Strategic Goals by the 4Cs Framework

Community Goals

  • Empower Through Experience:Ensure 50% of our activities involve and benefit local communities directly
  • Share the Value: Integrate a community support fee into all packages and reinvest in local-led initiatives.
  • Foster Local Enterprise: Help develop at least 10 community-run tourism microbusinesses by 2030.
  • Grow Local Talent: Mentor and train community-based guides, storytellers, and entrepreneurs.

Culture Goals

  • Celebrate Contemporary Tanzania: Co-create cultural experiences beyond traditional Boma visits — rooted in living, modern Tanzanian culture.
  • Support Local Creatives: Partner with local artists, content creators, and storytellers to shape authentic narratives.
  • Protect Cultural Integrity: Uphold ethical cultural tourism through clear internal guidelines and staff training.
  • Fuel Cultural Livelihoods: Invest in income-generating opportunities for artisans, performers, and cultural hosts.

Commerce Goals

  • Achieve Sustainability: Reach break-even in 5 years and full profitability in 10, while keeping prices accessible for our mid-range market.
  • ⦁ Stand Out with Purpose: Build a brand that’s bold, authentic, and centered on people, planet, and purpose
  • Grow Responsibly: Expand both domestically (e.g. Selous, Mikumi Mafia, Kilwa, Lushoto, Zanzibar,) and outbound (e.g. Madagascar, Iceland/Scandinavian), while staying rooted in ethical tourism.
  • ⦁ Communicate Creatively: Launch smart, purpose-driven campaigns using student creators, influencers, and digital tools to reach like-minded travellers.