African Safari Excellence

What African Safari Excellence does

African Safari Excellence (ASE) is a privately held B2B Destination Management Company (DMC) specializing in East African safari experiences. Founded in 2011 and legally domiciled as African Safari Excellence Ltd. in Tanzania, the company operates from a sales/reservations headquarters in Cape Town, South Africa, with on-the-ground operations offices in Arusha (Tanzania) and Nairobi (Kenya). ASE serves exclusively as a wholesale intermediary between a network of 20+ accommodation and logistics partners (including Serena Hotels, &Beyond, Gran Meliá, Mahali Mzuri, Lemala, JW Marriott Masai Mara, Auric Air, and GrumetiAir) and the global travel-agent channel, managing more than 1,000 safari days annually across Kenya, Tanzania, Rwanda, Uganda, and Zanzibar.

The company's core technology asset is the Agent Zone portal — a proprietary online platform that, per the company's own positioning, was the first DMC platform in East Africa to incorporate live availability and integrated online booking. Agents log in to access up-to-date rates, exclusive inventory, and integrated booking. Adjacent products include the African Travel Academy (online agent training/certification integrated within Agent Zone), the Bush Telegraph blog (content marketing), and a suite of white-label and ground-operations services (transfers, vehicle rental, fly-in safaris, and private guided experiences). The 2025 product surface notably expanded through partner property launches including Lemala Osonjoi, ENVI Sisini Mara, ENVI Kili, Simbavati Musabi Plains, Nimali House, TAASA Migration Camp, Radisson Blu Dar es Salaam, &Beyond Suyian Lodge, Soroi Samburu Lodge, Four Seasons Zanzibar, and Le Méridien Zanzibar.

ASE monetizes through transaction fees on booked safari itineraries and commissions from its accommodation and service supplier network. Pricing is quote-based via the Agent Zone portal, augmented by structured circuit-discount programs with key hotel groups (10-15% across Serena, Gran Meliá, and Sarova) and complimentary-extras arrangements with &Beyond. The go-to-market is channel-partner-led: ASE does not sell directly to consumers, instead equipping travel agents with tools, training, and bespoke itinerary support. Ownership is private and undisclosed, with no venture capital or private equity investment identified; revenue is not publicly disclosed.

Name

African Safari Excellence

Legal name

African Safari Excellence Ltd.

Website

https://ase.co.tz

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

African Safari Excellence is a private B2B Destination Management Company operating a proprietary Agent Zone portal that lets global travel agents book East African safaris across Kenya, Tanzania, Rwanda, Uganda, and Zanzibar through a network of 20+ accommodation and logistics partners.

Ownership category

akta.pro rank

Product category

Travel Services (Destination Management)

NAICS

Tour Operators (56152)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Safari & Wildlife Travel Agencies (THAKAFAG)

akta.pro secondary industries

Wildlife Safaris & Game Drives (THAJAIAB), Adventure & Expedition Travel Agencies (THAKAFAB)

Keywords

• Safari booking services
• Destination management
• Travel agent services
• East Africa tourism
• B2B safari packages

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Safari Package Bookings: The company generates revenue by arranging and booking safari itineraries for travel agents' clients, including accommodations, transfers, guided safaris, and experiences across East Africa.
2. Commission from Partners: African Safari Excellence earns commissions from its network of accommodation partners, lodges, and service suppliers across East Africa.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

African Safari Excellence is a B2B Destination Management Company that arranges and books East African safari itineraries for travel agents and tour operators. The company offers curated multi-country safari packages including accommodations, transfers, guided safaris, and experiences across Kenya, Tanzania, Rwanda, Uganda, and Zanzibar. Its proprietary Agent Zone online portal provides travel agents with live availability, real-time rates, exclusive inventory, and integrated online booking capabilities, supplemented by the African Travel Academy training module.

