Acacia Africa

What Acacia Africa does

Acacia Africa (legally Acacia Adventure Holidays Limited) is a UK-based private tour operator specializing in small-group overland adventure travel across 12 African countries spanning Southern and East Africa. The company sells seven distinct tour styles ranging from 2-day short safaris to 58-day multi-country overland journeys, with prices from $626 to $11,932 USD, offered in camping, accommodated, and small-group-safari formats with a maximum of 18 travelers per tour. Core operational assets include a fleet of custom-built overland safari vehicles with onboard facilities (freezers, storage, speakers, camping and cooking equipment), and partnerships with local suppliers for park entries, gorilla/chimp trekking permits, and optional excursions managed via a mandatory Adventure Pass system.

The company operates a direct-to-consumer model with no disclosed enterprise accounts, distributing tours through its website (acacia-africa.com), a dedicated booking portal, phone sales lines in the UK, South Africa, and Australia, and digital channels including email, WhatsApp, and Skype. Revenue derives from one-time tour package purchases supplemented by the Adventure Pass add-on, permit fees passed through to wildlife authorities, optional activities, and ancillary pre/post-tour accommodation. Marketing is concentrated on content marketing, organic social media (Facebook, Instagram, Twitter, YouTube), TripAdvisor reviews, and referral partnerships with airlines, travel insurance providers, and gear retailers.

Acacia Africa is a member of ABTA (W4093) and ATTA and is financially bonded for customer payment protection. With 11-50 employees and offices in London (headquarters) and Cape Town, it is a small-to-mid-market operator in the adventure travel segment. No funding rounds, acquisitions, or institutional investors are disclosed; the company appears independently owned with no parent entity.

Name

Acacia Africa

Legal name

Acacia Adventure Holidays Limited

Website

https://acacia-africa.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Acacia Africa is a UK-based private tour operator running small-group (max 18) overland adventure tours across 12 African countries, serving individual travelers, gap year participants, families, and couples via direct-to-consumer sales.

Ownership category

akta.pro rank

Product category

Adventure Travel Services (Overland Safari Tours)

NAICS

Tour Operators (561520), Tour Operators (56152), Travel Agencies (561510), Scenic and Sightseeing Transportation, Land (48711)

SIC

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

akta.pro primary industry

Safari & Wildlife Adventure Tour Operators (Land-Based) (THAAADAD)

akta.pro secondary industries

Safari & Overland Wildlife Adventures (4x4/Jeep) (THAJABAD), Wildlife & Safari Tour Operators (THAKADAG), Safari & Wildlife Travel Agencies (THAKAFAG), Wildlife Safaris & Game Drives (THAJAIAB), Eco-Adventure Multi-Day Expeditions (Trekking, Hut-to-Hut, Pack Trips) (THAAAEAJ)

Keywords

• Overland adventure tours
• African safari packages
• Small group camping
• Tailor-made travel
• Wildlife trekking safaris

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Tour Package Sales: One-time purchase of tour packages ranging from 2 to 58 days, priced from $626 to $11,932 USD. Includes transportation, accommodation (camping or accommodated), meals as specified, and crew services.
2. Mandatory Adventure Pass: Compulsory add-on paid to tour leader at start of tour (or pre-paid), covering park entries, activities and excursions. For the 58-day tour, the adventure pass is $1,415 USD.
3. Gorilla and Chimp Trekking Permits: Permit fees for gorilla and chimpanzee trekking activities, paid separately at time of booking. Included in tour price but passed through to wildlife authorities.
4. Optional Activities and Excursions: Additional paid activities during tours including white water rafting, scenic flights, bungee jumping, horse riding, canoeing, and other local experiences.
5. Pre and Post Tour Accommodation: Optional accommodation booked before or after tours, such as Hotel Boulevard in Nairobi or Cresta Grande in Cape Town.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Acacia Africa designs, sells, and operates guided small-group overland adventure tours across 12 African countries, covering transportation, accommodation, meals, and crew services via custom-built safari vehicles. Its catalogue spans seven tour styles — Adventure Camping Tours, Adventure Accommodated Tours, Small Group Safaris, Short Safaris & Treks, City Breaks & Short Stays, Tailor-made Travel, and Signature Tours & Safaris — with tour durations ranging from 2 to 58 days. Tour packages are sold directly to consumers, with a mandatory Adventure Pass covering park entries and activities passed through to local suppliers.

Product overview

Acacia Africa operates a portfolio of overland adventure tour products across 12 African countries (South Africa, Namibia, Botswana, Zimbabwe, Zambia, Malawi, Tanzania, Kenya, Uganda, Mozambique, Lesotho, Eswatini). The product line consists of seven distinct tour styles: Adventure Camping Tours (participatory camping with maximum 18 travelers), Adventure Accommodated Tours (pre-booked bed options), Small Group Safaris (smaller vehicles, shorter routes), Short Safaris & Treks (country-specific shorter durations), City Breaks & Short Stays (urban add-ons), Tailor-made Travel (custom private arrangements), and Signature Tours & Safaris (crafted Southern Africa highlights). Tours range from 2 to 58 days, with pricing from $626 to $11,932 USD. The company also operates a discounted Tours On Special program with seasonal promotions.

