By Sheila Mckenzie-
Rori Okoli is among a rising generation of African entrepreneurs redefining travel — building platforms and opportunities that connect international visitors to authentic, locally rooted hospitality and experiences across the continent.
Okoli is the founder and CEO of TripZapp, a travel‑experience booking platform that seeks to simplify the way people explore Africa.
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Originally from Nigeria and now based in Portugal, Okoli launched TripZapp in 2016 after she recognised a critical gap: there was no centralised, trustworthy marketplace where travellers could find, vet and book local tours and authentic experiences across Africa.
“Right now, for you to book African travel experiences, there’s a lot of research that goes into it. There’s a lack of trust,” Okoli has said. He saw that many African tour operators and local businesses struggled to reach global travellers — often because of logistical barriers, lack of visibility, or the foreign dominance of large tourism providers.
TripZapp’s approach is simple but powerful: aggregate locally‑owned and licensed tour operators, group them by destination and type of experience, and offer a one‑stop shop where travellers can compare price, duration, and reviews — then book and pay safely.
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Okoli’s ambition goes beyond convenience. He is driven by a desire to rewrite the narrative around African travel. For too long, many outside Africa have perceived tourism on the continent as limited to safaris or “exotic” experiences — but Okoli believes Africa has far more to offer: culture, communities, diversity of experience, and everyday richness that conventional tourism often overlooks.
In short: Okoli isn’t just building a business — he’s championing a more inclusive, community‑led, authentic model of tourism that empowers local vendors and reshapes how visitors engage with the continent.
The work of Rory Okoli sits within a broader transformation of the African tourism and hospitality landscape: one shifting from foreign‑owned resorts and homogenised lodges to community‑led stays, local guides, and immersive cultural experiences.
TripZapp currently offers access to a network of tour operators across multiple African countries. By providing a reliable, transparent booking platform, it reduces the friction — and risk — often associated with arranging travel across diverse and sometimes logistically challenging regions.
This model has several important implications including economic empowerment for locals. When travellers book through a platform like TripZapp, money flows directly to local guides, operators, artisans and communities — rather than distant corporations. According to Okoli, many African travel providers struggle to feature on global platforms, either due to banking issues or lack of exposure; TripZapp helps break that barrier.
Rather than a “one‑size‑fits-all” resort stay, visitors can choose experiences tailored to their interests — whether wildlife safaris, cultural tours, adventure travel, or immersive community visits. Okoli wants to challenge stereotypes about Africa and show its diversity and depth beyond the usual tropes.
The platform vets operators, provides reviews, pricing and secure payment, addressing the “lack of trust” that often deters international travellers looking to explore Africa.
Industry experts argue this shift which includes the blending of technology, local entrepreneurship, and responsible tourism could help Africa capitalise on a growing global trend for “identity‑based”, culturally immersive, sustainable travel.
Moreover, as some African nations and investors push for more diversity in the tourism sector, platforms like TripZapp illustrate how digital innovation can support a more equitable, inclusive hospitality industry — one where benefits reach communities rather than just international hotel chains.
While Okoli’s vision and TripZapp’s growth point to a promising future for African hospitality, there remain significant challenges.
Infrastructure issues — such as transport, connectivity, and regulatory or banking barriers — still restrict access for many smaller operators. Many areas remain underdeveloped for tourism, which means building an inclusive, continent‑wide network takes time, resources and collaboration.
There is also the challenge of awareness: many global travellers still default to familiar tourism models (e.g. big hotels, luxury lodges, safari packages). Changing that mindset — encouraging people to opt for community‑based stays, local guides, and less conventional itineraries — requires storytelling, marketing, and often time. Okoli’s own efforts centre on reshaping those perceptions by “taking control of the story.”
Finally, as demand grows, it will be important to maintain quality, sustainability, and authenticity — ensuring that growth does not lead to over‑commercialisation, exploitation, or cultural dilution. Experts in African hospitality warn that scaling up must go hand in hand with sustainable practices, responsible tourism, and fair benefit for local communities.
For travellers seeking something more than typical tourist experiences, Okoli’s model offers a pathway to genuine connection: to people, culture, local life — not just scenic views. It allows visitors to see a wider, richer Africa: a continent of diversity, creativity, humanity and possibility, not just a series of exotic destinations.
For local communities, TripZapp and similar ventures offer hope: the chance for small businesses to thrive, for local economies to benefit directly from tourism, and for culture and identity to be preserved rather than commodified by foreign interests.
In a world where travel increasingly seeks meaning , sustainability, authenticity, respect . Okoli stands out as a figure helping lead that shift. His ambition isn’t just to build a successful platform, but to help reshape African tourism: making it more equitable, more local, more humane.
Entrepreneurs like Rory Okoli may play a key role in defining what it becomes. Their work may well determine whether tourism remains a business of outsiders or becomes a source of opportunity, pride and resilience for local people.
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