Sense of Africa
- Company typePrivate
- Founded1989
- HeadquartersJohannesburg, South Africa
- Headcount101–250
- GTM typeB2B
- OfferingServices
Sense of Africa firmographics
Firmographics- Name
- Sense of Africa
- Legal name
- Sense of Africa
- Website
- https://senseofafrica.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Sense of Africa industry classification
Industry- Product category
- Destination Management Services
- NAICS
- Tour Operators (56152), Tour Operators (561520)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)
- akta.pro secondary industries
- Inbound DMCs (Full-Service Ground Handling) (THAKAEAA), Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism) (THAHADAF)
Keywords
Where Sense of Africa is headquartered
LocationHeadquarters
- HQ city
- Johannesburg
- HQ country
- South Africa
- HQ region
- Africa
Offices6 records
Markets served
Sense of Africa business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Tour Package Sales: Sense of Africa generates revenue by creating and selling comprehensive tour packages to inbound leisure travellers. Packages include accommodation, guided tours, transportation, activities, and experiences across African destinations. The company acts as an intermediary, managing bookings and logistics while generating margins on package pricing.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Sense of Africa product offering
Product offeringCore offering
Sense of Africa is a full-service inbound destination management company (DMC) that designs and sells tour packages and travel services across Sub-Saharan Africa. The company operates on a B2B basis, serving international travel agents and tour operators with tailor-made itineraries, scheduled guided tours, self-drive adventures, fly-in safaris, and meet-and-assist services through its own offices in 8 African countries.
Product overview
Sense of Africa is a full-service African Destination Management Company offering a portfolio of tour packages and travel services across Sub-Saharan Africa. The company provides multiple tour product tiers (Classic, Comfort, Superior, Deluxe) and tour formats including self-drive, scheduled guided tours, and private guided fly-in safaris. Core products include named tour packages such as Cape Town to Windhoek, Canyons and Deserts, An Eagle's Impression, Best of Namibia, Experience Namibia, Desert Sands to Delta Waters, Etosha to Victoria Falls, Authentic Botswana, Classic Kaleidoscope, and Two Rivers & A Waterfall. These tours span destinations across Namibia, South Africa, Botswana, Kenya, Tanzania, Uganda, Rwanda, Zambia, Zimbabwe, and Ethiopia. The company also offers ancillary services including travel planning, meet and assist, and a B2B partner portal for trade partners. The product portfolio is organized by destination region and tour style, with consistent service delivery across eight office locations throughout Africa.
Differentiator
Problem solved
Functional benefit
Products and services
- Cape Town to Windhoek 13-day classic self-drive tour combining South Africa's and Namibia's highlights, including Cape Town, Winelands, Fish River Canyon, and Sossusvlei.
- Canyons and Deserts 8-day scheduled guided tour exploring Namibia's four deserts including Kalahari, Nama Karoo, and Namib deserts.
- An Eagle's Impression 15-day deluxe private guided fly-in tour covering Namibia's highlights and extending to Botswana's Chobe and Victoria Falls.
- Best of Namibia 13-day scheduled guided tour introducing major Namibia highlights with contrasting landscapes, vibrant cultures, and wildlife in national parks.
- Experience Namibia 19-day comfort self-drive tour covering Namibia's entirety from Kalahari Desert to Fish River Canyon, Sossusvlei, and Etosha National Park.
- Desert Sands to Delta Waters 10-day superior fly-in tour combining Makgadikgadi National Park, Okavango Delta, and Chobe River in Botswana.
- Etosha to Victoria Falls 10-day scheduled guided tour from Windhoek to Victoria Falls covering Etosha National Park, Kavango Region, Mahango, and Chobe.
- Authentic Botswana 11-day comfort tour from Maun to Victoria Falls covering Kalahari Desert, Okavango Delta, Chobe River, and Victoria Falls.
- Classic Kaleidoscope 8-day scheduled guided tour exploring Skeleton Coast, Damaraland, and Etosha National Park with desert-adapted wildlife.
- Two Rivers & A Waterfall 11-day superior tour from Livingstone to Livingstone covering Victoria Falls, South Luangwa, and Lower Zambezi National Parks.
- Travel Planning Services Expert travel planning from knowledgeable local consultants for customized African travel experiences.
- Meet and Assist Services Professional meet and assist services for effortless and enjoyable travel experiences across Africa.
- B2B Partner Portal Business-to-business login portal for travel industry partners to access Sense of Africa's services and booking systems.
