Redefining adventure travel with Viva Expeditions

Pictured above: Rachel Williams in Jordan.

Rachel Williams, Founder of Viva Expeditions, has spent 16 years crafting immersive, off-the-beaten-path adventures. Here, she shares the journey, her marketing wins with Kiwi icons, and the vital role of sustainability in tourism.

Rachel Williams’ love for travel began during her OE.

While many chose Europe, Rachel ventured off the beaten path to the Middle East, where she immediately fell in love with the culture and landscapes.

Her passion for travel soon led her to Africa and South America, where she stayed long-term, working as a guide and immersing herself in the rich diversity of these regions.

The idea for Viva Expeditions came during a visit from her mother. While organising a tour for her, Rachel had an epiphany.

She realised that while tourism companies in these regions largely catered to the 18 to 35 demographic, there was little available for the more mature traveller.

“We saw there wasn’t much on offer for active, middle-aged travellers who wanted adventure without the ruggedness of backpacking or the rigidity of traditional tours,” Rachel says.

“They want something exciting but not a package tour. It really inspired the idea of catering to that market – a segment that wasn’t being properly serviced in places like South America at the time.”

Viva Expeditions was born out of this insight in 2008, now offering tailored made itineraries, small-group tours and expedition cruises that combine adventure, cultural immersion, and a high level of comfort.

High profile – high attractions

What do Sir John Key and Hilary Barry have in common? They are both leading trips with Viva Expeditions at the forefront of the company’s marketing campaigns.

Former New Zealand Prime Minister Key joined an Antarctic expedition that was such a hit, attracting business leaders and his many supporters to sign up for the tour.

Recognising the value of partnering with high-profile figures to attract travellers, Viva is doing it again with a special 10-day tour called Africa by Rail with Hilary Barry in late August 2025.

The much-loved Kiwi journalist and television personality will host a luxury Rovos Rail safari through the heart of South Africa and Zimbabwe, with visits to Kruger National Park, the Hoedspruit Endangered Species Centre, the magnificent Hwange National Park and culminating at the awe-inspiring Victoria Falls.

While expert guides handle the itinerary and logistics, Hilary will mingle with guests and deliver tailored keynote talks.

“She’s a fantastic keynote speaker, so we’re tailoring her presentations to suit our audience – some light-hearted fun as well as deeper discussions that align with the interests of our business-savvy clients,” Rachel says.

The African train journey with Hilary is no small endeavour.

Unlike traditional travel packages, these bespoke charters involve significant upfront investment.

“With these large charters, we take on the financial risk upfront, paying for most of the trip before receiving client payments,” Rachel says.

“It’s big risk, big reward, but the exposure and credibility gained from working with someone like Hilary make it worth it.”

Beyond the trip itself, Hilary’s involvement helps reshape perceptions of Africa as a travel destination.

“Even if people don’t book this particular trip, seeing Hilary Barry go to Africa makes them think, ‘Africa must be safe and amazing,’” Rachel says.

This ripple effect increases interest in the destination and reinforces Viva’s reputation as a trusted provider of exceptional travel experiences.

Creative pivots

Trips with influential figures were just one of the strategic pivots Viva adopted post-COVID to show that travel was back and safe.

The pandemic presented unprecedented challenges for the tourism industry, which Rachel described as the most difficult period for her business, but also the most transformational.

 “At the time, it was soul-destroying. Seeing everything we’d built crumble was devastating. But it also forced us to reassess our products, partnerships, and strategies.”

One standout initiative was the Southern Lights by Flight experience.

Viva chartered Air New Zealand planes for a six-hour journey to witness the Aurora Australis from the sky.

“This experience put us on the map in a new way,” Rachel says.

Featuring expert commentary from astronomers, the flights elevated a scenic experience into something unforgettable.

Rachel has seen many travel trends over her 16 years in the business, but one that has gained momentum is multigenerational travel.

“We’re seeing grandparents funding trips for the whole family, creating shared experiences across generations,” she says.

These trips balance active adventures, such as safaris or hiking, with moments of relaxation, ensuring there’s something for everyone.

For example, a family might traverse Botswana’s dramatic landscapes by day and gather in a luxurious lodge by night, sharing stories of their adventures.

“After years apart, families want meaningful ways to reconnect, and we’re designing our tours to make it seamless for all ages to travel together.”

Supporting local economy

Sustainability is another growing priority among travellers, and Viva Expeditions ensures their tours bring real value to the destinations they visit.

“Tourism should bring value, not damage,” Rachel says.

Viva prioritises partnerships with locally owned businesses and smaller lodges, ensuring that travellers’ spending stays within the destination rather than flowing to international chains.

“We’re focusing on local partnerships and even trialling electric vehicles in some destinations.”

Rachel acknowledges that sustainability challenges remain, particularly in remote locations with limited infrastructure

However, Viva’s tours are designed to go deeper, visiting smaller towns and working with locals to create activities that spread the benefits of tourism.

Want to get into travel?

Travel is a “sexy” industry, but it is not for everybody.

Rachel shares her advice to entrepreneurs who wish to build a successful travel company.

“First and foremost, you need to have a genuine passion for travel,” she says.

“If you don’t love it, you won’t have the resilience to handle the challenges, whether it’s logistical issues, unexpected setbacks, or navigating global crisis.”

For Rachel, creativity and adaptability are equally critical.

 “You have to be willing to think outside the box and find ways to stand out.”

Creativity paid off when Viva launched their Southern Lights by Flight offering, which not only kept them afloat but also set them apart.

Rachel also emphasises the enduring power of travel to inspire and connect.

“Travel opens hearts and broadens minds. It’s about creating those transformative moments where people see the world from a new perspective. That’s why I do what I do – it’s incredibly rewarding to know you’ve helped someone create memories they’ll treasure forever.”

Her final bit of advice to budding travel entrepreneurs?

“Be ready for hard work, but don’t lose sight of the joy and purpose that travel brings. The rewards, both personal and professional, are worth every challenge.”