The Africa Adventure Company

Name

The Africa Adventure Company

Legal name

The Africa Adventure Company

Website

https://africa-adventure.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Adventure Travel Services

NAICS

Tour Operators (561520), Travel Agencies (561510)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Safari & Wildlife Travel Agencies (THAKAFAG)

akta.pro secondary industries

Wildlife & Safari Tour Operators (THAKADAG), Adventure & Expedition Custom Itinerary Planning (THAKAOAC), Safari & Wilderness Luxury Resorts (THAGACAD)

Keywords

• African safari travel
• Customized safari itineraries
• Wildlife travel packages
• Boutique travel agency
• Safari guidebook publishing

Headquarters

HQ city

Fort Lauderdale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Safari Package Sales: The primary revenue stream comes from selling customized African safari packages across 15+ African countries. Packages range from group departures to fully private/customized itineraries, with pricing from approximately $3,895 to $22,395 per person. The company acts as a travel outfitter, arranging accommodations, guides, transportation, and activities.
2. Guidebook Sales: Sale of proprietary travel guidebooks including 'Africa's Top Wildlife Countries' ($17.95) and 'African Safari Field Guide' ($22.95), plus combo packages. These guidebooks serve both as revenue generators and marketing tools to attract potential customers.
3. Safari Products: Sale of safari-related products through the company's shop, including planning materials and travel accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

The Africa Adventure Company designs and sells customized African safari itineraries across 19 countries (Tanzania, Kenya, Botswana, South Africa, Zimbabwe, Rwanda, Uganda, Namibia, Zambia, Morocco, Egypt, Madagascar, Mozambique, Mauritius, Seychelles, Malawi, Ethiopia, Republic of the Congo), arranging accommodations, guides, transportation, permits, and activities for individual and small-group travelers. The company complements these services with themed sub-collections (Photography, Family, Honeymoon, Mark Nolting Expedition, Voluntourism, Group Departures, City Touring) and sells proprietary guidebooks ("Africa's Top Wildlife Countries" and "African Safari Journal and Field Guide") to travelers planning trips. Pricing is per person and ranges from approximately $3,895 to $22,395 depending on destination, duration, accommodation tier, and customization level.

Product overview

The Africa Adventure Company operates as a boutique Africa-only travel agency offering customized safari itineraries rather than a unified software platform. The core product is personalized safari package planning across 19 African countries, supplemented by published guidebooks (Africa's Top Wildlife Countries and African Safari Journal and Field Guide), expert consultation services (Safari Planner), and specialized themed sub-brands including the Mark Nolting Expedition Collection, Photography Safaris, Family Safari Packages, and Honeymoon/Romantic Getaway Safaris. Additional offerings include City Touring Extensions and an Annual Photo Competition for client engagement. The company is owner-managed by Mark and Alison Nolting with 40 years of experience, emphasizing small-group and independent travel with locally-employed guides.

