In this episode of I Am Tourism Stories, host Natalia Rosa speaks with Adrian Lange, founder of Tourism That Cares, about why empathy must be more than a buzzword in African travel. Drawing on decades in the field – and his personal experience as a father to a neurodiverse daughter – Adrian shares how listening differently can radically change how we design for both guests and staff.

He challenges assumptions within mainstream tourism models: why do we treat fast-paced itineraries as standard? Why are we building experiences that ignore sensory needs? Why are so many staff burning out without understanding why?

Adrian also outlines his vision for an inclusive travel framework developed alongside Autism South Africa – one built on predictability, sensory mapping and deeper collaboration across airports, lodges and operators.

This isn’t just about accessibility; it’s about rethinking success in tourism through care. If you work anywhere along the value chain – from product design to frontline service delivery – this episode invites you to join an emerging movement grounded in purpose over polish.

Key Takeaways

• Adrian Lange: “Africa offers something different. It’s off-grid. It’s slower paced. And if we design intentionally, it can be one of the most inclusive destinations globally.”
• Adrian Lange: “My concern is let’s do this well… This isn’t going to be perfect science from day one. But if you’re willing to walk the road with us- you’ll help build something powerful.”
• Adrian Lange: “Let’s start with pain points – airports, arrival experiences – and create predictable spaces where people can settle before they even explore.”
• Adrian Lange: “This isn’t built on bottom-dollar thinking. If you feel called to this – if there’s purpose behind your product – then those are the partnerships we want.”