Sandile Popi (21), a final-year Bachelor of Tourism Development and Management student at the University of Johannesburg, is transforming the way young people engage with tourism in South Africa.

Born and raised in Greenfield, a township with limited resources and opportunities, Popi has used his upbringing as motivation to create Tokende Africa, a company focused on educational and meaningful travel experiences.

Growing up in Greenfield

Life in Greenfield came with its challenges.

“By Grade Nine, many kids were exposed to alcohol, and the goal for some was just to turn 18 so they could enter the tavern,” Popi explains. “Opportunities to be inspired were few, which often made life feel like a trap.”

Despite this environment, Popi found a role model in his mother.

Raised by a single parent as the youngest of three, he watched her manage the household with strength and dedication.

“Seeing how hard my mom worked made me realise I had to do something about my future, study hard and support her as early as possible,” he says.

Discovering a passion for tourism

Initially, Popi wanted to study law, but he was admitted to Tourism Development instead.

Though hesitant at first, he found a passion for tourism, seeing it not only as travel but as a way to empower communities and create job opportunities.

“Tourism has a high unemployment rate, which motivated me to create my own path,” he says.

The idea for Tokende Africa emerged during a first-year university project when Popi organised a tour to Soweto Towers, managing transport, accommodation, and food for students.

“It made me realise that what started as a school assignment could be turned into a real career,” he recalls.

Running Tokende Africa

Tokende Africa focuses on educational travel for schools. A portion of the company’s revenue is reinvested into communities, funding initiatives such as school shoes and entrepreneurial pitching competitions.

Young people can pitch ideas and receive capital to start small businesses, from sneaker cleaning to selling sweets.
University studies have also shaped Popi as an entrepreneur.

“Before university, I was very introverted. Now I can confidently pitch my business, manage marketing strategies, and present effectively,” he notes.

Challenges and achievements

Managing people and finances has been Popi’s biggest challenge.

“Finding people who share the company’s vision is difficult. Initially, I managed everything alone and finances were tricky. We adapted by operating online instead of investing in expensive office space,” he explains.

Popi’s entrepreneurial efforts were recognised when he was selected as one of the early finalists in the MTN Pulse Youth Hustle Hub 2025.

The competition is designed to empower young entrepreneurs aged 18 to 25, helping them grow their businesses, increase visibility, and connect with customers.

He first learned about the competition on TikTok when one of the entrepreneurs he follows posted about it.
Participants were required to submit a 60-second video explaining their business, which was then reviewed by the panel.

Entries were open from June17 to August 31, followed by verification and selection.

The Top 30 finalists were announced on September 8 and participated in a mentorship week from September 14 to 19, where they refined their business plans and pitched to a panel of mentors.

Popi’s pitch impressed the judges, and he was awarded R30 000 as part of his recognition.

Popi describes the experience as life-changing.

“Out of thousands of South Africans who applied, I was selected. Meeting other young entrepreneurs and mentors gave me insights into branding, marketing, and building systems within my company,” he says

Looking ahead

Popi’s long-term vision for Tokende Africa is to focus solely on educational tourism.

“In the next three to five years, we want to work with schools to integrate our trips into the curriculum. Each trip will serve an educational purpose and provide practical experiences that complement classroom learning,” he explains.

His advice for young entrepreneurs is simple: “Start with what you have. People may think you are crazy at first but if your vision is strong, temporary challenges will not stop you. Stay passionate, stay consistent, and trust the process.”

Since launching Tokende Africa on May 16 and officially registering it on June 23, Popi and his team of young entrepreneurs have built a company that is creating meaningful travel experiences while empowering communities and youth across South Africa.