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South Africa

Pride 'n Purpose

Is our charitable arm committed to helping disadvantaged communities living adjacent to the Sabi Sand Reserve. Originally established in 2003 by members of the Ulusaba family, all the charity’s running expenses are covered Virgin Limited Edition and Virgin Unite, the Virgin Group’s non-profit foundation.

100% of donations go directly toward much needed projects. We estimate that Pride ‘n Purpose now benefits over 35,000 people across six communities. Our philosophy is that people are most effectively helped if they are empowered to help themselves, so the emphasis is most definitely on sustainable initiatives.

How to get involved?

We operate community tours to the local villages and there are plenty of opportunities for guests to volunteer during their visit and to experience the area near the Sabi Sand reserve on a different level. Donations of clothing and other household supplies are also welcome all year-round.

Community tours

You can book a tour on arrival at Ulusaba or ask our reservations team about these. A fee for each tour will apply to cover transport plus the cost of the local guide and a small donation to the Pride ‘n Purpose projects fund.

Pack for a Purpose

We are proud members of Pack for a Purpose, an initiative that allows travellers like you to make a lasting impact in the community at your travel destination. If you save just a few kilos of space in your suitcase and bring supplies for area schools or medical clinics in need, you'll make a priceless impact in the lives of our local children and families.

Pack for a Purpose

Please click below to see what supplies are needed for our project/projects.

Pack for a Purpose

Most of the work Pride ‘n Purpose does is divided into four key areas