‘Journeys by Design opened our eyes to a world of experiences
we never knew existed.’ – Ralph Lauren 

Dear Traveler,

Journeys by Design curates a handful of tailormade safaris to Africa each year. Our unique style of African safari has positioned us at the forefront of specialist African adventure; voted in the top ten super agents in the world capable of delivering the most complex and extraordinary of journeys, comfortable with both classic luxury and frontier exploration. With over 70% of our business repeat or referred we must be doing something right.

Having grown up in six African countries, I have always been drawn to adventurous travel, to the benefits of travelling closer to the ground. I established Journeys by Design in 1999, borrowing my brother-in-law’s computer, desk and room to get off the mark. As a young environmental scientist, recently returned from a lifetime in Africa, I had nothing but my experience and a desire to share those unique experiences.

Adventures for nature

We believe values are important in any conversation with Journeys by Design. I am a qualified environmental scientist and have committed this business to the service of nature. We are keen not to design just a holiday, but a life changing journey which delivers real change.

You will of course have the most extraordinary holiday, and that is taken as read and we have built our reputation on it. However doing good does not mean undermining your holiday experience. Indeed we elevate your holiday with the injection of values and purpose which I know we are uniquely positioned to do.

These are true adventures of the heart, where deep emotional connections are made, and where character is formed. They are the adventures that makes Journeys by Design what it is today: a specialist adventure travel company which chooses to curate just 100 high-value RARE and CLASSIC safaris a year.


As a result, we’ve raised over US$ 6 million for charities globally over the last 20 years. In 2016, we set up our philanthropic and local eco-business development arms Wild Philanthropy and Tekula Capital to better create, organise and manage our own means of redistributing wealth in the name of nature. Together with Journeys by Design, we are the Africa House Group, and our shared mission is to transform the way travel benefits Africa. In 2020, we declared a climate emergency and joined 1% For The Planet

As a snapshot of what all this means, in 2019/20 we invested $487,123 in supporting conservation, community development, and community-led tourism in Africa through a combination of donations and investment. Our core ecosystems project supported 52,562 hectares of at-risk landscapes, 904 community members, and helped secure 218 local jobs during the worst of the pandemic. Meanwhile, our clients contributed $130,083 in conservation fees through their travel to Africa, and a further $68,992 in direct donations to conservation and community development projects. For more, please see the below impact report. 

It is for all the reasons stated above that I believe us to be one of the very few operators that are equipped to manage the process of change that is incumbent upon us.

Whether CLASSIC or RARE, the safari that matters is the one that hits the sweet spot between sustainability, impact, and adventure. Such travel is what drives us today. It’s the travel that asks not what we expect of the environment, but rather what the environment now expects of us. It’s what we’ve committed the company to, and what informs every trip we design.

This is what Journeys by Design is – and why our adventures are genuinely different, unique, special.

Do get in touch – I look forward to taking you miles from nowhere.

Yours sincerely,

Will Jones
Environmental Scientist & Fellow of the Royal Geographical Society