Product overview

African Safari Excellence is a Destination Management Company (DMC) operating a unified platform centered on the Agent Zone portal and African Travel Academy training module. The DMC Platform provides live availability and integrated online bookings connecting East African destinations (Kenya, Tanzania, Rwanda, Uganda, Zanzibar) with global travel agents. Key services include curated Safari Experiences featuring the Great Migration, gorilla trekking, and cultural tours; Bush and Beach combination packages; White Label Solutions for partner branding; Migration Camps (Simbavati and Siringit) that follow seasonal wildlife movements; and Ground Operations encompassing transfers, guided safaris, and vehicle rental. The company operates over 1,000 safari days annually, serving exclusively as a B2B partner for travel agents rather than direct consumers.

Differentiator

Problem solved

Functional benefit

Brands

• Agent Zone: Dedicated online portal for travel agents to access rates, exclusive inventory, and training resources.
• African Travel Academy
• Bush Telegraph

Products and services

• Agent Zone Dedicated online portal for travel agents to access up-to-date rates, exclusive inventory, and live availability with integrated online booking capabilities for East African safari itineraries.
• Safari Experiences Curated safari experiences including Great Migration tours, gorilla trekking, walking safaris, night game drives, hot air ballooning, cultural village visits, and primate safaris across Kenya, Tanzania, Rwanda, Uganda, and Zanzibar. Sold to travel agents for their end clients.
• Bush and Beach Safaris Combination safari and beach holiday packages pairing East African wildlife experiences with coastal retreats in Zanzibar or Kenya's Indian Ocean beaches.
• White Label Solutions Bespoke safari experiences and white-label operational support allowing travel agents and partners to present African Safari Excellence services under their own brand identity.
• Migration Camps Strategically positioned tented camps along the Great Migration route, including Simbavati Migration Camp and Siringit Migration Camp, offering non-permanent luxury accommodations that relocate seasonally to follow wildlife movements.
• Ground Operations On-the-ground operational services including meet-and-greet, private guided safaris, transfers, vehicle rental, and fly-in safaris, with over 1,000 safari days operated annually by a team of experienced guides and drivers.
• African Travel Academy Online agent training portal integrated into the Agent Zone, providing travel agents with educational resources and destination knowledge for selling East African safari products effectively.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

23 partnerships are on record, tiered core and minor.