Differentiator

Problem solved

Functional benefit

Products and services

• Adventure Camping Tours Small group camping tours of 2–58 days for adventurous travelers who want to travel overland in custom trucks, sleep in 2-person dome tents, and participate in camp chores. Maximum 18 travelers per tour.
• Adventure Accommodated Tours Small group overland tours where pre-booked accommodation (twin-share en-suite tents, dorm rooms, or tourist-class hotels) is included on the same camping routes. Available from 2 to 58 days.
• Small Group Safaris 7- to 14-day accommodation-based safaris operated in smaller vehicles with shorter, comprehensive routes; marketed as ideal for solo travelers and families.
• Short Safaris & Treks Country- and activity-focused shorter tours of 2–15 days for time-constrained travelers, with accommodation upgrades from budget to lodge.
• City Breaks & Short Stays Short urban exploration add-ons allowing travelers to discover city sights before or after an overland safari, including accommodation options such as Hotel Boulevard in Nairobi or Cresta Grande in Cape Town.
• Tailor-made Travel Bespoke private travel arrangements — including self-drive car hires, train trips, river cruises, and private game reserve bookings — for customers planning on their own schedule with luxury or independent preferences.
• Signature Tours & Safaris 7- to 14-day hand-crafted tours highlighting Southern Africa's top destinations, designed as family-friendly, accommodated, and expert-led itineraries.

Quantifiable outcome

• Small group experience with maximum 18 travelers per tour ensuring personalized service and group cohesion
• +1 more outcomes

Named customers4 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

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• ABTA (Association of British Travel Agents)coreOthersAcacia Africa is a member of ABTA with membership number W4093. The company follows ABTA's Code of Conduct to provide high standards of service. Being ABTA members means customer payments are protected and there is access to ABTA's Alternative Dispute Resolution (ADR) scheme for customer complaints.
• ATTA (Adventure Travel Trade Association)coreStrategic or Co-development PartnerAcacia Africa is a member of ATTA (Adventure Travel Trade Association), supporting responsible tourism practices and connecting with the adventure travel industry network.
• Nomad Adventure Travel StoreminorChannel Partner/ Reseller/ DistributorFeatured as a recommended travel store and partner resource on Acacia Africa's Links & Travel Resources page. Nomad provides travel gear and equipment relevant to overland adventure travel.
• World Nomads Travel InsuranceminorGTM or Marketing PartnerFeatured as a recommended travel insurance provider on Acacia Africa's Links & Travel Resources page, offering travel insurance sign-up for travelers booking African adventures.
• African Budget SafarisminorChannel Partner/ Reseller/ DistributorTravel agency partner that books Acacia Africa tours and provides additional information and travel planning support. Referenced in customer reviews as a booking agency.
• South African AirwaysminorOthersFeatured airline partner on Acacia Africa's Links page. SAA offers flights to destinations throughout Africa and within South Africa.
• Kenya AirwaysminorOthersFeatured airline partner on Acacia Africa's Links page. Kenya Airways operates flights throughout Africa, Europe, and Asia.

Scale indicators4 records

Recent moves1 record

Expansion highlights5 records

Broad incumbents

• G Adventures: Large international small-group adventure travel company offering African overland and safari tours to similar backpacker, couple, and family segments.
• Exodus Adventure Travels: Established UK adventure travel operator offering African safaris and treks; overlaps with Acacia's small-group adventure positioning across a broader global portfolio.
• Intrepid Travel: Global small-group adventure tour operator with extensive African itineraries; directly overlaps with Acacia's small-group overland and safari model but at far larger scale.
• Acacia Africa peers - Explore Worldwide: UK small-group adventure travel company with African wildlife and overland tours, competing for the same UK adventure-travel customer base as Acacia.

Direct peers

• Oasis Overland: UK-based overland expedition operator offering long-duration truck-based African journeys to the same adventure and gap-year travelers Acacia targets.
• On The Go Tours: UK-based group tour operator with African safari and adventure packages serving similar consumer segments through direct-to-consumer channels.
• Absolute Africa: Budget overland camping tour operator running long multi-country African expeditions, competing directly on Acacia's adventure-camping segment.
• Africa Travel Co: Overland adventure operator offering camping and accommodated tours across Southern and East Africa, a near-identical product line to Acacia.
• Nomad Africa Adventure Tours: South Africa-based overland safari and camping tour operator running multi-country African routes, directly competing with Acacia on product, terrain, and target traveler.
• Dragoman Overland: UK overland expedition company using purpose-built trucks for multi-week African trips, closely mirroring Acacia's overland model and home market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutu.be/7MwLWkzUlpc
• Facebookfacebook.com/Acacia.Africa
• Instagraminstagram.com/acaciaafrica
• Xx.com/AcaciaAfrica
• LinkedInlinkedin.com/company/acacia-adventure-holidays

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Acacia Africa