About Singita

As an ecotourism and conservation brand, Singita is unwavering in its commitment to preserve and protect Africa’s wilderness for future generations and since opening its first property – Singita Ebony Lodge – in 1993, sustainability, environmentally conscious hospitality and the empowerment of local communities have been cornerstones of this enduring 100-year purpose.

Singita’s story dates back almost a century – the journey towards conservation began on a piece of land in a remote corner of the Lowveld in South Africa, which was purchased by the grandfather of Founder, Luke Bailes. This 30,000-acre property, which would later become part of the Sabi Sand Nature Reserve, was transformed over time from a former hunting concession into an exclusive conservation reserve. The seeds of the story were planted here, and from them the vision grew to include four countries and counting. But our core purpose has remained steadfast – to conserve and restore precious wilderness areas and protect the life within them.

This philosophy remains central across each of Singita’s award-winning lodges and camps. Regardless of location, each is inspired by a reverence and respect for nature and a calling to create meaningful experiences for travellers, and to inspire and nurture in them a sense of awe for these pristine and precious wide-open spaces.

In South Africa, Singita Sabi Sand and Singita Kruger National Park are home to Ebony, Boulders, Sweni and Lebombo Lodges, as well as Castleton – a private-use African farmhouse (and the former Bailes family home). In Zimbabwe’s remote southeast, Singita Pamushana Lodge and a private-use villa, Singita Malilangwe House, are situated in the Malilangwe Wildlife Reserve. Our lodges and camps in the Serengeti in Tanzania are Singita Faru Faru and Sasakwa Lodges, Mara River Tented Camp, Sabora Tented Camp, Explore Mobile Tented Camp and exclusive-use villas, Serengeti House and Singita Milele. Singita Kwitonda Lodge and Kataza House, a private-use villa, are set right on the edge of Volcanoes National Park in Rwanda.

The journey so far

Today, Singita employs hundreds of people across Africa and operates 16 lodges, camps, and exclusive-use villas in six locations spanning four countries – each a peaceful sanctuary that celebrates the beauty of the African bush.

As pioneers in the ecotourism space, we have always approached our purpose holistically – this is expressed across three core pillars: Biodiversity, Sustainability and Community. In marrying world-leading luxury travel and a pursuit of excellence with long-term investment and involvement in conservation, community empowerment and sustainability projects, we ensure the mutual benefit to nature and people, now and into the future.

Singita’s people, as individual and collective advocates of our commitment to conservation, are the lifeblood of our purpose. Through them, and in the vibrant and welcoming spaces we’ve created, guests find a celebration of culture and context and a sense of community.

Less public, but no less present is the continuous research and collaboration that continues tirelessly behind the scenes. In partnership with a strategic network of regional not-for-profit conservation partners, the company is a custodian of a million acres across six ecosystems. These tracts of wilderness are home to precious biodiversity, unique wildlife, and magnificent landscapes, the protection of which is our core purpose.

A vision for the future

While remaining true to its underlying purpose, the brand has evolved over time, remaining at the leading edge and continuously striving to improve every aspect of our business. The unspoilt locations of our properties form the foundation for all progress – and inspire every innovation. These range from continuously seeking new ways to celebrate local culture and cuisine in our guest experience, to design updates made in our spaces that foreground African design and art, and advancements in our community work and sustainability initiatives. Connection, wholeness, balance and humility – these principles guide and steer us to ensure that we continually elevate the experience for guests while benefiting the land and communities in which we operate.

The urgent need to restore and regenerate Africa’s wilderness areas so that they can flourish for years to come is greater than ever, but while growth is part of Singita’s plans, it will continue to operate by the same discerning and conscious principles it always has. By only developing additional properties that are better or as good as the ones already in our portfolio, and that serve and align with our greater conservation goals.

The expansion to new regions will go hand in hand with increasing our conservation footprint with the goal of having even greater impact by supporting the successful work of our partner funds and trusts. Profit has never been the driver of the business, but rather purpose, and we will continue to pioneer the guest experience to change people’s understanding of the value of nature-based tourism in the context of Africa.

“We’ve been given an incredible legacy to take forward into the next generation at a critical time. To sustain Singita’s future on the continent, we must lean into authenticity in all we do, ensuring that our 100-year purpose is transparent and visible.”

– Jo Bailes, CEO of Singita