In this episode of I Am Tourism, Angelica Muñoz Cordoba — a Colombian lawyer turned South African tour operator — shares what it’s taken to build a life and business from scratch in a country that wasn’t her own. 

Today, as the Founder of ATES Africa and Chairperson of the Cape Tourist Guides Association, she’s become a passionate advocate for guide recognition and locally driven tour experiences.

For tourism professionals, this episode is full of practical perspective: why working with community-based guides isn’t just the ethical option — it’s a strategy for offering guests richer, more memorable, and more human travel experiences. Angelica reminds us that real storytelling doesn’t come from scripts, but from lived experience, soft skills, and cultural connection. 

This is an important listen for anyone running a lodge, managing guest experiences, or building itineraries. Angelica challenges us to ask: Are we truly supporting the people who can bring our destinations to life because they live them every day?

Key Takeaways from Angelica Muñoz Cordoba  

• “Local guides are the ones who hold the stories. Support them — and train them properly.”  
• “People don’t want a list of facts. They want projection, passion, and perspective.”  
• “Tourism works best when we really listen — to guides, to communities, to each other.”