The launch of Uber Safari in Nairobi National Park has ignited a heated debate within Kenya’s tourism industry. The new offering promises on-demand access to the world’s only national park located within a capital city.
Riders can pre-book a day or night safari on the app, get picked up in a fully licensed Land Cruiser and experience a three-hour guided safari.
Uber argues the innovation will make safaris more convenient and expand opportunities for local operators. “Tourism plays a vital role in Kenya’s economy and, with Uber Safari, we’re unlocking new ways for people to connect with our wildlife heritage,” said Imran Manji, Uber’s East Africa GM.
Anabel Díaz, Uber’s Vice President for Europe, the Middle East and Africa, described Kenya as a key market. “Uber Safari symbolises how technology and tradition can work together – from strengthening tourism to supporting livelihoods.” Uber points to its KSh14.1 billion contribution to the economy in 2023 and the KSh2.7 billion in value it facilitated for the tourism industry.
Regulatory oversight
The Tourism Regulatory Authority (TRA) agrees the idea has potential but insists on strict compliance. TRA Director-General Norbert Talam confirmed only licensed operators using approved safari vehicles will be allowed on the platform.
“This isn’t about competing with existing operators but expanding opportunities –especially for MICE and business travellers. Delegates finishing a conference can now pre-book a safari before their flights, boosting arrivals towards our five million target,” he said.
The TRA recently cancelled five licences for misconduct and will share data with Uber to maintain Kenya’s reputation for quality safari experiences, Talam added.
Mixed reaction
Some operators see opportunity. Mohammed Hersi, Group Director of Operations at Pollmans Tours and Safaris, said Uber Safari could formalise the sector. “Kenya tour firms aren’t analogue – most already market through portals like Viator. Uber may help prevent unlicensed taxis from posing as safari providers. They tested this model in 2016 and could boost Kenya’s global profile,” he said.
Hersi downplayed fears of price wars, noting that safari pricing differs from taxis. “A one-day Nairobi National Park trip costs about KSh25 000 (US$200), which aligns with established operators. Undercutting will be difficult.”
Travel tech entrepreneurs also welcome the move. Summit Dodhia, CEO of Summo Trips, said Uber addresses longstanding barriers. “When park fees rose last year, everyone said safaris were becoming inaccessible. Now that someone is making them easier for short visits, we’re still uncomfortable. Maybe we weren’t just asking for accessibility but control. Uber reduces friction: one app, no negotiation, no last-minute stress.”
But he warned traditional operators will need to adapt: “Technology is no longer just backend; it’s the front door of tourism. If we’re not on these platforms, we risk being left behind.”
Yet licensed guides remain cautious. Felix Migoya, Chairman of the East Africa Tour Guides and Drivers Association, warned of potential harm if safeguards fail. “We’ve seen this before when prices start high then drop. A safari isn’t a taxi ride; it’s an experience requiring skilled guiding and conservation ethics,” he said. Migoya fears thin margins could erode quality: “If KSh25 000 doesn’t include park fees or fair revenue-sharing, operators will be left with crumbs. If safaris become too cheap, the value drops, livelihoods suffer and visitor experiences decline. Without government oversight, protests may be inevitable.”
Minaz Manji, Group Executive Chairman of Twiga Tours, warned that the ripple effects could be far-reaching. “On the positive side, Uber offers convenience, transparent pricing and familiarity for global travellers. Its commitment to using licensed guides approved by the TRA is also reassuring. Yet, beneath the surface, several challenges demand attention.”
Manji pointed first to revenue distribution. “Local safari operators employ thousands of Kenyans and reinvest heavily in communities, schools and conservation projects. With Uber’s model, significant commissions will flow abroad, reducing the direct financial benefit to Kenya,” he said.
He also flagged ownership and control concerns. “Safari companies are more than transport providers – they are custodians of Kenya’s wildlife heritage. If Uber dominates bookings and data, local operators risk becoming subcontractors in their own country. We’ve seen similar patterns with Uber disrupting taxis and Airbnb reshaping hospitality.”
Fair competition is another worry. Local operators shoulder compliance costs, conservation levies and community investments. Uber, with its global scale, has a history of slashing prices to attract users. If that formula is applied to safaris, Manji warned, price wars could erode quality and sustainability.
“This is not a call to resist technology,” Manji added. “Digital transformation is vital. The challenge is ensuring innovation strengthens Kenya’s tourism rather than weakening it. Perhaps the solution lies in collaboration – integrating technology into local safari businesses in a way that preserves community benefits, conservation and fair competition.”
