Our story
Twenty years in the bush.
What began in 2006 as a small Kruger booking site has become Safari.com, a specialist operator that has guided more than 60,500 travellers across the continent and was named Africa's Leading Safari Company at the World Travel Awards in 2024, 2025 and 2026.
In short
A safari company built by people who love the bush.
Two founders started the business in 2006 with a simple idea: that booking a safari should not be harder than the safari itself. Twenty years on, that conviction still sets the rhythm of the company. We curate, we coordinate, and we are reachable on the same number from the first message to the day you come home.
Our guests come predominantly from Europe and the Americas, and they arrive with one thing in common: limited time and high expectations. We meet them with a tightly edited shortlist of lodges and itineraries, drawn from a portfolio of more than 500 operators we have travelled with personally. Nothing in the recommendation comes from a brochure.
In 2024, 2025 and 2026 we were named Africa's Leading Safari Company at the World Travel Awards. We mention it because, after twenty years, it is the proxy that best captures what we have been quietly trying to do all along.
Fast facts
Two decades, in numbers.
60,500+
Travellers sent on safari
500+
Operators we work with across Africa
20 years
In business, from 2006 to today
9,850+
Lodge and safari reviews on file
The arc
From a Kruger booking site to Safari.com.
A short, plain-text history. Each step was the small, sensible next move at the time. The through-line only becomes obvious in retrospect.
- 2006
Two founders launch the business as krugerpark-direct.com, a small online travel site selling South African National Parks accommodation.
- 2007
Becomes the largest reseller for South African National Parks, the first time the brand has scale in the safari market.
- 2009
Acquires the KrugerPark.com domain. The focus expands from rest camps to luxury safaris in Kruger and the surrounding private reserves.
- 2015
Re-incorporates as AfriTrip (Pty) Ltd, relaunching at AfriTrip.com with a portfolio that now spans Botswana, Namibia, Zimbabwe and Tanzania.
- 2017
Acquires the Safari.com domain. The strategic step on the road to becoming the safari authority.
- 2018
CTP Caxton, a JSE-listed publishing group, joins as a strategic shareholder, providing the balance sheet for the next phase of growth.
- 2024
Voted Africa's Leading Safari Company at the World Travel Awards.
- 2025
Voted Africa's Leading Safari Company at the World Travel Awards for the second consecutive year.
- 2026
Voted Africa's Leading Safari Company at the World Travel Awards for the third consecutive year.
From recent travellers
What guests have said.
"All members of the concierge team were very accomodating and quick to reply to my emails with very helpful information. I would recommend Safari.com to anyone wishing to travel to Africa for a great safari experience!"
"Shann was very quick and thorough in providing answers to all my questions, of which I had many. I appreciate the immediacy of WhatsApp and it alleviated some of the anxiety of planning."
"Denise has been great to work with, knowledgeable, flexible to make changes and I love how all inclusive the booking is. That's the best part. I never could have planned this alone! All I have to do is show up. LOL Highly recommend using Safari.com"
"KEITH WAS VERY PROFESSIONAL PLANNING OUR TRIP. COMMUNICATION WAS GREAT AND CUSTOMER FOCUS!"