A beautiful image for the About WIAB article

About WIAB

Who we are & What we do

Despite the glossy marketing, tourism and travel is sadly a highly exploitative business, even in industrialised countries, but especially exploitative in poorer countries, like those in Southern Africa.

‘Ethical travel’ is a relatively new concept, especially in Africa: it doesn’t mean ‘eco-tourism’ or ‘voluntourism’ (although these could be ethical). For us, ethical travel means travelling in such a way that one is mindful of how tourism and travel can have a negative impact on both people and planet. It also means actively taking steps to not only mitigate that impact, but actually turn it into a positive and mutually beneficial impact.

To that end, we only offer ready-made and also custom-built trips all across the region that are owned/managed/directed by disadvantaged individuals and/or have credible, visible policies on how to they act responsibly in terms of their:

  • staff
  • procurement
  • waste management
  • their energy usage
  • their water management

In a nutshell, we only use the services of companies that put people and planet first in a genuinely honest and responsible way.


What can we do for you?

We offer an ethical travel planning service to any level and for any type of trip: at the most basic level, we offer suggestions for destinations to visit, things to do and places to stay that are truly ethical and responsible. At the most sophisticated level, we build entire trips of many weeks in duration that cover absolutely every possible component from flights to accommodation to transfers to guiding and even dining.

We offer everything from fully independent self-drive journeys right up to fully guided, portered and chauffeured journeys, or combinations of the two.

Using Where It All Began to plan your next Africa trip means two things: knowing that you are getting the best possible price for the journey but also that you’re making a real and lasting contribution to the people and the planet in this most beautiful, yet fragile, part of the world.

Contact Us

26 Brunswick Road
Tamboerskloof, Cape Town

Office +27 21 424 5347
Cell +27 72 136 9096

WhatsApp +27 72 136 9096

Email: travel@whereitallbegan.co.za

Skype: philrendel

Contact Us


We’re an ethical private travel planning company focused on Southern Africa.

We offer ready-made and also customised holidays and journeys across this unique region of the world.

When our clients travel with us, they are assured that their travel spend is directly supporting local African companies that offer sustainable products and services, both in terms of people and planet.


Our logo is an image of a skull found in the Rising Star Cave System in Gauteng, South Africa in 2013. It was named ‘homo naledi’, meaning ‘human of the stars’.

The cave system has so far given rise to the remains of over 15 individuals, making it the largest hominid fossil remains site ever discovered.

Travelling to Southern Africa is truly a return to the source of humankind, to Where It All Began.