Kenya has officially launched Uber Safaris, an innovative service designed to transform safari bookings and wildlife tourism experiences through the Uber mobile application. The initiative, launched at Nairobi National Park, was announced by the Tourism Regulatory Authority (TRA) after extensive consultations, regulatory reviews, and market surveys.

Uber Safaris enables both domestic and international tourists to conveniently book guided wildlife experiences via the app. By connecting clients directly with licensed and accredited tour operators, the platform enhances transparency, efficiency, and accessibility in safari bookings. The service is also expected to cut costs, improve accountability, and minimize risks linked to informal or unregulated operations.

“This initiative not only simplifies safari arrangements but also aligns with Kenya’s vision of embracing technology to strengthen the tourism sector,” TRA said in a statement.

The TRA has outlined clear requirements for Uber Safari operators:

• Only duly licensed tour operators with at least two Tourist Service Vehicles (TSVs) are eligible.
• All vehicles must be licensed by the National Transport and Safety Authority (NTSA) and verified by TRA.
• Only fully equipped safari vans and 4×4 Land Cruisers are authorized; ordinary Uber taxis will not be allowed.
• All tour guides must be licensed, registered, and verified by TRA.

Additionally, participating vehicles will display clear branding of their tour company alongside the Uber Safaris identity to ensure accountability.

“Congratulations Uber on ten years of success in Kenya and your launch of Uber Safari! American companies like Uber embody the spirit of innovation and collaboration that defines the U.S.–Kenya relationship. When U.S. companies succeed here, they create jobs, they spark new ideas, and they help build a brighter future for both our nations.” wrote U.S. Ambassador to Kenya, Susan M. Burns.

Uber Safaris is tailored to serve a diverse market, including domestic tourists, international business travelers, corporate groups, students, and transit visitors, offering safe, reliable, and affordable experiences in compliance with national tourism standards.

TRA emphasized that Uber Safaris is strictly a booking and facilitation platform, not a replacement for tour operators. Instead, it expands their market reach by linking them directly with potential clients in a secure and structured way.

Norbert Talam, Director General of TRA, assured stakeholders that all existing standards for tourist vehicles, guides, and the industry code of conduct will apply without exception.

The Authority expressed confidence that the initiative will boost Kenya’s competitiveness as a global tourism hub while safeguarding licensed operators and ensuring visitors enjoy world-class experiences.