In this episode of I Am Tourism Stories, we sit down with Ross Kennedy, the man behind one of Victoria Falls’ most enduring and in demand cultural experiences, The Boma Dinner and Drum Show.  

With over 80,000 guests hosted in 2025 alone, The Boma is more than a dinner show. It is a case study in how to evolve, listen and lead over three decades in one of Africa’s most competitive destinations.  

Ross shares how constant innovation, deep trade partnerships and a relentless focus on guest experience have kept The Boma relevant for 32 years. But more importantly, he offers a candid perspective on cultural tourism in Africa today.  

For Ross, cultural tourism cannot be token. It must be rooted in respect, relevance and genuine community engagement. From working with local performers and suppliers to developing leaders from within the Victoria Falls community, his philosophy is clear. If you are part of a destination, you must invest in it.  

This episode is essential listening for anyone building tourism experiences that aim to last longer than a trend cycle.  

Key Takeaways  

Ross Kennedy:  

• “We continue to listen to the guests that we have coming through and 80,000 is no small measure of people to listen to.”  
•  “We can’t just lump all tourists into one pot and say, well, you’re a tourist, therefore you shall enjoy this. That’s a very dangerous journey to go down.”  
• “Respecting the people with whom you are working and respecting their culture is absolutely vital.”  

🎧 Listen to the episode if you’re in tourism and want to understand:  

• How to keep a high volume experience authentic and evolving  

• Why cultural tourism must be built with communities, not imposed on them  

• What long term leadership in one destination really looks like 

Get in touch: iamtourism@bigambitions.co.za