Our Story

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More than just a journey…

Ours is a business with a rich and deep history. Over a period of 50 years, Sense of Africa has become the largest destination management company in the southern hemisphere after organically building its own powerful African footprint. It has established infrastructures – including local offices, people, products and service providers – in each of its regions. This, coupled with its consistently exceptional personal service to travel business partners in source markets around the globe, has supported the company’s goal to become Africa’s Leading Inbound Travel Brand, with a healthy track record and impeccable reputation.

With established homes and ‘Boots on the Ground’ in South Africa, Botswana, Namibia, Kenya, Tanzania, Zanzibar and Uganda, both partners and clients are assured of a direct connection to each of the unique countries that make up this eclectic continent. As our network extends further afield to include Ethiopia, Lesotho, Eswatini, Rwanda, Zimbabwe, Zambia, Zanzibar and Mozambique (through our sister company, Sense of Oceans), we truly do have Africa covered.

But it’s ultimately the people who animate this brand into something really special.

From a Travel Consultant to a Tour Guide, we are an intensely personal, highly motivated and passionate team of skilled individuals who understand the industry we work in and are committed to exceeding customers’ expectations at all times. All travel experiences are tailor-made based on our own experience and client feedback, and are thoroughly tested to showcase our own exacting standards. Accommodation, transport and activities are chosen to suit to the customer’s specific requirements – be that comfort, availability, time, ease of access or budget – in prime locations with extensive sightseeing opportunities. Our operational strength means that we co-ordinate and manage all aspects of an itinerary or project on your behalf. We offer a 24/7 meet and greet service, which ensures your peace of mind from arrival to departure. We also offer a 24/7 emergency duty phone, which means that your immediate travel needs are taken care of quickly and efficiently as well as 24/7 breakdown/ backup service on all guided tours, with emergency medical evacuation cover.

  • We are one synergized family of African DMCs who share a common purpose, customer promise and value proposition.

  • We are passionate travel specialists who live what we sell – we are masters of our product and service.

  • We are brand loyal and proud, and we stand together. Here there is no ‘I’ and ‘You’, but rather ‘Us’ and ‘We’. Our Africa is one place, and we are one family. We pledge the same promise to our partners.

  • Our regional personalities and product portfolios differ, as each of us is as unique as the destination itself. We share an African soul, but our faces are those of our home countries.

  • No one knows or lives Africa like we do.

  • We are proud and responsible citizens and sustainable contributors to our local economies, communities and our environments – we aim to leave everything we touch better in some way.

  • We believe in progress through valuable partnerships, from customers to suppliers.

Our Customer Promise

We earn trust through consistent extraordinary service. Uncompromising transparency is our credibility, built on integrity and respectful partnerships.  We make our clients’ operations easier by assuming effort and delivering convenience. To recognise our clients means we honour their purpose and role in our success. Personalisation comes from the heart and is what makes our business human.

Our Values


We have energy, excitement and enthusiasm in all that we do


Our insatiable thirst to keep learning and improving


We value ourselves and all others


We take responsibility for our natural world


Honesty, transparency and accountability are non-negotiables

Embracing Diversity

We believe in and value the essence of all people, regardless of age, gender, race, religion, physical disability or sexual orientation

Stakeholder Driven

We are aware of and accountable to ALL stakeholders in our business