This week our co-founder, Nick Bay, was once again included on Condé Nast Traveler’s List of Top Travel Specialists – 2025 marks the 6th year in a row! While we’re very proud of this recognition, it also brought Nick back to a fundamental question: why do we do what we do? Why Africa? Why safari? Why does it matter?

Africa is an extraordinary destination…the vast open landscapes, the wildlife, the climate, and most of all, the people. But those are just the starting points. The true essence of travel here runs much deeper.

When thinking about the moments that have left a lasting impact, they aren’t always the ones you’d expect. Yes, witnessing a lion on the hunt or staying in an ultra-luxurious camp is unforgettable. But the moments reminisced about are the ones that subtly shifted how we see the world.

• Winding down bumpy roads in a local Ugandan bus not quite knowing my destination but learning to trust that I’ll will arrive.
• The warmth of red desert sand beneath my feet, grounding me in a place that feels ancient and alive.
• The sound of a bird’s wings flapping overhead, made possible only by the complete and utter silence of the wilderness.
• Finding common ground with a fellow traveler or a local guide and realizing, despite our different backgrounds, how much we have in common.

These moments may seem small, even intangible but they shape the way we plan every trip. We want to ensure that our guests don’t just return home with stories of what they saw but with a deeper connection to a place, its people and most importantly to themselves.

How This Shapes the Journeys We Create

This philosophy influences every itinerary we design and every destination we recommend. It’s why we seek out places that aren’t just beautiful but that will connect with the individual.

• It’s why we encourage travelers to spend time in community-based, private wildlife conservancies where safari isn’t just about ticking off sightings but about slowing down, feeling immersed in the wilderness and making a meaningful impact.
• It’s why we suggest destinations like Mahale Mountains and Madagascar, where tracking chimpanzees and lemurs on foot offers a perspective on wildlife that goes beyond observation.
• It’s why we recommend time in communities, not as an add-on but as a meaningful part of the journey, creating opportunities for genuine exchange and understanding.
• It’s why we love designing itineraries that give people the space to experience the quiet, the vastness, and the simplicity that make Africa so transformative.

As Ashley so often says, “Once you have experienced something, you care about it differently.” That’s what we want for every traveler who travels to Africa; not just a spectacular trip but a shift in perspective. Because the best safaris don’t just change your location; they change you.