‘The Traveller’ author, Thebe Ikalafeng. Picture: Supplied
Thebe Ikalafeng, born and raised in Kimberley, Northern Cape, is a trailblazing figure in African branding. Widely recognised as a Hall of Fame global authority, he stands as the leading advocate for a brand-led African renaissance.
His work focuses on championing made-in-Africa brands, promoting authentic African travel, and shaping a positive narrative around the continent.
Through his efforts, Ikalafeng aims to inspire a renewed appreciation for African culture and entrepreneurship, driving a movement that highlights the richness and diversity of Africa.
Following the successful launch of his book, “The Traveller”, we spoke to the author about his work and travel.
Tell us more about Brand Africa?
Brand Africa is an independent non-profit Africa-focused initiative to drive a brand-led African agenda, by inspiring the creation and consumption of African brands.
What inspired you to create it?
Since 2011, through its annual study of the most admired brands in over 30 countries, Brand Africa has established that only 20% of the brands that Africans admire are made in Africa.
An African No Filter study in 2024 established that a negative perception of Africa cost the continent $4 billion in increased interest payments on sovereign debts.
By driving a brand-led agenda, Brand Africa seeks to change the narrative of Africa as a consumer-led continent and drive entrepreneurship and industrialisation, which ultimately will contribute to an independent and prosperous continent – less dependent on aid and debt.
What inspired or motivated you to write “The Traveller”?
A 2020 study by Africa No Filter has established that 63% of correspondents writing about Africa have not been to Africa.
Having travelled to every country in Africa, every island surrounding Africa, and every continent in the world, and seeing the continent through a global African-lens, I wanted to give a credible and lived perspective of the real continent.
What is your favourite part about being a traveller?
There’s no question that travel widens one’s horizons and perspectives. It makes you realise how much we’re alike as humans – and especially as Africans, and how our diversity enriches and distinguishes us.
What’s your favourite local and international destination?
South Africa is spoilt for choice amazing places in practically every province. Probably God’s Window situated on the Drakensberg escarpment in Mpumalanga is the one place that left me breathless and a show off of our natural beauty, and Cape Town – for everything.
Beyond South Africa, Ethiopia’s Gena (Christmas) at Lalibela and Timkat (Epiphany) in Gonder will give you chills and a reminder of what makes Ethiopia so special beyond it being the most distinctive African nation with its own alphabet, language, religion, food and culture – and, of course, never being colonised, except for brief four year occupation by Italy.
What can readers look forward to about “The Traveller”?
“The Traveller” is a relatable story of being born and raised in Africa and a perspective on how we can contribute to a better Africa.
It highlights my journey from Kimberly to Kilimanjaro, my insights on working across the continent and travelling across Africa for work and play. It’s an authentic lived experience and African journey.
Why is travelling the continent important?
The image of Africa is mostly shaped by external narratives and our colonial history which belies the reality of a richly diverse continent that’s growing in confidence. Travelling gives us a richer perspective – and opens us to opportunities to know each other, work with each and collectively contribute to a better Africa.
What are some of the lessons you've learned on your journeys?
We are more alike – when it comes to being welcoming, resilient, enterprising, and diverse – and it’s arguably the characteristics that are common about us wherever you are.
Mostly, I’ve learned that we don’t know much about the rest of the continent – as much as they don’t know much about South Africa – where a few incidents relating to xenophobia and illegal migrancy has painted South Africa as less welcoming.
But as a South African, I know how much the rest of the continent admires us, our independence, freedom and economic standing.
Why should South Africans get out there and travel the continent?
Unfortunately, for a long time, South Africans saw our country as everything – economically, touristically and culturally.
It created a myopic view of the continent informed by non-Africans’ perspectives on Africa as corrupt, under-developed, unstable and poor.
But the continent largely has changed a lot – with many countries in each region leapfrogging South Africa – for example, Ethiopia replacing South Africa as the aviation hub for Africa, Kenya and Nigeria as the fintech centres of excellence, Mauritius as the corporate headquarters for the continent and Rwanda as the place for consequential meetings.
South Africa is no longer the preferred destination for everything.
Lastly, why should South Africans get out there and travel the country?
Arguably there is no country in the continent with a richer bio-and cultural diversity world-class products and infrastructure including and beyond Johannesburg, Cape Town and Durban.
There’s much to do and much to see that rivals anywhere in the world - and it is authentic.