Elizabeth Johnson founded Medical Tourism Africa (MTA) with a simple conviction: Africans deserve healthcare that keeps them well – not a system they only meet when they are already ill.
Under her leadership, MTA has grown into a preventive health and wellness company that connects people to trusted care, curated health services, and continuous support throughout the full health journey.
She leads MTA’s expansion from services into infrastructure: Thryvv, the company’s digital wellness companion – spanning progress tracking, appointments, AI-driven recommendations, mental wellbeing support, and health financing – and MTA’s anticipated first physical Wellness Centre in Nigeria, combining post-operative recovery suites, virtual consultation rooms, spa therapies, wellness workspaces, and in-house consultants under one roof.
Tell us a little about your background.
I am Elizabeth Olajumoke Johnson, founder and CEO of Medical Tourism Africa. I hold a law degree, a master’s in International Business (exec), and an MSc in Business and Data Analytics. I currently serve as a business and data analyst. My background has always been rooted in service, problem-solving, and a deep interest in improving the quality of life for people across Africa.
Over time, I became increasingly aware of the difficulties many Africans face in accessing appropriate healthcare, whether locally or internationally. Patients and families often have to navigate unfamiliar systems, identify credible hospitals and specialists, manage complex logistics, and make important decisions under immense pressure.
That experience shaped my desire to build a platform that makes healthcare access more informed, coordinated, and human-centered.
What inspired you to birth Medical Tourism Africa, and what do you hope to accomplish long-term with your business?
Medical Tourism Africa was inspired by the need to bridge the gap between patients and quality healthcare. I lost my mum in 2016 when she drove herself to the hospital seeking medical care, but unfortunately, she was treated based on an incorrect diagnosis and passed away. That experience profoundly changed the way I think about wellness.
I saw an opportunity to create a trusted platform that helps people access the right medical information, treatment options, healthcare providers, and wellbeing support services.
Long-term, I want Medical Tourism Africa to become one of Africa’s most trusted healthcare access and wellness platforms. Our goal is not only to support people when they are already ill, but also to encourage prevention, early intervention, and healthier lifestyles.
I would like to see a stronger healthcare ecosystem across the continent, one built on trust, collaboration, innovation, and better patient experiences. (www.medicaltourism.africa)
What sets MTA apart from every other preventive health and wellness company in Africa?
What sets MTA apart is that we approach healthcare from both human and ecosystem perspectives. We understand that healthcare is not just about hospitals or treatment. It is also about information, access, prevention, emotional support, coordination, and trust.
We connect people with healthcare solutions while also fostering conversations about preventive health and wellness. Wellness is a lifestyle. Our work is designed to raise people’s awareness of their health before a crisis occurs.
We are also deeply culturally focused. We understand the realities, cultural context, and practical challenges that shape healthcare decisions on the continent. This allows us to create solutions that are relevant, accessible, and personal rather than simply importing models that do not always reflect our environment. We are achieving this through our digital platform called THRYVV WELLNESS (www.thryvvwellness.com)
What core challenges have you faced as a founder, and how have you managed or overcome them?
One of the biggest challenges has been building trust in an industry where people are often making very serious and emotional decisions. Healthcare requires credibility, transparency, and consistency, and those are qualities that must be earned over time.
I have also had to navigate limited resources, changing market conditions, complex partnerships, and the challenge of building something new in a sector that can be slow to change.
I have managed these challenges by staying focused on the business’s purpose, surrounding myself with people who understand the vision, and continuing to learn. I have also learned that resilience does not mean having all the answers. It means being willing to ask questions, adapt, make difficult decisions, and keep moving forward.
Tell us how your business has progressed since then.
Medical Tourism Africa has evolved from an idea into a growing healthcare and wellness brand with a much broader vision.
We have continued to develop relationships within the healthcare ecosystem, create awareness around preventive health, and explore ways to make healthcare access more coordinated and less overwhelming for patients and families.
Our work is also expanding beyond traditional medical tourism. Through wellness education, health campaigns, strategic partnerships, and experiences such as Thryvv by the Tide, we are creating more opportunities for people to engage with their health in a proactive and positive way.
The business is becoming not just a bridge to treatment but a platform for better health decisions and healthier communities.
Who or what inspires you in life and in business?
I am inspired by people who continue to create meaningful change despite difficult circumstances. I am inspired by patients and families who remain hopeful during challenging health journeys, as well as by healthcare professionals who continue to serve with dedication.
I am also inspired by African entrepreneurs who are building solutions for African problems. Their courage reminds me that we do not have to wait for someone else to solve our challenges.
In life, my faith, my family, and the responsibility to create something meaningful continue to inspire me. I am motivated by the belief that the work we do should leave people and communities better than we found them.
Do you live by a certain motto that guides how you work?
My motto is: Build with purpose, serve with integrity, and keep going.
Purpose reminds me why the work matters. Integrity ensures that the way we achieve our goals is just as important as the goals themselves. And perseverance reminds me that meaningful businesses are not built overnight.
Describe your entrepreneurship journey in three words.
Purposeful. Resilient. Transformative.
It has been purposeful because the work is connected to a mission bigger than profit. It has been resilient because there have been challenges and unexpected turns. And it has been transformative because the journey has changed not only the business, but also me as a leader.
What’s one thing you are looking forward to in the next six months?
I am looking forward to deepening our partnerships and expanding the reach of our preventive health and wellness work.
I am also excited about bringing more people together through Thryvv by the Tide Wellness Carnival this October (www.thryvvwellnessevents.com), creating an experience that makes wellness feel engaging, inclusive, and accessible.
The next six months will be about turning more of our ideas into practical experiences, strengthening the MTA ecosystem, and reaching more people with the message that looking after your health should begin before a crisis.
Connect with Elizabeth Johnson
Email: info@medicaltourism.africa
Instagram: @medtourismafrica & @iam_elizabethjohnson
