The travel industry has long been associated with luxury and exclusivity, but a new generation of creators is rewriting that narrative. Among them is Spiwe Moyo.
Spiwe has become one of the continent’s most compelling voices in travel content. Whether she’s uncovering hidden gems across South Africa, showcasing the richness of African destinations, or proving that unforgettable experiences don’t have to come with a hefty price tag, her content consistently celebrates accessibility, culture, and the stories that connect people to place.
In this conversation, as we continue shining a spotlight on TJR 100 Creators, she reflects on the trip that changed her career, the realities of building a travel business, the importance of protecting her audience’s trust, and why she believes Africans should be the ones telling Africa’s story.
You’ve traveled to so many incredible places across South Africa. Which destination changed you the most as a person and why?
Definitely Cape Town. I’d visited the city before, but some time in 2023 I made the intentional decision to experience it differently. I took a bus from Johannesburg to Cape Town and documented the entire journey, showing people how to explore one of South Africa’s most beautiful cities on a budget. I spent about two to three weeks filming affordable experiences, highlighting activities that cost under R200 and even under R100.
That trip ended up being career-defining for me. It was the content that introduced me to so many of the people who still follow me today and really helped grow my platform. More importantly, it completely changed my perspective on travel. It showed me that travel doesn’t have to be expensive to be meaningful. From that point on, I intentionally started exploring other South African cities and African countries with the same mindset; finding hidden gems that are affordable and accessible. It became the foundation of my content and my mission to show people that travel is for everyone.
South Africans often dream of traveling overseas, yet Africa has so much to offer. Why do you think many people still overlook traveling within the continent?
I genuinely believe Africa has everything we could ask for as travelers. We have incredible landscapes, vibrant cultures, world-class hospitality, beautiful hotels, amazing wildlife experiences, and hidden gems that are just waiting to be discovered.
One of the biggest challenges is that our continent simply isn’t showcased enough. We need more African countries to intentionally work with travel creators and storytellers who can put Africa in the spotlight. We need more eyes on Africa, not only from the rest of the world, but from Africans themselves.
Sometimes people don’t even view traveling to another African country as “international travel,” which says a lot about how we’ve been conditioned to think. The more creators we have telling authentic African stories, the more people will be inspired to explore the continent.
For example, destinations like the Maldives have become bucket-list locations because the countless people that continue telling those stories. Imagine what could happen if we collectively did the same for Africa. We have so much to celebrate, and I believe it’s our responsibility to tell those stories.
Travel content looks glamorous online, but it is also a business. What is the biggest financial lesson you’ve learned so far?
The biggest lesson I’ve learned is that, in the travel industry, you have to spend money to make money.
Travel is one of the most expensive content niches. Before a brand ever notices your work, you’re already investing in fuel, accommodation, meals, activities, camera equipment, editing software, and production costs. You’re funding the story before anyone else sees its value.
I’ve learned that visibility is an investment. The more intentional I’ve been about creating high-quality travel content, even when I was paying for everything myself; the more opportunities have come my way. Brands want to work with creators who consistently show up, and that consistency often requires investing in yourself long before you see the return.
Many people want to travel but believe it’s too expensive. What’s the smartest piece of travel advice you’ve learned that has saved you both time and money?
Planning ahead has probably saved me the most money. Most of my trips are planned six to eight months in advance, and I avoid peak travel seasons whenever possible because prices are usually much lower during quieter periods.
Another lesson I’ve learned is that traveling with friends can significantly reduce costs. Accommodation, fuel, car hire, and other expenses become much more affordable when they’re shared.
Last year, my friends and I spent five days exploring Mpumalanga, stayed in three different hotels, and experienced so much, all only around R6 000 each, with everything from transport, food, activities, accommodation being included there. If I had done that same trip alone, it could easily have cost me more than R15 000.
Group travel also saves time because everyone can take responsibility for different parts of planning the itinerary. It’s a great way to make travel more affordable without compromising on the experience.
What’s one thing your followers would be genuinely surprised to learn about you that has nothing to do with travel?
People would probably be surprised to know that, although I love traveling, I genuinely love being at home.
Home is my happy place. I love spending quality time with my fiancé, my family, cooking my favourite meals, enjoying a home-cooked dinner, and simply slowing down. While social media often shows me catching flights and exploring new destinations, the reality is that I truly look forward to coming home. Those quiet, everyday moments are what recharge me the most.
What’s the last Netflix series you binge-watched and would you recommend it?
The last series I binge-watched was The Polygamist, and I would definitely recommend it. It had everyone talking, but what I appreciated most was how it showcased South Africa, and Africa as a whole, in such a positive light in terms of talent, storytelling and its beauty.
The series reminded me just how much talent we have on this continent. Everything from the incredible performances by the actors and actresses to the cinematography, everything felt world-class. And as someone who loves travel, I also found myself paying attention to the locations. Seeing beautiful homes, stunning architecture, restaurants, and even glimpses of destinations like Victoria Falls was refreshing.
