Thebe Ikalafeng is a visionary who has been instrumental in reshaping the global perception of African branding. As the founder of Brand Africa, a leading initiative aimed at enhancing Africa’s brand identity, Ikalafeng has worked tirelessly to shift narratives around the continent. His deep commitment to promoting African culture, entrepreneurship, and tourism has earned him recognition as a Hall of Fame global authority in branding.
In this exclusive interview, we dive into Ikalafeng’s journey, his passion for Africa, and his new book, “The Traveller”, where he shares his personal experiences and insights on what makes Africa truly unique.
The Vision Behind Brand Africa
Brand Africa is not just a branding initiative; it’s a movement with a goal to shape the future of the African continent through brand-led entrepreneurship. Through its groundbreaking annual study, which ranks the most admired brands in over 30 countries, Brand Africa has revealed a sobering fact: only 20% of the brands that Africans admire are made in Africa.
Ikalafeng’s vision is to change this by encouraging the creation and consumption of African brands that reflect the continent’s potential. The project aims to create a positive African narrative, inspire industrialisation, and reduce Africa’s dependence on aid and debt.
He explains, “Through Brand Africa, we strive to drive entrepreneurship, stimulate economic growth, and build a narrative that positions Africa as a self-sustaining continent, capable of shaping its destiny.”
Inspiration Behind The Traveller
Ikalafeng’s journey across Africa and the world has shaped his worldview and his desire to share Africa’s untold stories. In 2020, a study by Africa No Filter revealed that 63% of journalists writing about Africa had never actually visited the continent. This fact, combined with the misrepresentation of Africa in the media, motivated Ikalafeng to write his book, “The Traveller”.
The book is not just a memoir but a vivid narrative filled with insights, stories, and lessons from his personal travels. Ikalafeng’s extensive travels have taken him to every African country, each island surrounding Africa, and countless destinations worldwide. He wanted to provide an authentic, first-hand perspective of Africa from someone who has seen the continent in its full richness.
The Beauty of Africa: Ikalafeng’s Favourite Destinations
Through his travels, Ikalafeng has explored the beauty, diversity, and cultural richness of Africa. He shares his favourite destinations and why these places hold a special place in his heart.
-
South Africa: “South Africa is a country that spoils you with its diverse landscapes, rich culture, and vibrant cities. From the majestic Drakensberg mountains to the cosmopolitan Cape Town, there’s something for everyone. One of my personal highlights is God’s Window in Mpumalanga, a breathtaking viewpoint that showcases South Africa’s natural beauty.”
-
Ethiopia: Known for its rich heritage, Ethiopia remains one of Ikalafeng’s favourite countries to visit. “Ethiopia’s Gena (Christmas) celebrations in Lalibela and Timkat (Epiphany) in Gonder are truly unique and awe-inspiring. The country’s history, culture, and traditions stand as a testament to its resilience and distinctiveness in the African continent.”
The Power of African Travel: Why It’s Important
For Ikalafeng, traveling within Africa is not just about discovering new places – it’s about discovering shared humanity. “Traveling through Africa gives you the opportunity to see beyond the stereotypes and truly appreciate the rich diversity that defines us. It opens doors to new opportunities, fosters understanding, and breaks down the barriers that divide us.”
He also highlights how travel helps Africans to overcome the misconceptions about their own continent. For example, South Africans have long held a limited view of Africa, often shaped by negative media portrayals. Ikalafeng stresses, “For many South Africans, the world has revolved around their own country. But Africa is a continent that’s evolving rapidly, and understanding that can help shift outdated perceptions.”
Key Lessons from Ikalafeng’s Travels
Ikalafeng’s travels have been life-changing, teaching him important lessons about humanity, resilience, and the value of diversity. He believes there are several key takeaways from his journeys that every African should consider:
-
We are more alike than we think: Despite regional differences, people across Africa share common values of hospitality, resilience, and entrepreneurship. These shared traits bind the continent together, forming a unified identity despite its diversity.
-
Breaking stereotypes: “I’ve learned that many of us don’t know enough about the rest of the continent. There’s a lack of awareness about our neighbours, especially in South Africa, where perceptions about other African countries are often shaped by negative headlines. Travelling allows us to break these stereotypes and build a deeper understanding of one another.”
Why South Africans Should Travel Within Africa
For South Africans, Ikalafeng stresses the importance of exploring the continent. “For years, South Africans have seen their country as the hub of Africa – culturally, economically, and touristically. But Africa is no longer defined by South Africa alone. Countries like Kenya, Nigeria, and Rwanda are leading in innovation, entrepreneurship, and tourism. South Africa’s long-standing dominance is being challenged by these nations, and it’s crucial for South Africans to experience and understand the changes happening across the continent.”
Conclusion: A Call to Rediscover Africa
Ikalafeng’s message is clear: Africa is a continent of immense potential. Through initiatives like Brand Africa and his book, The Traveller, Ikalafeng is championing the need for a renewed perception of Africa. A perception built on authentic stories, African-made brands, and a continent ready to take its place on the global stage.
“Travelling through Africa opens your eyes to the possibilities that exist. It’s a journey of discovery – not just of places, but of people, cultures, and the future we can create together.”
Relevant Links for Further Reading:
