Safari lodge aims to introduce 'new genre’ of philanthropy-led tourism

The owner of South African safari retreat Sashwa River of Stars aims to introduce a “new genre in the travel industry”, with 100% of profits reinvested into conservation projects.

The 15-suite property, set within a 2,300-acre private reserve in the Great Kruger National Park, opened in December 2024 under Peter Eastwood, who has been involved with rhino protection and conservation for decades.

All profits from the property are reinvested into nearby Koru Camp, which provides locals with employment and promotes anti-poaching education for young people.

Eastwood told Aspire: “This is a passion project for me. People ask me why I [reinvest all the profits], but it’s just because it’s the right thing to do.

“The idea of the whole project was to make it self-sustaining. We’re trying to develop a showcase model for philanthropy going forward.”

Ultimately, Eastwood’s vision is to open 24 Koru Camps and six iterations of Sashwa across Africa.

Some investors have expressed interest, he said, but expansion plans are intended for the long term rather than the immediate future.

“The biggest goal is for more people to copy us – the bigger this category [of safaris] becomes, the more people will come to it,” Eastwood added.

As well as hosting game drives, bush walks and bird watching excursions, Sashwa River of Stars is also home to a ‘wholeness centre’ with a gym, yoga studio, sauna, infrared room, two treatment rooms and a saltwater swimming pool.

Regular yoga and meditation sessions are held in the studio or on a deck overlooking the river, and guests can experience “positive healing” at the on-site art studio.

The entire camp focuses on “adding slightly different experiences” in response to an increasing number of guests seeking to “slow down” during safari trips, according to Eastwood.

The menu is exclusively plant-based, with local chefs and catering staff providing vegan fare at the riverfront restaurant and al fresco deck, where candlelit dinners can be arranged.

Eastwood - who is vegan himself - said the property’s wellness focus and plant-based ethos are integral to his vision: “Nothing has been done for marketing purposes specifically because it would attract certain people – it’s just because it’s the right thing to do for people and the planet.”

Eastwood said the camp’s nature lends itself to retreats, with the brand holding its own three or six-day yoga-based Sashwa Self Retreats, as well as hosting external retreat providers through buyouts.

He said carving out this “niche” has meant the property is “almost fully booked” from March to October 2026 for both buyouts and standard reservations.

“Demand is accelerating and we’re getting real momentum,” he added.

Sashwa is currently focused on growing its presence in the UK market. The brand has already formed partnerships with UK-based tour operators including Ampersand Travel, Major Travel and Visions Holiday Group, and is open to expanding its connections.

Sashwa is offering 20% commission on bookings made by UK operators and agents.

“The UK is the perfect market for us. South Africa is English-speaking for a start, and it’s an overnight flight without a big time difference,” Eastwood said.

“Veganism is also growing well in the UK; we’re not looking exclusively for vegan guests, but we’re looking for people who understand and are prepared to give it a go which I think a lot of Brits are.”