Discover Africa Safaris

What Discover Africa Safaris does

Discover Africa Safaris is a Cape Town-based bespoke safari travel agency operating as a wholly-owned subsidiary of Discover Africa Group. Founded in 2010 (with the parent group tracing back to the 2002 launch of sister brand Drive South Africa), the company designs and sells tailor-made luxury safari itineraries across 17+ African countries spanning Southern Africa, East Africa, Central Africa, and the Indian Ocean Islands. Its core customers are affluent leisure travellers primarily from the USA, UK, Canada, and Australia, with secondary segments including honeymooners, multi-generational families, photography and special-interest travellers, and conservation-conscious travellers. The firm employs 11-50 staff including 14 named safari planners and destination experts, and has served travellers from every continent, accumulating 897 independent reviews averaging 4.8-5 stars across SafariBookings, Google and Trustpilot.

The product offering combines consultative sales with three proprietary technology assets: HerdTracker (a real-time web tool for tracking the Great Wildebeest Migration), the Safari Cost Calculator (transparent all-inclusive pricing estimator), and a Travel Style Finder quiz. These sit alongside 180+ curated safari experiences spanning Big Five, Big Cat, Birding, Gorilla Trekking, Migration, Walking, Photographic, Luxury Rail, Desert, Family, Honeymoon and Positive Impact categories, with partner inventory drawn from a vetted network of 40+ lodge and safari operators including African Bush Camps, &Beyond, Asilia Africa, Desert & Delta Safaris, Great Plains Conservation, Mala Mala, and Natural Selection.

The business model is commission-based agency: Discover Africa acts as an agent for third-party lodges, tour operators, and airlines, earning transaction fees on bookings made on behalf of principals. Pricing is per-person-sharing with tiered affordable, mid-range, and luxury offerings ranging from approximately $1,080 for short Victoria Falls stays to over $11,690 for luxury fly-in packages, with 30% deposits and 60-day-before-departure final payments. Distribution is direct-to-consumer through the discoverafrica.com website, multi-country phone lines, and content-driven organic acquisition, supported by PR coverage in CNN, Condé Nast Traveler, The Guardian, BBC, and The New York Times. The firm has won the World Luxury Travel Awards in 2022, 2023, and 2024.

Name

Discover Africa Safaris

Legal name

Discover Africa

Website

https://discoverafrica.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Discover Africa Safaris is a Cape Town-based bespoke safari travel agency that designs and books tailor-made luxury itineraries across 17+ African countries for affluent leisure travellers from the USA, UK, Canada, and Australia, earning commission as an agent on third-party lodge and tour-operator inventory.

Ownership category

akta.pro rank

Product category

Luxury Safari Travel Services

NAICS

Tour Operators (56152), Travel Agencies (561510)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Safari & Wildlife Travel Agencies (THAKAFAG)

akta.pro secondary industries

Safari & Wildlife Adventure Tour Operators (Land-Based) (THAAADAD), Wildlife Safaris & Game Drives (THAJAIAB), Multi-Activity & Expedition Packages (Guided Adventure Trips) (THAJABAL)

Keywords

• Safari tour packages
• Custom safari itineraries
• African wildlife safaris
• Luxury safari bookings
• Safari travel planning

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Custom Safari Tour Packages: Bespoke safari holidays customised to individual traveller preferences, budgets, and desired experiences across Southern and East Africa. Revenue generated through package pricing inclusive of accommodations, activities, transfers, and sometimes meals and drinks.
2. Agency Commission: Operates as an agent for lodges, tour operators, airlines, and other travel suppliers, earning commission on bookings made on behalf of principals. Terms and conditions state DiscoverAfrica.com acts 'as an agent only' for suppliers.
3. Add-on Services: Revenue from additional services including internal flights, specialised activities, extended stays, and optional upgrades beyond core safari packages.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Discover Africa Safaris designs and books bespoke luxury safari itineraries for leisure travellers across Southern and East Africa, acting as an agent for vetted lodges, tour operators, and airlines. The service combines expert safari-planner consultation, proprietary planning tools (HerdTracker and Safari Cost Calculator), and over 180 curated safari experiences ranging from affordable to luxury tiers.

