About us

We love everything about Africa and we want you to love it too! Our knowledge and expertise are there to point you in the right direction, tell you honestly what we think, and show you what good looks like when it comes to making choices about what works for you.

Our small group tours represent the best in group travel, with a handpicked selection that marries affordable luxury and fabulous itineraries, ensuring your experience is the absolute best it can be. 

Our founder Sam Sellers (aka Safari Sam) grew up in Africa and has been travelling back to Africa for more than 25 years since with her family, friends and strangers who along the way became lifelong buddies. Her passion for Africa is the guiding light for every trip we plan and every tour we approve, which means we only partner with people on the ground who live and breathe a true passion for Africa. What's more, every Tour Leader that guides our small group trips is not only extremely knowledgeable and experienced, but their love of Africa will shine through - it's infectious!

We know planning your African adventure can be overwhelming...from where to go, the best time to travel, what your realistic budget should be to do everything you want to on your dream trip, and everything in between. Choose one of our tours and it's all done for you, or let one of our consultants get to know you and together we can create the perfect tailor-made holiday you didn't even know existed. 

No matter what shape your adventure takes, we know one thing for sure...you are going to LOVE Africa!




Why Choose Us?

Knowledge & Expertise

Quite simply, we've been there and we've done that. 

From backpacking, overlanding, self-drive to super luxury we have tried it and we know what good looks like.  Love adventure - great! Love the idea of adventure but want to stay in the realms of your comfort zone - we get it!

We get to know you so that we can recommend what we know is right for you.  You'll get to know us just as well, making it easy to ask those "silly" questions so that you feel there's nothing left to worry about and you can just turn up and enjoy.

Hotels with a bit of WOW

We pick the hotels you would have put on your wish list, if only you'd known about them! Our tours stay at places we believe add something special to your holiday, and our tailor-made stays offer lots of choice.


We specialise in finding you the best places we can that not only make the most of your budget, but they become etched in your memory forever. Our guests regularly tell us that our picks are exceptional, and that they no longer believe a hotel is just a place to rest after a busy day, but is a fundamental part of enhancing their holiday.

The best locations, fabulous views, elephants on arrival, fantastic staff, singing waiters...and that's just the beginning.  Check out a few of our top picks here.

Small Groups of Like-Minded People

Our handpicked scheduled group tours have a maximum of 12 people on any one trip, and some just have 6!  This means you get to know people really well, forming friendships that last long after the trip has ended, one of the best bits about group travel and a regular highlight in our customer reviews.

Our tour guests are a variety of ages and a mix of solo travellers, friends and couples. A passion for seeing the world, embracing culture, and embarking on an adventure are the key ingredients that most of our guests have in buckets, making your trip a memorable one with shared experiences.

Guides who treat you like Family

From your small group Tour Leader who'll become your chief sorter outer for their unique ability to resolve almost any problem that crops up on tour, to the truly awesome local specialist guides that impart their knowledge and fascinating cultural facts, we know the people you meet along the way will leave you feeling like you are part of a very special African family. 

You'll find your guides are incredibly passionate about their jobs, have a huge love for Africa and want you to love it too. All of this makes your trip, be it on a tour or tailor-made adventure, nothing short of exceptional.

Experience Africa in style with the friends you haven't met yet