Research by Joan Edesa
Uber Safari launched in Nairobi National Park with a promise of convenience and accessibility. But the reality on the ground tells a different story. With premium pricing, little clarity on vehicle and environmental standards, and a wave of public skepticism, the launch has sparked a debate over who really benefits from this service.
Uber Safari Price and Accessibility in Kenya
Uber’s new safari service in Nairobi comes with a clear price tag: KES 25,000 (about US$200) for a three-hour day tour and KES 40,000 (US
$395) for a night tour. That figure excludes park entry, food, tips, or other extras.
For many Kenyans, that amount equals a significant part of their monthly salary. Average wages in Nairobi range between KES 40,000 (about US$308) and 75,000 (about US$577), making a single safari booking an expense most households can’t easily absorb.
The company launched the service to mark its tenth year in Kenya, promoting it as a new way to experience Nairobi National Park. The launch attracted national and international coverage, reinforcing Uber’s image as an innovation-driven brand.
What an Uber Safari Really Costs
Estimated total for a 3-hour day tour in Nairobi National Park.
Uber Safari Business Strategy and Market Positioning
Kenya’s safari industry is one of the country’s strongest economic sectors. It brings in more than a million visitors a year and generates billions of shillings in revenue. Uber is stepping into that space with a tourism product that plugs directly into its existing ride-hailing infrastructure.
The move aligns with the company’s broader push into travel and tourism services in emerging markets. Nairobi, with its growing reputation as a regional tech hub, provides a high-visibility testing ground. A successful rollout here could open the door to similar services elsewhere.
Uber Safari Affordability and Local Economic Realities
At KES 25,000 per ride, the service targets a narrow group of users. Even when costs are split among four passengers, the expense remains high for most Kenyan households.
Foreign visitors are more likely to find the price in line with typical safari costs. A smaller segment of Nairobi’s upper-middle class can also afford occasional trips. But for the majority, this is a luxury.
Additional expenses make the barrier higher. The entry fee to Nairobi National Park must be paid separately, and other costs—such as food and tips—add up quickly.
The pricing places Uber Safari firmly in the premium bracket of Kenya’s tourism market.
Public Reaction to Uber Safari in Kenya
The launch has generated widespread conversation online, with many Kenyans questioning whether the service is meant for them at all.
“25k for a 3-hour drive? That’s not for us,” one user wrote on X (formerly Twitter). Others pointed out that once tips, park entry, and food are added, the cost climbs far beyond what most households can spare for a day trip.
On Facebook and local forums, the pricing has sparked criticism that the service caters mainly to foreign tourists and a small circle of wealthy Kenyans. Some expressed frustration that the company used the language of accessibility while pricing out much of the local population.
There were also concerns about the impact on existing tour operators. “This feels like they’re stepping into an ecosystem that already works,” one commenter said in a popular thread.
Not all reactions have been negative. A few users praised the convenience of booking a safari through an app and the potential for a more standardized experience. But the overall tone online has been skeptical, especially around affordability and who benefits from the service.
Industry Response and Tourism Ecosystem Impact
Another major ride-hailing company, Bolt, has also announced plans to launch a competing safari service by the end of 2025. According to local reports, the company aims to offer lower pricing to attract more Kenyan customers, signaling an upcoming price war in the safari booking space. Bolt’s entry could pressure Uber to adjust its rates and may intensify concerns around regulation, quality standards, and the impact on existing operators.
Local tour operators have offered mixed responses. Some see Uber Safari as a direct competitor that could divert high-value tourists away from established businesses. Others view it as a complementary service that might expand the market.
Operators point out that their packages usually include more than transportation—such as meals, park entry, and guided experiences. In contrast, Uber’s offer covers only the ride and a driver, leaving travelers to handle the rest.
There are also concerns about the strain on Kenya Wildlife Service to enforce park regulations if ride-hailing traffic increases. Overcrowding, off-road driving, and noise pollution are already contentious issues at Nairobi National Park.
Uber Safari Transparency and Regulatory Questions
Uber has positioned its safari product as a modern, reliable alternative to traditional tour operators. But key details about how the service will work remain unclear.
Vehicle standards. Uber says participating cars must meet the Tourism Regulatory Authority standards for 4×4 safari vehicles, including pop-up roofs and low noise levels. No public list of approved vehicles has been released.
Driver training. The company requires drivers to be licensed but has not disclosed whether they undergo wildlife or conservation training. Tour operators typically work with experienced guides who can interpret animal behavior and follow park rules.
Insurance and liability. It’s still unclear who is responsible in case of an accident or a wildlife encounter gone wrong—Uber, the driver, or the park authorities.
Environmental impact. Nairobi National Park already faces vehicle congestion, especially during peak tourist seasons. Uber hasn’t said whether there will be a daily cap on the number of safari rides allowed.
Revenue sharing. The company has not detailed how earnings are distributed among drivers, local operators, and Uber itself. That lack of clarity has raised concerns in the tourism community about how much will actually stay in the local economy.
Conclusion and Broader Implications
Uber Safari enters one of Kenya’s most visible and sensitive industries. The promise of seamless booking and fixed pricing appeals to foreign tourists and wealthier locals, but the price tag alone has already alienated many Kenyans.
The lack of transparency on key issues—vehicle standards, insurance, environmental impact, and revenue flows—has fueled skepticism online and within the tourism industry.
A service operating inside a national park isn’t just another product launch. It affects livelihoods, conservation efforts, and how one of Kenya’s most iconic destinations is managed.
For Uber, trust will depend on what happens after the launch. A clear, transparent model could build credibility. Without it, the service risks being remembered as a flashy experiment that left more questions than answers.
