South Africa’s Most Influential Tourism & Travel Leaders to Watch in 2026.

Jolene Finn, founder of Authentic South Africa, is championing a more meaningful approach to tourism by connecting international travelers with the people, cultures, communities, and lesser-known experiences that define Southern Africa. Drawing on more than two decades of travel-industry experience, she aims to inspire emotional connections with the region, amplify underrepresented tourism businesses, support local communities and conservation initiatives, and promote authentic, responsible, and commercially sustainable travel. Through collaboration, storytelling, and technology, Jolene is working to broaden the global perception of Southern Africa and help travelers discover the people and stories beyond traditional tourism routes.