Africa Travel and Life: A New Era for African Travel and Lifestyle
FREETOWN, SIERRA LEONE – June 2, 2025 – Africa has made a landmark stride in global tourism with the debut of Africa Travel and Life, the continent’s first high-end travel and lifestyle magazine with an international reach. The magazine launched on May 29 at a colorful hybrid event in Freetown, Sierra Leone, which was streamed live worldwide.
Publisher Hesta Baker, a media expert with over 20 years in the travel industry, highlighted the magazine’s ambition to reshape perceptions of Africa. “This is a major milestone in marketing Africa travel,” she stated, noting that despite Africa earning only 5% of global tourism revenue—an increase from 1% in the late 90s—there’s a vision for that percentage to reach double digits.
Africa Travel and Life aims to “invite the world to Africa,” showcasing the continent’s diverse cultures, landscapes, and innovations in tourism. The first issue features Freetown on the cover, emphasizing its stunning beauty and rich history, illustrated through the talent of top local models styled by acclaimed designers. An interview with Freetown’s Mayor underscores tourism as vital to the city’s future.
The premier edition highlights various African treasures, from the Namib Desert to the luxurious Seychelles shores, inclusive of cultural insights like the Mindelo Festival in Cabo Verde and significant discussions about historical marine archaeology.
Looking ahead, Baker is adamant: "This is Africa’s time." With a robust digital presence planned alongside premium print, Africa Travel and Life is poised to become the authoritative voice in African travel and lifestyle, celebrating the continent’s potential and narratives with elegance and pride.
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