Lucille Sive

Lucille Sive is the CEO of The Travel Corporation's Africa Division, overseeing strategy, growth, and sustainable policy for the foremost North American safari companies, Lion World Travel and African Travel, Inc.

In 1982 Lucille and her husband immigrated to Canada from South Africa. A few months after arriving in Toronto she joined Lion World Travel in a marketing capacity. At the time it was a small company with just five employees, and in less than a year she had risen to a managerial position.

Over the past 30 years, Lucille has built the Lion World Travel business into one of the leading affordable luxury African safari companies in North America, trusted by clients for its outstanding, award-winning, life-changing adventures, as well as focus on quality, service, value, reliability, pricing guarantee and financial stability. Lucille’s passion for her homeland and in-depth knowledge of Africa, as well as her innate marketing talent and emphasis on personalized client service, has propelled Lion World Travel forward to make it one of the largest and most successful operators specializing in travel to Southern and East Africa.

Lucille is a celebrated leader, respected and lauded for her achievements as a business strategist and active proponent for sustainable tourism. In recognition of her business accomplishments and contribution to the group, Lucille received the Mike Ness Award at the 2010 Travel Corporation (TTC) Executive Leadership Conference. Presented to an individual within The Travel Corporation who exemplifies aggressiveness in finding new sources of business, living 'never say never' and who has an outstanding bottom-line focus, Lucille was recognized by an audience of her international peers. In April 2010, Lucille was given the position to purchase all of the Africa product for The Travel Corporation's North American companies.

Lucille feeding orphaned rhinos at Shamwari.

In April 2012 at one of the tourism industry’s most celebrated occasions, the Ubuntu Awards hosted by South African Tourism, Lucille Sive received their Career Achievement Award for her outstanding contribution and tireless effort in effectively promoting South Africa as a leading travel destination.

Lucille and Lion World Travel were recognized with Ubuntu Awards as Top Producing Tour Operator by South African Tourism for an unprecedented five consecutive years. Accepting the award, Lucille said "It is gratifying to be honored by South African Tourism with an award for selling a destination that we are passionate about.”

Travel Agent Magazine has called Lucille "one of the most powerful women in travel", and she was dubbed "The African Queen" by Canadian Travel Courier when she appeared on the front cover. Arguably, perhaps Lucille’s greatest achievement thus far and one she is incredibly proud of, is Lion World Travel’s +99% rating on Trip Advisor, as reviewed by Lion World Travel clients and travelers.

   
Lucille with Alex Trebek receiving the SA Tourism Ubuntu Award (left). Lucille visits the Amy Foundation in Cape Town (right).

In 2016, Lucille was appointed CEO, The Travel Corporation (TTC) Africa Division.

Lucille is a hands-on leader, and visits Southern and East Africa regularly to meet with operations partners, coaching service delivery teams, and strengthening on-the-ground business relationships. Her care for her clients, along with her passionate pursuit of sustainable tourism and animal conservation initiatives in her beloved Africa, sets the standard for Lion World Travel’s team commitment to the highest levels of service excellence and responsibility for years to come.