AUALA Expands into West Africa with Investment in African Discovery

Dubai, UAE - AUALA Holdings is proud to announce its latest strategic investment in the region: African Discovery, an experiential travel company redefining how discerning travelers explore West Africa.

Operating out of West Africa, African Discovery curates small, hyper-personalized journeys through The Gambia, Senegal, Guinea-Bissau, Sierra Leone, and Liberia — destinations rich in culture, history, and untapped beauty. The company’s bespoke itineraries are designed to immerse guests in the authentic rhythms of West African life — from coastal escapes and culinary storytelling to music, art, and conservation experiences led by local experts.

“We see tremendous opportunity in Africa’s experiential travel sector, especially in the West of the continent as security environments improve,” said a spokesperson for AUALA Holdings. “African Discovery reflects our commitment to purposeful growth — investing in brands that celebrate culture, empower communities, and deliver the kind of authentic, high-touch experiences that today’s travelers seek.”

With this partnership, AUALA extends its global footprint into one of the most dynamic and soulful regions in the world. The investment also underscores AUALA’s dedication to sustainable tourism — ensuring that economic growth, cultural preservation, and environmental stewardship go hand in hand.

“Our vision is to offer journeys that connect — not just destinations, but people,” said African Discovery's US press office. “Partnering with AUALA gives us the resources, reach, and shared philosophy to elevate West Africa’s narrative on the global stage.”

As part of the AUALA family — alongside brands such as Legendary Travel and Legendary Salons — African Discovery joins a growing portfolio of companies that exemplify innovation, integrity, and service excellence. Together, they reflect AUALA’s guiding ethos: to build enterprises that empower, inspire, and endure.