Uber, the global ride-hailing giant, has officially entered Kenya’s iconic safari tourism sector with the launch of Uber Safari, a new feature on its app that enables customers to book guided wildlife tours through Nairobi National Park. The move marks the company’s first foray into safari-based tourism in Africa, setting the stage for what could be a transformative—and potentially disruptive—shift in how safaris are accessed and experienced in Kenya.

Through the new Uber Safari option, both local residents and international tourists can now reserve 3-hour game drives directly through the Uber app. The offering includes fully equipped safari vehicles, experienced guides, and optional extras like nighttime excursions. Pricing for daytime safaris has been set at KSh 25,000 (around USD 194) for up to seven passengers, while nighttime tours cost KSh 40,000 (USD 310) for a group of up to five. Importantly, while the Uber platform facilitates booking and logistics, national park entry fees remain separate and must be paid by guests upon arrival. Users can schedule their safari trips anywhere from 2 to 90 days in advance.

Rather than owning its own safari fleet, Uber has partnered with local, licensed safari operators in Nairobi to deliver the service. This approach aligns with Uber’s broader asset-light model, allowing it to scale without taking on operational overhead, while also creating new business channels for local tour companies. The vehicles used must be properly licensed and registered with Kenyan tourism authorities, and drivers must hold appropriate guide certifications. The Tourism Regulatory Authority (TRA) has made it clear that regular Uber taxis or non-compliant operators will not be allowed to participate in the program, ensuring that the quality and integrity of safari experiences are upheld.

The launch is the result of months of collaboration between Uber, the Kenya Wildlife Service (KWS), the Ministry of Tourism, and other key stakeholders in the tourism ecosystem. According to Uber, the goal is not only to expand its footprint in Kenya but to help bridge accessibility gaps in domestic tourism, particularly for urban residents and business travelers with limited time to experience the country's natural heritage.

Tourism is a critical pillar of Kenya’s economy, contributing more than 10% of GDP and accounting for over 5% of formal employment. In 2023 alone, Uber reported injecting over KSh 14 billion into the local economy, with tourism-related services forming a growing share of that impact. Nairobi National Park, located just a short drive from the city center, offers a unique opportunity to view lions, giraffes, buffalo, and other iconic wildlife with Nairobi’s skyline in the background. Uber believes its offering will make this rare urban safari experience even more accessible and seamless for both locals and tourists.

Still, Uber Safari’s entrance has sparked mixed reactions among industry players. While some view it as a welcome innovation, others see it as a looming threat to traditional tour operators who rely on direct bookings and multi-day safari packages. Local safari businesses have expressed concern that Uber’s brand recognition, digital convenience, and pricing structure could siphon off clients, particularly those looking for short, affordable excursions. Some operators fear that this model may drive down margins and commoditize what has historically been a high-touch, premium experience.

Beyond the business implications, conservationists and environmental stakeholders are also weighing in. Nairobi National Park spans just 117 square kilometers, making it particularly sensitive to increases in vehicle traffic. Critics warn that a significant spike in drive-through safaris could stress the ecosystem, disturb animal behavior, and reduce the overall quality of the visitor experience. The TRA and KWS have promised to monitor the program closely to ensure sustainability remains a priority.

Uber, for its part, has emphasized its commitment to responsible tourism. The company maintains that Uber Safari will uphold the highest standards of guide training, vehicle maintenance, and environmental stewardship. The company also points to its role as a connector rather than a competitor—acting as a digital platform that enhances visibility for local operators rather than replacing them.

The launch of Uber Safari could signal the beginning of a new era for Kenyan tourism. By merging technology with tradition, Uber is creating a new segment of short, accessible wildlife experiences that appeal to a younger, tech-savvy demographic. For many Nairobians who have never set foot in a national park despite living near one, this offering lowers the barrier to entry and could spark a new wave of domestic tourism.

Still, the long-term success of Uber Safari will depend on how well the platform navigates Kenya’s complex tourism ecosystem. It must manage relationships with local businesses, avoid alienating traditional tour providers, and ensure that the customer experience lives up to the promise of both convenience and quality. It must also demonstrate that it can operate within ecological limits and contribute to—not detract from—the conservation goals that define Kenya’s global reputation as a safari destination.

As of now, Uber Safari is only available in Nairobi National Park. Expansion to other major safari destinations like the Maasai Mara, Amboseli, or Tsavo has not been announced, but remains a possibility depending on uptake and stakeholder feedback. Uber has said it will evaluate the program's performance and work with regulators before scaling up.

The arrival of Uber Safari in Kenya reflects a broader global trend: the digitization of tourism. As travelers demand more seamless, customizable experiences, platforms like Uber are positioning themselves to play a central role—not just in getting people to their destinations, but in shaping the experiences themselves. Whether this development strengthens or splinters the fabric of Kenya’s iconic safari industry remains to be seen.

Africa News

Uber Ventures into Kenya's Safari Business with Bold New Offering