The Africa Safari Co.

What The Africa Safari Co. does

The Africa Safari Co. (TASCO) is a privately held, 100% Australian-owned tour operator founded in 1997 and headquartered in the Sydney area, specializing exclusively in African safari and travel experiences. The company curates and sells guided tour packages across 400+ destinations spanning 17 African countries, including Botswana, Kenya, Tanzania, South Africa, Namibia, Zambia, Zimbabwe, Uganda, Rwanda, Republic of the Congo, Egypt, Ethiopia, Madagascar, Mauritius, Morocco, and Malawi. Product offerings range from budget-friendly group tours (starting at AUD $660 for a 3-day tour) to ultra-luxury family experiences (up to AUD $72,780 for an 8-day Lion King Family Safari), with specialized verticals including gorilla trekking, serviced camping safaris, luxury train journeys (Rovos Rail), ladies-only groups, and family-friendly itineraries.

The underlying technology consists of a standard travel agency booking platform with AUD/USD currency toggle functionality, accessible via the company's website, phone, and email channels. Revenue is generated through one-time package bookings, with a 30% non-refundable deposit at reservation and final payment 90 days prior to departure; gorilla permits require full upfront non-refundable payment. The go-to-market motion is sales-led and direct-to-consumer, supplemented by a travel agent distribution channel.

The business serves six identified customer segments: first-time safari travelers (primary), women-only groups, families, luxury travelers, honeymooners, and return travelers. Marketing channels include a content-rich website, email newsletter, annual printed brochures, customer testimonials, PR features in major Australian publications (Qantas, Sydney Morning Herald, CEO Magazine, Marie-Claire, Leader), and social media. The company employs 11-50 staff and has operated continuously for over 29 years without disclosed external funding, acquisitions, or institutional investment.

Name

The Africa Safari Co.

Legal name

The Africa Safari Co.

Website

https://africasafarico.com.au

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

The Africa Safari Co. is a privately held, Australian-owned tour operator founded in 1997 that curates and sells African safari packages across 17 countries and 400+ destinations, serving Australian individual travelers through direct sales and travel agent channels.

Ownership category

akta.pro rank

Product category

Safari Tour Operator

NAICS

Tour Operators (561520), Travel Agencies (561510)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Safari & Wildlife Travel Agencies (THAKAFAG), Wildlife Safaris & Game Drives (THAJAIAB), Safari & Overland Wildlife Adventures (4x4/Jeep) (THAJABAD), Rainforest & Jungle Ecotourism Tours (THAAAEAF)

Keywords

• African safari tours
• Guided wildlife safaris
• Multi-country safari packages
• Luxury safari holidays
• Gorilla trekking tours

Headquarters

HQ city

Sutherland

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Safari and Tour Packages: The company sells comprehensive tour packages to African destinations ranging from budget-friendly options (AUD $660 for 3-day Discover Gqeberha) to ultra-luxury experiences (AUD $72,780 for 8-day Lion King Family Safari). Tour durations span from 3 days to 30 days. Packages include accommodation, transportation, some meals, park fees, and activities as specified per itinerary.
2. Booking Deposits and Final Payments: Revenue is collected through a 30% non-refundable deposit at booking, with full payment due 90 days prior to departure. Gorilla safari permits require full payment at time of booking and are non-changeable and non-refundable. Late bookings within 14 days require full payment before confirmation.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Africa Safari Co. is an Australian-owned tour operator that packages and resells guided safari holidays to African destinations. Itineraries span 3 to 30+ days and range from budget group tours (from AUD $660) and serviced camping safaris to ultra-luxury 5-star packages (up to AUD $72,780), with products sold individually to travelers covering accommodation, ground transport, game drives, park fees, and select meals.

Product overview

The Africa Safari Co. is a 100% Australian-owned travel company with over 29 years of experience specializing in African safari tours and travel packages. The company offers a diverse portfolio of tour products including safari tours, multi-country tours, train journeys, and ladies-only groups. Their offerings span various price points from serviced camping safaris to 5-star luxury experiences. The product lineup includes package tours such as the Magic of Three Countries Safari (Botswana, Zambia, Zimbabwe), Timeless Elegance (Botswana, Zambia), Odzala Discovery (Republic of Congo), Lost Tribes of Omo Valley (Ethiopia), Best of Namibia, Botswana Authentic Safari, Zambezi to Luangwa, Tanganyika Explorer (Tanzania), Elephant Paths (Zimbabwe/Zambia/Botswana), Botswana Bliss, Elegant Botswana, Ultimate South Luangwa (Zambia), and Kenya Explorers Safari. They also offer specialized experiences including gorilla tracking, train journeys (Rovos Rail), and cultural tours. The company provides tours across 16+ African destinations with various accommodation styles including luxury lodges, tented camps, and serviced camping.

