In this episode of I Am Tourism Stories, host Natalia Rosa sits down with Buhle Magwentshu, founder of Asmara Coffee, a Johannesburg-based artisanal micro-roastery with a mission to bring quality, crafted coffee into the heart of South African hospitality.

Buhle’s journey is anything but typical. From her roots in food science to launching her own coffee brand just before COVID-19 hit, she shares how a deep passion for coffee, an eye for opportunity, and a love for storytelling through flavour set her on a powerful path — one filled with challenges, grit, and growth.

They talk about her entry into the tourism industry through hotels, duty-free stores, and guesthouse partnerships, and why she believes the hospitality sector has only scratched the surface when it comes to crafting meaningful coffee experiences.

This episode is an essential listen for anyone in tourism looking to elevate guest experiences, engage local suppliers, or build something fuelled by purpose and flavour.

Key Takeaways

Buhle Magwentshu:

- “I don’t think I’ve even tapped into everything coffee can do — it surprises me every day.”

- “COVID made us rethink everything. It forced us to ask: who exactly are we serving?”

- “If you’ve worked with me, I hope I’ve sparked bravery. And if you’ve visited Asmara, I hope you’ve tasted our passion.”