About Us
About Africa Sustainable Journeys
Africa Sustainable Journeys (ASJ) is a purpose-driven social enterprise tour company, and a certified Meaningful Travel Impact Partner with Tourism Cares. We design transformative journeys across Uganda and Rwanda that connect travelers with extraordinary wildlife, vibrant cultures, and inspiring communities while creating meaningful, lasting impact for people, places, and nature.
We believe travel should do more than create memories — it should improve lives, protect ecosystems, and preserve cultural heritage. This belief shapes every experience we design, ensuring that tourism creates real value for local communities while offering travelers authentic and unforgettable journeys.
ASJ creates impact through two complementary approaches. Through our Choose Your Impact initiative, we dedicate 10% of our company earnings to carefully selected community and conservation initiatives across Uganda and Rwanda. This allows travelers to connect their journey with meaningful causes and see how tourism can contribute to positive change.
Through our Direct-Benefit Experiences, the full experience fee goes directly to the local people, cultural groups, artisans, and community members who share their knowledge, skills, and traditions with travelers. By creating direct market opportunities for local providers, these experiences support sustainable livelihoods while helping preserve Uganda and Rwanda’s rich cultural heritage.
Our commitment to sustainability also extends to the environment. Every ASJ traveler plants a native tree during their journey, contributing to habitat restoration, supporting local conservation efforts, and helping offset the environmental footprint of travel.
We collaborate with trusted community organizations, conservation partners, and local leaders who are driving change within their communities. Together, we create meaningful connections between travelers and destinations while strengthening initiatives that protect nature, empower communities, and celebrate culture.
Our team of explorers, conservationists, and community advocates shares one vision: to redefine tourism as a force for good — where travelers experience extraordinary journeys, communities thrive, wildlife is protected, cultural heritage is celebrated, and nature flourishes.
Join our journey. Whether you travel with us, partner with us, or support our community initiatives, every step contributes to a more sustainable future for people, places, and the planet.
We are on a mission
Saving our Planet
In all travel and tour experiences we offer, we ensure it promotes activties that contribute to the sustainability of Earth.
This ranges from identifying endangered bird, animal or fish species and vegetation and support activities that promote their conservation.
Mission
To design transformative journeys across Uganda and Rwanda that deeply connect travelers with nature, culture, and communities, fostering responsible tourism, uplifting local livelihoods, and championing vital conservation efforts.
Vision
To redefine tourism as a powerful force for good, leading the industry as a premier social enterprise recognized for creating meaningful journeys where travelers, local communities, and the planet all thrive.
Values
Sustainability, Community, Cultural Respect, Impact Travel, Excellence
“True journeys are measured not in miles, but in the lives we touch along the way.” — Founder, ASJ
We’re Proud to be a Signatory of the Future of Tourism Coalition:
We’ve signed the Guiding Principles launched by the newly formed Future of Tourism Coalition – the Center for Responsible Travel (CREST), Destination Stewardship Center, Green Destinations, Sustainable Travel International, Tourism Cares, and the Travel Foundation, with the guidance of the Global Sustainable Tourism Council (GSTC). These principles outline a bold vision for tourism’s path forward and as a signatory, we commit to place destination needs at the center of tourism’s new future and do our part to create a better tomorrow.
We further invite you to be part of a movement to reshape how tourism works — for the better. Learn more
Find Us in the Heart of East Africa
Map & Location
We’re located just 20 minutes from Entebbe International Airport and close to the scenic shores of Lake Victoria. Our base is the perfect starting point for your sustainable adventures across Uganda and Rwanda—conveniently accessible yet surrounded by the charm and natural beauty of East Africa.