LOS ANGELES — A new luxury Africa specialist is entering the North American market with a business model built exclusively around travel advisors.

Selara Africa officially launches today, Sept. 22, offering tailor-made journeys and signature experiences across Botswana, Kenya, Rwanda, South Africa, Tanzania and Egypt, with additional destinations and small-group departures planned.

The company is led by Sherwin Banda, President, Selara Africa, who previously served as President of African Travel, Inc., part of TTC Tour Brands, from 2015 to 2026.

African-founded and backed by a team with decades of experience living, working and investing across the continent, Selara Africa says it was created to give advisors stronger on-the-ground support while keeping them at the centre of the client relationship.

“Travel advisors don’t need another supplier; they need a partner who is genuinely invested in their success,” said Banda. “That’s why we created Selara Africa – to bring the expertise and support of teams in North America and Africa, while always keeping the advisor at the center of the client relationship. Their clients remain their clients, as we work behind the scenes to help advisors sell Africa with confidence.”

ADVISOR-ONLY MODEL

Selara Africa says the majority of its team lives in Africa, allowing the company to act as a bridge between North American advisors and its network of in-country partners.

The operator will manage local logistics and supplier relationships on advisors’ behalf, while also providing destination education, marketing resources and behind-the-scenes support throughout the client journey.

The advisor-first model includes commissions of up to 15%, with commission levels designed to reward business growth. Commissions will be paid in the month of the client’s departure.

Advisors will also have opportunities to experience Africa firsthand.

LAUNCH INCENTIVE

To mark the launch, Selara Africa is offering advisors an additional incentive of up to 2%, based on booked revenue through March 31, 2027.

The incentive applies to total qualifying production once the corresponding threshold has been reached and is earned on top of the company’s standard commission structure.

“Selara Africa was built on a simple belief: when advisors grow their Africa business, we grow with them. Their success is the measure of our own,” added Banda. “As Africans, there’s no greater joy than sharing the diversity, beauty and spirit of our continent with more people – and we’re delighted to be doing so alongside the advisors who make those journeys possible.”

For more information, go to https://selaraafrica.com/.

Lead image caption: Sherwin Banda