Product overview

Discover Africa Safaris is a Cape Town-based bespoke safari specialist offering a unified luxury travel service built around personalized itinerary planning and curated tour products. The core offering consists of custom-made safari planning services supported by proprietary technology tools (HerdTracker for migration tracking and Safari Cost Calculator for transparent pricing), complemented by an extensive portfolio of destination-based tour packages (Botswana, Kenya, Namibia, South Africa, Tanzania, Zimbabwe and more), specialized experience categories (Big Five, Migration, Gorilla Trekking, Walking, Photographic, Family, and Positive Impact Safaris), and seasonal promotional deals. The company operates exclusively as an agent for third-party lodge and safari operators, providing expert consultation, 24/7 support, and financial protection as增值 services rather than selling standardized packages.

Differentiator

Problem solved

Functional benefit

Brands

• HerdTracker: Proprietary web tool tracking Great Wildebeest Migration and river crossings.

Products and services

• Custom-Made Safari Planning Service Bespoke luxury safari planning service in which experienced Africa safari experts design tailor-made itineraries based on individual preferences, budget, and travel dreams, collaborating with vetted lodges and local teams across Southern and East Africa.
• HerdTracker Proprietary web tool that tracks the Great Wildebeest Migration and river crossings in real time, allowing travellers to monitor wildlife movement across Africa when planning safaris.
• Safari Cost Calculator Complimentary online pricing tool that provides transparent, all-inclusive cost estimates for safari trips covering park fees, conservation levies, accommodation tiers, and optional add-ons across Southern and East Africa.
• Safari & Tour Packages (by Destination) Curated safari tours organised by destination including Botswana, Kenya, Namibia, South Africa, Tanzania, and Zimbabwe, with itineraries ranging from 4 to 18+ days at affordable, mid-range, and luxury price points.
• Safari Experiences Specialised safari experience categories including Big Five Safaris, Big Cat Safaris, Birding Safaris, Gorilla Trekking Safaris, Migration Safaris, Walking Safaris, Photographic Safaris, Luxury Train Safaris, Desert Safaris, and Family/Honeymoon Safaris.
• Positive Impact Safaris Conservation-aware and community-supporting safari experiences partnering exclusively with vetted lodges and local communities committed to sustainability and wildlife protection.
• Travel Deals & Specials Seasonal and promotional safari deals including the Atzaro Okavango Honeymoon Special, Erebero Hills Special with single supplement waived, and Ol Donyo Lodge Special Stay 4 Pay 3 promotion.
• Travel Enquiry & Expert Consultation Personalised travel consultation service connecting travellers with experienced safari planners via enquiry forms, video calls, and 24/7 expert support throughout the journey.

Quantifiable outcome

• 5-star rating from 897 independent reviews across Trustpilot, SafariBookings, and Google
• +1 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

17 partnerships are on record, tiered core and minor.

