Media & Press Releases

Wilderness Safaris Launches #PurposeIsTheNewLuxury Campaign at WAA

May 3, 2017 | Wilderness Safaris

May 2017 – As co-sponsors of the innovative FUSE conference held on the first day of the We Are Africa travel show in Cape Town on 1 May 2017, Wilderness Safaris was proud to launch its new #PurposeIsTheNewLuxury campaign and video to an enthusiastic audience of the industry’s best on the opening night.

After nearly 35 years in business it is sometimes hard to remember why you started out and what you originally hoped to achieve. Not so with Wilderness Safaris; its raison d'être is today even more firmly defined, entrenched and embraced than it was when the company started out in Botswana in 1983.

“For us every day is a reminder of why we exist. We are dedicated to conserving and restoring Africa's wilderness and wildlife, and we use high-end ecotourism to do this. We believe that more and more of the world’s discerning travellers recognise the purpose of why they travel and the positive impact of that travel as one of modern life’s great luxuries”, said Wilderness Safaris CMO, Chris Roche.

The World Tourism Organisation declared 2017 as the International Year of Sustainable Tourism for Development which is perfectly aligned to Wilderness Safaris’ vision and the goals of the 2017 FUSE “un-conference”. “#PurposeIsTheNewLuxury is about remaining true to our core reason for being and using ecotourism to change lives. We believe that we have an obligation to use our brand profile and platform to help drive positive change in the world”, he concluded.