About Us: Championing a Sustainable Safari Industry.

We Started Safari Planner Because We Had To.

As a former safari operator and a lifelong safari purist, I was deeply bothered by what I saw in the industry. It was a model that often lacked respect for local communities, wildlife, and abdicated its responsibility to Africa as a whole. I saw billions of tourism dollars flowing out of the continent, and well-intentioned travelers getting sold inauthentic (and even unethical) experiences in a confusing tourism system.

This wasn’t just a business problem; it was a personal frustration. The magic of an African safari was being undermined by a model that felt fundamentally unsustainable and unfair.

I knew there had to be a better way to connect conscious travelers with the incredible, ethical, and locally-owned operators who are the true guardians of Africa’s wild places. That’s why Safari Planner was born: to fix a broken model by injecting responsibility and respect into every step of the journey. Respect for nature, respect for Africa, and respect for travellers.

Learn More About Our Team

We Replace Guesswork with Confidence.

Safari Planner is not another overwhelming travel marketplace. We are a smart matching platform built on a principle of respect for your time and intelligence.

Our AI-powered safari quiz takes a few minutes to understand your unique travel style, budget, and dreams. From there, our technology instantly matches you with a perfectly suited itinerary from our hand-picked portfolio of vetted, sustainable, and locally-owned tour operators.

We make it easy to do the right thing, ensuring your perfect safari is also a safari for good.

Find Your Perfect Safari

Our Mission: A More Responsible & Sustainable Safari Industry

Our entire company is built on a single, unifying principle: to champion a more responsible and sustainable model of African tourism. This isn’t just a tagline; it’s the foundation of every decision we make.

Our Roots: A Commitment to Responsibility & Respect

Like the deep roots of an Acacia tree, our core values anchor us.

  • Responsibility: We believe tourism has a duty to have a net-positive impact on the places and people it touches.
  • Respect: We hold a fundamental regard for the intelligence of the traveler, the value of local communities, and the sanctity of the environment.

Our Trunk: A Unified Vision

Growing from these roots is our guiding mission:

To create an equitable and sustainable future for African wildlife tourism, ensuring it benefits local communities, the environment, and the traveler in equal measure.

Our Branches: How We Bring Our Mission to Life

These are the actionable ways we turn our vision into reality every single day:

  • We Keep African Tourism Dollars in Africa.
    • This is our responsibility to the community. We exclusively partner with locally-owned, ethical safari institutions who give back to local communities, ensuring the people who call this land home are benefiting from its beauty.
  • Our Safaris Give More Than They Take.
    • This is our responsibility to the environment. Through both rigorous vetting of operators and by directing 25% of our net revenue to conservation, we ensure your journey contributes directly to the protection of Africa’s wild places.
  • We Highlight Authentic, Verified Experiences.
    • This is our respect for you, the traveler. We match you with high-quality, ethical operators, ensuring the experience you book is the incredible experience you get.
  • We Make Safari Planning Incredibly Simple.
    • This is our respect for your time. By using smart technology, we create a simple, clear path to a responsible choice, removing the complexity that often stands in the way of a better safari.