Jojo Tsheola has always been a big dreamer and had a keen interest in the tourism business. Even while he was working as a cleaner, he continued to believe he would accomplish his teenage dream of leaving Limpopo to make a career in tourism. He is now celebrating a decade of operating Tsheola Dinare Tours and Travel.

Tsheola's business started off with two beat-up Toyota Corollas and, a decade later, has a fleet of 80 vehicles. Foundered in Mondeor, Johannesburg, the business has extended its services to Durban and Cape Town.

Prior to opening the doors to Tsheola Dinare Tours and Travel, Tsheola faced the challenge of keeping his dream alive. While the possibility of starting a tourism business seemed bleak after he left his job as a cleaner and started working on a train, Tsheola’s determination saw him through. "Challenges are always there and it gets harder every day.  The only difference is our persistence," he said.

He is keen for his success to be seen as a beacon of light to those on a similar path, no matter how hopeless they might feel. "I hope it will inspire society, especially young people, to take the initiative of pursuing their goals and dreams, no matter the circumstances and background they come from," he said.

Tsheola attributes his success to identifying a gap in the corporate travel sector – business people were in need of a service that would also allow them to travel for leisure. The Gauteng Tourism Authority and South African Tourism supported him when he was starting out and helped make the "vibrant" team at Tsheola Dinare Tours and Travel a reality he is proud of.

The company is committed to skills transfer and helping to alleviate unemployment among the black youth. "At Dinare, we are very passionate about youth empowerment and we strive to create as many job opportunities as possible, hence we decided to open offices in Cape Town and Durban," Tsheola said.

Tsheola said a common mistake made by many who entered the tourism sector was limiting themselves to mundane ideas that were not sustainable. "Identify what the needs and gaps are in the industry and attack them with passion. It’s also important to love tourism and travel," he said, adding that it was not an easy nine-to-five job.

Although he has witnessed many fail in their ventures, Tsheola urged more youths to get involved in tourism. "There are few black players in the industry and I encourage young black people to consider getting into this exciting business of selling your country to the world."

Tsheola Dinare Tours and Travel not only offers a chauffeur service but also tour packages to corporate businesses. To view their services, you can visit their website at dinaretours.co.za or their Facebook page at Tsheola Dinare Tours, Transport & Business Concierge. You can also follow them on Instagram and Twitter under the handle @dinaretours.