How Bheki Dube is Changing the Face of Hospitality Across Africa

Bheki Dube is redefining the art of travel in South Africa. His journey started on the streets of Johannesburg, where he was raised by a grandmother whose stories about Africa lit up his imagination.

Those early days listening to her vivid tales sparked something powerful in Bheki—something that would later drive him to blend his love for travel, culture, and people into Curiocity, his hybrid hotel chain that’s making waves across the continent.

Bheki Dube didn’t set out to build just another hotel. He envisioned something more—a space where travelers could truly experience the essence of a city, not just pass through it.

Located in the heart of Johannesburg’s Maboneng district, Curiocity Joburg isn’t your typical accommodation. With its bike-friendly outdoor areas, vibrant rooftop bar, communal workspaces, and artsy atmosphere, Curiocity pulses with the energy of the local culture. It’s a place where digital nomads, tourists, and locals come together, not just to stay, but to connect.

A vision rooted in storytelling

It all started with storytelling. Growing up, Dube’s grandmother would fill his world with stories of African heritage, stories that stuck with him as he pursued a career as a walking tour guide.

“As far as I can remember, my grandma would tell all these stories of Africa,” Dube says. “And it’s about continuing with that legacy—how do I use Curiocity as a vehicle to share the innate stories of Africa?”

Curiocity isn’t just a hotel chain; it’s a living, breathing narrative of the cities it inhabits. Each property, whether in Johannesburg or Cape Town, invites guests to experience the city beyond their hotel room. Curated activities—like sunrise hikes and adventure tours—are designed to immerse travelers in the culture, while the art, decor, and even the furniture tell stories of the local community.

Breaking new Ground in African hospitality

When Bheki Dube launched the first Curiocity at just 21 years old, hybrid hotels were unheard of on the continent. His concept, which was a blend of traditional hotels, co-living, and co-working spaces, was a bold move. But with boldness comes challenges.

“We’re not typically born into a wealth of intellectual property where our parents are discussing business and deals. I wasn’t born into that,” Dube reflects. “It’s a challenge to rise above the status quo and develop this intellectual property.”

The road to securing investors wasn’t easy, either. Dube had to prove to funders that his idea was more than just a niche concept—it was the future of hospitality.

“Funding instruments are very narrow-minded. They only want to fund mature products,” Dube explains. “Raising capital for new markets in hospitality and travel was quite a challenge.”

Still, Dube’s passion and unwavering belief in his vision kept him moving forward. Today, Curiocity has expanded beyond Johannesburg, with properties in Cape Town and a growing presence across South Africa. And it’s just the beginning.

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Spaces that tell stories

Step into any Curiocity location, and you’ll see how deeply storytelling is woven into the fabric of each space. At Green Point in Cape Town, for instance, a striking mural by South African artist Atang Chikare welcomes guests with its intricate design.

Titled Far from Home, the mural speaks to the experiences of global travelers finding a sense of belonging, no matter where they come from. “Curiocity is home to many global citizens that stay with us,” Dube explains. “When people come to stay, they’re not just checking into a hotel—they’re entering a neighborhood.”

Curiocity’s collaboration with local artists and creatives is a key part of its DNA. In 2024, the hotel chain partnered with the International Public Art Festival in Cape Town, hosting 20 artists and activating street art tours. This unique fusion of hospitality and art allows guests to experience South Africa’s creative pulse firsthand.

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Building a new kind of community

Bheki Dube doesn’t just want guests to feel comfortable—he wants them to feel at home. Whether it’s the local literature sourced from Cape Town’s Chimurenga or the communal spaces designed for interaction, Curiocity is all about fostering genuine connections.

“We could have gone to any bookstore, but we chose to highlight significant spaces and people within Cape Town, especially from the Black perspective,” Dube says.

Curiocity’s commitment to local culture runs deep, extending to its partnerships with furniture makers and artisans who bring the spirit of the city into each room. It’s this dedication to authenticity that sets Curiocity apart in an industry where luxury often overshadows culture.

Expanding across Africa

As Dube looks ahead, his ambitions for Curiocity stretch across the African continent. Over the next five years, he plans to expand into key cities, connecting the dots from Cape to Cairo and Morocco to Madagascar.

His dream is to create a network of hybrid hotels that reflect the diversity and richness of African culture, offering immersive experiences to travelers from all over the world.

“We want to position Curiocity as a leading travel brand in Africa,” Dube says. “It’s all about connection—connecting people, places, and stories.”

For Bheki Dube, this isn’t just business—it’s a calling. A calling to celebrate the beauty of Africa, to share its stories, and to build spaces that feel like home, no matter how far from home you are.