Dragonfly Africa and Green Route Africa have announced the passing of a true industry legend, Executive Director Rupert Jeffries, a stalwart leader in the southern and Eastern African tourism sector.
He passed away peacefully on Monday (September 4) in Geneva, where he was on vacation with his wife Barbara.
Jeffries was educated and spent many of his formative years in Gstaad, Switzerland.
“Our heartfelt condolences go out to Barbara and Rupert's family and to our dedicated staff at Dragonfly Africa and Green Route Africa.
"Company directors, shareholders, and staff are united and committed to carrying forward Rupert's legacy, and undoubtedly, his absence from the tourism arena will be felt by many,” says a statement from the group.
Arrangements for a memorial service will be announced in due course.
Legacy
London-born Jeffries started his career in the advertising industry and was transferred to South Africa in 1975, when he fell in love with the country and decided to make it his home.
Some years later he acquired a hotel near the Kruger National Park. This hotel – Cybele Forest Lodge and Health Spa – became South Africa’s first-ever Relais & Châteaux property.
While running Cybele, it occurred to Jeffries that exploring Mpumalanga’s scenic beauty from the air might interest guests. Dragonfly Africa emerged from this foundation of helicopter tours (Dragonfly Helicopter Adventures) and South African combination travel packages.
The political climate of South Africa, before it transitioned into democracy, resulted in the destination not generally being put forward as an incentive option. However, under Rupert’s guidance, Dragonfly was at the centre of the turning point with attitudes quickly changing when Nelson Mandela was released from prison in 1990, and inaugurated as President of a new Democratic South Africa in 1994.
Jeffries attributed the success of Dragonfly to the exceptional staff and the company’s continuous innovation in terms of creative and workable ideas and solutions.
“The staff are extremely hardworking and the Dragonfly Africa and Green Route Africa strategy is to promote from within as the company grows, as well as nurturing and maintaining open-hearted relationships with our clients and with all of our long standing industry suppliers,” Jeffries said recently on the Dragonfly and Green Route website.
He loved quirky socks and Converse sneakers and was a keen a lover of art, food, wine, films, the Rolling Stones and travel.
