Close your eyes,
now imagine Africa.

We make it personal.

Murram creates exceptional journeys across Sub-⁠Saharan Africa, together with local partners we choose ourselves. They know the land from the inside, we stand behind your journey. Built around the story you want to live.

Are you a Rafiki? →
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What we do

Built locally.
Delivered personally.

Murram matches your wishes to a wide range of example journeys, built together with our local partners. That way you get real experiences, made to measure for you.

A first look at the platform. Prototype in development: partners, journeys and prices are examples.

  1. 01
    Chat or voice message

    Tell us what you are looking for

    Who you travel with, when, and what you want to experience. Type or speak, as you prefer.

    Chat in which a family shares its wishes through a voice message
  2. 02
    Local partners

    Journeys that suit you

    Example journeys Murram built together with local partners, best match first and each with an indicative price.

    Overview of journeys that fit the wishes, with match percentage and indicative price
  3. 03
    Direct contact

    Tailored with your partner

    One more night, a different lodge? You chat directly with the local partner in the portal. Within three days they confirm your price.

    Chat in the portal between the traveller and the local partner about an extra night and a lodge
  4. 04
    Murram stands behind it

    Book your journey

    You book and pay with Murram, with all the guarantees. From departure to return, we are by your side.

    Screen with the confirmed price and the button to book and pay for the journey with Murram

Every year, some 81 million travellers visit Africa, and yet together they see barely 3% of the continent.

Discover the rest, with Murram.

Become a Rafiki →
Who we are

Exceptional Journeys,
Meaningful Impact.

For us, Africa never began as a destination, but as a home.

Laurence grew up in South Africa, where her parents started their own business in Cape Town in 1994. From an early age she travelled through South Africa, Namibia and Botswana; other countries followed, each time with new people and places she came to know from the inside. She turned that passion into her profession and became a safari curator.

Raphaël has been travelling through Africa since 2012 and has lived there since 2019, including in Ivory Coast. For five years he expanded a Belgian family business across the continent. What never stops amazing him: the slow, unhurried rhythm of life, the warmth of the people and the feeling that anything is still possible.

That is how our two paths met, and together we founded Murram. Murram is the colour of Africa's earthen roads, and those paths less travelled are exactly where we want to take you.

With us you are not a tourist but a traveller, not a customer but part of a larger story.

In each country we choose the local partners we work with, develop every journey together with them and take care of every last detail, so that each moment of the journey can be lived fully. Our ambition is to keep amazing the traveller, time and again.

Laurence & Raphaël
Laurence
Raphaël
The Rafiki programme

Become one of our
ten Rafikis.

Rafiki is Swahili for friend. We are looking for ten pioneers to travel with Murram first and help shape the platform. You plan your journey through our chat, typed or spoken, and talk directly with a local partner on the platform. That is how we build a travel brand around what travellers really want.

Your first journey without our margin

The first Rafikis take their first journey with one of our local partners, without Murram’s margin. That room goes into extra value for your journey: an upgrade, one more experience, an extra day. In return we ask for honest feedback and a testimonial.

A voucher for every referral

For every traveller who books through you, you receive a voucher towards a future journey. Not only at the start, but always. The more you share Murram, the better the terms of your next journey.

Your Rafiki pin

A hand-engraved pin as a token of recognition. It is the key to your first journey.

Each pin is numbered, from 1/10 to 10/10.
Travel as a Rafiki →

Regenerative
travel.

The finest journeys give something back to the places that make them possible. That is why Murram builds every journey together with local guides and embraces regenerative travel: a journey should do more than leave a place untouched, it should make a net positive contribution to the local community, economy and nature. You travel as a participant, not a consumer.

A young cocoa plant in Ivory Coast
Cocoa seedling, Ivory Coast

Trusted local partners

We build our journeys together with local guides, rangers, lodges and communities who know the place from the inside. They help shape the journey, and share in what it earns.

More stays local

With a short chain, more of what you spend stays on the ground, rather than vanishing into middlemen.

10% of our profit

A fixed share of our profit goes to community and nature projects at the destinations. It grows with every journey we make.

How our platform works

Five steps, one promise:
we stay by your side.