Differentiator

Problem solved

Functional benefit

Products and services

• Guided Safari Tours Guided safari tours across Africa including game drives, walking safaris, and wildlife viewing experiences at national parks and private reserves, offered to individual Australian travelers.
• Multi-Country Safari Tours Multi-country safari packages covering multiple African nations such as Botswana, Zambia, and Zimbabwe combinations, with all logistics, accommodation, and game activities bundled.
• Luxury Train Journeys Luxury train safari experiences including Rovos Rail journeys across Southern and East Africa, packaged with accommodation and transfers.
• Ladies Only Group Tours Dedicated group tours designed exclusively for female travelers, with scheduled departure dates and shared itineraries.
• Family Friendly Safari Tours Safari tours designed for families with children, including appropriate accommodations, varied activity levels, and wildlife experiences suitable for younger travelers.
• Gorilla and Chimpanzee Trekking Tours Specialized tours including gorilla and chimpanzee trekking experiences in Rwanda and Uganda, with bundled permits, accommodation, and ground handling.
• Magic of Three Countries Safari 10-day luxury safari covering Botswana, Zambia, and Zimbabwe with stays at Linyanti Bush Camp, Thorntree River Lodge, and Nyamatusi Camp.
• Timeless Elegance Safari 9-10 day luxury safari through Botswana and Zambia featuring Atzaro Okavango Camp, Thorntree River Lodge, and Lolebezi.
• Odzala Discovery 8-day Congo Basin adventure including gorilla tracking at Ngaga Lodge, Lango Lodge, and Mboko Lodge in Odzala-Kokoua National Park.
• Lost Tribes of Omo Valley 8-day cultural tour through Ethiopia visiting tribal villages including Dorze, Konso, Mursi, Hamer, and Karo tribes.
• Best of Namibia Safari 7-day flying safari covering Sossusvlei, Damaraland, and Etosha National Park with Wilderness Safaris accommodations.
• Botswana Authentic Safari 9-day serviced camping safari traversing Moremi Game Reserve, Savute, and Chobe Riverfront.
• Zambezi to Luangwa: A Wild Odyssey 9-day luxury safari combining Lion Camp in South Luangwa and Royal Zambezi Lodge in Lower Zambezi.
• Tanganyika Explorer 9-day Tanzania safari covering Tarangire, Ngorongoro Crater, Serengeti, and Mara River region.
• Elephant Paths 9-day tour combining Hwange National Park, Victoria Falls, and Chobe National Park.
• Botswana Bliss 7-day safari featuring Linyanti Expeditions and Khwai Lediba in Botswana.
• Elegant Botswana 10-day luxury Botswana safari covering Okavango Delta, Moremi Game Reserve, and Chobe National Park.
• Ultimate South Luangwa 9-day Zambia safari featuring Kafunta River Lodge, Three Rivers Camp, and Lion Camp.
• Kenya Explorers Safari 7-day Kenya safari covering Ol Donyo and Masai Mara with stays at Mara Nyika Camp and Mara Expeditions Camp.

Quantifiable outcome

• Best Price Guarantee with thoroughly researched, great value for money holidays
• +1 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Audley Travel: UK-based tailor-made travel specialist offering country-specific experts and Africa safari itineraries. Larger-scale specialist-advisor model with overlapping curated Africa product.
• &Beyond: Luxury safari and travel company owning high-end lodges across Africa with an integrated tour operator arm. Operates both inventory (lodges) and itineraries, overlapping on curated luxury safaris.
• Abercrombie & Kent: Global luxury tour operator with a significant Africa safari portfolio alongside worldwide destinations. Larger scale and broader catalog, but directly overlapping luxury safari product and customer base.
• Wilderness Safaris: Premier African safari operator with owned camps across Botswana, Kenya, Namibia, Rwanda, South Africa, Tanzania, Zambia, and Zimbabwe. Supplier and operator — appears in Africa Safari Co.'s packages (e.g., Best of Namibia).

Direct peers

• Micato Safaris: Family-founded luxury Africa safari specialist offering bespoke itineraries across Kenya, Tanzania, Botswana, South Africa, and beyond. Comparable high-touch curated model and multi-decade brand heritage.
• Discover Africa: South African-based safari tour operator offering curated Southern and East African itineraries. Comparable multi-country product range and specialist destination focus.
• Rothschild Safaris: Boutique US-based safari outfitter specializing in customized African itineraries with strong destination expertise. Comparable curated, advisor-led sales motion and premium pricing.
• African Travel (by Ker & Downey): US-based Africa-only tour operator offering curated safari itineraries across multiple African countries at similar luxury and mid-tier price points. Directly comparable specialist positioning and curated multi-country product.

Emerging players

• Wildland Adventures: Small-scale adventure travel operator offering Africa itineraries alongside other world regions. Smaller scale and broader geographic focus, but overlapping on curated safari and cultural tours.

Regional players

• Africa Travel (UK): UK-based Africa-only tour operator offering safari and beach holidays across multiple African countries. Comparable specialist product but serves a different source market (UK vs Australia).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/afsafco
• Facebookfacebook.com/TheAfricaSafariCo
• LinkedInlinkedin.com/company/the-africa-safari-co-

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 The Africa Safari Co.