A beautiful image for the Responsible Tourism Policy article

Responsible Tourism Policy

Responsible Tourism Policy

When you book a journey with Where It All Began, you can be assured that only are all the choices on your trip ethical and sustainable but that we, as your travel planner, are also ethical and sustainable ourselves.


  • To increase the positive impact of local tourism to Cape Town and the Western Cape, as well as the other parts of the region in which we offer products and services.
  • To at all times put ‘people and planet first, in all that we do
  • To maintain a consistent approach in putting people and planet first in all interactions with clients, with suppliers, and with our own staff.
  • To create truly ethical but also truly memorable and exceptional holiday or travel experiences for our clients.


We are a registered business but we operate as a not-for-profit: this means that once our overheads have been covered for any given year, 100% of the profits for the company are donated to the following organisations.

  • St. Paul’s Primary School – a school in the Cape Town City Bowl that caters for disadvantaged children and has exceptional results. We offer two full scholarships to the school (fees, transport and uniform) per year
  • Shine Centres – a literacy intervention project located in several schools in Cape Town. We personally volunteer our time and have donated over 2000 books to the library.
  • The Haven – a series of night shelters for the homeless and indigent across Cape Town. We are personally involved in creating employment opportunities for the homeless through a recycling project we manage.
  • Zama Dance School – a grassroots dance school located in one of the most deprived areas of Cape Town. We make regular donations to the school and its work.
  • Pack for a Purpose – we encourage our clients to donate some space in their luggage to bring items with them that are needed locally.


We volunteer at St. Paul’s Primary School and at the Shine Centre in our personal capacity, both as a literacy support worker and doing PR, advocacy and fundraising work for particular projects.  For example we contributed R16 000 worth of books to the school library and we raised another R5 000 to help Zama install rain water tanks. We are also personally involved with Naude’s Recycling, running the accounts and books for the initiative to give it more credibility.


We make use of small, owner-managed companies for our clients’ needs that are based in Cape Town, employ at senior level or are directed/owned by previously disadvantaged individuals (PDI). We also personally engage with these companies on an annual basis to establish where and how the communities they visit have been supported by their business.  Typical examples include:

Hannival’s Tours – Chris Hannival is the owner and director of Hannival’s and is himself a PDI.  Chris conducts all our local one-day tours to the Peninsula, Winelands, Overberg and many more.  Chris grew up in District Six, the area of Cape Town that was slowly erased from the map by the apartheid-era government.

Martin’s Tours – Ron Martin owns and manages his own guiding company which focuses on the history of the ‘first people’ of South Africa, the San, KhoiSan and !Kung people.

Camissa Tours – owned and managed by PDIs Khonaye and Samantha, Camissa offers ethical tours of Cape Town’s disadvantaged areas

Coffeebeans Routes – multi-award winning and Fair Trade accredited company offering engaging and perspective-altering tours around Cape Town and Johannesburg

Uthando SA – umbrella organisation that creates visiting opportunities to grassroots organisations in some of Cape Town’s most deprived areas.

Around About Cars – small and independent car rental company with a nationwide reach.  Owner-managed with a PDI director and an all-PDI staff.

Parker Cottage, Oude Werf, Vineyard Hotel and many others – we try to only use accommodation suppliers who are fully accredited by Fair Trade in Tourism South Africa.  We aim to use a minimum of 50% FTT accommodation suppliers and 50% of PDI businesses


We spend a lot of time on the road (being a travel company, it’s important!) and this regard, we make use of public transport as far as possible, particularly the excellent train and bus network in South Africa.

At the office, we recycle 85% of all our waste.We have a policy of only using a car or a bus if the journey is longer than 10km, using our bicycles and our heavy duty bike trailer (which can carry up to 80kg) for journeys under 10km.


Yes and we’d really welcome your contribution!  There are two very easy ways that you can make a huge difference to the projects that we support.

  1. Visit our list on Pack for a Purpose: this organisation invites you to give up some space in your luggage to bring items local people and groups need that are either difficult or impossible to source locally.
  2. Consider volunteering some of your time to speak to learners at St. Paul’s Primary School about your occupation or organisation – many of our clients have said that this was one of their most memorable parts of the trip.

Contact Us

Exceed House
Springfield Office Park
Belleville, 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.

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