Former African Travel Inc. President Sherwin Banda Launches Africa Tour Operator

Selara Africa, a new African-founded tour operator launched by former African Travel. Inc. president Sherwin Banda, has officially launched in the North American market.  It will sell only through travel advisors.

According to the new company, it was created to fill a “white space” in the market, pairing deep expertise in African travel with the continent’s luxury hospitality with an approach designed specifically around the needs of travel advisors. 

Banda, who led The Travel Corporation’s African Travel Inc. brand as president from 2015 to spring 2026, has been deeply involved in Africa tourism for more than 20 years.

“Travel advisors don’t need another supplier; they need a partner who is genuinely invested in their success,” said Sherwin Banda, president, Selara Africa. “That’s why we created Selara Africa – to bring the expertise and support of teams in North America and Africa, while always keeping the advisor at the center of the client relationship. Their clients remain their clients, as we work behind the scenes to help advisors sell Africa with confidence.”

At launch, Selara Africa offers tailor-made journeys and signature experiences across Botswana, Kenya, Rwanda, South Africa, Tanzania, and Egypt, with more destinations and small group departures in the pipeline.

With a majority of its team living in Africa, Selara Africa serves as the bridge between advisors and its network on the ground, managing in-country partners and logistics on their behalf.

The advisor-first model includes commissions of up to 15% that rewards business growth, with commissions paid in the month of client departure; behind-the-scenes advisor support throughout the client journey; destination education; marketing resources; and opportunities to experience Africa firsthand.  

To welcome advisors to the new brand, Selara Africa is offering up to an additional 2% incentive based on booked revenue through March 31, 2027. The incentive applies to total qualifying production once the corresponding threshold is achieved and is earned in addition to Selara Africa’s standard commission structure.

“Selara Africa was built on a simple belief: when advisors grow their Africa business, we grow with them. Their success is the measure of our own,” added Banda. “As Africans, there’s no greater joy than sharing the diversity, beauty and spirit of our continent with more people – and we’re delighted to be doing so alongside the advisors who make those journeys possible.”