From overlanding across Africa to mentoring a global network of travel entrepreneurs, Nolene Kotze (@travel_with_nolene) is an example of how passion, persistence, and purpose, fused with love of exploration, can result in a long-term business.

When Nolene describes how her journey began, however, she doesn’t romanticize it. “I got my first passport at the age of 19,” she says. “It wasn’t like I had early travels.”

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Now in her 40s and a mother of two, Nolene’s story is one of gradual reinvention. Before she began sharing her travels online, she held several different roles, from beautician to CrossFit trainer, before the pandemic prompted her to reassess what she wanted to build.

“During COVID, one had time to reflect,” she recalls. “My kids were starting to grow up; they were reaching their teenage years. So, it started as a hobby to share our travels. I loved creating the content, and then I decided I wanted to combine travel with building a sustainable business.”

What began as a simple desire to document her family’s adventures has become “Travel with Nolene,” a growing online brand that blends storytelling, entrepreneurship, and mentorship.

Building a Brand and a Business

Nolene’s first steps into content creation were spontaneous. “It was just about sharing stories, building friendships, collaborating with brands,” she says. “The world is so big, yet so small.”

As she posted more regularly, her interests began to focus. “I changed my profile quite a few times,” she says. “It went from family travel, camping, and being outdoors, to ‘Travel with Nolene.’ As my business was growing, I had to decide what my brand would be. In the end, I decided the brand was going to be me.”

She also launched “Chasing Gravel,” initially focused on African destinations. “‘Chasing Gravel’ started with posting about Africa,” she explains. “As we explored more of the globe, it turned into ‘Travel with Nolene.’ Now ‘Chasing Gravel’ is more niche to Africa, while ‘Travel with Nolene’ covers global travels and networking.”

As her following and partnerships grew, Nolene formalized her operations, turning her content into a source of income and mentorship. “Content creation takes a lot of time,” she says. “I decided this hobby needs to be a business. You can’t just rely on followers. You need income to sustain a lifestyle from it.”

Creating a Network of Travelers

One of Nolene’s most ambitious ventures came through collaboration. Two years ago, she met a fellow creator on Instagram who introduced her to a model for running independent travel businesses online. 

“She told me about this cool thing she was doing: traveling for a living and making really good money,” Nolene says. “Her son is actually running for the Guinness Book of Records. She’s been an amazing mentor.”

That meeting turned into a long-term partnership. “She’s got 45,000 agents of her own,” Nolene says. “At the time when I met her, she had a team of 18,000. It’s a full-on travel business. You buy a business-in-a-box. You pay a setup fee and a small monthly amount that includes your website, workshops, and over 90 suppliers like Virgin, Contiki, and Disney.”

Nolene now trains other creators and families to do the same. “I started helping other families and content creators to start their own travel businesses,” she explains. “They’re part of my team, and I teach them social media strategies. I like seeing the dreamers become doers.”

The Art of Engagement

For Nolene, social connection is at the heart of both her business and creative process. “I answer all my DMs and emails myself,” she says. “It’s nice to have followers, but it’s even better to have relationships with them.”

Her content planning blends strategy with spontaneity. “I look at what’s trending and what other travelers are posting,” she says. “But a lot of the content is spontaneous. Some days, I don’t know what to post, so I go back to comments and see what questions people have. Then I post something that gives back value.”

Reliability, she adds, is essential. “It’s not always easy to push out content, especially when you’re traveling,” she says. “But being consistent is key.”

While she uses familiar tools such as Canva, CapCut, and Lightroom, Nolene credits her children with helping her stay current. “My daughter is 11 and knows more about social media than I do,” she laughs. “She helps me with transitions and ideas.”

Challenges in the Creator Space

Despite her growing business, Nolene acknowledges the pressures that come with visibility and the balancing act of multiple roles. “It looks like a lot of fun, but behind the scenes, when everyone else is sleeping, I’m doing content,” she says. “Balancing family, travel, and business, that’s the hardest part.”

She also points to the mental strain many creators face. “There’s a lot of pressure on social media,” she says. “When you start comparing yourself to others, you can have self-doubt. But challenges shape you. They push you to treat your work professionally, to understand marketing, branding, and leadership.”

The travel creator space, she observes, is expanding quickly. “I’ve seen a lot of people who started out as just travelers now becoming content creators,” she says. “It’s definitely a growing business, though it might become saturated. That’s why it’s important to learn business skills early.”

Collaboration and Ethics

Working on both sides of brand partnerships (as an influencer and as a travel operator) gives Nolene a nuanced view of collaborations. 

“You get a lot of influencers who ask for free stays, but they take a few photos and that’s it,” she says. “If you’re a brand, do your research. See who they’ve worked with, whether they’re consistent, and whether their page is authentic.”

She emphasizes that partnerships should be mutually beneficial. “When you collaborate, make an effort,” she advises. “That person has trusted you to represent their brand. Give something back.”

For creators, she adds, learning the business side of travel is what turns free trips into real income. “You don’t want to stay somewhere once, take photos, and be done,” she says. “Find ways to supply clients, get commission, and build affiliate links. Learn how to turn collaborations into sustainability.”

For Nolene, success isn’t about metrics. “It’s definitely not the followers and the likes,” she says. “My friend, who’s got 45,000 agents working for her and earns seven figures, has way less following than I do. She just learned the business earlier.”

She believes a creator’s influence lies in impact and connection. “You don’t need a big following to be a great collaborator or to have a seven-figure income,” she says. “It’s about how you work with people, the relationships you build, and the value you offer.”

Advice for Emerging Creators

“Start with passion, but build with purpose,” Nolene advises. “Be consistent, be authentic, and build relationships, not just followers. And learn the business side from the start.”

She also encourages creators to embrace networking, even if it feels uncomfortable. “People don’t like the word ‘networking’ because they think of pyramid schemes,” she says. “But networking is the most valuable thing you can do in life. Without it, you’re not going to collaborate or grow.”

Her long-term goal is to continue expanding ‘Chasing Gravel’ and her Airbnb ventures, but her message remains grounded in simplicity. “You can build something meaningful,” she says. “If you monetize ethically and deliver value, your creator journey can become a full-time business.”

In the end, her vision for the future is not about algorithms or sponsorships. It’s about purpose. “Just keep it real,” Nolene says. “If you love travel and enjoy what you do, that will reflect in your content. Build something that lasts, not just something that trends.”

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