A new app has been launched by Join Africa, in partnership with Purple Elephant Ventures, designed to provide safari guides with greater visibility, credibility and access to global travellers.
Speaking during the launch, Ben Peterson, CEO of Purple Ventures, described the initiative as part of a broader effort to strengthen Kenya’s tourism ecosystem through innovation.
“Tourism is how Africa communicates itself to the world in a positive way,” he said. “But, while the industry already delivers incredible experiences, it can and should be doing much more, especially in generating real economic value for individuals and communities.”
At the centre of that value chain, Peterson argued, are safari guides who remain largely invisible in the booking process.
“A guide is the heart and soul of the safari experience,” he said. “But they are often hidden in the background. What we are trying to do is bring them front and centre, celebrate them and give them the opportunity to capture more value from the industry.”
According to Jacob Hason, CEO of Join Africa, they analysed more than 150 000 online safari reviews, which showed that guides are the single most important driver of customer satisfaction, ranking above accommodation and even itinerary. Notably, 76% of reviews mention guides directly.
Despite this, most travellers only meet their guides upon arrival, largely due to limitations in existing digital platforms.
“Join Africa seeks to bridge this gap by combining the strengths of both systems into a single, guide-centric platform. Travellers can search for guides based on destination, language and interests – such as birding, photography or culture – before exploring detailed profiles that feature personal stories, authentic content and verified reviews,” said Hason.
Each guide is linked to a tour operator ensuring that bookings are handled professionally while maintaining trust. Once a traveller identifies a preferred guide, an inquiry is sent to the associated operator who then follows up and manages the booking. The platform also introduces a dedicated interface for travel agents, enabling them to evaluate tour operators based on the quality and visibility of their guides. This, according to developers, adds a new layer of transparency to the industry.
As Join Africa prepares to roll out globally, its initial marketing efforts will target key source markets including the US, UK and Europe.
Enhanced visibility
For Philip Rono, a Kenya Professional Safari Guides Association (KPSGA) gold level guide, the platform addresses one of the most persistent challenges facing safari guides: visibility.
“The biggest challenge safari guides face is the lack of platforms that showcase their skills and expertise,” he said. “Initiatives like KPSGA and now Join Africa are helping to create that space.”
The platform could play a critical role in distinguishing highly skilled guides from less experienced ones, particularly through guest reviews, Rono added.
“We have guides across different levels from average to exceptional. This platform has the potential to bring the very best to the forefront,” he noted.
However, Rono cautioned that the platform must continue evolving to be more inclusive. With thousands of guides operating across Kenya, there is concern that some, particularly freelance and site-based guides in museums, heritage sites and birding areas, may be left out if the platform remains focused primarily on long safari circuits.
“There is also a need for stronger professional associations to help identify genuine guides and weed out rogue operators,” he added, noting that regulatory efforts by authorities are already underway to address this.
According to Daniel Mbugua, Chairman of the Tour Operators Society of Kenya, the platform introduces what he describes as a “trust and visibility layer” in an industry often characterised by fragmentation.
“Africa is still difficult to plan and trust digitally,” he said. “Guides are invisible, despite being the experience, and the industry remains fragmented between operators, guides and lodges. This platform begins to bring all these elements together.”
By enabling travellers to discover and connect with verified guides, the platform directly addresses one of the biggest barriers to bookings: trust, Mbugua added.
He said this answers the question many travellers present: “Who can I trust in Africa?”
Beyond employment, Mbugua believes guides now have the opportunity to build personal brands, develop portable reputations through reviews and gain direct visibility to international clients.
“A guide is no longer just employed – they become a marketable tourism asset,” he said.
“The platform also encourages authentic storytelling, allowing guides to showcase their personalities, passions and expertise through content rather than relying solely on polished marketing materials.”
