Matoke Tours Africa | DMC

What Matoke Tours Africa | DMC does

Matoke Tours Africa is a privately held destination management company (DMC) founded in 2007 and headquartered in Kampala, Uganda. It operates a B2B white-label model that designs, prices, and delivers fully customized private and group tour packages across Uganda and Rwanda, with extended coverage into Kenya (Masai Mara) and the DRC (Virunga, Nyiragongo). Core service lines include ground handling, multilingual (English, German, Dutch) guide provision, 24/7 back-office support, partner brand representation, and destination marketing co-creation for international tour operators, travel agencies, and tour leaders — primarily in the Netherlands, Germany, Belgium, USA, and Canada. Pricing is quote-based and tailored to accommodation tier, duration, group size, and activities, with multi-year partnership contracts structured around MoU-based onboarding that includes Matoke Academy training.

The company's technology and product surface centers on operational tools (CRM-style back office, branded vehicles, partner onboarding workflow) and the proprietary Matoke Academy learning platform, which delivers destination training, responsible-tourism education, and guide certification. It also operates two notable talent-development programs: the Female-Only Tour Guide Training & Mentored Internship Program (31 graduates since October 2021, in partnership with Ukarimu Academy) and the Adventure Travel Guide Training Program (7-course, 3-year curriculum, via the co-founded Adventure Tourism Uganda cooperative). These programs double as ESG positioning and as a talent pipeline for the guide workforce.

Commercially, Matoke monetizes through transaction-fee tour package bookings and professional-services ground handling, with no publicly disclosed revenue. It is founder/management-owned, has no external funding or parent company, and competes on multi-decade partner relationships, 5/5 ratings from 300+ travelers on SafariBookings, and a stack of sustainability and trade awards (Uganda Tourism Excellence Awards 2015-2017, Ekkula Most Sustainable 2022, Columbus Travel Tour Operator of the Year 2023, Uganda Wildlife Authority conservation award 2023, WTM Africa Responsible Tourism Award 2024, CBI best-practice feature 2024, UN WEPs signatory 2025). It is led by Managing Director Anna Grodzki with a 12-20 person team in Kampala.

Name

Matoke Tours Africa | DMC

Legal name

Matoke Tours Africa

Website

https://matoketours.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Matoke Tours Africa is a Kampala-based, B2B destination management company founded in 2007 that designs and delivers customized Uganda, Rwanda, Kenya, and DRC tour packages and white-label ground handling for international tour operators, supported by the Matoke Academy training platform and a proprietary female tour guide training program.

Ownership category

akta.pro rank

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

Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism) (THAHADAF), Inbound DMCs (Full-Service Ground Handling) (THAKAEAA), Risk Management, Safety & Duty of Care (Insurance, Medical, Security Planning) (THAHADAM), Sustainable & Responsible Incentives (Carbon Management, ESG Reporting) (THAHADAO)

Keywords

• Destination management services
• Customized tour packages
• Ground handling services
• Gorilla trekking tours
• East africa tourism

Headquarters

HQ city

Kampala

HQ country

Uganda

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Tour Package Bookings: Full-service tour packages for clients including customized private and group tours within Uganda and Rwanda. Revenue generated through package pricing that covers all ground handling services, guides, transportation, accommodations coordination, and activity bookings.
2. Ground Handling Services: Professional on-ground support including 24/7 back-office assistance, emergency support, crisis management, and problem-solving throughout tours.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

Matoke Tours Africa is a destination management company (DMC) that designs and delivers fully customized private and group tour packages in Uganda and Rwanda for international tour operators. The company provides end-to-end ground handling including professional multilingual guiding, transportation, accommodation booking, activity arrangements, and 24/7 back-office support, while operating as a white-label partner that represents the brand identity of its tour operator clients on the ground.

Product overview

Matoke Tours Africa is a destination management company (DMC) offering a unified portfolio of tour operator services centered on customized travel experiences in Uganda and Rwanda. The core offering comprises fully customized tour packages with comprehensive ground handling, professional multilingual guiding, and seamless trip execution. Supporting modules include product development services for creating conceptual itineraries, lodge selection across all budgets, brand representation on ground, destination marketing support, and sustainability consulting. The Matoke Academy provides training resources for partners and guides, while specialized initiatives like Women in Tourism programs and Adventure Tourism Uganda extend the offering into niche market segments.

Differentiator

Problem solved

Functional benefit

Brands

• Matoke Academy: A learning platform providing destination training, guide training, and responsible tourism education for tourism professionals, partners, and travelers.
• Female Tour Guide Training Program
• Adventure Travel Guide Training
• Women Leadership Bootcamps
• Traveling Sisterhood Safaris
• Matoke Academy Academy for Agents
• Matoke Academy Academy for Guides
• Matoke Academy Academy for Women in Tourism

Quantifiable outcome

• 31 women graduated from Female Tour Guide Training program
• +3 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core, notable and minor.

