Dorine Reinstein
For U.S. travel advisors, recommending truly sustainable African safaris can feel like navigating a jungle of certifications. While clients increasingly expect sustainable options, identifying genuinely responsible operators amid numerous eco-labels and certifications has become increasingly complex.
"We are definitely seeing a shift in travel trends where clients want to know that they are impacting the communities and giving back while still delivering an amazing safari experience," said Lisa Saint of Meridian Global Travel. However, she noted that specific certifications seem less important to clients than the assurance that their tourism dollars are making a positive impact.
This sentiment highlights a growing trend. "Over time, travelers [booking with] high-end brands have developed an expectation that sustainability is part of the guest offering and experience and not an add-on or afterthought," added Andrea Ferry, Singita's sustainability coordinator. Clients are no longer simply requesting ecofriendly options -- they expect them.
The problem with B Corp
While B Corp certification might seem like an easy solution to identify the right properties -- the organization being globally renowned and well understood by many in the U.S. market -- the reality for African tourism operators is far more complicated. "Our journey to become B Corp certified took 18 months of intense work," said Lianne Goldring of Mahlatini Luxury Travel, adding that the tour operator was one of only two African tourism companies to achieve the certification.
Goldring noted that the model is very much geared to first world countries like the U.S. and U.K. "Everything had to go through an African optic for us, and a lot of what we were doing, particularly in conservation and sustainability, we actually ended up achieving no points for, purely because the legislation, government policy and required paperwork didn't meet their stringent standards," she said.
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As sustainability expert Melissa Foley explained, "B Corp globally is the most comprehensive and intense level of certification," but its standards can be nearly impossible for African companies to meet, inadvertently penalizing impactful operators who lack the resources to comply.
Consequently, relying solely on B Corp risks overlooking smaller, community-focused African operators deeply committed to sustainability. "The unintended consequence is that smaller, community-based tourism enterprises can fall by the wayside," said Foley, a sustainability advisor for organizations like the African Travel & Tourism Association and the World Bank.
This challenge becomes increasingly relevant as global regulations tighten. The EU has recently introduced strict regulations addressing greenwashing and requiring companies to report on their supply chains' social and environmental impacts. While these regulations don't directly affect 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, aligning with these practices is good business sense. For US travel agents, promoting properties certified by credible programs ensures they stay ahead of consumer expectations while supporting destinations that lead by example in sustainability," says Rachel Nxele, Fair Trade Tourism's communications and engagement coordinator.
This is where locally based certification organizations become crucial. "Fair Trade Tourism is really valuable because they understand the local context. They will handhold a supplier through the process, providing a roadmap and examples of operational improvements. They are willing to play nice with other certifications, which is essential in East Africa where many tour operators own lodges," said Mellissa Foley, a sustainability expert in African tourism. "For smaller operators and guesthouses, Fair Trade Tourism offers a scalable fee. It's a not-for-profit focused on helping businesses, basically covering auditing services and core support. That's crucial for African businesses."
What agents should look for
So how can U.S. travel advisors confidently identify genuinely sustainable safari experiences in Africa?
Foley suggests that advisors need not feel overwhelmed by the certification landscape. "If you go to the [African Travel & Tourism Association] website, you'll find a comprehensive list of certification schemes operating in Africa, listed by country-specific, regionally specific and international schemes with African footprints," she said.
For Africa specifically, she recommends looking for Fair Trade Tourism certification and Travel Life for Tour Operators - both organizations with long-standing experience in the region.
Beyond certifications, Singita's Ferry suggests practical ways for travel advisors to verify sustainability claims:
• Review whether properties consistently share statistics and data over multiple time periods.
• Look for clear quantitative targets and transparent reporting on impact.
• Assess social media content for consistent sustainability themes, not just occasional "green" posts.
• Ask about active conservation and community projects.
• Inquire about local sourcing practices for food, beverages and decor.
"Certification can be expensive and time-consuming, with a heavy administrative load. Some properties may choose to spend these funds on direct impact projects rather than on certification. That isn't to say the quality of their work is lacking at all," Ferry said.
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For U.S. agents, building relationships with trusted ground operators becomes crucial.
"I think it's more about knowing and trusting your relationship with your safari operator," said Meridian's Saint. "If you've never used an operator or never sold a safari before, I would have a Zoom or discovery call with the supplier to see their overall product and to make sure sustainability questions are asked and answered."
Foley emphasized that "any business profiting from Africa travel has an ethical obligation, but also a marketing opportunity, to educate themselves deeper on social and environmental impact." This presents an opportunity for U.S. travel advisors to position themselves as experts who can guide clients toward genuinely sustainable choices, regardless of certification status.