Too often, Africa is portrayed through a very narrow lens, focusing only on poverty or wildlife. And while our wildlife is something to be proud of, it’s only one part of who we are.
I loved that The Polygamist showed another side of Africa, one that reflects our beauty, modern cities, hospitality, and incredible places. It’s the kind of storytelling I enjoy because it helps reshape how people see our continent, and I think we need more of it.
What’s the last song you added to your playlist and why that one?
The last song I added to my playlist was “Home” by Johnny Drille and The Cavemen.
Lately, I’ve been drawn to soulful music, especially old jazz. I always say I’m an old soul.
The song is about longing for home, your loved ones, and that sense of belonging, and it really resonates with me. As much as I love traveling, there are moments, especially when I’m traveling solo when I genuinely miss home. I miss my my loved ones and most importantly home-cooked meals, and the comfort of the people and places that are familiar to me.
I know this is going to be one of those songs I’ll play on my next trip. It might even make me shed a tear or two, but it’ll also remind me that no matter where I am in the world, home is always waiting for me.
Many creators aspire to work with tourism boards and global travel brands. Based on your experience, what does it take to stand out and build long-lasting relationships with them?
The biggest thing is to treat yourself as a brand and a business, not just as someone who posts on social media. Tourism boards and global brands are looking for creators who are professional, reliable, and consistent.
That means producing quality work, communicating well, meeting deadlines, and being easy to work with. Authenticity is very important, but professionalism is what turns a once-off campaign into a long-term partnership.
It’s also important to establish yourself within your niche. Just as beauty brands work with beauty creators, tourism boards naturally want to partner with creators who already have credibility in travel.
I also believe that when you represent a tourism board, you’re representing an entire Country. So I know that If I’m working with the South Africa Tourism board for instance, or another country’s tourism board, I know I’m representing that country to the world. That responsibility means I have to carry myself professionally, tell authentic stories, and create content that reflects the destination with integrity and respect for that country as well. That’s how lasting relationships are built.
Have you ever turned down a paid collaboration or sponsored trip because it didn’t align with your values or your audience? What informed that decision?
Yes, I have, on more than one occasion.
One opportunity became quite infamous online, and I’m very glad I trusted my instincts and declined it. From the beginning, there wasn’t enough information available, and I never want to recommend something to my audience that I can’t confidently stand behind.
More recently, I also turned down a sponsored trip to Europe. While it sounded exciting, it didn’t align with my niche, and there wasn’t enough information about the brand for me to feel comfortable. I always do my research before partnering with anyone. I want to know their reputation, read reviews, and understand who they are before attaching my name to them, because should anything go wrong online, it’ll be me that’ll catch all the smoke.
I’ve also declined campaigns that didn’t align with my personal values. For me, no amount of money or a free trip is worth compromising the trust I’ve built with my audience. That trust has taken years to earn, and protecting it will always come first.
If you could create one travel campaign that changed how the world sees Africa, what story would you tell and why?
I would create the biggest cross-African storytelling campaign possible.
I genuinely believe Africa doesn’t need just one voice telling its story, we need hundreds. If I had the budget, I’d bring together at least five creators from every African country and create an exchange programme where they travel across the continent. South Africans would visit Kenya, Kenyans would travel to Nigeria, Nigerians would explore Rwanda, Zimbabweans would visit Morocco, Namibians would discover the Comoros, and so on.
I wouldn’t stop at travel creators either. I’d include filmmakers, wildlife photographers, journalists, writers, and cinematographers so that every destination could be told from different perspectives.
The goal would be so simple; to let Africans tell Africa’s story. We’d showcase our cultures, landscapes, wildlife, hospitality, luxury hotels, local businesses, food, history, and people. I truly believe that if enough authentic voices consistently highlighted Africa, we’d completely change how both Africans and the rest of the world see our continent.
When you’re not traveling and the camera is off, who is Spiwe?
When the camera is off, I’m someone who genuinely enjoys being at home with the people I love. I love spending time with my loved ones, cooking, sharing home-cooked meals, and appreciating life’s simple moments.
But if I’m being honest, I don’t think the traveler in me ever really switches off. After a few days at home, I’m already thinking about my next adventure. It doesn’t always have to be a flight, it could be discovering a new coffee shop, visiting an art gallery, or exploring a town I’ve never been to before.
For me, travel isn’t just what I do; it’s who I am. I’m naturally curious, and I genuinely believe I’ve been called to tell Africa’s stories. Whether it’s a luxury escape or a budget-friendly adventure, my purpose is to show people that travel is accessible and that our continent is filled with experiences worth discovering. We have what the rest of the world has, in abundance, if not more.
As her platform continues to grow, so too does her mission: to inspire more people to discover the beauty of Africa through local eyes. If her journey is any indication, the future of African travel storytelling won’t simply be about where we go, but about who gets to tell the story—and Spiwe is ensuring those stories are told with pride, purpose, and heart.
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