In a powerful celebration of excellence in global travel, Johnbow Tours and Travel was recently named one of the TOP 100 Travel Agencies & Tour Operators of the World by the Luxury Lifestyle Awards. This distinction reflects the company’s unique approach to bespoke travel experiences across Africa and international destinations.

In this exclusive interview, World Luxury Chamber of Commerce President, Alexander Chetchikov, sits down with John Liyayi, Co-Founder and CEO of Johnbow Tours and Travel, to explore his thoughts on luxury, leadership, and the evolution of experiential tourism in Africa.

Alexander Chetchikov: John, congratulations on your company’s recent recognition as one of the TOP 100 Travel Agencies & Tour Operators of the World. What does this global recognition mean to you personally, and to your team at Johnbow?

John Liyayi: Thank you, Alexander. This recognition is deeply humbling and immensely gratifying for me, personally, it’s a reminder of how far we’ve come from our roots. I started Johnbow Tours and Travel with a simple mission: to showcase the richness of Africa to the world, not just through sights, but through meaningful, curated experiences. For my team, this honor validates the passion and hard work they pour into every itinerary, every conversation with a client, and every detail behind the scenes. It’s a moment of pride, but also a call to keep raising the bar.

AC: Luxury can mean different things to different people. How do you define luxury in the context of African travel, and how does Johnbow Tours and Travel deliver on that promise?

JL: In the African context, luxury isn’t just about five-star accommodations or private jets. It’s about access and authenticity. Luxury is sipping sundowners with Maasai elders. It’s waking up in a tented camp in the Serengeti and knowing you’re the only one for miles. It’s having a private guide who knows not just the land, but its legends. At Johnbow, we design experiences that speak to the soul. That’s the kind of luxury we deliver personal, immersive, and unforgettable.

AC: What role do exclusivity and personalization play in the kind of experiences you offer your clients?

JL: They’re absolutely central. No two travelers are the same, so no two trips should be either. We take the time to understand our clients, not just where they want to go, but why. Are they celebrating something? Searching for something? Trying to disconnect or reconnect? From there, we curate everything from the choice of accommodation to the pace of the itinerary around that personal story. And because of our strong local relationships, we’re able to offer access to places and moments that aren’t available to the average traveler. That’s where exclusivity meets personalization.

AC: You’ve worked with a wide range of travelers—from honeymooners to corporate groups. What has surprised you most about what today’s luxury traveler is looking for?

JL: What’s surprised me most is how much the definition of “luxury” has evolved. It’s less about opulence and more about meaning. Today’s traveler wants purpose with their pleasure. They’re asking, “What impact does my trip have?” They want to meet the communities, support conservation efforts, and understand the culture beneath the postcard. I think that shift is beautiful, and it’s a space where African travel, with all its depth and diversity, shines brightest. We’re not just offering safaris anymore; we’re offering transformation.

AC: Let’s talk about the safari and adventure sector. How is the African safari experience evolving, and where does Johnbow Tours and Travel see the most exciting growth opportunities?

JL: The African safari is no longer just about spotting the Big Five from a jeep, it’s becoming more experiential, more diverse, and more personal. Today’s traveler is looking for deeper engagement: walking safaris with indigenous guides, night drives under star-filled skies, conservation-based tourism, or even combining traditional game drives with helicopter excursions or wellness retreats. We’re leaning into these trends and seeing exciting growth in multi-generational safaris, immersive cultural add-ons, and even ultra-luxury mobile camps. People want a connection to nature, to people, and to purpose, and the safari space is evolving to meet that desire.

AC: With increasing global interest in authentic, immersive travel, how does your company balance delivering high-end experiences while preserving cultural and environmental integrity?

JL: We believe luxury and responsibility can go hand in hand. Therefore, we work closely with local communities to make sure our experiences respect both culture and nature. Our goal is to offer travelers something meaningful, like visiting a local village, learning traditional crafts, or supporting wildlife protection, while still enjoying comfort and personalized service. This way, our clients enjoy unforgettable tours, and the places they visit benefit too.

AC: You’ve expanded your offerings to include destinations like Dubai, Malaysia, and Europe. What inspired this international growth, and how do you maintain quality across diverse regions?

JL: The expansion was organic. Many of our clients who experienced Africa with us asked, “Where else can you take us?” That trust gave us the confidence to branch out. But we didn’t grow for the sake of growth, we partnered with local experts in each destination who shared our standards, our ethos, and our attention to detail. We curate every experience the same way we do in Africa: with heart, with precision, and with a deep understanding of what our clients value.

AC: What advice would you give to entrepreneurs looking to enter the luxury travel industry, especially in emerging markets like East Africa?

JL: Start by deeply understanding your region its strengths, its stories, and its potential. Then build relationships before you build products. This industry is about trust: trust with clients, with partners, and with the communities you work in. Don’t chase trends; instead, focus on creating unique, authentic experiences that reflect the true spirit of your destination. And most importantly, never compromise on service. Luxury clients are discerning they don’t just want a trip; they want an experience that feels seamless, exclusive, and meaningful. Deliver that, and you’ll build a brand that lasts.

A sincere thank you to John Liyayi for sharing his insights and passion for transformative travel experiences. His vision for Johnbow Tours and Travel continues to set the pace in Africa and beyond.

To plan your next luxury escape, visit https://johnbowtoursandtravel.com/.