In this episode of I Am Tourism, host Lori Cohen speaks with industry veteran turned visionary entrepreneur Mohamed “Mo” Baba, Founder of Aurum Africa, about his extraordinary 30-year career in tourism — one that started behind the wheel of a minibus taxi during South Africa’s 1995 Rugby World Cup.

From those early days providing informal transfers to building what became one of South Africa’s largest independently Black-owned transport businesses (ILIOS Travel), Mo shares how he exited that company post-COVID to launch Aurum Africa — a new business model co-owned by 25 former employees now turned shareholders. His mission? To build truly inclusive enterprises that others can replicate across the sector.

This conversation goes beyond personal success. It dives deep into what transformation really looks like in practice: enterprise development as economic justice; market access as the #1 barrier for Black entrepreneurs; and why inclusivity isn’t charity – it’s strategy.

Whether you’re a DMC executive or an emerging entrepreneur looking for inspiration on how to do business differently in tourism – this episode will challenge you to think beyond ownership structures toward genuine community upliftment.

Key Takeaways:

Mo Baba:

• “I was a minibus taxi driver in 1995… SA Tourism gave me an opportunity—and that was my foot into tourism.”
• “My shareholders are 25 ex-employees who’ve worked with me for ten years or more. This is now their opportunity.”
• “Inclusivity is just another word for transformation.”
• “The biggest challenge isn’t funding – it’s market access. It all comes down to relationships.”
• “Every lodge has the opportunity to empower communities through enterprise development.”