Maija de Rijk-Uys is a Chartered Accountant who began her career with PwC in London, specializing in Advisory (Transaction Services), now Managing Director, Go2Africa. Over nearly six years, she gained comprehensive exposure to the investment deal cycle, developing a strong foundation in financial analysis and strategy. Driven by a passion for entrepreneurship and growth, Maija transitioned into the travel and e-commerce sector, joining Travelstart to lead its operations across five international markets.

At Travelstart, Maija managed a team of 50+ colleagues, overseeing the company’s global expansion plans and operations outside South Africa. This role equipped her with hands-on experience in emerging markets, including Africa and Turkey, and deepened her understanding of e-commerce, travel, and start-up ecosystems. Her tenure provided her with practical operational skills and insights into market entry strategies, organizational setup, and cross-cultural management.

Combining her operational expertise with a passion for fostering business growth, Maija returned to PwC to establish and launch the PwC Accelerator. Over 18 months, she worked to support emerging businesses, helping them scale and navigate complex markets. Following this, she joined Go2Africa as Managing Director, where she now leads strategic initiatives to grow and enhance the company’s position as a leader in African travel experiences.

In addition to her executive role, Maija recently joined the Board of South African Tourism, contributing her expertise to drive the growth and competitiveness of South Africa’s travel and tourism sector.

Known for her energy, creativity, and proactive approach, Maija champions values such as discipline, transparency, collaboration, and integrity. She is a results-driven leader who believes execution is key to success.