Sara Essop: From travel blogger to travel advocate
Sara Essop shares her journey of storytelling, sustainability, while showcasing the beauty of Africa (and beyond!) to the world through her blog In Africa and Beyond.
Local travel bloggers and influencers can be powerful ambassadors if properly supported.
Sara Essop
A Passion for Travel and Storytelling
What first inspired you to start In Africa and Beyond?
After years of exploring new places with my family, I wanted a platform to document those experiences and share them with others who were curious about South Africa as well as South Africans wanting to explore the world beyond. I’ve always enjoyed both travelling and writing, so I decided to combine my passions and start a travel blog.
Turning Travel into a Blogging Career
Was there a defining “aha” moment when you realised you could make a living from travel writing?
Yes, when I began receiving freelance travel writing commissions from established publications and when hospitality establishments and other companies started reaching out to collaborate after reading my articles. Both of these made me realise that my passion for travel writing could evolve into a sustainable career.
Reframing the Narrative About South Africa
How has travel shaped your perspective on South Africa and Africa as a whole?
Travel has deepened my appreciation for how rich and varied Africa truly is. It has also made me proud of how much South Africa has to offer — our wildlife, culture, and landscapes rival anywhere else in the world. There’s so much negative publicity about South Africa in the media that people who haven’t been here think it’s all doom and gloom. I prefer showcasing the best of the country instead.
Travel Blogging with Purpose — Adventure, Luxury, and Sustainability
What’s your personal travel philosophy — adventure, luxury, sustainability, or storytelling?
For me, they all go hand in hand. Travel is about finding the right balance between adventure, luxury, and meaningful storytelling — while always keeping sustainability at the heart of it. I believe that every journey should not only enrich the traveller but also respect the environment and support local communities.
Advice for Aspiring Travel Bloggers
What advice would you give to someone who wants to become a travel blogger today?
Do it because you love travelling and storytelling, not because you want free trips. Be authentic, consistent, and patient — growth takes time. Invest in improving your photography, SEO, and social media skills, and treat your blog as both a creative outlet and a professional platform. Most importantly, find your unique voice.
Standing Out in a Crowded Niche as a Travel Blogger
How did you grow your audience and stand out in such a competitive niche?
When I started, there weren’t many travel bloggers in South Africa. Even now, although there are many travel content creators out there, there still aren’t many bloggers. I focus on creating detailed reviews and destination guides on my blog that my readers can actually use. Unlike social media, it’s easy to find information on my blog and via search engines. Over time, trust and word-of-mouth grew my readership. I also prefer to focus on creating informative content that highlights the destination instead of myself. Readers come to my site for authentic insights and useful guides — not selfies — and I think that this focus has helped me stand out in a crowded space.
Beyond the Glamour — The Realities of Travel Blogging
What are the biggest misconceptions people have about travel blogging?
That it’s all about free holidays and glamorous photos. In reality, it’s a lot of hard work — writing, editing, research, pitching, photography, and marketing. While you are travelling as well, you have to bear in mind that you are going to be writing about it and need to gather as much information for your readers as possible so you don’t get much time to relax.
Collaboration, Credibility, and Creative Freedom
How important are collaborations, media trips, and tourism partnerships in building your brand?
Collaborations with trusted brands are important for building relationships within the industry. They allow me to access new destinations and experiences while giving my partners authentic coverage and wide exposure. Tourism partnerships with international tourism boards are also important in exploring new destinations and discovering the best of what they have to offer. Media trips are not that important for me as they usually come with terms that don’t suit me. I prefer to travel with my husband during periods that work for me.
Lessons About Travel Blogging
What are the most rewarding parts of your work — and what are the hardest?
The rewards are many. Apart from the opportunities to experience exotic places around the world, I love it when my readers tell me that my articles inspired their own trip or helped them plan it. Knowing that my articles have real impact is fulfilling. The hardest part is keeping up with posting consistently, especially while travelling or juggling other responsibilities.
Have you ever had a trip or experience go completely wrong? How did you handle it?
Several times. The first one that comes to mind is my recent trip to Azerbaijan. Our plan was to cross the land border into Georgia where we were supposed to spend a few days; however, we were denied entry even though we met all the requirements. We had to change our flights out of Georgia and cancel our hotel and tour bookings. We used the time to explore more of Azerbaijan.
Authenticity in Sponsored Content
How do you balance authenticity with sponsored content or brand partnerships?
I only partner with brands that align with my values and audience and recommend experiences that I’d do even if I wasn’t being hosted. I have been on sponsored trips which I didn’t enjoy and therefore did not recommend them to my followers.
Surprises and Travel Truths
What’s the one destination that surprised you the most — good or bad?
Azerbaijan really surprised me — it’s an incredible blend of ancient history and modern architecture, East and West, tradition and innovation. I wasn’t expecting it to be so beautiful and welcoming. On the flip side, I found New York a bit overrated. But perhaps the extremely cold weather played a part in that.
Shifting Trends in Travel Media
How has the blogging landscape changed since you started, and how do you stay relevant?
When I started, blogging was text-heavy. Now it’s much more visual and social, taking the form of short videos and social media posts. To stay relevant, I had to learn new skills and start using new tools to diversify across more social media platforms.
Strengthening South African Tourism
What can South Africa do better to attract international tourists and support local travel creators?
South Africa has so much to offer but the crime here is a huge deterrent to international tourism. The government needs to do a better job of controlling the crime. Improved safety perceptions will help attract more tourists. In my opinion, South Africa Tourism doesn’t do much to support local bloggers and content creators. We need better collaboration between tourism authorities and content creators. Even a simple action like sharing our content to their platforms would go a long way in changing this. Local travel bloggers and influencers can be powerful ambassadors if properly supported.
Promoting Sustainable Tourism Across Africa
How can travel blogging help promote responsible and sustainable tourism across Africa?
Travel bloggers can highlight eco-conscious establishments, community tourism initiatives, and conservation efforts, encouraging travellers to make more mindful choices.
Rebuilding Tourism Through Digital Content
What role do you think digital content plays in rebuilding tourism after global crises like COVID-19?
Digital content helps keep the spirit of travel alive. It builds confidence and inspires people to travel again.
Dreaming Up the Ultimate “Discover South Africa” Campaign
If you could design the perfect “Discover South Africa” campaign, what would it include?
I’d design a campaign that highlights South Africa as a global leader in responsible safaris, conservation travel, and natural wonders. It would spotlight our national parks, private reserves, and stunning landscapes – while educating travellers on how their visits directly support wildlife protection and local communities.
Packing Tips from a Professional Traveller
What’s your secret to packing your suitcase like a professional travel blogger?
Roll instead of fold, use packing cubes and always carry a collapsible bag for any extra items, as well as a luggage scale to ensure you don’t exceed the airline limits when traveling by plane. If you are travelling with a close family member, put some of your clothes in your companion’s bag and vice versa, to ensure that both of you have something to wear in case one of your bags gets lost.
Looking Ahead — The Future of In Africa and Beyond
What’s next for In Africa and Beyond — and what legacy do you hope your blog leaves?
I’ve been to 51 countries so I still have a lot more to explore. I want to continue discovering new destinations and inspiring others to see the world — especially Africa — with fresh eyes. Long term, I hope In Africa and Beyond remains a trusted resource for travellers and a celebration of the continent’s beauty and diversity.
Images courtesy of Sara Essop | www.inafricaandbeyond.com
