Uber Eyes Kenya's $4B Tourism Industry With New Game Safaris
TLDR
- Uber Technologies Inc. has introduced Uber Safari, a new service that lets customers book guided game drives into Nairobi National Park directly through its app
- The service, launched as Uber marks 10 years in Kenya, partners with licensed safari operators to offer three-hour day and night trips
- Uber is working with the Kenya Wildlife Service, the Tourism Regulatory Authority, and Magical Kenya to ensure compliance with tourism and environmental rules
Uber Technologies Inc. has introduced Uber Safari, a new service that lets customers book guided game drives into Nairobi National Park directly through its app.
The service, launched as Uber marks 10 years in Kenya, partners with licensed safari operators to offer three-hour day and night trips. Day tours cost KSh25,000 ($192) for up to seven passengers, while night tours are KSh40,000 ($307) for up to five. Customers pay upfront through the app but cover individual park entry fees separately.
Vehicles are standard safari Land Cruisers with registered guides. Each trip includes pick-up and drop-off at home, and bookings must be made at least two days in advance for day tours and five days for night drives.
Uber is working with the Kenya Wildlife Service, the Tourism Regulatory Authority, and Magical Kenya to ensure compliance with tourism and environmental rules.
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Key Takeaways
Tourism is a cornerstone of Kenya’s economy, contributing about 10% of GDP and more than 5% of formal employment. Nairobi National Park, unique for being the only full wildlife reserve within a capital city, is a top destination for both international and domestic tourists. Post-pandemic recovery has been strong: visitor arrivals rose 24% in the first half of 2025, according to the Tourism Research Institute. Uber Safari positions the ride-hailing giant to capture part of the $4.3 billion tourism market by offering business travelers and short-stay visitors easy access to wildlife experiences. The model also provides new income streams for local safari operators who can register vehicles on Uber’s platform. Kenya is the second market after South Africa where Uber has launched safari rides, reflecting a strategy to expand beyond urban mobility into leisure tourism. If successful, the concept could be rolled out in other African destinations with nearby parks.
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