Humble & Free Wadadli , an Antigua tour company, is bringing its Rastafari roots to the forefront. It invites travelers to explore the ways of the Rastafari through cultural immersion, nature tours, and guided expeditions off-the-beaten tourist paths on the island of Antigua.
Ras Richie, co-founder of Humble & Free Wadadli, spoke exclusively with Urban Journey founder, Anjali Datwani, to reveal the company’s origins, what makes his Antigua tours so special, and his positive impact on the local community.
Founding Humble & Free Wadadli
Ras Richie, co-founder of Humble & Free Wadadli, and guests one of the Antigua tours
Founding the Journey: Can you tell us about the inspiration behind starting Humble and Free Wadadli? What motivated you to create an Antigua tour company in Antigua?
[Ras Richie] Humble and Free Wadadli came from me just living my life and sharing it with the world. I’d post pictures on social media—sunrises, sunsets, and the everyday moments of living on the Rastafari compound and former sugar cane plantation, Ras Freeman formerly known as the Willis Freeman estate. It was my way of showing what it means to live humbly and free, connected to nature and a simple, authentic lifestyle. That’s where the hashtag #humbleandfree started—it was just a reflection of my livity, my way of life.
As people started to connect with those posts, I realized there was a real interest in this way of life, in seeing and feeling the beauty and simplicity I was sharing. That’s when the idea for Humble and Free Wadadli came to life—not just as a tour company but as a lifestyle brand. It’s about more than just showing people around the island; it’s about inviting them to experience Wadadli in a way that’s true to its roots. We focus on eco-conscious experiences that highlight both the natural beauty of Antigua and the deeper connection to the Rasta culture and way of living.
So, Humble and Free Wadadli became not just a brand, but a way of sharing this humble, free, and sustainable way of life with others.
Connection to the Island: How does your personal connection to Antigua influence the experiences you offer? Are there any aspects of the island that you particularly love to showcase?
Richie guiding guests on one of his popular Antigua tours.
Being born and raised in Liberta, St. Paul, the first village in Antigua to be free from slavery, gives me a deep personal connection to the land and its history. This connection is the foundation of everything we do at Humble and Free Wadadli. We’re not just offering tours—we’re sharing the stories and paths that are part of the island’s legacy, especially those that relate to Rastafari and the fight for freedom.
One of the things I love to showcase is what we call the “Rasta Roads.” These are the trails that Rastafari were forced to travel due to discrimination, and they now form the core of our hiking experiences. When you hike with us, you’re not just walking—you’re retracing history, learning about Liberta during colonial times, and understanding the roots of Rastafari, which were birthed right here in the hills of Liberta. There are remnants of those early days still standing today, and we take visitors to see them as part of our Sanka’s hike, which goes up to Monk’s Hill and visits the old remnants of the Nyabinghi tabernacle.
Another aspect we’re passionate about is showcasing the agricultural work happening on the island. Local farmers are doing incredible things to make Antigua more food secure, and we love shining a light on their efforts. We also run the Estate-to-Estate hike, where we visit the old sugar estates, giving visitors a glimpse into the remnants of slavery and tying it all back to the present.
For me, the experiences we offer are about connecting the past to the present—walking the same roads our ancestors did, honoring the roots of Rastafari, and celebrating the natural beauty and resilience of the land and its people.
About the Rastafari Eco-Tours
Rastafari culture is deeply rooted in Antigua’s heritage. Join Humble & Free Wadadli in revealing this beautiful side of the island—from nature hikes that reconnect guests to their inner peace to nourishing your body with organic island-grown cuisine to deep-diving into cannabis’ role in Rastafarian culture.
Unique Offerings: What makes Humble and Free Wadadli Tours different from other tours on the island? Are there any signature experiences or hidden gems that visitors wouldn’t find elsewhere?
What makes Humble and Free Wadadli truly unique is our innovative business model. The income generated from our tours directly supports the Humble and Free farm, enabling us to increase food production and contribute to making Antigua a more food-secure country. This creates a sustainable cycle where the success of our tours benefits both the community and the land.
Additionally, a portion of our proceeds is reinvested into the Rastafari community, supporting local initiatives and preserving cultural heritage. This model not only enhances our eco-tourism efforts but also strengthens community ties and fosters a sense of shared purpose among our guests and local residents. By participating in our tours, visitors are not just enjoying memorable experiences; they are actively contributing to a greater cause that promotes sustainability and community empowerment.
