In Zambia,Touch Adventure, a specialist in white water rafting and cultural tours, is part of a movement to diversify traditional tourism offerings in Africa. Founder Ndaba Ndlovu, a Zimbabwean adventure seeker who worked as a river rafting guide, says when he looked at starting his business, he realized the political climate in his country was deteriorating and he began looking on the other side of the river. Ndlovu set up his company’s base and operates all tours in Zambia, although he maintains a sales office in Zimbabwe. Zambia’s aggressive marketing campaign and diversified offerings have brought tourists for longer stays and repeat visits.