Our Mission
- Reviewed 29 July 2026
- Length 1 min read
What we are for
Most English-language travel writing about Africa is produced by people who do not live there, for readers who have never been, and it flattens fifty-four countries into a single mood. Our mission is narrower and more useful: to publish writing specific enough that a reader can act on it, and honest enough that they can trust it.
What that means in practice
Specific over general. We write about Kumasi, not "West Africa". About the Mara conservancies and who they pay, not "safari".
Context before itinerary. A visitor who understands why a place matters travels better than one who only knows what to photograph.
Local voices first. We commission writers with a direct connection to the places they cover, and we pay for that work.
Show the working. Sources are cited. Guides carry the date they were last checked. Commercial links are labelled.
What we will not do
We will not publish content produced to fill a keyword gap. We will not present a place as untouched, empty or waiting to be discovered. We will not let a commercial relationship decide what we cover or what we recommend.
How we hold ourselves to it
Every piece goes through a named editor before publication. Guides are on a scheduled re-check. Errors are corrected on the page with a dated notice rather than edited away. Our editorial standards set out the full process, and About This Website explains our relationship with LABUSA Travel.