Purple Elephant Ventures (PEV), a Kenyan startup focused on sustainable tourism, has secured $4.5 million (Sh582 million) in fresh funding to support the development of eco-friendly businesses in Africa’s travel industry.
PEV champions regenerative tourism, a concept that goes beyond minimizing environmental impact by actively restoring and revitalizing destinations. The approach aims to create long-term benefits for local communities and ecosystems, setting a new benchmark for responsible travel in Africa.
The funding round brought together notable investors, including Clear Creek Investment B.V., Klister Corp (Canada), Fede Pirzio-Biroli (founder of Playfair Capital), Anthony Rock, and Ian McCaig (former CEO of Lastminute.com). PEV described the investment as a milestone that underscores growing confidence in Africa’s travel-tech sector.
“This landmark investment will accelerate our mission to transform Africa’s tourism industry into a global leader in regenerative tourism,” PEV said in a statement. “By leveraging cutting-edge travel technology, we aim to build a resilient, inclusive, and environmentally sustainable tourism sector.”
Co-founded by Ben Peterson, Jan Van der de Willebois, and Mikul Shah, PEV has launched five startups under its umbrella: Nomad Africa, Kijani Supplies, Zafari, PowerTrip, and JOIN Africa. The latest funding will enable the venture studio to scale its existing portfolio while launching new businesses to tackle pressing challenges in the hospitality sector.
Speaking on the fundraising success, PEV co-founder Ben Peterson highlighted the untapped potential of Africa’s tourism industry.
“With this support, we’re poised to revolutionize the industry through groundbreaking travel technology, fostering economic growth while preserving Africa’s incredible natural and cultural heritage,” Peterson said. “The future of sustainable tourism in Africa has never been brighter.”
Tourism remains one of Africa’s most significant industries, employing millions across the continent and contributing substantially to economic growth. PEV’s latest seed round follows a $1 million (Sh129.5 million) pre-seed raise in October 2022, backed by investors including Klister Credit Corp, Fede Pirzio-Biroli, Ian McCaig, Anthony Rock, the Untours Foundation, Rich Hoops, Jim Villanueva, and Helena Riese Harstad.
As Africa’s travel sector continues to evolve, PEV is positioning itself at the forefront of sustainable innovation, ensuring that tourism not only thrives but also contributes positively to the environment and local communities.