Companies that use Sense of Africa
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Sense of Africa technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Sense of Africa partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Tourvest Destination ManagementcoreParent company of Sense of Africa. Tourvest Holdings (Pty) Ltd., trading as Tourvest Destination Management, operates the Sense of Africa brand and provides the B2B platform and corporate infrastructure. The parent company manages website operations, privacy policies, and business systems.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Sense of Africa competitors and assessment
Company assessmentDirect peers
- Wilderness Safaris: Multi-country African safari operator with camps across Botswana, Kenya, Namibia, Rwanda, South Africa, Tanzania, Zambia, and Zimbabwe. Directly comparable to Sense of Africa as a high-end inbound DMC with on-the-ground presence and B2B/B2C distribution across Sub-Saharan Africa.
- &Beyond: Luxury inbound DMC operating lodges and camps across Africa (South Africa, Botswana, Kenya, Tanzania, Namibia, Zambia, Zimbabwe) and India. Highly comparable high-end product tier, multi-country footprint, and DMC-led itinerary design closely mirror Sense of Africa's positioning.
- Go2Africa: South Africa-headquartered inbound DMC specializing in Southern and East Africa safari and custom itineraries sold through B2B partner network and direct consumer channels. Closely comparable to Sense of Africa in multi-country DMC-led itineraries and travel-agent distribution model.
- Sun Safaris: Southern Africa inbound DMC offering safari and tailor-made itineraries across Botswana, Namibia, South Africa, Zambia, and Zimbabwe. Comparable as a DMC competitor with similar product mix, multi-country Southern Africa focus, and trade/B2B distribution.
- Governors' Camp Collection: Kenya-based safari DMC operating luxury tented camps and scheduled guided itineraries across Kenya and Tanzania. Comparable as an East Africa-focused DMC with high-end FIT and group safari offerings aligned with Sense of Africa's Kenya and Tanzania product lines.
- Ultimate Safaris: Namibia-based inbound DMC offering scheduled guided, self-drive, and tailor-made tours across Namibia and neighbouring countries. Comparable as a regional competitor with overlapping Namibia-focused product, similar multi-format offering, and B2B partner distribution model.
- Asilia Africa: East Africa-focused safari operator with camps and itineraries across Tanzania, Kenya, Uganda, and Rwanda. Comparable to Sense of Africa's East Africa portfolio (Kenya, Tanzania, Uganda, Rwanda) as a multi-country inbound DMC emphasizing experiential wildlife and cultural programming.
- Rhino Africa: South Africa-based inbound DMC offering tailor-made African safari and travel itineraries to international travel agents and direct consumers. Highly comparable to Sense of Africa in multi-country Southern/East Africa product scope, B2B/B2C hybrid model, and DMC-led full-service ground handling.
Emerging players
- Wild Frontiers: Adventure and experiential travel operator with safari and tailor-made itineraries across Africa including Namibia, Botswana, South Africa, and East Africa. Comparable to Sense of Africa in experiential/lesser-known destination programming and B2B partner distribution, though smaller scale and broader geographic reach beyond Africa.
Regional players
- Wildland Adventures: US-headquartered adventure travel company offering small-group and custom Africa itineraries across Southern and East Africa. Comparable to Sense of Africa's experiential cultural programming and DMC-led itinerary services, primarily serves North American travel agents and consumers rather than competing directly in the African inbound market.
Market position
Competitive moat4 records
Key risks1 record
Key highlights6 records
Customer concentration
Sense of Africa social profiles
Digital presenceSense of Africa financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sense of Africa leadership team
Management profileNumber of profiles
Profiles1 record
Sense of Africa funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sense of Africa 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 Sense of Africa
What does Sense of Africa do?
Sense of Africa is a full-service inbound destination management company (DMC) that designs and sells tour packages and travel services across Sub-Saharan Africa. The company operates on a B2B basis, serving international travel agents and tour operators with tailor-made itineraries, scheduled guided tours, self-drive adventures, fly-in safaris, and meet-and-assist services through its own offices in 8 African countries.
Is Sense of Africa a public or private company?
Sense of Africa is a private company. It is classified as corporate owned and is currently operating.
When was Sense of Africa founded?
Sense of Africa was founded in 1989. It employs 101 to 250 people.
Where is Sense of Africa based?
Sense of Africa is headquartered in Johannesburg, South Africa, in the Africa region.
How does Sense of Africa make money?
One revenue line is on record: tour Package Sales.
Who are Sense of Africa's main competitors?
Direct peers on record are Wilderness Safaris, &Beyond, Go2Africa, Sun Safaris, Governors' Camp Collection, Ultimate Safaris, Asilia Africa and Rhino Africa. Wild Frontiers is listed as an emerging player. Wildland Adventures is listed as a regional player.
Does Sense of Africa have an API?
No public API is recorded for Sense of Africa.
What industry is Sense of Africa in?
Sense of Africa's product category is Destination Management Services. Its primary akta.pro industry code is THAHADAA, Full-Service Destination Management (Ground Handling & Onsite Operations), with a secondary code of THAKAEAA, Inbound DMCs (Full-Service Ground Handling). Its NAICS code is 56152 and its SIC code is 7900.