Travel Generation: building Africa’s youth travel movement

When Shirley Phiri joined her first group tour at the age of 20, she was the youngest traveler in the group.

That experience planted a seed that would later grow into Travel Generation, a company she founded to make travel more affordable and accessible for young people.

“I remember thinking to myself, I want to start a company that doesn’t just encourage travel, but makes it affordable and accessible for other young people like me,”  Phiri said.

“I wanted my age to be a weapon, not a disadvantage. I dreamed of creating a company that would grow alongside me, and I’ve been seeing that growth over the past four years.”

Her own journeys shaped the foundation of Travel Generation.

Volunteering in Zambia taught her that travel was less about the destinations and more about the people.

“I thought the highlight of my trip would be seeing the Victoria Falls, but it was actually the people I met and connected with,” she explained.

“That’s when it dawned on me that travel isn’t just about ticking off bucket list destinations, it’s about the people you meet along the way.”

Phiri believes that simple experiences can be just as meaningful as expensive ones.

“Volunteering showed me that travel doesn’t need to be expensive to be fun and life changing,” she said.

“Sometimes it’s as simple as making sure travelers have cold bottled water on a long road trip or helping them capture the moments, but those small details make the journey memorable.”

Making travel inclusive

Phiri noticed that much of South Africa’s travel market catered to foreign visitors, with safaris and luxury lodges often out of reach for locals.

“When packages were marketed to us, they were often too expensive for the average South African,” she said.

“I wanted to change that. With Travel Generation, I create trips that feel within reach. Even if someone sees our travel package online and doesn’t book, the shift from feeling excluded to feeling included is why I do what I do.”

To keep trips affordable, Travel Generation focuses on local and regional destinations, offering day trips instead of full weekends to cut accommodation costs.

Strong partnerships with service providers also help secure better rates.

Social media plays a big role in building trust, with past travelers leaving reviews and tagging the company in their posts.

Memorable moments

Feedback from travelers is what fuels Phiri’s passion.

She recalled one review from a solo traveler who joined their Lesotho Snowcation.

“She wrote, I wasn’t sure what to expect, but everything was handled so well from start to finish. The trip was affordable, packed with fun, and I met amazing people along the way,” Shirley shared. “That kind of feedback reminds me exactly why I started this company.”

She added that seeing the wonder on her clients’ faces when they experienced snow for the first time in Lesotho was unforgettable.

“Most of them exclaimed, I’m living my childhood dream, and that memory makes me smile even when I type this.”

Gen Z leadership

As a Gen Z founder, Phiri brings a fresh perspective to the travel industry.

“Hosting huge numbers of people doesn’t scare me,” she said.

“I work with a Gen Z team that is creative and always looking for ways to stand out. We leverage social media in ways that traditional agencies don’t, and that helps us connect with young people.”

In the beginning, her age was a hurdle, especially when negotiating with service providers.

“When I approached them, I would get quoted a high rate, but when an older male partner did the same, they received much lower prices,” she recalled.

“Nowadays I let the numbers and reviews speak for themselves.”

She also believes women bring a unique energy to the industry.

“Women are empathetic and nurturing, and they can truly create a travel environment that is inclusive, warm and safe.”

Looking ahead

In the next five years, Phiri envisions Travel Generation becoming the go to company for affordable travel across Africa and beyond.

Plans include expanding into more African destinations, offering affordable international trips to countries such as Indonesia, Turkey, Vietnam and Brazil, and eventually owning company vehicles to maintain cost effectiveness.

“I want Travel Generation’s legacy to be proof that travel is also for Africans,” she said.

“You don’t have to wait until you’re older or have more money to explore. This continent is ours and we have every right to explore it.”

Lessons learned

Phiri’s journey has not been without challenges, but she has embraced the lessons along the way.

“The biggest lesson I’ve learned is that only you have the power to make your ideas real,” she said. “Running and growing a business is not easy. You will be tested many times but don’t give up on your dream. Make sure you have people who understand your vision.”

For aspiring travelers, she offers practical advice.

“Don’t limit yourself or be afraid of venturing into the world. You can start small with day trips and weekend getaways like the ones offered by Travel Generation. No travel is insignificant.”

Today, having traveled to 16 countries in under two years, Phiri is most proud of the community she has built.

“Seeing travelers with their brand new passports, getting their first stamp, fills me with pride and drives me to keep going,” she said.

“It proves that affordability doesn’t mean poor standards. We give people experiences they can write home about and stories they can share with their friends and family.”

BUSINESS REPORT