There are places you visit, and then there are places that refuse to let you go. South Africa was the latter for me. On my last visit to Cape Town, I had the chance to explore the beauty of the Mother city, its rolling vineyards, its tall mountains and the shimmering ocean. But what made it even more memorable was seeing it all from the back of an open-top Jeep, wind in my face, sunlight on the hood, and a sense of adventure in the air.

And the woman behind this unforgettable experience? Lizanne Gomes, founder and owner of Jeep Tours Cape Town, South Africa’s original luxury Jeep tour company, and the only one officially endorsed by Jeep (Stellantis). Since launching the company in 2018, Lizanne has taken what seemed like a simple idea – exploring Cape Town in a rugged, open-top Jeep Wrangler- and turned it into one of the city’s most sought-after premium experiences.

In this feature, she opens up about the spark, the struggle, and the stunning success behind Cape Town’s most unforgettable Jeep adventure.

1. Jeep Tours has now become a leading name in curated experiences. What was your first spark or vision back in 2018 that started it all?

In 2017, I saw a gap for a luxury, fully immersive way to experience Cape Town.  Personally, I explored the various reserves and mountains around the Cape as an off-road driver with friends.  Every outing was followed by more people asking to join in as a passenger on the next adventure. From there, the idea was born – combine the exclusivity of private experiences with the thrill of open-top Jeep exploration, guided by a team that delivers genuine hospitality. That became the foundation of Jeep Tours Cape Town.

2. What makes Cape Town the perfect canvas for the kind of thrilling and luxury adventure tours you design?

Cape Town offers an unmatched blend of mountains, ocean, vineyards and culinary attractions, all within minutes of each other. Few destinations offer this level of natural diversity and the open-top Jeep Wrangler format allows guests to feel immersed in that landscape. It’s a city built for scenic movement, storytelling and making memories.

3. How do you ensure every tour feels unique and personal, even for repeat guests?

Our tours are immersive experiences where we blend adventure with 5* luxury. From private vineyard access to curated food pairings and scenic stops, our tours have been meticulously planned to give our clients a unique way of exploring Cape Town, while having the privilege of private access to some of the most sought after locations around.

Guests are hosted by accredited female guides who adapt the day to their interests, pace and personality. With over 20 wine farms, unique restaurants and experience partners, we offer various tour varieties in all regions around the Cape.  We also offer tailor made tours for the discerning traveller.

4. As a woman leading a Jeep adventure company, what were some of the biggest stereotypes or challenges you faced when starting Jeep Tours Cape Town, and how did you break through them?

The adventure and offroad space is traditionally male dominated, so there were assumptions about capability, toughness and industry knowledge. Breaking through required consistency, proving ourselves through professionalism, safety, service excellence and authentic expertise. Over time, our female-led team became one of our strongest differentiators. We have a 100% safety record since our inception and when it comes to sand dune tours and offroad trails, our accreditations and years of experience make all the difference.

5. In what ways do you use your platform and brand to inspire or support other women, within your team or beyond?

I’ve made it a priority to hire, train and develop female guides and drivers, giving them a platform in a space where women are still underrepresented. Beyond the business, I use Jeep Tours to advocate for women’s visibility in tourism, leadership and adventure roles and I actively mentor women seeking to build their confidence within the sector. I take pride in seeing women develop into confident offroad drivers and finding their confidence behind the wheel of a Jeep Wrangler.

6. What are the steps Jeep Tours has taken to incorporate sustainability and responsible tourism into the daily tours?

We partner with conservation focused estates, support ethical, locally owned food and wine producers and made a plastic free pledge for our tours. Our Scenic Food Adventure champions local ingredients and cultural storytelling and through initiatives like tree planting with Sustainable Ceder, we contribute to regeneration efforts within the Cape’s natural landscapes.

7. Have you noticed a shift in how women travellers approach adventure tourism — what are they seeking today compared to five years ago?

Yes, significantly. Women today prioritise curated, safe and meaningful experiences. They seek adventures that feel empowering rather than extreme and they value authenticity, connection and storytelling. There’s also a rising demand for private, luxury adventure that still feels adventurous but controlled, which aligns perfectly with our tour model.

8. How has running Jeep Tours changed the way you personally travel or see Cape Town?

It has deepened my appreciation for the city’s contrasts, how quickly you can move from a mountain pass to a vineyard or from ocean cliffs to historic valleys. Seeing Cape Town through our guests’ eyes reminds me daily that the landscapes we often take for granted are truly world-class.  We as local Capetonians are spoilt, and seeing the way our guests experience Cape Town, is a daily reminder of just that.

9. What is the one spot or experience in Cape Town you absolutely love showing your guests?

Chapman’s Peak Drive at golden hour remains unbeatable. The combination of cliffs, ocean and open top Jeep views captures the soul of Cape Town in a single moment. Pairing that with a private vineyard tasting creates an experience that guests never forget.