We’re looking forward to introducing you to Gabriele Brown. Check out our conversation below.
Gabriele, it’s always a pleasure to learn from you and your journey. Let’s start with a bit of a warmup: What’s the most surprising thing you’ve learned about your customers?
Honestly, what’s surprised me most is how deeply people are longing for meaning, even when they think they’re just booking a trip.
I used to think I was simply helping clients plan safaris, adventures, or wellness getaways. But over the years, I’ve realized I’m often holding space for something much bigger: a life transition, a healing journey, a rediscovery of joy, or a chance to finally exhale.
People come looking for wildlife, wilderness, beauty, and they find all of that. But what they often leave with is clarity, connection, and a shift in perspective they didn’t expect.
That’s what keeps me doing this work: the knowing that travel, when curated intentionally, can change lives. It’s not about ticking off a bucket list. It’s about coming home to yourself , even if you’re halfway around the world.
Can you briefly introduce yourself and share what makes you or your brand unique?
Hello, I’m Gabriele, a travel curator, storyteller, and seeker of meaningful connection. For over a decade, I’ve been designing deeply personal journeys across Africa through my boutique brand, Urth Expedition.
What began as a passion for wild places and cultural immersion grew into something much deeper: a mission to create travel experiences that heal, inspire, and awaken. I specialize in custom safaris, wellness retreats, and purpose-driven itineraries that honor the land, the people, and the transformative power of travel itself.
What makes Urth Expedition unique isn’t just where we go, it’s how we go. Every journey is designed with intention. I work closely with local communities, social enterprises, and conservation partners to ensure that our impact is reciprocal and lasting.
Right now, I’m shifting my focus from volume to depth, hosting fewer, more curated experiences, including soul-nourishing retreats and one-on-one consulting for those seeking to travel with purpose.
At the heart of it all, I believe travel is more than escape , it’s a way back to ourselves. And when done with care, it can change not just the traveler, but the world.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. Who saw you clearly before you could see yourself?
My late husband, Kenton.
He believed in me long before I believed in myself. He was the driving force behind so much of what I’ve become , always encouraging, always seeing potential where I saw doubt. His energy was larger than life, his presence unwavering.
Kenton lifted me, championed my dreams, and gave me the confidence to pursue a path that, at the time, felt impossible. Because of him, I am where I am today. His faith in me continues to echo through everything I do.
What’s something you changed your mind about after failing hard?
Don’t put all your eggs in one basket.
When I first started my business in Africa, I poured everything, my trust, my resources, and my vision , into one partnership. At the beginning, it felt like a dream: we were building something meaningful together, and I believed we shared the same values. But over time, I learned the hard truth, it was a carefully disguised scam. What started as collaboration quickly unraveled into betrayal.
That experience changed the way I approach business forever. I learned that no matter how close you feel to a partner, business is not friendship, and you must never let all your guards down. Trust is earned over time, through transparency, shared accountability, and consistent integrity , not charm or shared goals alone.
Now, I believe in protecting your vision by diversifying your support network, staying actively involved in every layer of your business, and keeping personal and professional boundaries clear.
Failure taught me the value of clear contracts, open books, and a zero-tolerance policy for gray areas. Today, I still lead with heart, but I’ve learned to anchor it with structure and discernment.
Because believing in people is beautiful , but safeguarding your purpose is non-negotiable.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What are the biggest lies your industry tells itself?
That it’s sustainable, when in reality, much of it is still driven by profit over purpose, and image over integrity.
We love to throw around words like “eco,” “community-based,” and “sustainable,” but too often those labels are just marketing tools , not lived practices. Behind the scenes, you’ll still find over-tourism, unethical labor practices, and exploitative wildlife encounters dressed up as conservation. The industry has mastered the art of greenwashing, selling the idea of responsible travel without doing the hard work to actually make it so.
One of the biggest lies is that luxury and sustainability can’t coexist, or worse , that slapping a solar panel on a luxury lodge makes it eco-friendly. True sustainability is about respect , for the land, for the people, for the culture , and that means more than reducing plastic or planting a few trees. It means paying fair wages, supporting local economies, limiting environmental impact, and educating travelers, even when it’s inconvenient or less profitable.
The other uncomfortable truth? Many companies still choose profits over ethics, turning a blind eye to harmful practices if it keeps the client happy and the revenue flowing. The excuse is always the same: “If we don’t offer it, someone else will.”
But I believe we’re at a turning point. More travelers are asking the hard questions. More professionals are calling for accountability. And some of us , even if we’re the quieter voices , are choosing to build something better, even if it takes longer or costs more.
Sustainability isn’t a tagline. It’s a responsibility. One that asks us not just to look good, but to do good, even when no one’s watching
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. When do you feel most at peace?
Maybe I’m a romantic, but for me, peace lives in the quiet moments, just before the world fully wakes. When I hear the first bird call, the crickets still humming, and the wind gently sweeping through the grass, it feels like nature is whispering its own kind of prayer.
I feel most at peace in the bush, far from crowds, far from noise, on those long, open game drives where it’s just me, the land, and the wild. No distractions, no rush. Just presence. That space, that stillness, reminds me of who I am without the world pulling at me. It’s in those moments that I feel completely aligned , calm, grounded, and free. That’s my version of bliss.
Contact Info:
- Website: https://www.urthsafari.com
- Instagram: https://www.instagram.com/urthexpedition/
- Linkedin: https://www.linkedin.com/in/gabriele-brown-39b5b85/
- Twitter: https://x.com/UrthSafari
- Facebook: https://www.facebook.com/UrthSafari
Image Credits
all photos are taken with by me or my camera.
