Lion & Safari Park

What Lion & Safari Park does

Lion & Safari Park is a privately held wildlife tourism and conservation operator based in Kalkheuvel, Gauteng, South Africa, situated approximately 13km from Lanseria International Airport and 40 minutes from Johannesburg. Founded around 1966-1970 and operating continuously for over 50 years, the park spans roughly 1,000-1,200 hectares with 5km of Crocodile River frontage and houses 60+ animal species including lions, cheetahs, hyenas, wild dogs, giraffes, zebras, and various antelope. It is operated by the Larenty family — notably world-renowned predator wranglers Alex and Shandor Larenty — whose multi-generational expertise anchors both the visitor experience and a commercial film production services line that has serviced Warner Bros, Lionsgate, Disney, BBC, National Geographic, and other major studios.

The business operates a diversified revenue model spanning multiple consumer and commercial segments. Core offerings include self-drive safaris (R400/adult), guided safaris (R575-R785 per adult), premium 3-hour private tours (R3,250/adult), adventure activities (quad biking R1,280-R1,395, horseback safaris R760-R1,330, 4x4 trails R315), and interactive experiences such as giraffe feeding (R85/bag) and children's horse rides (R220). Secondary revenue streams come from the Wetlands Restaurant and Bull n Buck Grill dining operations, the 5 Dome Shopping retail experience featuring locally sourced African crafts, the Bush Boma event venue (capacity up to 200 guests) for corporate functions and weddings, and film location/wrangling services for entertainment and commercial productions. Distribution is direct-to-consumer through walk-in admissions, an online booking platform (activitar.com), and dedicated sales channels for film and corporate clients.

The go-to-market approach relies on a mix of organic social media (Facebook, Instagram, YouTube, Twitter/X), monthly email newsletters, content marketing via the park's blog, participation in travel trade events such as Travel Indaba, and earned media including radio broadcasts. The customer base is primarily domestic and international tourists and families, with secondary segments in film production companies (project-based) and corporate groups (events). Headcount sits in the 251-500 range, and the business holds no disclosed institutional investors, parent companies, or subsidiaries, consistent with its character as a family-owned tourism operation.

Name

Lion & Safari Park

Legal name

Lion and Safari Park

Website

https://lionandsafaripark.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

251–500 employees

Short description

Lion & Safari Park is a privately held 1,000-1,200 hectare wildlife reserve in Gauteng, South Africa offering self-drive and guided safaris, adventure activities, dining, events, and film production services. It serves tourists, families, corporate groups, and international film studios, and is operated by the Larenty family.

Ownership category

akta.pro rank

Product category

Wildlife Safari Tourism

NAICS

Nature Parks and Other Similar Institutions (712190), Nature Parks and Other Similar Institutions (71219)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Safari Parks & Drive-Through Wildlife Parks (THAAAFAD)

akta.pro secondary industries

Wildlife Safaris & Game Drives (THAJAIAB), Safari & Wildlife Adventure Tour Operators (Land-Based) (THAAADAD), Safari & Game Drives (Land-Based) (THAAAEAC), Safari & Overland Wildlife Adventures (4x4/Jeep) (THAJABAD), Safari & Wildlife Travel Agencies (THAKAFAG), Wildlife Watching & Encounters (Birding, Whale Watching, Primates) (THAJAIAC)

Keywords

• Wildlife safari tours
• Guided game drives
• Horseback safaris
• Wildlife tourism park
• Predator wrangling services

Headquarters

HQ city

Gauteng

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Park Admission and Safari Tours: Revenue from self-drive safaris, guided tours, and various safari experiences including quad biking, horseback riding, and specialized activities.
2. Dining Services: Food and beverage revenue from the Wetlands Restaurant and Bull n Buck Grill restaurant operations.
3. Retail and Curio Shops: Sales from the 5 Dome Shopping Experience offering locally sourced African arts, crafts, jewellery, clothing and homeware.
4. Film Production Services: Filming location fees, predator wrangling services, and production support for feature films, commercials, documentaries, and photo shoots.
5. Venue Hire and Events: Corporate functions, birthday parties, weddings, and special events hosted at the Bush Boma, function areas, and restaurants.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Lion & Safari Park operates a 1,000+ hectare wildlife reserve in Gauteng, South Africa, offering self-drive and guided safaris through enclosures housing lions, cheetahs, hyenas, wild dogs, giraffes, and other African species. The park also provides adventure activities (quad biking, horseback safaris, 4x4 trails), on-site dining, retail, event hosting, and professional predator wrangling services for film and commercial productions.

