Congo vs. South Africa
Congo vs. South Africa
Jörg Ehrlich, Managing Director Diamir
Why not send your clients to the Congo? Sounds far-fetched? Not if you ask Diamir’s CEO, Jörg Ehrlich. Or how about yet another trip to South Africa? According to Grootbos founder Michael Lutzeyer, it never gets old.
Pioneer product or timeless classic? LuxuryInsider sat down with these two Africa experts for a conversation.
Michael Lutzeyer, Owner & Managing Director Grootbos Private Nature Reserve South Africa
LuxuryWise: Since late 2024, Diamir has been offering journeys to the Congo – hardly an everyday destination. Can you describe what exactly you’re selling?
Jörg Ehrlich: We’re offering a river cruise along the Sangha and the Congo. The Congo River, much like the Amazon, is in fact perfectly suited for such a journey – with one catch: rapids make it impossible to bring in a vessel built anywhere else in the world. That’s why we’re operating on a four-star ship constructed right on site in Brazzaville by a visionary young tour operator. That’s also where our journey begins: in the capital of the Republic of the Congo, which is politically stable. LuxuryWise: And how did you discover this supplier?
Ehrlich: I met him about three years ago at We Are Africa. Since then, we’ve closely followed the development of the RV Princesse Ngalessa. And I have to say: they did a great job. The ship takes a maximum of 28 guests, has three speedboats for excursions, and a French gourmet chef who takes care of the culinary side. We were the first German operator to charter the ship exclusively in 2024 – actually, it’s a bit large for us, as our groups are usually much smaller. But we’ve found solutions for that, too. LuxuryWise: How much time do clients need to plan for this trip?
Ehrlich: Well, it is certainly not a short trip. Altogether, the journey lasts 18 days. It takes guests into the Central African Republic, where they spend three nights in safari lodges and visit Dzanga Bai – a clearing that’s something like the Holy Grail for wildlife enthusiasts. Nowhere else will you see so many African forest elephants gathered in one place! Guests who really want to and book early enough can even spend the night in a hide under a mosquito net. We split the group in two for this: one half goes to Dzanga Bai, while the other enjoys safari excursions in the Congo. Then we switch, so every guest gets the chance to experience it. LuxuryWise: What other experiences are on the itinerary?
Ehrlich: For one, bonobo tracking in Tshumbiri in the Democratic Republic of the Congo. It’s a fantastic experience, rare and rewarding, but also demanding. In 2024, only 37 permits were issued – and 28 of those went to our group. Then there’s a kayak trip to the mouth of the Likouala-Aux-Herbes – a dream for birdwatchers! And we also visit a Pygmy village. A fascinating experience: when we first came here in 2024, it was only the third time the people there had ever seen tourists. LuxuryWise: We’re curious: what kind of clients book a trip like this?
Ehrlich: Mainly clients with a keen interest in wildlife. Dzanga Bai is on many of their bucket lists but difficult to reach. The Congo Basin appeals especially to those who already know a lot of Africa: they get to explore three countries they likely haven’t visited before. The landscapes are also very different from the savannas of other African safari destinations. With this product, we’re addressing travelers who are curious about jungle safaris. LuxuryWise: Hand on heart – how well does it sell?
Ehrlich: We still have two departures this year: the December tour is already sold out, and for October we’ve sold 22 places. For 2026, we’ll again be offering two Congo cruises, in September/October and in November. The journey costs around €14,000 per person with double occupancy, so clients need the appropriate budget. And that’s where it gets tricky: those who have the budget don’t usually know the product and often can’t even imagine traveling to the Congo. That’s why it’s our mission now to create awareness. We see ourselves as brand ambassadors for the Congo Basin.
LuxuryWise: What makes South Africa such a perennial favorite – why do some clients keep coming back again and again?
Michael Lutzeyer: One key factor is certainly that there’s no time difference to many European countries. You take a night flight and arrive the next morning without jet lag – a huge advantage not to be underestimated. Then there’s the food, which is very European and prepared just the way we know it. And of course, our incredible South African wines! Add to that the scenic diversity and the relatively low cost of living, and you see why people love it here.
LuxuryWise: How would you describe the current political situation?
Lutzeyer: Very stable. Of course, there’s some debate between the political parties since, for the first time, the ANC had to enter into a coalition. That’s certainly a challenge, but it’s also beneficial for the people because it means everyone has to try harder. As far as safety is concerned: visitors can easily explore on their own as self-drivers. The medical infrastructure is excellent as well. And the Rand is steady too. LuxuryWise: Grootbos Private Nature Reserve has been around for quite some time – what keeps repeat guests coming back?
Lutzeyer: For one thing, many honeymooners choose us, and it’s fascinating to see them return years later with their children. What we also hear again and again is that guests love the "green and blue" combination, meaning land and sea. On our 4,000-hectare "little" paradise, they can explore the full spectrum of nature: botanists, entomologists, and marine biologists all turn science into captivating stories. Guests can also experience how we produce our own honey, gin, bread, pasta, and even beauty products. Children become explorers under our team’s guidance, searching for frogs and butterflies and mapping their finds – often with the parents joining in because it’s so much fun! Put simply: if clients come back to South Africa, they come back to Grootbos. LuxuryWise: What role does your team play in this success?
Lutzeyer: We’re a family business and built this from the ground up – and guests feel that. Our team plays a leading role: at Grootbos, 235 employees look after a maximum of 58 guests. Sometimes they know the guests so well they even correct the service staff if they mke a small mistake! Guests have the same guide and the same server throughout their stay, which makes it feel personal very quickly. LuxuryWise: People who talk about Grootbos always mention the Florilegium. Can you let us in on that?
Lutzeyer: Our Florilegium is entirely dedicated to the flowers and plants of the region. Since 2017, this collection has showcased lovingly crafted botanical illustrations of rare and unique plants, created by both local and international artists. All of them lived and worked here to contribute to this one-of-a-kind archive. LuxuryWise: Guests stay in standalone villas, with dining and activities included in the rate, which starts at €1,500. Doesn’t that make some people feel guilty when they think about the local communities?
Lutzeyer: Quite the opposite. Our guests are very aware that they’re staying in five-star luxury while also giving something back. That’s why we founded the Grootbos Foundation back in 2003 – to protect the endangered fynbos vegetation and to create new opportunities for people in the surrounding communities. We’ve already founded two schools, one of them specifically for women in the hospitality industry. We’ve also built four sports fields, giving locals the chance to play soccer or hockey. And the children of our guests can join in too, experiencing the local culture in an interactive way. That’s what modern travel is all about!
Ducret Expedition Congo Basin
Trade Contact: Kristina Kabisch, Head of Sales Diamir
