TTW Africa Day 2025, held at AYA Earth Partners | AYA Hub in the Matarazzo complex in São Paulo on September 4th, marked a historic chapter for high-end tourism in Brazil. The event brought Asilia Africa's presence to the South American market for the first time, solidifying the African region's importance within the TTW Group's portfolio. For Samantha King, Head of Agent Relationships North and South America at Asilia Africa, the Brazilian group's participation opens a strategic channel for connecting with high-end agents and clients, showcasing unique and sustainable experiences.
“When TTW invited us, we realized it would be the perfect opportunity to introduce the Asilia product and our name to the Brazilian market,” said King.
A decade of passion for the African continent
With over ten years of industry experience, Samantha King has accumulated significant experience in sales and management for tour operators specializing in Southern Africa. Prior to Asilia Africa, she worked as a sales manager for a tour operator, dealing directly with clients and developing expertise in African experiences.
"I've been passionate about selling Africa for over a decade, and now it's exciting to bring that experience to the Americas," said King.
Luxury experiences that go beyond the visual
Asilia Africa is a luxury safari operator specializing in East African destinations including Kenya, Tanzania, Uganda, Rwanda, and Zanzibar. They combine accommodation in exclusive camps and lodges with activities such as wildlife safaris, wildebeest migration, chimpanzee trekking, hot air balloon rides, and cultural experiences.
All Asilia camps are located in strategic areas for wildlife viewing and prioritize comfort, hospitality, and sustainability. The company also contributes directly to local communities and conservation projects, being certified as a B Corp.
According to King, one of Asilia Africa's distinguishing features is the luxury it offers guests. For the executive, luxury isn't limited to aesthetics or visual elements, but rather the feeling of complete comfort and emotional experience provided during a stay.
"True luxury should evoke something in you. It's not just chandeliers or Instagrammable views; it's a holistic experience that touches all the senses," King explained.
Community and sustainability: the soul of Asilia Africa
Social and environmental responsibility is central to Asilia Africa's operations. The company promotes initiatives that benefit local communities, including educational programs, scholarships, and experiences for children in camps, such as Twende Perumi, which allows young people to experience the daily life of a guest, bringing learning back to their communities.
"We have several employees who started in our educational programs and now hold prominent positions within Asilia," King noted.
Women's empowerment in camps
Another highlight of the portfolio is Dunia Camp, a camp run entirely by women. Created in 2013, the project faced initial resistance, but today it is a benchmark for equal opportunities and a safe environment for women's professional development. The initiative includes robust maternity and harassment prevention policies, ensuring sustainable growth for all employees.
"It's not enough to just hire women. We need to create a safe and supportive environment where they can learn, make mistakes and grow," King emphasized.
Intangible luxury: the complete experience
For King, luxury is as much about the tangible as the intangible. It resides in a camp's exclusive location, the dedicated service of the staff, and the ability to generate memorable emotions.
"Luxury is a place that makes you feel welcome, warm, and connected; it's an experience that goes beyond what meets the eye," King concluded.
Report and photos: Mary de Aquino.