There’s a keen interest from the corporates to do things that matters. They don’t just want to see South Africa, but meet the country and do varied experiences that are different. Senior groups have been witnessed reduced to tears after experiencing a veterinary safari, and were so humbled that they could make a difference. Some groups volunteer to work with little African penguins - and before they go back home, adopt some in the name of their company, their friends and their grandparents. Adding these elements of voluntourism to MICE programmes do not necessarily change people, but it does change their priorities. It allows them to reconnect with the earth. Like someone put it: You don’t deserve what you don’t respect.