• Ukarimu AcademycoreStrategic or Co-development Partner · 1 October 2021Partnership with Ukarimu Academy to develop the first open-source curriculum for tourism and hospitality training in Africa. Jointly developed Female-only tour guide training & Mentored internship program. The training content is made available online and free of charge for anyone interested.
• Adventure Tourism UgandacoreStrategic or Co-development Partner · 1 January 2019Founding members of Adventure Tourism Uganda - a cooperative with 6 partner companies developing Uganda as an adventure tourism destination. Multi-day hiking and cycling trails and unique cultural activities have been developed along with professional Adventure Travel Guides Trainings program.
• Uganda Wildlife AuthoritycoreOthersFormal relationship with Uganda Wildlife Authority for wildlife conservation support and adherence to wildlife protection guidelines. Received award in 2023 for support towards wildlife conservation.
• CBI (Centre for the Promotion of Imports)notableStrategic or Co-development PartnerFeatured in CBI report on sustainable tour operators as best practice example. Contributed to CBI webinar on Solo Tourism as a European Growth Market.
• UN Women & UN Global CompactnotableStrategic or Co-development PartnerSignatory to Women's Empowerment Principles (WEPs) - a global commitment initiative to advance gender equality in the workplace, marketplace and community.
• Uganda Safari Guides Association (USAGA)notableOthersIndustry association membership for tour guide standards and professional development. Guides are assessed by USAGA after completing training programs.
• Ngamba Island SanctuaryminorStrategic or Co-development PartnerCorporate sponsor of Ngamba Island Sanctuary, supporting wildlife conservation efforts in Uganda.
• Association of Uganda Tour Operators (AUTO)notableOthersMembership in AUTO - the Association of Uganda Tour Operators, representing and supporting the Ugandan tourism industry.
• African Travel and Tourism Association (ATTA)notableOthersMembership in ATTA - African Travel and Tourism Association, connecting with the broader African tourism industry network.
• Adventure Travel Trade Association (ATTA)notableOthersMembership in ATTA - Adventure Travel Trade Association, connecting with adventure tourism professionals globally.
• United States Tour Operators Association (USTOA)notableChannel Partner/ Reseller/ DistributorMembership in USTOA, representing US tour operators and travel companies that work with destinations like Uganda and Rwanda.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• &Beyond: Large luxury Africa safari and DMC operator with owned lodges across multiple countries including East Africa. Broader portfolio and significantly larger scale than Matoke, but overlaps in high-end gorilla-tracking and Uganda/Rwanda itineraries sold through international tour operators.
• Wilderness Safaris: Major pan-African safari operator with extensive lodge portfolio and DMC capabilities across Southern and East Africa. Comparable in servicing wholesale tour-operator demand for premium African itineraries, though with materially greater scale and capital base.

Regional players

• Wild Frontiers: South Africa-headquartered adventure and off-the-beaten-path tour operator with a strong East Africa portfolio including Uganda and Rwanda. Comparable in its responsible-tourism positioning and B2B/wholesale orientation, though broader in geographic scope.
• African Travel Inc. US-based Africa-specialist tour operator that wholesales custom safaris across East and Southern Africa. Comparable as a partner-style buyer of DMC ground handling in Uganda/Rwanda and as a competitor for end-traveler itineraries in the same destinations.

Direct peers

• Wild Gorilla Trekkers: East Africa DMC specializing in Uganda and Rwanda gorilla and chimpanzee safaris, serving international tour operators with comparable private and group itinerary products.
• Kabiza Safaris: Uganda DMC offering customized private and small-group safaris with similar gorilla-tracking and wildlife itineraries. Smaller, founder-led operator comparable to Matoke in size and target wholesale partner profile.
• Volcanoes Safaris: Uganda/Rwanda-focused DMC and lodge operator running gorilla and chimpanzee safaris with their own accommodations. Direct competitor for the same gorilla-tracking, primate, and high-end safari itineraries that Matoke sells to European wholesalers.
• Great Lakes Safaris: Uganda-based DMC specializing in Uganda, Rwanda, and DRC itineraries including gorilla trekking, chimpanzee tracking, and Nyiragongo volcano climbs. Comparable B2B model serving European tour operators with similar ground-handling scope.
• Drive Africa Safaris: Uganda-based safari operator providing tailor-made itineraries across Uganda, Rwanda, Kenya, and Tanzania. Overlaps with Matoke's gorilla/chimp/wildlife offerings and partner-driven distribution to European markets.

Others

• Ukarimu Academy: Tourism and hospitality training organization in Uganda that co-developed Matoke's Female Tour Guide Training program and open-source curriculum. Adjacent rather than competitive — an enabler/training partner — but relevant for benchmarking Matoke's training content moat.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@matoketoursafrica
• Facebookfacebook.com/matoketoursafrica
• LinkedInlinkedin.com/company/matoketoursafrica
• Instagraminstagram.com/matoketoursafrica

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Matoke Tours Africa | DMC