Go2Africa
- Company typePrivate
- Founded1998
- HeadquartersCape Town, South Africa
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Go2Africa does
Go2Africa is a Cape Town-based, privately-held safari tour operator founded in 1998 that curates and sells bespoke African safari holidays to affluent individual travellers, couples, families, honeymooners, and groups. The company operates as a direct-to-consumer platform accessible via its website (go2africa.com), a mobile travel companion app, and an international network of toll-free phone lines spanning the USA, Canada, Australia, UK, Singapore, and South Africa. Dedicated "Africa Safari Experts" handle personalised itinerary planning across a portfolio of 15 African countries spanning East Africa (Tanzania, Kenya, Rwanda, Uganda), Southern Africa (South Africa, Botswana, Zimbabwe, Zambia, Namibia, Mozambique, Malawi), and Indian Ocean Islands (Seychelles, Mauritius, Zanzibar, Madagascar).
The core product is a web-based safari booking platform that aggregates 1,000+ vetted travel partners (lodges, camps, safari operators) and packages them into customisable itineraries featuring accommodation, game drives, internal flights, transfers, and activities such as Big 5 viewing, Great Migration tours, gorilla trekking, and honeymoon/family variants. Pricing is per-person and ranges from approximately $8,060 to $23,840 depending on destination, duration, accommodation tier, and season. The company does not disclose proprietary technology IP beyond its booking platform, wishlist functionality, and mobile app for itinerary management. Marketing is content-led, anchored by an extensive African Travel Blog, active social media presence across seven platforms, an affiliate program, and partnerships with travel advisors recognised by Condé Nast Traveler.
Go2Africa generates revenue by selling complete safari packages (typically one-time transactions), supplemented by affiliate commissions and travel advisor partnerships. The company is part of the Nawiri Group, which vertically integrates Go2Africa's tour operating capability with Asilia Africa's safari camps and lodges. Nawiri Group committed $11 million to nature protection in 2025 across East and Southern Africa, financed in part through the company's Positive Impact Safaris product line. The customer base exceeds 200,000 lifetime travellers, with the company reporting a high rate of repeat bookings and SATSA-backed financial protection for clients. Go2Africa is B Corp certified and Travelife certified, with revenue, headcount growth rate, and financial ownership structure beyond Nawiri Group not publicly disclosed.
Go2Africa firmographics
Firmographics- Name
- Go2Africa
- Legal name
- Go2Africa
- Website
- https://go2africa.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Go2Africa industry classification
Industry- Product category
- Safari Tour Operator Services
- NAICS
- Travel Agencies (561510), Tour Operators (561520), Travel Arrangement and Reservation Services (5615)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Safari & Wildlife Travel Agencies (THAKAFAG)
- akta.pro secondary industries
- Wildlife Safaris & Game Drives (THAJAIAB), Safari & Overland Wildlife Adventures (4x4/Jeep) (THAJABAD), Adventure & Expedition Travel Agencies (THAKAFAB), Safari & Wilderness Luxury Resorts (THAGACAD)
Keywords
Where Go2Africa is headquartered
LocationHeadquarters
- HQ city
- Cape Town
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
Go2Africa business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Safari Tour Package Sales: Go2Africa generates revenue by curating and selling complete African safari holiday packages to individual travellers. Packages include accommodation bookings, game drives, activities, internal flights, and transfers. Pricing varies by destination, duration, accommodation tier, and season, with per-person prices ranging from approximately $8,060 to $23,840.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Customized safari packages priced per person based on itinerary complexity, destination, duration, and accommodation tier |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
Go2Africa product offering
Product offeringCore offering
Go2Africa curates and sells tailored African safari holiday packages to individual travellers across 15 countries in East and Southern Africa plus the Indian Ocean Islands. Each package combines accommodation bookings, game drives, activities, internal flights, and transfers, and is priced per person based on destination, duration, accommodation tier, and travel season. The offering is supported by an online booking and itinerary platform, a companion mobile app, 24/7 expert support, and a network of more than 1,000 vetted travel partners.