• African Bush CampscoreStrategic or Co-development PartnerFeatured safari partner offering luxury camp experiences across multiple African destinations. Collaborates on curated safari itineraries featured on Discover Africa's platform.
• Desert & Delta SafariscoreStrategic or Co-development PartnerPremier lodge operator in Botswana's premier safari destinations. Operates camps including Camp Okavango, Camp Moremi, and Chobe Game Lodge.
• Asilia AfricacoreStrategic or Co-development PartnerEast African safari camp operator offering premium tented camps and lodges in Tanzania and Kenya including Serengeti and Masai Mara.
• Elewana CollectioncoreStrategic or Co-development PartnerLuxury safari and beach accommodation operator across East Africa with properties in Kenya and Tanzania.
• Great Plains ConservationcoreStrategic or Co-development PartnerConservation-focused safari operator with luxury camps in Botswana, Kenya, and Tanzania, known for photographic safaris.
• Mala MalacoreStrategic or Co-development PartnerIconic private game reserve in Sabi Sand, South Africa, renowned for exceptional leopard sightings and luxury safari experiences.
• Natural SelectioncoreStrategic or Co-development PartnerSafari company with camps across Botswana and Kenya, focusing on low-impact, high-quality wildlife experiences.
• Green SafariscoreStrategic or Co-development PartnerEco-conscious safari operator with camps in Zambia and Botswana emphasising sustainable tourism practices.
• Ker & Downey BotswanacoreStrategic or Co-development PartnerBoutique safari operator offering custom-designed mobile and permanent camp safaris across Botswana.
• Imvelo SafariscoreStrategic or Co-development PartnerCommunity-focused safari company operating wildlife camps in Botswana near Chobe National Park.
• HideawaysminorStrategic or Co-development PartnerLuxury safari accommodation collection across Southern Africa.
• ExtraordinaryminorStrategic or Co-development PartnerSafari lodge collection offering curated experiences in Southern Africa.
• Newmark HotelsminorStrategic or Co-development PartnerPortfolio of distinctive hotels and lodges across Southern Africa including Cape Town and safari destinations.
• An African AnthologycoreStrategic or Co-development PartnerCollection of owner-managed safari lodges and camps across Southern Africa with intimate, authentic experiences.
• A&K SanctuarycoreStrategic or Co-development PartnerLuxury safari camps operated under the Abercrombie & Kent umbrella, offering high-end game viewing experiences.
• Drive South AfricacoreOthersSister company under Discover Africa Group offering self-drive car, 4x4, motorhome rental for independent African exploration. Founded 2002.
• 4x4 Hire South AfricaminorOthersSister company under Discover Africa Group offering fully equipped 4x4 rentals for off-road expeditions in South Africa.

Scale indicators5 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Singita: Ultra-luxury safari lodge operator and conservation brand with properties across South Africa, Tanzania, Zimbabwe, and Rwanda. Competes for same ultra-high-net-worth safari segment with owned-inventory advantage.
• Scott Dunn: Luxury tour operator with bespoke Africa safari programmes alongside broader global portfolio. Comparable in consultative sales approach and premium positioning, though Africa is one of several regions served.
• &Beyond: Vertically integrated luxury safari and travel operator with owned lodge portfolio across Africa and Asia. Larger incumbent competing in same itineraries but with owned inventory and broader geographic footprint.
• Wilderness Safaris: Africa's largest conservation-focused safari operator with extensive owned camp portfolio across Southern Africa. Competes for same luxury traveller wallet share while operating at significantly larger scale with owned inventory advantage.
• Abercrombie & Kent: Global luxury travel company with significant Africa safari offering including owned A&K Sanctuary camps. Broader geographic scope but directly competes for the same high-end safari customer and is also a Discover Africa partner.

Direct peers

• Micato Safaris: Award-winning luxury safari outfitter offering custom itineraries across Africa with strong US source market presence. Comparable in bespoke service model, premium pricing tiers, and emphasis on expert trip designers.
• African Travel Inc. US-based luxury Africa safari travel agency specialising in tailor-made itineraries across Southern and East Africa. Directly comparable as a commission-based agency serving US-source-market HNW leisure travellers with bespoke safari planning.
• Roar Africa: Bespoke luxury safari travel company headquartered in South Africa, designing high-end African itineraries for international HNW clients. Direct overlap in target customer, geographic coverage, and luxury brand positioning.
• Ker & Downey Africa: Boutique safari tour operator offering custom-designed itineraries across Southern and East Africa with emphasis on small camps and exclusive access. Comparable bespoke service model and target HNW customer (also a Discover Africa partner).

Emerging players

• SafariBookings: Leading online marketplace aggregating Africa safari operators with extensive reviews and comparison tools. Functions as both indirect competitor (lead generation alternative) and marketing channel (source of 582 Discover Africa reviews).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/discoverafrica
• YouTubeyoutube.com/user/DiscoverAfrica1
• Facebookfacebook.com/DiscoverAfrica
• LinkedInlinkedin.com/company/discover-africa
• Instagraminstagram.com/discoverafricasafaris

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries2 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 Discover Africa Safaris