• TribecoreStrategic or Co-development PartnerLuxury accommodation partner featured in African Safari Excellence's partner network, offering unique safari properties.
• Thanda IslandcoreStrategic or Co-development PartnerExclusive-use island accommodation partner offering private island experiences in Tanzania.
• SimbavaticoreStrategic or Co-development PartnerSafari lodge operator with properties in the Serengeti and Grumeti regions, featuring mobile migration camps.
• Nomad TanzaniacoreStrategic or Co-development PartnerPioneering safari company operating mobile camps and fixed lodges throughout Tanzania's national parks and conservation areas.
• Nimali SafariscoreStrategic or Co-development PartnerLuxury safari operator with properties in Tanzania, specializing in authentic East African experiences.
• NewmarkcoreStrategic or Co-development PartnerSafari lodge and camp operator offering a portfolio of properties across East Africa.
• ME TANZANIAcoreStrategic or Co-development PartnerTanzania-based safari operator providing ground services and accommodation options.
• Mahali MzuricoreStrategic or Co-development PartnerSir Richard Branson's tented camp in the Olare Motorogi Conservancy, offering luxury safari experiences.
• Lemala Camps & LodgescoreStrategic or Co-development PartnerLuxury tented camp and lodge operator with properties near major wildlife regions including Ngorongoro and Serengeti.
• KaribucoreStrategic or Co-development PartnerTanzanian safari operator offering authentic camp experiences in wildlife-rich regions.
• Kantabile AfrikaminorStrategic or Co-development PartnerEast African tour operator providing safari services and local expertise.
• JW Marriott Masai MaracoreStrategic or Co-development PartnerLuxury safari lodge brand operating in Kenya's Masai Mara National Reserve.
• LEONOTISminorStrategic or Co-development PartnerBoutique safari operator offering exclusive-use properties in East Africa.
• HemingwayscoreStrategic or Co-development PartnerLuxury hotel collection with properties in Kenya, including the iconic Hemingways Nairobi.
• GrumetiAircoreChannel Partner/ Reseller/ DistributorAircraft charter service supporting safari logistics and transfers within Tanzania.
• Chem ChemminorStrategic or Co-development PartnerBoutique safari camp operator offering intimate wildlife experiences near Tarangire.
• Auric AircoreChannel Partner/ Reseller/ DistributorAir charter service providing scheduled and private flights across Tanzania and Kenya.
• ASANJA AfricaminorStrategic or Co-development PartnerLuxury tented camp operator in Tanzania's Masai Mara region.
• AngamacoreStrategic or Co-development PartnerLuxury safari operator with award-winning properties in Kenya's Masai Mara, including Angama Mara.
• Serena HotelscoreStrategic or Co-development PartnerPan-African hotel group offering circuit discounts (10%) for bookings across three properties: Ngorongoro Serena Safari Lodge, Serengeti Serena Safari Lodge, and Zanzibar Serena Hotel.
• Gran Meliá Hotels & ResortscoreStrategic or Co-development PartnerLuxury hotel brand offering circuit discounts (up to 15%) across Arusha, Ngorongoro, Serengeti, and Zanzibar properties.
• &BeyondcoreStrategic or Co-development PartnerLuxury travel company offering complimentary extras including night game drives at Lake Manyara Tree Lodge and flights to Zanzibar from Mnemba Island.
• Sarova Hotels & ResortscoreStrategic or Co-development PartnerKenyan hotel group offering 10% circuit discount across nine properties including Sarova Stanley Nairobi, Sarova Mara Game Camp, and Sarova Whitesands Beach Resort Mombasa.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• &Beyond: Luxury safari operator with own lodges and DMC services across East and Southern Africa. Directly comparable to ASE because it sells curated high-end safari itineraries through travel agents, operates migration and gorilla experiences, and competes for the same South African agent channel that ASE targets.
• Asilia Africa: East African safari lodge operator and DMC running camps across Tanzania, Kenya, and Uganda with strong agent distribution. Comparable to ASE given overlapping geography (Serengeti, Masai Mara, Ngorongoro), shared partner relationships, and competing B2B travel-agent motion.
• Roar Africa: Bespoke luxury safari company curating East and Southern Africa experiences for high-end clients via travel advisors. Comparable to ASE given similar DMC positioning, agent dependence, and luxury safari focus.
• Bushtracks Africa: East African DMC designing safaris across Botswana, Kenya, Tanzania, Rwanda, Uganda, and Zambia. Directly comparable to ASE given overlapping destination footprint and B2B travel-agent distribution model.
• Ker & Downey Africa: Bespoke East African safari DMC designing customized itineraries for high-end clients via travel advisors. Direct competitor in the curated, agent-distributed luxury safari category that ASE serves.
• Wilderness Safaris: Large integrated African safari brand operating camps in Botswana, Kenya, Rwanda, Tanzania, Zambia, Zimbabwe, and Namibia with DMC capabilities. Competes with ASE for luxury East Africa bookings through travel agents and direct channels.
• Tanzania Specialist Travel: Specialist DMC focused on Tanzania and East Africa safaris, distributing through travel agents. Mirrors ASE's destination focus, safari-led product set, and B2B channel strategy.

Regional players

• Discover Africa: South Africa-based safari DMC with curated East and Southern Africa itineraries. Comparable to ASE because it positions similarly in the South African trade channel and sells premium East African safari products to the same agent base.

Broad incumbents

• Scott Dunn: Luxury tour operator with dedicated East African safari program and private guided experiences. Competes with ASE in the same premium safari niche for high-net-worth clients sourced through travel agents and direct advisors.
• Audley Travel: Established UK-based luxury travel company operating as both retailer and DMC across Africa and beyond. Comparable to ASE because it books curated Africa itineraries through agent-style advising and offers tailor-made East African safaris alongside a broader portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@africansafariexcellence
• LinkedInlinkedin.com/company/african-safari-excellence
• Instagraminstagram.com/africansafariexcellence
• Xx.com/AfricanSafariE2
• Facebookfacebook.com/africansafariexcellence

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 African Safari Excellence