Differentiator

Problem solved

Functional benefit

Products and services

• Customized African Safari Packages Customized Africa-only safari itineraries across 19 African countries, including guided game drives, walking safaris, gorilla trekking, flying safaris, and combination multi-country tours. Designed for individual travelers, couples, families, and small groups seeking personalized itineraries, with per-person pricing from approximately $3,895 to $22,395 depending on destination, duration, accommodation tier, and customization level.
• Africa's Top Wildlife Countries Guidebook Definitive travel guidebook authored by Mark and Alison Nolting that highlights and compares wildlife reserves and major attractions across 15 East and Southern African game-viewing countries, helping travelers choose destinations based on their interests. Priced at $17.95.
• African Safari Journal and Field Guide A wildlife guide and checklist, trip organizer, phrase book, personal diary, and map directory designed to accompany travelers on African safaris. Priced at $22.95; also available in combo packages.
• Safari Planner Consultation Service Personalized safari planning assistance from expert travel consultants who customize itineraries based on client preferences, budget, and travel goals; includes a physical 2026 Safari Planner brochure request service.
• Mark Nolting Expedition Collection A themed collection of adventurous travel experiences curated by co-founder Mark Nolting, featuring expeditions to Ethiopia's Omo River Valley and other remote destinations requiring specialized logistics.
• Photography Safaris AAC Signature photographic safari programs designed for wildlife photography enthusiasts, led by expert guides who optimize game viewing opportunities for capturing wildlife images.
• Family Safari Packages Family-oriented safari itineraries with child-friendly accommodations, activities suited for families, and pricing that accommodates both children and parents. Includes private naturalist guides; example offering is the 12-day Family Tented Explorer Safari to Tanzania from $9,750 PP.
• Honeymoon and Romantic Getaway Safaris Romantic safari experiences combining African wildlife adventures with luxury accommodations, private dinners, and secluded beach extensions to destinations like Mozambique, Seychelles, and Mauritius.
• Special Interest Safaris Specialized themed safari experiences including canoeing the Zambezi, primate trekking (gorillas in Bwindi, Kibale, Volcanoes, Mahale, Congo), Serengeti photographic safaris, Skeleton Coast safaris, voluntourism, and walking safaris across Botswana, Tanzania, Zambia, and Zimbabwe. Example: 12-day Gorilla Trekking Safari and Beach from $14,800 PP.
• City Touring Extensions Guided city tours and excursions available as additions to safari trips, covering Cape Town, Johannesburg, Victoria Falls, Livingstone, Windhoek, Nairobi, Kigali, Arusha, Zanzibar, Entebbe, Marrakech, Cairo, and Addis Ababa.
• Group Departure Safaris Scheduled group safari departures across Africa for travelers seeking an entry-level price point or social travel experience; includes shared activities with other travelers and preset itineraries such as the 10-day Botswana Group Northern Highlights Safari from $3,895 PP.

Quantifiable outcome

• Hundreds of repeat clients have booked more than 10 safaris with the company
• +1 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• African Lodges and Safari OperatorscoreOthersThe company has long-standing relationships with African lodges and safari operators across 15+ countries. These relationships are critical to delivering quality safari experiences and are described as essential to ensuring customer experiences 'beyond anything you could have ever imagined.' The company is 'completely independent to any of the accommodations groups which allows us to choose what is best for our clients with an impartial eye.'

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Micato Safaris: US-based, family-founded luxury Africa safari specialist offering fully customized itineraries across East and Southern Africa. Closest direct peer given overlapping target customer (affluent North American travelers), bespoke service model, and Africa-only focus.
• Roar Africa: Boutique Africa-only luxury safari outfitter designing customized high-end itineraries. Directly comparable as a US-facing, owner-led Africa specialist competing in the same luxury tier ($10K–$25K+ PP) with similar concierge-style service.
• Thomson Safaris: Long-established US-based safari outfitter offering both group departures and customized private safaris across East and Southern Africa. Comparable in vintage, customer base (American travelers), and product mix spanning entry to luxury tiers.
• Classic Safari Company: UK/US-facing boutique safari specialist focused on customized African itineraries for discerning travelers. Comparable positioning in customized high-touch safari planning, with similar Africa-only specialization.
• African Travel Inc. US-based Africa safari tour operator offering both small-group departures and customized itineraries. Directly comparable as a North-America-facing, Africa-only specialist with a similar mix of group and bespoke products.

Broad incumbents

• &Beyond: Large, established luxury safari and travel operator with owned lodge portfolio across Africa and Asia. Comparable in product (customized high-end safaris) but operates at significantly greater scale and with captive accommodations rather than AAC's independent model.
• Wilderness Safaris: Major African safari operator running camps across multiple countries. Overlaps in safari product and Africa geography but is a much larger, vertically integrated operator (own camps, vehicles, guides) rather than an independent outfitter.
• Singita: Ultra-luxury African safari brand with owned reserves and lodges. Comparable on luxury positioning and Africa geography, but Singita controls its own accommodation supply whereas AAC curates independently.

Emerging players

• Asilia Africa: Africa-focused safari company operating camps and offering customized safaris. Comparable product overlap but more camp-operator-centric and lower profile in the US luxury market than AAC.
• Safari Bookings: Online safari comparison and booking platform aggregating African safari operators. Adjacent competitor in customer acquisition — increasingly intercepts travelers earlier in the funnel before they reach boutique outfitters like AAC.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TheAfricaAdventureCompany
• Instagraminstagram.com/safariaac
• Xx.com/aacsafari
• LinkedInlinkedin.com/company/the-africa-adventure-co

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Africa Adventure Company