Product overview

Lion & Safari Park is a 1000+ hectare wildlife reserve in Gauteng, South Africa, approximately 13km from Lanseria Airport. The park operates as a unified portfolio of wildlife experiences rather than a modular software platform. Core offerings center on safari activities including self-drive and guided tours (1-hour, 2-hour, sunset, and 3-hour private options), adventure activities (horseback safaris, quad biking, 4x4 trails), and interactive experiences (giraffe feeding, kiddies horse rides). Supporting services include dining at the Wetlands Restaurant, event venues (Bush Boma for functions up to 200 guests), retail at the 5 Dome Shopping Experience, and the Little Rangers kids educational program. Commercial services include professional filming location capabilities with world-renowned animal trainers, and corporate event packages. The park also offers partner packages for elephant sanctuary and boat cruise experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Self-Drive Safari Self-guided wildlife viewing experience where visitors drive their own vehicles through lion, wild dog, and cheetah enclosures and extended game drive areas to view antelope, hyena, and other species. Targeted at tourists and families.
• Guided Safari Tours Guided tours in safari trucks through predator enclosures with options of 1-hour, 2-hour, and 2-hour sunset (including lion feeding) durations. Targeted at tourists and families seeking expert-led wildlife viewing.
• 3-Hour Private Tour Exclusive private safari with a personal professional guide covering secluded areas along the Crocodile River, including refreshments and snacks. Targeted at premium visitors, small groups, and special occasion guests.
• Quad Experience Scenic quad bike safaris through the park led by qualified instructors, with stops to view wildlife. Includes daytime and sunset (1.5-hour) options. Targeted at adventure-seeking adult visitors.
• Horseback Safaris Guided horseback rides around the park including 1.5-hour, sunrise, and extended 3-hour (with lunch) options. Maximum weight 85kg. Sunrise and 3-hour tours require experienced riders. Targeted at tourists seeking riding-based wildlife experiences.
• Giraffe Feeding Interactive experience feeding giraffes from a specially designed platform where giraffes roam freely. Targeted at families and tourists of all ages.
• Kiddies Horse Rides 10-minute guided horse rides for children aged 3-12 years. Targeted at families with young children visiting the park.
• 4x4 Trail Guided off-road driving experience requiring participants to bring their own 4x4 vehicle with ground clearance and off-road experience. Minimum 8 adults per booking. Targeted at off-road driving enthusiasts.
• Wetlands Restaurant On-site restaurant offering cuisine with views of lush wetlands and wildlife, Halaal-friendly. Targeted at park visitors and diners in the Gauteng area.
• Bush Boma Venue Outdoor event venue featuring bonfire settings, bushveld views, and sundowner experiences, accommodating functions of up to 200 guests. Targeted at corporate and private event planners.
• 5 Dome Shopping Experience On-site shopping venue offering locally sourced African arts, crafts, jewellery, clothing, and homeware. Targeted at park visitors and tourists.
• Little Rangers Program Educational wildlife program for children aged 5-12 offering hands-on activities such as tracking paw prints and feeding giraffes with badge-earning. Targeted at families with children.
• Filming Location Services Professional film production facility offering predator wrangling, purpose-built camera cages, diverse landscapes, proximity to Johannesburg, and on-site crew accommodation and catering. Targeted at international and local film, commercial, and documentary production companies.
• Corporate Events Package Corporate function, team-building, and client appreciation event packages including guided game drives, team-building activities, and customizable dining. Targeted at corporate clients seeking unique off-site venues.
• Elephant Sanctuary Package Combined package partnering with Elephant Sanctuary Hartebeespoort, including 2-hour elephant tour, 1-hour monkey sanctuary tour, and 2-hour guided safari. Targeted at tourists and families seeking multi-venue wildlife experiences.
• Safari & Boat Cruise Adventure Combined package partnering with Harties Harbour, featuring a 2-hour boat cruise on Hartbeespoort Dam with welcome drink and gourmet finger foods, plus a 2-hour guided safari at the park. Targeted at tourists seeking combined water and wildlife experiences.