Moreover, many of our experiences highlight our community’s specially constructed Nyabinghi tabernacle, which is one of the rarest gems our guests have the opportunity to learn about and experience. This living symbol of the Rastafari movement features exceptional stonework and stands alongside the only plantation house with similar architecture, nestled beneath an old sugar cane tower repurposed as a water catchment. This striking setting offers a profound connection to Antigua’s history and Rastafari culture, providing visitors with an invaluable glimpse into the island’s rich heritage.
With a focus on authentic cultural immersion, sustainable practices, and community engagement, we invite guests to discover hidden gems that cannot be found elsewhere on the island. Each experience is designed to foster a deeper appreciation of Antigua’s unique traditions and landscapes, ensuring that every visit leaves a lasting impact.
Cultural Immersion: How do your tours immerse travelers in the local culture and history of Antigua? Are there any local customs or traditions that you particularly enjoy sharing with guests?
Our tours at Humble and Free Wadadli offer a deep immersion into the local culture and history of Antigua, particularly through Rastafari traditions. One highlight is our hands-on cooking experience, the *Jabba Pot Experience*, where guests participate in preparing traditional ital food, which is vegan and rooted in Rastafari values. Using a traditional Jabba pot and enjoying the meal with coconut spoons and calabash, participants forge a genuine connection to the culinary customs of the Rastafari culture.
Jabba Pot
We also delve into the growth, processing, and consumption of sacramental cannabis, an important aspect of Rastafarian spirituality. During our chalice demonstrations, guests learn about its cultural significance, and how it’s intertwined with reggae music and community gatherings. This not only educates visitors but also fosters a sense of respect for the traditions that shape the local identity.
Rastafari enjoying the soothing effects of sacramental cannabis
As we explore the landscape, we’re surrounded by remnants of Antigua’s colonial history, such as old plantation houses and sugar mills. These artifacts serve as powerful reminders of the past, and we take time to discuss their significance, helping guests understand the complexities of Antigua’s history.
Rastafari playing a traditional djembe drum
Through these experiences—cooking, music, and engaging with historical sites—we provide a rich tapestry of cultural immersion that invites travelers to engage with Antigua in a meaningful way, appreciating both its beauty and its profound heritage.
Sustainable Tourism: How do you ensure that your tours are eco-friendly and sustainable? Are there any specific initiatives you’re passionate about regarding preserving Antigua’s natural beauty?
At Humble and Free Wadadli, we are deeply committed to sustainable tourism, which is evident in our practices and initiatives. A key aspect of our approach is growing our own food on the Humble and Free farm. We focus on producing enough food in an eco-friendly and minimal-waste manner, allowing us to provide fresh, local produce not only for our tours but also for our community, local vendors, and supermarkets.
By sourcing ingredients from our farm, we ensure that our meals are both sustainable and reflective of the local environment. This farm-to-table philosophy minimizes our carbon footprint and promotes food security within the community.
We also emphasize educating our guests about the importance of sustainable practices, from responsible waste management to supporting local agriculture. Through our tours, we highlight the beauty of Antigua’s natural landscapes and the need to preserve them, encouraging visitors to appreciate and respect the environment.
Ultimately, our commitment to eco-friendly practices is about creating a positive impact on the island while providing unforgettable experiences that celebrate Antigua’s natural beauty and rich cultural heritage.
Island Impact
Guests participating in a guided yoga session with the Humble & Free Wadadli, Antigua tour company
Antigua tourism accounts for more than 50% of the national GDP and employs more than 50% of island workers. Giving back to the island through a unique business model and community initiatives are pillars of the success of the Humble & Free Wadadli Tours. Here’s how Richie uses his Antigua tour company to promote social good.
Community Engagement: How do you engage with the local community through your business? Do you collaborate with local artisans, farmers, or other businesses?
At Humble and Free Wadadli, community engagement is at the heart of our mission. We have an innovation hub dedicated to amplifying brands that promote living more humbly and freely, fostering joy, and creating authentic connections within our communities. We actively collaborate with local artisans, farmers, and businesses that align with our values.
For example, we partner with Wadadlivity, a local yoga company by Stephanie Winter to host an event called Mellow Meds. This unique gathering featured Kimetic yoga, an ital meal, live local acoustic performances, vegan snacks, and refreshing local fruit juices, including cannabis-infused drinks, pre-roll and snacks. It’s a beautiful celebration of wellness and community spirit.
