Tulia – more affordable safaris in East Africa

TOURVEST Accommodation has expanded its East Africa footprint with the launch of its new safari brand, Tulia, responding to growing demand for mid-market safaris. As a part of its launch, the brand acquired three established properties in Uganda: Tulia Buhoma in Bwindi Impenetrable National Park, Tulia Ishasha in Queen Elizabeth National Park and Tulia Murchison near Murchison Falls. These properties help to strengthen its East African portfolio, joining Tulia Amboseli Safari Camp in Kenya’s Amboseli National Park. The brand’s core focus is on delivering prime wildlife locations, comfortable accommodation and expert- guided safaris at more accessible price points. Tulia positions itself in the space between budget safari operations and ultra-luxury lodges, offering a carefully curated experience without unnecessary cost. East Africa demand Demand in South Africa for East Africa is well established, says James Haigh, Head of Sales and Marketing at Tulia. He highlights Kilimanjaro, Ngorongoro and the Serengeti in Tanzania, as well as the Maasai Mara and Amboseli in Kenya, as especially popular among South African safari- goers. Park fees have historically hindered travel from countries such as South Africa. While these fees are essential for conservation funding, they have placed East African destinations beyond the reach of many regional travellers. Value Tulia’s approach focuses on delivering strong value without unnecessary cost. “What guests are not paying for are many of the costly luxury elements that can significantly increase room rates without materially improving the safari experience, such as excessive room sizes, elaborate infrastructure or unnecessary luxury amenities,” says Haigh. Instead, Tulia prioritises guest-facing elements:  Comfortable accommodation  Good food and beverage experiences  Personalised services  Expert-led wildlife experiences  Small-scale, intimate properties  Environmental and community engagement  Authentic local character rather than international hotel standardisation Tulia’s smaller scale allows for personalised service and a sense of exclusivity while reducing overheads associated with larger luxury properties. Investment is directed towards guest-facing elements that have the greatest impact on guest satisfaction. “Ultimately, our goal is not to be the cheapest product in the market, but rather to offer the strongest value proposition for guests.” Trade relationships Existing trade relationships have made the product’s entry into the South African market smoother. “For many years, Tulia’s sister brand, Lemala, has successfully welcomed international guests to East Africa, many of whom have travelled through longstanding partnerships with South African tour operators and travel advisers,” says Haigh. He adds that these relationships have helped them enhance their understanding of what resonates most strongly with the South African market. The new brand provides an opportunity for Tourvest Accommodation to bring the standards and the value of its international product offering to meet the needs of regional travellers. “South African guests can now enjoy the same authentic connection to nature, conservation and local communities that international visitors have experienced through Lemala, but at a price point and an offering tailored to their needs.”