Taj announced plans to expand into South Africa’s safari market in May last year, with new properties in the Greater Kruger, through a partnership in Balule.
Speaking to Tourism Update, Mark Wernich, Taj Hotels Cluster GM: Africa and Business Development Director: Africa, said the move aligns with Taj’s long-standing focus on “meaningful travel and place-led hospitality”.
He explained: “We felt there was a clear gap for a globally recognised luxury brand bringing a deeply considered, wellness-led and service-rich approach to safari hospitality.”
Balule was identified early in the evaluation process due to its unfenced connection to the wider Kruger ecosystem, its conservation focus and low-density development model, which Wernich said aligns with Taj’s operational approach.
He described bringing the Taj brand into Balule as “both a privilege and a responsibility”. Wernich said Taj’s global recognition will help position Balule as a conservation and safari destination for long-haul international travellers, particularly first-time visitors to Africa.
The Greater Kruger portfolio has been structured as a complementary collection rather than a single product. According to Wernich, each lodge will have a distinct positioning ranging from more intimate, wellness-focused retreats to experiential safari lodges.
Wernich said the portfolio is designed to accommodate seasoned safari guests, first-time visitors to Africa, wellness-focused travellers, families, couples and small incentive or retreat groups. For operators, it provides itinerary flexibility, including the ability to build pre- and post-safari circuits with Cape Town and other regional destinations.
In terms of source markets, Taj expects demand from the US, UK and Europe, particularly among travellers familiar with the brand through its urban and resort hotels. India has been identified as a key growth market alongside expanding partnerships with specialist safari operators, wellness-led travel designers and luxury specialists. The Middle East and select Asian markets are expected to become increasingly important over time.
“We are targeting phased openings beginning in 2026, allowing for soft openings, team training and market familiarisation ahead of full commercial operations,” Wernich added.
