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- Group Travel Account Manager South Africa
#AfricaMonth: See the Africa of what was rather than what is
25 May 2016
Africa is renowned for its many Safari experiences. Though most Safari experiences have been commercialised at this point due to their popularity, there are still a few destinations that can offer travellers a taste of the untouched wild. At We Are Africa I had the opportunity to catch up with Howard Russell, director of Chilo Gorge, a luxury safari destination "on the edge of serenity", to get their African story.
Howard Russell
What comes to mind when you hear the word Africa?
Howard Russell: In one word, adventure. And exploration, if I had two.
What does Chilo Gorge offer in terms of that?
Russell: We offer access to unique wilderness. It’s unique because it’s harder and harder to find true pristine wilderness in Africa, and in the rest of the world. We’re located at the edge of Gonarezhou National Park and it's one of the few places where visitors can access a seldom visited, huge national park with incredible biodiversity.
What is the biggest challenge in tourism in Africa right now, in your opinion?
Russell: I think communication is probably the biggest challenge. Communicating to the world outside of Africa in terms of what Africa has to offer, what Africa really is in terms of a destination for tourists and that the majority of places, despite what is portrayed in media, are incredibly safe, welcoming and visitor friendly.
How does your brand represent Africa?
Russell: Our brand represents a very authentic experience in rural Africa. We are located a long way from any other centres and, therefore, what visitors get when they come to us, is very much an authentic experience with the community, wilderness and with the wildlife. It is perhaps, in many ways, one of the more authentic products that people can get exposure to and see the Africa of what was rather than what is.
Does content play a role in how you market yourself as a destination and if it does, how do you use content to tell your African story?
Russell: Sure, it plays a huge part. We are an incredibly remote destination and, therefore, to reach out to people all around the world, it is absolutely vital that we can do so in a medium with which they’re comfortable and which they understand and allow them insight into the experience we offer them if they come and visit. Getting that right is one of the most important things.
The tourism industry is increasingly focusing on sustainable, responsible, and conservation-minded tourism. Tell us about your efforts in this regard.
Russell: One of my co-directors, and the founding father of Chilo Gorge, is a man called Clive Stockil and he is a conservationist through and through - he was awarded the inaugural Prince William Award for Conservation, in large part due to his work with the community in founding the initial CAMPFIRE project in Mahenye. So when we talk about cooperation with the local community and managing the animal-human conflict between the animals in the park and the local villages, I think it’s fair to say that, while nothing is perfect, what we have around our lodge is probably as good an example as you’ll see in most parts of Africa, if not the world.
We continue to work closely with the community and the National Park on a number of projects to protect the wildlife and biodiversity - for example, the strong growth in the elephant population is now putting serious pressure on the majestic Baobab trees in the park, and we are working to protect as many of these old timers as we can!
Community led conservation from Chilo Gorge on Vimeo.
Any advice for people operating in Africa?
Russell: I think the only advice I have is keep pushing, keep working at it!
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