From a flat in London to five continents: the South African duo behind Expat Explore

When Jakes Maritz and his co-founder Carl Cronje stepped into a cramped London flat with a shared dream and just £800 to their name, they couldn’t have imagined what lay ahead.

Twenty years later, Expat Explore has evolved into one of the world’s most successful guided tour companies, offering affordable travel across five continents – all driven by South African grit, innovation, and resilience.

Speaking on HOT Business with Jeremy Maggs, powered by Standard Bank, Maritz reflected on the journey from startup hustle to global success. With no formal backing or corporate pedigree, the pair spotted an opportunity in a fragmented travel market where costs were high and planning was complex. Their solution? Streamlined, accessible, experience-driven tours for everyday travellers.

Crucially, the duo’s South African background shaped the company’s mindset. “Resilience, competitiveness and the will to push through – those things are in our DNA,” said Maritz. Even as a startup taking on industry giants, they never shied away from the challenge. “Ignorance is bliss when you’re young,” he laughed, “but innovation is what kept us going.”

It wasn’t long before the company gained global traction. A key turning point came eight years in, when word-of-mouth from satisfied travellers began fuelling international growth. Today, Expat Explore draws customers from North America, Australia and beyond – often through loyal, returning clients.

Now, after two decades abroad, the business is coming full circle. With South Africa emerging as a sought-after destination, the brand is investing in inbound African tourism. Maritz believes the continent has untapped potential, and that global perceptions can shift with the help of credible, quality-driven travel operators.

But staying ahead in the ever-evolving travel industry is no easy task. From Brexit to COVID-19, disruption is constant. “It’s a full-time job staying relevant,” says Maritz, “but innovation and customer empathy remain our North Star.”

As Expat Explore celebrates its 20th anniversary, it’s not just about looking back — it’s about reaffirming a simple, powerful idea: travel should be possible for more people, and extraordinary journeys can start with humble beginnings.