The Traveller
Crossing borders and connecting Africa
Thebe Ikalafeng
Tafelberg
Review: Karen Watkins
You are not traveling through Africa until you’ve seen your own country, a long-ago boyfriend told me after hearing my plan to travel overland from England to Johannesburg.
So reading that Ikalafeng has travelled to all African countries, dependencies and territories my curiosity peaked wanting to know how he did it and why.
Part biography, part travelogue, the book chronicles the branding and marketing innovator’s journey beginning with his formative years in Kimberley and delving into the values that shaped him - perseverance, curiosity and a drive to make an impact.
It then tracks his professional rise, from his first job in America to spearheading Nike in Africa and founding Brand Africa.
The heart of the book focuses on his travels, from the southern tip at Cape Agulhas to the northernmost point of Tunisia. From the highest point of Kilimanjaro to the lowest of Lake Assal in Djibouti, his journeys, both for work and pleasure, come with challenges - difficult border crossings, visa complexities and cultural misunderstandings.
Interwoven with these adventures are reflections on leadership, business strategy and lessons learned from global brands. And while the story initially comes across as boastful, Ikalafeng's sincerity and passion for Africa’s growth prevail. After all, his mission is to promote made-in-Africa brands, inspire authentic African travel and spark a renewed appreciation for African culture and entrepreneurship.
The two illustrated sections are cluttered with small pictures and named acquaintances, which detract from its flow. At times the storytelling is verbose and tighter editing could have enhanced the overall experience. Despite these flaws, The Traveller is an engaging and thought-provoking read offering a vision of unity and potential across the African continent. It provides hope for African innovation and a call to action for a brighter, more connected future.