Female Founder Name: Gugu Sithole

Business Name: Glamping Adventures

Industry: Travel & Tourism

Instagram Handle: @glampingadventuresza & @gugubsithole

What inspired you to start your business?

I was inspired to start Glamping Adventures by multiple factors. Firstly, I am a person who values locus of control. Having worked in the corporate for a number of years, I realized that my destiny was in owning a business that will have an impact on myself and add value to the country. I love travel and having toured South Africa extensively and 28 other countries, I realized how the inequalities in South Africa are more prominent in the travel sector. Travel is regarded as a preserve of the rich. I believed that we could come with a model that would level the tourism sector.

When did you start?

In 2019

Why this specific industry?

This is an industry I love. I also think that the travel industry is largely dominated by the rich. This has to change and it is an opportunity for us to make an impact. Looking at it, we are basically solving structural inequality problems South Africa is facing using travel as a conduit

What obstacles did you face starting up, and how did you overcome them?

We faced quite resistance from groups that think travel is exclusive to them. When you arrive at an establishment with a big group of previously untravelled people, one realizes that this made some people uncomfortable. However, we believed in our cause. We believed everyone deserved to travel. We got more emboldened by each encounter and we are much stronger now, knowing that our role is beyond just travel but bringing that point of equilibrium in a sector notorious for its schism.

What’s the most valuable lesson you’ve learned since starting your business?

The success of a business is a collaborative pursuit. An entrepreneur requires a lot of support. This might be financial, strategic advice and even a simple follow or like on social media. These make a difference when the going is tough.

Why work for yourself when there’s stability in working for others?

I am privileged to have served in the corporate world. I think both roles are great because they contribute to the economic development of the country. I also believed in a mission that I wouldn't have achieved working within the constructs of a corporation.

What is the one characteristic that you possess that has helped make you so successful?

I have a strong sense of belief in my vision. That conviction is like fuel. Each day, I affirm this bigger purpose until the results start to come through.

What’s your guiding business philosophy?

Offer the best service and the work will speak louder than any marketing gimmick. Money is not a measure of success, be intentional about creating business that touch and grow people’s lives.

At what moment did this venture become real for you?

When we received our first booking. It was someone we didn't know and they trusted us with their money. We realized that this was real and we needed to make each trip memorable.

What is the most challenging part about being an entrepreneur?

That it's a very lonely journey at times. There are times when I can’t get out of bed, too tired, demotivated, not trusting myself, then I remember that there is no guaranteed pay-check or that there are families surviving on what we do.

What makes it all worth it?

Seeing the impact one's vision has on people. This might be employees, clients and stakeholders in rural areas. The opportunities we present turn some people's lives or their outlook to life. This is more satisfying.

What advice do you have for someone just starting out?

Start small but with a huge drive. Opportunities will start coming through if your quality of service is great. Be open to seeking advice and help. Seek mentorship and guidance, there is power in networks. Business is collaborative and there is enough for everyone to succeed.

How do you define success?

Success is the impact that a business has on society. We believe in the concept of the triple bottom line. Success should not just be financial. Social and environmental impact are both key indicators of success. This is more apparent with the global threat of climate change we are facing. At Glamping Adventures, we founded the Glamping Adventures Foundation, an NPO that promotes economic inclusion and sustainability. We are glad about the impact we have in rural areas within the tourism attractions we host our tours.

What did you do differently from the rest of us?

Think laterally. We might be in the business of travel but we can offer more than just trips. We are in the business of healing, we get people from all walks of life, from across South Africa and the region to exchange stories while communing in nature. We connect women who have the desire to assist other women, we are a lifestyle movement, making a difference through travel.

What do you believe is the female founder effect?

Women have the ability to fuel each other up, it comes, innately, we are nurturers. It is therefore inevitable that when women are focused and authentic in their pursuit of building organizations, homes, communities and humanity as a whole, the impact is felt widely.

What do you believe is the most impactful and immediate action society needs to move closer to Generation Equality goals?

We need to start walking the talk. We need to veer off from rhetoric. If political parties speak of equality, we shouldn't see more men in the so-called Top 6. It's still happening now. If you see women in the executive role, they are often playing second fiddle to men or occupying token positions. So as in corporate; it can't be acceptable that of the top 100 JSE listed companies, only 7 are female led. We require a radical shift from the top. This will then cascade down to nucleus social institutions in far off villages.

Which woman has positively impacted you in your career/business? And what is the one lesson she taught you?

My grandmother. She was a survivalist entrepreneur who was a seamstress. Her business model might not have been large scale and methodical but one key lesson I learned from her was doing something that solved a social problem and adding value. That is a lesson I have carried all my business life.

What is your superpower?

Tenacity. When I focus on a goal, I persist until I achieve.

What centres you?

Philanthropy. An act of giving and empowering another human being gives satisfaction and the fuel to keep working and making a difference in the society.

What is your next adventure?

We are expanding our conservation work in rural communities of the Drakensberg, Clarens and Coffee Bay. We are training young people to film and tell conservation stories. This is an active way of including them in the conservation paradigm. The "us and them" approach on conservation does not work, inclusion does. We are developing a digital marketplace for rural artistes to list their products -this will expand their market reach and revenue .

We have exciting roving trips coming up in the year to some exciting destinations like Kruger National Park, Garden Route and Mpumalanga. More importantly, we have added itineraries that travellers can do anytime. These offer unique stays around South Africa. We have also expanded our team to cater for customised glamping experiences.

Best advice for female founders

Ask yourself, what am I passionate about, what ignites the fire within, then visualize and map out your journey. Research the industry you are passionate about as well as opportunities available to solve social problems within that field. Start small, it's a basic principle of life. Everything that you see, grew from some sort of a seed. Be patient. Understand your journey and why you do what you do. Identify a mentor who shares your vision. Be bold and ask for guidance and mentorship. Entrepreneurship is not easy, there will be hurdles along the way. What defines a winner is resilience, tenacity and rising after each fall. Keep marching and keep that fire burning.