In this episode of I Am Tourism Stories, host Natalia Rosa sits down with James Fernie, the founder of Uthando (Love) South Africa, to explore what it really means for tourism to have purpose.

James is well known in the tourism community for his unshakable belief that the industry can — and should — play a powerful role in building a more inclusive, more connected society. Driven by compassion and pure determination, he’s spent two decades creating meaningful bridges between travellers and South African communities.

Their conversation dives into the heart of Uthando’s work: from philanthropic travel experiences, to community partnerships. They also talk about Goal50 — a bold early childhood development initiative built from thousands of recycled tyres… and a whole lot of love.

This episode is for anyone in tourism who believes in people-first development, and wants to be part of a future where travel leaves something more than footprints.

Key Takeaways

James Fernie:  

• “We’ve come up with an itinerary for international philanthropists who have a love for people and planet.”
• “We’re not just building with tyres — we’re building something magnificent with heart and hope.”
• “Tourism is global — it gives us an extraordinary opportunity to connect people to local change.”

Visit www.uthandosa.org. If you want to learn more, or support the Goal50 project, reach out directly to James Fernie jamesfernie@uthandosa.org.