Media & Press Releases

The New Why Wilderness Safaris Website Goes Live

May 25, 2017 | Wilderness Safaris

May 2017 – Wilderness Safaris is thrilled to launch the new Why Website as part of its #PurposeIsTheNewLuxury campaign, which aims to entrench the company’s core reason for being – to conserve and restore Africa’s wilderness and wildlife by creating life-changing journeys and inspiring positive action.

“After nearly 35 years in business it is sometimes hard to remember why you started out and what you originally hoped to achieve. Not so with Wilderness Safaris; our raison d'être is today even more firmly defined, entrenched and embraced than it was when we started out in Botswana in 1983. For us, every day is a reminder of why we exist. We are dedicated to conserving and restoring Africa's wilderness and wildlife, and we use high-end ecotourism to do this”, said Wilderness Safaris CMO, Chris Roche.

Wilderness Safaris believes that more and more of the world’s discerning travellers recognise the purpose of why they travel and the positive impact of that travel as one of modern life’s great luxuries. In the International Year of Sustainable Tourism for Development, as declared by the United Nations General Assembly, it has never been more apt for the company to embark on a proactive brand activism campaign: #PurposeIsTheNewLuxury. “This is not only about ensuring that we remain true to our core reason for being and to use ecotourism to change lives, but that we lead the industry to do so as well. We believe that we have an obligation to use our brand profile and platform to help drive positive change in the world”, Roche added.

The new site ( is designed to ensure a deeper understanding of what Wilderness Safaris stands for by highlighting 14 “Reasons to Believe” in the company’s business model – 14 stories of Wilderness Safaris’ innovative actions and achievements over the last 35 years of which it is most proud. “In this way, we hope to inspire our people, guests, trade partners and ultimately our competition to follow us in making a difference in Africa”.

In addition to easy navigation, the appealing look and feel of the site is interactive and relevant. A short and concise summary of each project is supported by a gallery, and video in most cases. The site serves as an information portal for Wilderness Safaris guests and trade partners, assisting them in gaining a well-rounded appreciation of the Why of Wilderness Safaris.

Click here to view the Why Wilderness website and here to view the new #PurposeIsTheNewLuxury video.