Product overview
Go2Africa is a single unified safari booking platform offering curated African safari tours across 15 countries. The core product is an online booking platform supplemented by a mobile app for itinerary management, an affiliate partner program, and a travel blog. The company also offers Positive Impact Safaris as a sustainable tourism variant that incorporates community and conservation donations. All offerings are unified under the Nawiri Group parent company and are not sold as separate modules.
Differentiator
Problem solved
Functional benefit
Products and services
- Tailored African Safari Holiday Packages Customized multi-country safari itineraries including accommodation bookings, game drives, activities, internal flights, and transfers, priced per person based on destination, duration, accommodation tier, and travel season. Sold primarily to individual leisure travellers and also via travel advisors.
- Positive Impact Safaris Sustainable safari packages that incorporate donations to community upliftment and ecosystem conservation programs run via the Nawiri Group and partners such as the Honeyguide Foundation. Designed for travellers seeking verifiable social and environmental impact alongside their safari experience.
- Gorilla Trekking Safaris (Rwanda & Uganda) Specialized safari packages featuring primate trekking in Rwanda and Uganda, combined with broader multi-country itineraries and conservation engagement via the Dian Fossey Gorilla Fund partnership.
Quantifiable outcome
- 87% bean yield increase and 133% rice yield increase among Tanzanian farmers in the Selous-Niassa corridor through conservation agriculture programs funded by Nawiri Group
- +1 more outcomes
Companies that use Go2Africa
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Go2Africa technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Go2Africa partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core, minor and major.
- The Green EconomycoreThe Green Economy partnership began in 2024, working with Nawiri Group on sustainable tourism initiatives and green economy solutions for African safari operations and community development.
- Honeyguide FoundationcoreHoneyguide Foundation has been a conservation partner of Nawiri Group (Asilia + Go2Africa) since 2007, supporting landscape-level community-led conservation programs across East Africa that extend beyond traditional protected areas.
- Dian Fossey Gorilla FundminorGo2Africa partnered with Dian Fossey Gorilla Fund to provide four immersive gorilla conservation experiences, offering travellers opportunities to engage with primate conservation efforts in Rwanda and Uganda.
- SATSA (Southern Africa Tourism Services Association)coreGo2Africa maintains accreditation bond with SATSA, providing complete financial protection for clients through supplier default insurance. SATSA membership is a key trust signal for Southern Africa travel.
- African Bush CampsmajorAfrican Bush Camps is one of Go2Africa's 1,000+ thoughtfully selected travel partners, offering safari experiences across Africa with a focus on sustainable and community-driven tourism operations.
- Asilia AfricamajorAsilia Africa operates safari camps across East Africa and is part of Nawiri Group alongside Go2Africa, representing a vertically integrated partnership within the corporate structure.
- Thornybush CollectionmajorThornybush Collection provides luxury safari experiences in South Africa's Thornybush Game Reserve, featured in Go2Africa's portfolio of over 1,000 vetted travel partners.
- Porini CampsmajorPorini Camps operates community-owned safari camps in Kenya and Tanzania, offering authentic wildlife experiences. Listed as a key partner in Go2Africa's accommodation network.
- Sanctuary RetreatsmajorSanctuary Retreats provides luxury safari camps and lodges across Africa, including Sanctuary Gorilla Forest Camp in Uganda and Sanctuary Olanana in Tanzania, featured in Go2Africa's itinerary offerings.
- Wild HorizonsmajorWild Horizons operates safari and Victoria Falls experiences in Zimbabwe, featured in Go2Africa's multi-destination itineraries combining wildlife viewing with waterfall experiences.
- GreenpopminorGo2Africa partnered with Greenpop to plant over 80 Fynbos plants as part of reforestation and environmental restoration efforts, demonstrating commitment to environmental sustainability.
- Qatar Airways Privilege ClubminorGo2Africa partnered with Qatar Airways Privilege Club to offer travel rewards and benefits for customers booking African safaris, providing mutual marketing and customer acquisition benefits.