01
Chat · Voice recording

Tell us what you are looking for

Pick a country or let us surprise you. In a short chat or a voice recording, tell us who you travel with, when, what budget you have and which mood and activities appeal to you.

02
Indicative price

Journeys that suit you

You see journeys Murram developed together with local partners, matched to your wishes and each with an indicative price. Rather talk first? By email, phone or video call: you choose the channel.

03
Within 3 days

Your travel proposal

You request your journey without obligation. Within three days the local partner confirms availability and a fixed price. Only then do you decide.

04
Confirm

Booking

Once you are convinced, you book and pay with Murram, with all the guarantees of a Belgian travel agency. Together with the partner, we take care of everything practical.

05
During the journey · 24/7

Ready for take-off!

From departure to return, you are never on your own. Reachable 24/7 by WhatsApp and phone for a question, or whenever something is not quite right. Because we know everyone on the ground personally, we stand behind the quality and make sure the journey feels exactly as promised.

Q&A

What you probably want to know.

What is a Rafiki?
Rafiki is Swahili for "friend". It is our membership, and the first Rafikis are our founding members, numbered 1 to 10. Rafikis take their first journey with one of our local partners, without Murram’s margin, and receive a voucher for every traveller who books through them. In return, they help us sharpen the platform: they fill in a short questionnaire, have one personal phone conversation with us, plan their journey through our chat and talk with a local partner on the platform, and give honest feedback and a testimonial after their journey.

Become a Rafiki →

How do I find a journey that suits me?
Tell us in a chat or a voice message who you travel with, when, and what you want to experience. Murram matches your wishes to example journeys we built together with our local partners, best match first. Every journey can still be adjusted: you chat directly with the partner in the portal.
Am I talking to a person or to AI?
The chat is guided by an AI assistant from Murram. It organises your wishes and looks for journeys that fit. About the journey itself, you talk directly with the local partner.
What is the difference between the indicative price and the fixed price?
The indicative price is the price the local partner sets in advance. When you request the journey, the partner confirms availability and a fixed price within three days, including your changes. Only then do you decide. Until you agree, you pay nothing.
When do I pay, and what about flights?
Once you agree, you pay a 40% deposit on the journey, and the rest 60 days before departure. You can book your flights yourself or through Murram’s flight partner; those you then pay in full straight away. You always pay Murram, not the partner.
What happens to my conversation and voice message?
Murram uses your conversation only to work out your journey. If you record a message, we keep only the written text, not the recording. You share your name and contact details only when you request a journey, and the partner receives them only after you agree. You can read more in our privacy statement.
Which countries does Murram travel to?
We start in South Africa, Tanzania and Kenya, with a small group of local partners we know personally in each country. More countries will follow, each one only once we have trusted partners there.
Map of Africa showing the countries Murram travels toKenyaTanzaniaSouth Africa
What does Murram do for the places it travels to?
Murram works closely with its local partners to build unique journeys. We know every partner personally and have each journey checked before it goes online. We travel regeneratively: 10% of our profit goes to local community and nature projects at the destinations. Beyond that, our shorter chain keeps more of what you spend on the ground, and we choose our local partners partly on their impact on people and nature, not on price alone.
What if something goes wrong on the ground?
You are never on your own. Murram stays by your side throughout the journey, reachable day and night by WhatsApp and a direct Belgian number, in your own language. On the ground, a local team that knows the region inside out is on hand 24/7. A delay, an illness, a last-minute wish: together we act straight away. We only work with partners we know personally and trust, so a solution comes quickly, and from the right people.
What guarantees do I have when booking with Murram?
Murram works like any other Belgian travel agency, so you get the same guarantees when you book a journey. We also offer you the option of taking out cancellation insurance.
Does Murram also travel with groups or companies?
For now Murram focuses on couples and families. Group journeys and journeys for companies will follow later.
What if I am not among the first ten Rafikis?
Completed the form but weren't selected as one of the first ten Rafikis? You'll receive a voucher for a journey with Murram, and you'll be the first to hear when the platform goes live. You can of course always request a journey.
Join in

Become one of the
first Rafikis.

Help shape Murram, and be among the first to travel.

Travel as a Rafiki →

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