.

These Icons & Changemakers represent the future of travel in Africa: purposeful, powerful, and deeply rooted in place. Each one, a symbol of the continent’s resilience and creativity – welcoming travellers while nurturing culture, community, and conservation.

It was heartwarming to see so many of our tribe from every corner of the globe, welcome them to our community and know that the connections made on the show floor will flourish for years to come.

In 2025, we proudly recognised:

!Khwa ttu Nature Reserve
A San culture and education centre set on a serene nature reserve in the Western Cape, !Khwa ttu offers a powerful platform for San youth, combining heritage preservation with eco-tourism, language revitalisation, and immersive storytelling.

“This is a wonderful opportunity and will be very valuable for !Khwa ttu, especially as it comes at the right time for us to offer our new and exciting products in San culture and heritage to the industry.” – !Khwa ttu

African Parks
This pioneering non-profit manages protected areas across the continent, working in partnership with governments and local communities to restore wildlife, strengthen biodiversity, and develop sustainable tourism models.

“We are excited to be part of We Are Africa, standing alongside those who help connect the world with Africa’s most biodiverse ecosystems. We’re here to connect with those who believe that travel, when done right, can be a powerful force for lasting, positive change.” – African Parks

Robben Island Museum
A UNESCO World Heritage Site and symbol of South Africa’s journey to freedom, Robben Island continues to educate and inspire through its preservation of history and its commitment to dialogue, justice, and remembrance.

“Robben Island Museum as an Icon and a Changemaker not only in Africa but to the world is honored to be connected to the International buyers and media partners of this event. We invite everyone to experience the island’s multilayered history from oppression to liberation and witness a true symbol of the triumph of the human spirit over adversity” – Robben Island Museum

The Long Run
A global alliance of nature-based tourism businesses committed to sustainability through the 4Cs – Conservation, Community, Culture, and Commerce. Its African members exemplify how tourism can be a powerful force for good.

“The Long Run team are proud to be part of the tribe at We Are Africa – a community that celebrates bold ideas, transformative travel, and a shared commitment to shaping a more sustainable future for our industry. Together, we champion travel that highlights the positive impact taking place at the intersection of conservation and nature-based tourism, and celebrate those that go above and beyond to actively regenerate nature, uplift communities, and inspire change.” – The Long Run

Uthando (Love) South Africa
A Cape Town-based non-profit connecting tourism with community development. Through ethical cultural experiences and support for grassroots projects, Uthando creates meaningful engagement between travellers and locals.

“To be recognised as a Changemaker at We Are Africa 2025 is an incredible honour. Uthando exists to show the world the depth of love, resilience, and creativity that lives within South Africa’s communities. This platform allows us to share those stories with a global audience, and remind the world that travel can be a powerful force for good.”
– Uthando (Love) South Africa

Fair Trade Tourism
Champions of responsible travel, Fair Trade Tourism sets high standards for sustainability and social impact across the tourism sector – ensuring that travel benefits both people and the planet.

“FTT is excited to be part of We Are Africa, connecting with bold, forward-thinking travel brands shaping the future of tourism in the region. As a sustainability label developed in Africa, for Africa, we know that doing good for the destination is good for business. That’s why we’re here: to share how our ESG-aligned framework and practical technical support can help you grow your impact and your brand. We look forward to inspiring conversations, new collaborations, and showcasing how sustainability can be a powerful selling point for tourism businesses of all sizes.” – Fair Trade Tourism

Wild Africa
A digital platform and production house dedicated to telling Africa’s most compelling conservation stories. Through film, campaigns, and partnerships, Wild Africa raises awareness and drives action to protect the continent’s wild spaces.

“Wild Africa aims to be Africa’s no. 1 environmental communicator – sharing the We Are Africa dream by promoting the continent through its amazing wildlife that draws people in to discover the culture, diversity and hospitality it has to offer.” – Wild Aid

West African Tourism Organisation (WATO)
A regional body working to unify, promote, and support tourism across West Africa. WATO fosters collaboration between countries, celebrates cultural diversity, and builds capacity for sustainable development.

“The West Africa Tourism Organisation (WATO) is proud to join ‘We Are Africa’ in Cape Town, uniting bold voices to reshape the future of luxury travel in West & Central Africa.” – WATO

Kigali Genocide Memorial
A place of remembrance, reflection, and education, the Kigali Genocide Memorial honours the victims of the 1994 genocide and plays a vital role in peace-building, reconciliation, and resilience in Rwanda and beyond.

“Being showcased among Africa’s Icons & Change makers at We Are Africa 2025 is a tribute to the lives we honour. Every visitor who walks through the Kigali Genocide Memorial, is invited to learn, reflect, remember and share an inspiring message back home that if peace is possible in Rwanda-it is possible anywhere.” – Kigali Genocide Memorial

As we marked an inherently positive decade of We Are Africa, it was an honour to shine a light on these forces for good – each one a testament to what is possible when travel is guided by heart, heritage, and hope.

Melisa Harvey