Additionally, we engage in digital collaborations to promote natural brands and their products, enhancing visibility for like minded brands, experiences and businesses. By fostering these partnerships, we aim to support the local economy and create meaningful experiences that resonate with our mission of sustainability and authentic living. Through these efforts, we not only strengthen our community ties but also enrich the experiences we offer to our guests.
Memorable Experiences: Could you share a memorable moment or story from one of your tours that left a lasting impression on you or your guests?
One of the most memorable moments from our tours was with a Canadian-Antiguan guest who had a fascinating background as a former funeral home director. Recently, she made a vow to live more intentionally, fearlessly and freely, which added a beautiful layer to her journey with us.
We took her on the *Sankofa Hike*, which is one of our more challenging hikes, leading to Monk’s Hill and the old Nyabinghi tabernacle. As part of the deluxe experience, we visited an elder’s home at the end of the hike for a meal and an immersive look at Rastafari life in the bush.
Her joy and appreciation for the simplicity of the lifestyle were contagious. She spoke passionately about the resilience required to preserve legacies, and her like-minded nature resonated with everyone in the group. It was a powerful reminder of how shared experiences can bridge personal journeys, making her visit not just an Antigua tour but a meaningful connection to her roots and the spirit of the island. This encounter left a lasting impression on both her and our team, showcasing the transformative power of travel and cultural immersion.
Personal Growth: How has running Humble and Free Wadadli Tours shaped your personal journey? What have you learned from this adventure?
Running Humble and Free Wadadli with my wife Kayla Joy has profoundly shaped my personal journey in many ways. It has deepened my connection to my roots and reinforced my commitment to sustainability and community empowerment. Through this adventure, I’ve learned the importance of resilience, adaptability, and the value of collaboration.
Engaging with diverse visitors and locals has enriched my understanding of different perspectives and cultures, reminding me that everyone has a unique story to share. Witnessing the impact of our tours on both guests and the community has been incredibly rewarding, reinforcing my belief in the transformative power of travel.
I’ve also come to deepen my appreciation for the beauty of simple living and the importance of fostering authentic connections. This journey has not only allowed us to promote Rastafari culture and sustainable practices but has also encouraged us to live more humbly and freely. Ultimately, running Humble and Free Wadadli has been a path of personal growth for us, enriching our life and deepening our commitment to making a positive impact not only in Wadadli but in the world.
The Future of Wadadli Antigua Tours: What’s next for Humble and Free Wadadli? Do you have any exciting new experiences or expansions planned for the future?
As we look to the future, expanding our sustainable farming initiatives is a top priority for Humble and Free Wadadli. We aim to innovate our agricultural practices by implementing more eco-friendly techniques and diversifying the crops we grow. This not only enhances our farm’s productivity but also serves as a model for food security and sustainability in the community.
In addition, we plan to collaborate with and amplify local wellness brands, creating experiences that benefit both locals and visitors. By partnering with local artisans, healers, and wellness practitioners, we can offer workshops, retreats, and events that focus on holistic health, mindfulness, and sustainable living.
These initiatives will help foster a greater sense of community while providing guests with authentic experiences that connect them to the land and the people of Antigua. We envision creating a vibrant ecosystem where wellness and sustainability go hand in hand, enriching the lives of everyone involved and promoting a healthier, more resilient community.
Advice for Visitors: What advice would you give to travelers who are visiting Antigua for the first time? Is there a must-see spot or a unique experience they shouldn’t miss?
For travelers visiting Antigua for the first time, I recommend exploring the island’s natural beauty beyond the beach. While the beaches are stunning, Antigua also offers lush hiking trails, vibrant wildlife, and breathtaking landscapes that are worth discovering.
A must-see experience is the Deluxe Ras Freeman tour, where you can immerse yourself in Rastafari culture while enjoying delicious ital meals and embracing the humble and free lifestyle. This tour allows you to connect deeply with the land and its heritage.
We may be a bit biased but it’s the perfect opportunity to engage with the local community, try traditional foods, and participate in local events to experience Antigua’s rich culture truly. The warmth of the people and the island’s diverse natural beauty will leave you with unforgettable memories.
Discover unique Rastafari-inspired Antigua tour experiences with Humble & Free Wadadli.
Read more about the beautiful islands on our Insider Guide to Antiguus and Barbuda and Island Insider with Aaliyah Tuitt, Lifestyle and Travel Expert
