Purple Elephant Ventures (PEV), a Nairobi-based venture studio, has made headlines by raising $4.5 million in seed financing, marking a major milestone in Africa’s tourism technology landscape. Founded in 2020, PEV has established itself as a pioneer in regenerative tourism, designing and scaling innovative, climate-smart startups aimed at transforming the continent’s travel and hospitality industries. This funding round, one of the largest tourism-tech investments in African history, highlights growing confidence in the potential of African tourism innovation.
The funding attracted a roster of prominent investors, including Clear Creek Investment B.V., Klister Corp., Fede Pirzo-Biroli (founder of Playfair Capital), Anthony Rock, and Ian McCaig, the former CEO of Lastminute.com. PEV plans to leverage this capital to expand its portfolio of startups and launch new ventures addressing the most pressing challenges in Africa’s tourism sector. The company’s innovative approach emphasizes efficiency, inclusivity, and sustainability, qualities that are vital in a post-pandemic world.
Ben Peterson, Co-Founder and CEO of PEV, expressed his optimism about the investment’s potential to revolutionize the industry. “This funding is a testament to the untapped potential in African tourism innovation. With this support, we’re poised to revolutionize the industry through groundbreaking travel technology in Africa, fostering economic growth while preserving the continent’s incredible natural and cultural heritage,” Peterson remarked. He further added, “The outlook for sustainable tourism across Africa has never been more promising.”
PEV’s venture studio model is unique in its commitment to self-funding and retaining control over its startups. This ensures alignment with its long-term mission of advancing tourism innovation while delivering transformative impacts. Since its inception, PEV has successfully launched five startups: Nomad Africa, a travel discovery platform and Kenya’s leading travel publisher; Zafari, an online booking platform revolutionizing tourism operations; PowerTrip, which provides energy-efficient appliances tailored for hospitality businesses; Kijani Supplies, specializing in eco-friendly hospitality products; and JOIN Africa, a conservation monitoring platform developed in partnership with Paul English, co-founder of Kayak.
In addition to these ventures, PEV is also working on creating Software as a Service (SaaS) platforms and promoting sustainable procurement and energy-efficient innovations in the hospitality sector. This aligns with Kenya’s broader efforts to digitize its economy and enhance its tourism infrastructure. The government’s initiatives, such as expanding fiber optic connectivity and introducing a digital nomad visa, underscore its commitment to fostering a tech-enabled environment that attracts global travelers and remote workers alike.
Kenya’s advancements in technology extend to digitizing government processes for increased efficiency. An example is the launch of the Foreign Travel Management Information System (FOTIMS) in 2024 replaced outdated manual systems with an automated platform for approving foreign travel. These efforts complement PEV’s focus on sustainable and inclusive tourism, ensuring that the industry not only recovers from the pandemic but emerges stronger and more resilient.
