Growing roots: Rural tourism entrepreneur bringing authentic experiences to the world

Rural Tourism Entrepreneur, Carl Joshua Ncube

By Amanda Ellen Nicola Jojo

NESTLED amidst sprawling savannas and lush forests, rural tourism in Zimbabwe and Africa offers a chance to escape the chaos of modern life and immerse oneself in the untamed beauty of the natural world. From the rugged terrain of the Zambezi Valley to the winding rivers of the Okavango Delta, this corner of the world is a veritable paradise for adventurers and nature enthusiasts alike.

But it’s not just the stunning landscapes that draw visitors to rural Africa – it’s the vibrant cultures and traditions of the local communities that truly capture the imagination.

Rural tourism is not only crucial for sustaining local economies, but it also offers a unique opportunity for visitors to connect with the natural world and experience the authentic cultural traditions of rural communities.

In an interview with this publication, rural tourism entrepreneur, Carl Joshua Ncube said it is important as people travel for example to Africa mainly for Safari and Culture.

“The only real authentic culture you can see is in the village. But if well-organised rural tourism can be a meaningful contributor to GDP and help to develop sustainable communities.”

He is the visionary behind a rural tourism establishment called Ekaya which is a think tank that authentically celebrates Africa and its rich heritage.

“Ekaya is a rural think tank that developed the Rural BnB App. We launched the beta in May and it is a platform that allows Africans to register their homesteads while we market to the world and make commissions for the bookings.

“We also have built a thriving online community where we share ideas and inspiration. This has been an overwhelming start,” Ncube expressed.

Rural tourism is considered to be one of the sustainable development channels through which rural areas can achieve economic, environmental, and socio-cultural growth.

Against this background, Ncube founded Ekaya as a way of solving his problems of having a lack of identity coming from a family without a rural background.

“Being a celebrity I shared this journey online of starting my own homestead and quickly realised this was not a unique problem to myself but instead a huge latent market.

“I am a largely stubborn and positive personality type so I see myself as a problem solver which means challenges are my core business. The biggest challenge was to develop a franchise concept for everyone’s rural BnBs that still offered originality and respected various cultures. I think we have found the right middle ground.”

Amidst the tranquil countryside, rural tourism offers a window into a slower-paced way of life, where rolling hills, sprawling farmland, and charming villages intertwine to create a tapestry of natural beauty and authentic cultural experiences.

He said: “As a platform, we encourage people to showcase African Rural Architecture externally i.e. grass and mud huts are in themselves a clever technology with a beautiful aesthetic. We also want people to use this inspiration to inspire the future of such architecture and not necessarily adopt Western ideas but instead something that looks African.”

“We also look at the food systems in terms of how we celebrate past present and future ingredients cooking techniques taste and Theatre. We also encourage activities that bring revenues to communities i.e. guests can herd cattle in the morning, then enjoy a breakfast made by fire with their coffee and fresh milk and homemade butter and cheese amongst others.”

Research suggests that rural tourism establishments can play an important role in supporting sustainable tourism practices while also contributing to the local community and economy.

Commenting on this, Ncube said: “Everything we do is local based. When we are finished on my own construction which is being done by my fellow villagers, they will also adorn the units with their crafts they will be part of the experiences and they will also build their own rooms to add to our platform and make money from bookings.”

Graphic Illustrations of the project

United Nations World Tourism has identified growing demand for rural tourism experiences, a diversification of rural tourism and an emphasis on collaboration as key trends in the industry.

In support of this Ncube stated that, his venture is on a drive to tailor-make rural tourism products that are more community-driven.

“It all starts with how you design the project. The business plan looks first at how we are addressing the United Nations Sustainable Developmental Goals in order to inform all the ideas and projects we run. From sustainable use of building materials waterless composting toilets aquaponics and homesteading,” he added.

Speaking on memorable experiences he encountered while running the business he said: “Before we even started the project we had people visiting our piece of land just to see the bus we converted into a home. We call her Bumblebee and she has quite a following.”

For Ncube, his goal is to demystify the stereotype of rural life being about poverty and instead turn it around to affluence trade dignity, and innovation. His goal is to become a billion-dollar company listed on the Victoria Falls Stock Exchange.