Africa Travel and Life, a pioneering high-end travel and lifestyle magazine, has launched with the ambitious goal of reshaping the global perception of Africa. The magazine aims to showcase the continent’s diverse beauty, rich cultures, and vibrant experiences to both African and international audiences. Its inaugural issue, unveiled at a hybrid launch event in Freetown, Sierra Leone, highlights the country’s capital city, presenting its unique blend of natural splendor, historical significance, and cultural dynamism. The publication’s founder, Hesta Baker, envisions the magazine as a powerful tool for boosting tourism across Africa and fostering a deeper appreciation for its multifaceted offerings.
Baker, a seasoned media professional with extensive experience in the tourism sector, conceived the idea for Africa Travel and Life over two decades ago, driven by a stark realization of Africa’s underrepresentation in global tourism revenue. Inspired by a pie chart depicting Africa’s meager 1% share of the global tourism market, she resolved to create a platform that would amplify Africa’s voice and showcase its untapped potential. Today, while Africa’s share has risen to 5%, Baker believes the continent deserves a much larger slice of the pie, aiming for double-digit representation. She envisions a future where a significant portion of African travelers explore their own continent, injecting billions of dollars into local economies and driving sustainable growth.
Africa Travel and Life sets out to achieve this vision by offering a curated exploration of Africa’s captivating destinations, vibrant cultures, and inspiring individuals. The magazine’s content spans the length and breadth of the continent, from bustling metropolises to remote villages, capturing the essence of each location through stunning photography, compelling narratives, and insightful features on fashion, food, wellness, art, design, culture, and festivals. It also shines a spotlight on the individuals driving innovation within the African tourism industry, providing readers with unique perspectives and insider knowledge.
The premiere issue, with Freetown gracing its cover, sets the tone for the magazine’s commitment to showcasing Africa’s diverse offerings. Featuring Sierra Leone’s top models styled by renowned local designers, the cover story captures the city’s multifaceted appeal, from its pristine beaches and lush landscapes to its vibrant markets and historical landmarks. The issue also includes an exclusive interview with Freetown’s mayor, who emphasizes the importance of tourism in the city’s future development. Beyond Freetown, the magazine takes readers on a journey across the continent, exploring the ancient Namib Desert, the mountainous capitals of Africa, and the luxurious shores of the Seychelles. It also delves into the cultural richness of Cabo Verde’s Mindelo Festival, features an interview with prominent Nigerian actors, explores underwater slave shipwrecks with a marine archaeologist, and provides a cultural guide to Algiers.
The selection of Freetown as the cover story for the premiere issue was a strategic decision based on its compelling blend of adventure, luxury, and history. Representing West Africa, Freetown served as an ideal starting point for the magazine’s exploration of the continent’s diverse regions. Future issues promise to unveil the hidden gems and iconic destinations across Africa, further solidifying the magazine’s role as a comprehensive guide to African travel and lifestyle.
With a multi-platform approach encompassing print, digital, and social media, Africa Travel and Life is poised to become the definitive voice of African travel and lifestyle. Its strong digital presence across platforms like Facebook, Instagram, Twitter, and its dedicated website, coupled with the premium quality of its print and digital editions, ensures broad reach and accessibility. Guided by Baker’s vision, the magazine aims to tell Africa’s story with elegance, accuracy, and pride, ultimately showcasing the continent’s extraordinary beauty and cultural richness to the world. Africa Travel and Life represents a bold step towards redefining how Africa is perceived and experienced, both by Africans and the global community.
