The Funding Grind for Black Travel Startup Founders in Africa

25.08.2023 - 13:50 / skift.com / Selene Brophy

Travel entrepreneurs know the grind when it comes to funding a startup. But the ability to get financial backing and support is said to compound when you are a founder bringing unconventional solutions for emerging markets, predominantly Black markets, that don’t fit the usual Silicon Valley bill.

This is something Rwandan-Canadian Charles Shima, the founder of Africa-centric online travel marketplace ZaNiheza, said he has discovered as he sets about creating a platform to bring diversity to Africa’s travel experiences.

As a definitive safari destination, Africa has created a disconnect for its cities and people, said Shima, who believes part of the problem is that people can’t find the experiences that would ultimately help change their perception about travel to the continent. He used the example of his country of birth Rwanda, “People come to Kigali, and they are immediately off to see the gorillas. They don’t stay to experience Kigali, and so much is happening there.” 

Shima left Rwanda in 1994 at the age of 16 during the height of the ethnic genocide that claimed more than 1 million lives. He only returned in 2018 to rediscover a country he now wants to share with the world. In his struggle to find the kind of tours and experiences he wanted to do as an African heritage traveler returning home, Shima said he was inspired to “connect travelers to the immersive cultural and heritage experiences” he knew existed but couldn’t find online. 

“There is a huge perception that traveling to African cities is unsafe. That’s why travelers escape to the resorts. Instead, we need to create travel experiences that encourage regular travelers to these cities, travelers who want to spend time with the locals,” said Shima.  

While doing his business research, Shima said he was inspired by how Klook had created an Asia-centric online platform for tours and activities. Similarly, he believes ZaNiheza, founded in 2019, has the potential to be an “Africa-centric digital travel mall offering travelers an interactive way to shop through virtual interactions with tour operators, before even travelling.”

ZaNiheza offers tours and experiences across North, South, East and West African regions across 13 countries, including Morocco, Ghana, Tanzania, Uganda, Namibia and South Africa. Shima’s vision is to extend to all 54 countries on the continent. 

He said he was doubling down on growing the experiences supply chain right now, as this would ultimately set the platform’s offering apart. As a self-funded founder, Shima has secured a few grants, most notably $7,400 (CA$10 000) as part of the Amex Black, Indigenous and People of Colour Business Mentorship Program. But, ultimately, he said securing funding for this emerging