New East African safari brand Tulia has entered the Australian market, giving travel advisors a more accessible option for clients seeking strong wildlife experiences, well-located camps and comfortable accommodation without the price point of a high-end luxury safari.
Tulia is a sister company to Lemala Camps & Lodges and launches with four properties across Kenya and Uganda. Tulia and Lemala Camps & Lodges Managing Director, Leanne Haigh, was in Sydney this week to meet with Travel Monitor and discuss the new brand, its Australian trade strategy and plans to build a broader East African safari circuit.
Haigh said Tulia was created in response to demand for safari accommodation that concentrated on the parts of the experience travellers valued most.
“Tulia was created to answer a simple call: not every traveller needs elaborate design statements or expansive spa facilities,” Haigh said.
“Many simply want excellent guiding, great game viewing and a warm, well-run camp.”
Four properties establish Kenya and Uganda circuit
The initial Tulia portfolio includes Tulia Amboseli Safari Camp in Kenya, together with Tulia Buhoma Lodge, Ishasha Wilderness Camp and Tulia Murchison Bush Camp in Uganda.
The Uganda properties join the brand following the acquisition of the Wild Frontiers accommodation and activities business, while Tulia Amboseli provides the Kenyan anchor for the portfolio.
Located on a private 240-acre conservancy near Amboseli National Park, Tulia Amboseli offers views towards Mount Kilimanjaro and access to morning, afternoon and night game drives, guided walks and hot-air balloon flights.
The camp’s setting provides opportunities to see elephants, giraffes, zebras, lions, cheetahs and other wildlife, while its accommodation includes tented rooms with private verandas and options for families.
In Uganda, Tulia Buhoma Lodge is positioned near the starting point for gorilla trekking in Bwindi Impenetrable Forest National Park, while Ishasha Wilderness Camp provides access to the tree-climbing lions and wildlife of Queen Elizabeth National Park.
Tulia Murchison Bush Camp adds river safaris and game viewing in the Murchison Falls region, allowing advisors to package Uganda as a more complete safari destination rather than simply an extension to a gorilla trek.
“Historically, agents sent clients to Kenya or Tanzania for game viewing and tacked Uganda onto the end purely for gorilla trekking,” Haigh said.
“That dynamic has shifted completely. A traveller’s budget stretches significantly further in Uganda, and when you combine world-class primate trekking with tree-climbing lions in Ishasha and dramatic game viewing in Murchison Falls, Uganda delivers a complete, highly price-competitive safari in its own right.”
Brand targets value without stripping out experience
Tulia’s positioning is based on delivering the core elements of a strong safari holiday, including experienced guides, comfortable beds, reliable hot water, good food and access to major wildlife areas.
Rates range from US$300 – $700 per night, creating an option for Australian wholesalers and advisors looking to manage the overall cost of an African holiday at a time when long-haul airfares continue to influence client budgets.
Haigh told Travel Monitor the new brand would allow operators to create competitively priced itineraries without losing the sense of place and personal hospitality expected from an East African safari.
“With Tulia, operators can finally package a premium-feeling East African circuit that is highly competitive,” she said.
The brand will sit alongside Lemala rather than replace or dilute its established product. Lemala will continue to serve the higher-end safari market through its collection of camps and lodges across Tanzania and Uganda, while Tulia provides a distinct offering for travellers prioritising value, wildlife and location.
Growth strategy focuses on existing properties
Rather than building an entirely new collection from the ground up, Tulia plans to acquire and improve established properties in recognised wildlife regions.
The approach is intended to limit additional construction and vehicle pressure in sensitive natural areas while supporting existing teams, communities and tourism operations.
At Tulia Amboseli, the brand supports the E3 Sisterherd Initiative, where Maasai women produce and sell reusable sanitary pad kits through an onsite workshop. Tulia also says its wider operating model includes local employment, skills development, community purchasing and conservation support.
A Maasai Mara property is planned for 2027, which would expand the portfolio and help complete a more affordable multi-country safari circuit for the Australian market.
For advisors, the launch adds a new layer to the East African sales conversation. Tulia’s combination of recognised wildlife regions, Uganda’s growing standalone appeal and a lower entry price gives the trade more scope to match safari holidays with clients who may previously have considered Africa beyond their budget.
