I am Frank Wardenberg—and Africa is far more than just a passion: it is my second home. As a business graduate (BA) with over 35 years of experience in sales and marketing, including roles at British Airways and Lufthansa, I have learned how to respond to wishes and longings with sensitivity. But eventually, statistics and budgets were no longer enough. My longing was for genuine encounters, honest experiences, and authentic exchange.
My journey to Africa began 9 years ago—a journey that led me to the people and landscapes of Southern Africa. Together with my longtime friend Holger, I founded Ajimba African Tours. For me, there is hardly anything more fulfilling than accompanying people with a genuine passion for culture, nature, and community on their travels. Through our deep commitment, we ensure that every trip with Ajimba is more than just a vacation—it becomes an experience where you truly feel and encounter Africa.
I now divide my life between two worlds: six months of the year, I live and work in Hermanus with my South African family—where the ocean roars, whales visit the coast, and I experience firsthand what Africa means to me. The rest of the time, I work from Germany to plan your trips to Southern Africa. This lifestyle allows me to know both sides—my home and the heart of Africa—and I understand the longing for real connection, adventure, and authenticity.
At Ajimba, we focus on treating people, nature, and culture with respect and designing our trips responsibly. For me personally, it is a matter close to my heart to share my experience, knowledge, and passion—so that your African dream becomes more than "just" a vacation, but a genuine, unforgettable encounter.
If you are interested, let’s embark on this journey together.
Holger Asche is a true North German – down-to-earth, cosmopolitan, and with a great passion for travel. As a trained travel agent, he has worked for many years in management positions at travel agencies, specialized and large tour operators, shipping companies, and airlines. This period was only interrupted by his tourism business studies and his time at the renowned WITS Business School in Johannesburg.
That is where Holger’s deep love for Africa began – a fascination that grew with every subsequent business and private trip. Whether it’s a long weekend or three weeks with the whole family: the main thing is that he is in Africa!
Together with his long-time friend Frank, Holger founded Ajimba African Tours to share the beauty, diversity, and soul of this extraordinary continent with others.
In addition to his work at Ajimba, Holger teaches in the International Tourism Management department at the City University of Applied Sciences Bremen and is involved in various social projects as a volunteer – always with the goal of making travel more responsible and promoting respectful interaction with people and nature.
Ajimba goes off the beaten path—for journeys that treat people, nature, and culture with respect. We prefer partners who go beyond their tourism operations to support the people in their region, for example by backing social projects, schools, or other charitable initiatives, and by employing local staff.
We make it possible for you to provide hands-on support to local projects. When designing our trips, we consider factors such as respectful interaction with people and nature, as well as collaboration with responsible partners. In this way, we want to give you the opportunity to experience Southern Africa—with its impressive flora, fauna, and cultural diversity—in an immersive way. We invite everyone who shares our high standards to join us in creating a holistic experience of people and nature. It is a journey that will have you setting off with a good feeling and returning with an even better one.
Traveling to Southern Africa typically involves a long-haul flight, which generates carbon emissions. For many of these trips, there are currently no practical alternatives to flying.
As part of our membership in forum anders reisen, a climate protection contribution for the flight emissions of our package tours is included through our partner atmosfair. You can find more information at atmosfair.de.
“Offsetting cannot solve the climate problem, but it is a necessary second-best solution as long as the best solution does not yet exist.” (atmosfair)
The Global Sustainable Tourism Council (GSTC) is a non-profit organization that establishes and manages global standards for sustainability.
Known as the GSTC Criteria, these standards are designed for two groups: policymakers and destination managers, as well as hotels and tour operators.
These standards serve as guiding principles and minimum requirements that a tourism business or destination should meet to protect and preserve the world's natural and cultural resources.
At the same time, they ensure that tourism acts as a tool for nature conservation and poverty alleviation.
We are also a member of forum anders reisen. This association is committed to promoting responsible tourism. The name stands for unique travel experiences that prioritize both people and the environment. Together, we use local resources carefully and purposefully, and approach foreign cultures with respect.
Travel that helps you grow! The film.
Furthermore, our business operations are guided by the Sustainable Development Goals (SDGs) adopted by the United Nations in 2015. These 17 goals include, among other things, ending poverty, reducing inequality, and taking action on climate and environmental protection.
End poverty in all its forms and everywhere.
End hunger, achieve food security and better nutrition, and promote sustainable agriculture.
Ensuring healthy lives and promoting well-being for all people of all ages.
ensure inclusive, equitable and high-quality education and promote lifelong learning opportunities for all.
Achieve gender equality and empower all women and girls to self-determination.
Ensuring the availability and sustainable management of water and sanitation for all.
Ensure access to affordable, reliable, sustainable and modern energy for all.
promote sustainable, inclusive and sustainable economic growth, full productive employment and decent work for all.
build a resilient infrastructure, promote inclusive and sustainable industrialization and support innovation.
Reduce inequality within and between countries.
Make cities and settlements inclusive, safe, resilient and sustainable.
ensure sustainable consumption and production patterns.
take immediate action to combat climate change and its effects.
Protect, restore and promote sustainable use of land ecosystems, manage forests sustainably, combat desertification, end and reverse land degradation, and put an end to the loss of biodiversity.
Conserve and sustainably use oceans, seas and marine resources for sustainable development
Promote peaceful and inclusive societies for sustainable development, provide access to justice for all people, and build effective, accountable and inclusive institutions at all levels.
Strengthen means of implementation and revitalize the global partnership for sustainable development.
While we at Ajimba cannot work directly on every goal, the United Nations Sustainable Development Goals serve as a compass for our business operations and long-term development. They are an integral part of our corporate philosophy. Together with our guests, we bring these goals to life—even if only indirectly!