Quantifiable outcome

• Rated #1 TripAdvisor attraction in the area
• +1 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Wild Africa ExperiencescoreStrategic or Co-development PartnerPartnership for trail running events including Lions by Lanterns night runs, Ginovation gin trails, and Running with the Kings events. Wild Africa Experiences organizes and manages these adventure events at the park, bringing participants who then experience the park's wildlife and facilities.
• SANParks Alien Clearing TeamminorStrategic or Co-development PartnerSouth African National Parks (SANParks) team has been working for 2+ years removing invasive plant species including Lantana weed, Tree of Heaven, and Pompom weed from the park's ecosystem to maintain environmental balance.
• Elephant Sanctuary (Hartebeespoort)minorStrategic or Co-development PartnerJoint package offering combining Lion & Safari Park with Elephant Sanctuary in Hartebeespoort. Package includes 2 Hour Elephant Tour, 1 Hour Monkey Sanctuary Tour, and 2 Hour Guided Safari.
• Harties Harbour (Boat Cruises)minorStrategic or Co-development PartnerCombined Safari & Boat Cruise Adventure package partnering with Harties Harbour for 2-hour boat cruise experiences on Hartbeespoort Dam, including guided safari at Lion & Safari Park.
• NewBridge Graduate AcademyminorOthersTertiary education institution using the park for student veld assessments and practical ecology education. Students engage in grass and tree identification and practical environmental studies.
• Radio 2000minorGTM or Marketing PartnerRadio 2000 conducted a live broadcast at the park on 24th May with popular presenters including Nathi Ndamase, DJ Sbu, and Paul Mnisi, promoting the park to listeners nationwide.

Scale indicators6 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Pilanesberg National Park: A major South African Big Five game reserve in North West province offering self-drive and guided safaris, directly comparable to Lion & Safari Park's drive-through wildlife and guided-tour model for day-trippers from Gauteng.
• Aquila Private Game Reserve: A privately owned Big Five game reserve near Cape Town offering guided safaris, quad biking, horseback safaris, and spa/lodging experiences — directly comparable to Lion & Safari Park's combination of predator viewing and adventure activities.
• Dinokeng Game Reserve: A free-roaming Big Five reserve in Gauteng offering self-drive safaris close to Johannesburg/Pretoria, directly comparable in target market and drive-through model.
• Elephant Sanctuary (Hartebeespoort): A Gauteng-based wildlife interaction venue offering guided elephant tours; Lion & Safari Park already partners with them on a joint package, making them a direct peer and bundling partner.

Broad incumbents

• Kruger National Park (SANParks): South Africa's flagship wildlife destination operated by SANParks, offering self-drive and guided safaris at massive scale; competes for the same wildlife-tourism wallet as Lion & Safari Park but at a national-park scale and price point.
• Sun City Resort: A major North West resort complex that includes a Pilanesberg-adjacent wildlife offering; competes for Gauteng-based family and corporate tourism demand overlapping with Lion & Safari Park.

Emerging players

• Cheetah Experience: A cheetah-focused wildlife interaction and conservation facility in South Africa, comparable as a predator/animal-interaction tourist attraction targeting families and small groups.
• Monate Game Lodge: A Limpopo game lodge offering safari drives, conferences, and team-building — comparable in its mix of wildlife experiences, corporate events, and adventure activities targeted at the Gauteng market.
• Hartbeespoort Dam / Harties Harbour: Operator of boat cruises on Hartbeespoort Dam; Lion & Safari Park already has a joint Safari & Boat Cruise package with them, making them a bundled-activity peer in the same day-trip catchment.

Regional players

• Manyeleti Game Reserve: A private Big Five reserve adjacent to Kruger, offering guided safari experiences; comparable in safari product offering but focused on a higher-end, multi-day luxury segment rather than Lion & Safari Park's day-trip Gauteng market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/LionSafariPark
• YouTubeyoutube.com/channel/UClxvO-3-zeAgEyTWZmZODLA
• Facebookfacebook.com/LionSafariPark
• Instagraminstagram.com/lionandsafaripark
• LinkedInlinkedin.com/company/lionandsafaripark

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Lion & Safari Park