Doreen Rheinstein
Recommending a truly sustainable African safari to a U.S. travel advisor can feel like navigating a jungle of certifications. While customers increasingly expect sustainable options, identifying truly responsible operators among the multitude of environmental labels and certifications is becoming increasingly complex.
“We are definitely seeing a shift in travel trends where our guests want to know they are giving back while making an impact in their local communities and providing amazing safari experiences,” said Lisa Saint of Meridian Global Travel. However, she noted that specific certifications appear to be less important to customers than assurance that their tourism dollars are having a positive impact.
These sentiments highlight a growing trend. Andrea Ferry, Sustainability Coordinator at Singita, added: “Over time, travelers booking luxury brands have developed an expectation that sustainability is part of the guest offering and experience, rather than an add-on or afterthought.” Customers no longer simply demand eco-friendly options; they expect them.
The B Corp Problem
While B Corp certification may seem like an easy solution to identifying the right assets—organizations that are world-renowned and well understood by many in the U.S. market—the reality for African tourism operators is much more complex. “It took 18 months of hard work to get B Corp certified,” said Lianne Goldring of Mahlatini Luxury Travel, adding that it is one of only two African tourism companies to achieve B Corp certification.
Goldring noted that this model is well suited to first world countries such as the United States and the United Kingdom. “Everything had to go through African optics for us, and a lot of the things we were doing, especially in the areas of conservation and sustainability, we actually achieved, purely because the laws, government policies and required paperwork did not meet their rigorous standards. So there is no problem,” she said.
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As sustainability expert Melissa Foley explains, “B Corp is the most comprehensive and intense certification level globally.” However, it can be nearly impossible for African companies to meet B Corp standards, unintentionally putting influential operators who lack the resources to comply.
As a result, relying solely on B Corp risks overlooking smaller, community-focused African businesses that are deeply committed to sustainability. “The unintended consequence is that small, community-based tourism businesses may fall by the wayside,” said Foley, a sustainability advisor to organizations such as the African Travel and Tourism Association and the World Bank.
These challenges are becoming increasingly important as global regulations tighten. The EU has recently introduced strict regulations on greenwashing and requires companies to report the social and environmental impacts of their supply chains. While these regulations do not directly impact U.S. operators, they set a precedent for global standards and highlight the growing importance of verifiable sustainability credentials.
“Even if the U.S. does not adopt similar regulations soon, it makes good business sense to align with these practices. For U.S. travel agencies, promoting properties certified by the Trusted Program helps them stay ahead of consumer expectations and sets an example in sustainability. We can support the destinations we see.” says Rachel Nxele, Communications and Engagement Coordinator at Fair Trade Tourism.
This is where locally based certification bodies are important. “Fair Trade Tourism is really valuable because they understand the local context. They will work with suppliers through the process to provide a roadmap and examples of operational improvement. They have other certifications and certifications which are essential in East Africa, where many of them operate. are also willing to fit in,” said Mellissa Foley, a sustainability expert in African tourism. “For small operators and guesthouses, Fair Trade Tourism offers scalable commissions. It is essentially a not-for-profit organization focused on supporting businesses, including audit services and core support. This is very important for African businesses.”
What agents should look for
So how can U.S. travel advisors confidently identify truly sustainable safari experiences in Africa?
Foley suggests that advisors don’t need to be overwhelmed by the certification environment. “If you go to the (African Travel and Tourism Association) website you will find a comprehensive list of certification schemes operating in Africa, listed by country, region and international schemes with an African footprint,” she said.
For Africa especially, she recommends looking into fair trade tourism certification and travel life for tour operators. Both organizations have long experience in the region.
In addition to certification, Singita’s Ferry offers practical ways for travel advisors to verify sustainability claims.
• Review whether the facility shares statistics and data on an ongoing basis over multiple periods of time.
• Look for clear quantitative goals and transparent reporting of impact.
• Evaluate social media content for consistent sustainability topics rather than the occasional “green” post.
• Ask about active conservation and community projects.
• Ask about local sourcing practices for food, beverages and decorations.
“Certification can be expensive and time-consuming with a significant administrative burden. Some facilities may choose to use these funds on projects that have a direct impact rather than certification. That does not mean that the work is of any quality. .” Perry said.
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For U.S. agents, building relationships with trusted ground operators is important.
“We believe it is more important to know and trust the relationship with the safari operator,” Meridian’s Saint said. “If you’ve never worked with a carrier before or sold a safari, we’ll have a Zoom or discovery call with the supplier to check out the entire product and ask and answer questions about sustainability.”
“Any business that profits from African travel not only has an ethical obligation, but also a marketing opportunity to educate more deeply about social and environmental impacts,” Foley emphasized. This provides an opportunity for U.S. travel advisors, regardless of certification status, to position themselves as experts who can guide their clients toward truly sustainable choices.
