A new East African safari brand is looking to change the value equation for Australians considering Africa, with Tulia launching a four-property portfolio across Kenya and Uganda that puts wildlife, location and guiding ahead of the costly extras often associated with luxury safari travel.
Sister brand to Lemala Camps & Lodges, Tulia has entered the Australian market with a clear point of difference: comfortable, well-located camps in strong wildlife areas at a lower price point than many traditional high-end safari products. Tulia and Lemala Camps & Lodges Managing Director Leanne Haigh said the brand was created around what many travellers actually value most once they are on safari.
“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.”
Kenya and Uganda form the first Tulia circuit
The initial portfolio comprises Tulia Amboseli Safari Camp in Kenya, together with Tulia Buhoma Lodge, Tulia Ishasha Wilderness Camp and Tulia Murchison Bush Camp in Uganda. The three Uganda properties joined the brand following the acquisition of the Wild Frontiers accommodation and activities business, while Amboseli gives Tulia its first Kenyan base.
Tulia Amboseli sits just outside Kimana Gate, south-east of Amboseli National Park, with tented accommodation facing Mount Kilimanjaro and a waterhole that regularly draws wildlife including elephants, giraffes, zebras and antelope. Activities include game drives, bush walks, balloon safaris, sundowners and cultural experiences.
The Uganda properties broaden the safari story considerably. Tulia Buhoma Lodge gives travellers access to gorilla trekking in Bwindi Impenetrable Forest National Park, while Tulia Ishasha Wilderness Camp adds Queen Elizabeth National Park and its famous tree-climbing lions. Tulia Murchison Bush Camp brings river safaris and wildlife viewing in the Murchison Falls region into the mix.
That combination is central to Tulia’s argument that Uganda should no longer be viewed simply as a short gorilla trekking add-on.
“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.”
Value without stripping out the safari experience
Rates across the Tulia portfolio sit between US$300 and US$700 per night, putting the brand in a useful middle ground between entry-level accommodation and top-end luxury lodges. The aim is not to remove the aspects that define a safari, but to concentrate spending on experienced guides, wildlife access, comfortable accommodation, hot water, good food and hospitality.
“With Tulia, operators can finally package a premium-feeling East African circuit that is highly competitive,” Haigh said.
Lemala will continue to occupy the higher end of the market, while Tulia operates as a distinct sister brand for travellers who place greater emphasis on location, wildlife and value than extensive luxury facilities.
It is a positioning that could become increasingly relevant as airfare and overall trip costs continue to shape long-haul buying decisions. Rather than asking clients to compromise on wildlife regions, Tulia is attempting to reduce the accommodation component while preserving the core experiences that make an East African safari worth travelling for.
Uganda moves from add-on to standalone safari
Perhaps the most interesting part of the proposition is the way Tulia packages Uganda. Gorilla trekking remains a major drawcard, but the wider portfolio allows a trip to move between primates, traditional game viewing, river experiences and different national parks.
That creates scope for longer itineraries within Uganda and gives repeat Africa travellers another option beyond more established Kenya and Tanzania circuits. Tulia’s plans for a Maasai Mara property in 2027 would add another important piece, allowing the brand to create a more complete Kenya-Uganda safari circuit at a comparatively accessible price point.
The expansion strategy is also notable. Instead of relying solely on new construction, Tulia plans to acquire and improve established properties in recognised wildlife regions. The approach is intended to reduce additional building and vehicle pressure in sensitive environments while retaining local teams and existing tourism operations.
At Amboseli, this includes support for the E3 Sisterherd Initiative, where Maasai women produce reusable sanitary pad kits through an onsite workshop. Tulia says its broader model also incorporates local employment, skills development, community purchasing and conservation support.
Travel advisor toolkit
Advisors wanting to dig deeper into individual properties can access the following Tulia resources:
- Tulia Amboseli Safari Camp: Fact sheet | Image library | Website
- Tulia Buhoma Lodge: Fact sheet
- Tulia Ishasha Wilderness Camp: Fact sheet
- Tulia Murchison Bush Camp: Fact sheet
- Tulia Uganda: Image library
The individual Google Drive fact sheets are accessible as linked advisor resources, although their detailed contents were not publicly readable through the web interface at the time of writing.
For clients who have been interested in East Africa but discouraged by the overall cost, Tulia adds another way into the market. Its strongest selling point is straightforward: recognised wildlife destinations, established safari experiences and a price structure designed to make a longer East African journey easier to justify.