- Mastercard Travel RewardsminorGo2Africa partnered with Mastercard Travel Rewards program to offer exclusive benefits for Mastercard holders booking African safari experiences.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
Go2Africa competitors and assessment
Company assessmentDirect peers
- Journeys by Design: Bespoke Southern and East African safari designer offering tailor-made itineraries for affluent travelers; directly competes for the multi-country, high-AOV segment.
- Expert Africa: UK safari specialist offering tailored African itineraries with deep editorial content. Comparable curated product and traveler-first consultation model.
- Micato Safaris: US-headquartered luxury African safari specialist offering high-touch, fully customized itineraries with comparable price points and target customer profile.
- Wilderness Safaris: One of Africa's largest safari operators combining owned camps with multi-country itineraries. Direct competitor in the curated African luxury safari category and a potential supplier partner through Go2Africa's network.
- Roar Africa: High-end luxury African safari operator founded by Deborah Calmeyer, focusing on ultra-premium itineraries and conservation-led experiences overlapping Go2Africa's premium positioning.
- andBeyond: Luxury African safari and travel operator offering bespoke itineraries, owned lodges, and conservation-led tourism across Africa. Closely comparable product, customer base, and sustainability positioning to Go2Africa.
- Aardvark Safaris: UK-based specialist safari tour operator focused on tailor-made African safaris. Comparable bespoke model and shared UK customer base overlap with Go2Africa's UK toll-free channel.
- Cazenove + Loyd: Luxury bespoke African travel company serving affluent travelers with curated itineraries. Comparable price points, customer segment, and high-touch service model.
- African Travel Inc. Specialized African safari tour operator offering guided group and private safaris, competing directly with Go2Africa for North American luxury travelers.
Broad incumbents
- Singita: Owner-operator of luxury safari lodges across Africa, sells both direct and via operators like Go2Africa. Functions as both a competitor (direct booking) and a supply partner in Go2Africa's ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Go2Africa social profiles
Digital presenceGo2Africa compliance and trust
Trust signalCompliance2 records
Go2Africa financial estimates
Financial estimateRevenue estimate
Valuation estimate
Go2Africa leadership team
Management profileNumber of profiles
Go2Africa subsidiaries and ownership
Company hierarchySubsidiaries1 record
Go2Africa funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Go2Africa M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Go2Africa
What does Go2Africa do?
Go2Africa curates and sells tailored African safari holiday packages to individual travellers across 15 countries in East and Southern Africa plus the Indian Ocean Islands. Each package combines accommodation bookings, game drives, activities, internal flights, and transfers, and is priced per person based on destination, duration, accommodation tier, and travel season. The offering is supported by an online booking and itinerary platform, a companion mobile app, 24/7 expert support, and a network of more than 1,000 vetted travel partners.
Is Go2Africa a public or private company?
Go2Africa is a private company. It is classified as corporate owned and is currently operating.
When was Go2Africa founded?
Go2Africa was founded in 1998. It employs 51 to 100 people.
Where is Go2Africa based?
Go2Africa is headquartered in Cape Town, South Africa, in the Africa region.
How does Go2Africa make money?
One revenue line is on record: safari Tour Package Sales.
Who are Go2Africa's main competitors?
Direct peers on record are Journeys by Design, Expert Africa, Micato Safaris, Wilderness Safaris, Roar Africa, andBeyond, Aardvark Safaris, Cazenove + Loyd and African Travel Inc.. Singita is listed as a broad incumbent.
Does Go2Africa have an API?
No public API is recorded for Go2Africa.
What industry is Go2Africa in?
Go2Africa's product category is Safari Tour Operator Services. Its primary akta.pro industry code is THAKAFAG, Safari & Wildlife Travel Agencies, with a secondary code of THAJAIAB, Wildlife Safaris & Game Drives. Its NAICS code is 561510 and its SIC code is 7900.