From G&C to Tulia: Tourvest Takes Over Wild Frontiers Uganda

Kampala, UGANDA – Tourvest, one of Africa’s largest integrated tourism groups, has acquired Wild Frontiers Uganda. The group will rebrand the seller’s three iconic safari camps under a new value-led offering named Tulia.

An internal memo sent to all G&C staff on 29 April, and reviewed by this publication, confirms that shareholders John and Debbie Addison and Jane and Paul Goldring have agreed to transition the business to “Tourvest, based in Uganda.” The move brings fresh investment to the region and secures the long-term future of the company.

The memo explicitly reassures the entire team regarding job security. “Your jobs are secure,” the document states. “The incoming owners recognize the strength of our team and are committed to maintaining continuity. All contracts of employment will continue to be honored in accordance with their terms. All accrued benefits and leave shall be honored.”

Outgoing directors Paul and Jane Goldring will remain actively involved for at least six months to ensure a smooth handover. Meanwhile, John and Debbie Addison will continue to run Wild Frontiers SA, supporting the new Uganda operation from their base in southern Africa.

The Tulia Portfolio

While the deal remains subject to the fulfillment of certain conditions precedent, its completion will see G&C’s three Ugandan camps become the foundation of the Tulia portfolio. The properties are located in Buhoma (Bwindi Impenetrable National Park), Ishasha (Queen Elizabeth National Park), and Murchison Falls.

According to a separate statement from Tourvest Accommodation, Tulia will focus on “getting the fundamentals right”: honest, locally inspired food; warm, personable service; comfortable vehicles; expert guiding; and great beds and showers, all delivered with a responsible operating ethos.

Expanding East African Footprint

Tourvest, operating through its Ugandan-registered entity, already owns a collection of well-known East African tourism brands. The group’s current portfolio includes:

• Lemala Camps and Lodges: A premium safari brand with a strong presence in Tanzania, offering luxury tented camps in the Serengeti, Ngorongoro Crater, and Tarangire.
• Sense of Africa: A destination management company operating across Uganda, Kenya, Tanzania, and beyond, handling ground logistics for high-end and mid-market travelers.
• Adrift: The pioneering adventure company on the Nile at Jinja, famous for white-water rafting, kayaking, and river safaris.
• Wildwaters Lodge: An exclusive island lodge set in the middle of the Nile rapids, also at Jinja.

With the addition of the former Wild Frontiers Uganda properties, Tourvest is launching Tulia as its third dedicated accommodation brand.

Moseketsi Mpeta, CEO of Tourvest Accommodation, explains that the three brands now cover complementary market segments: Lemala serves the premium safari market, Adrift focuses on adventure-led experiences, and Tulia provides “a high-quality safari option at an affordable price point – without unnecessary frills, but without compromising on quality.”

A Responsible Growth Strategy

A central element of Tulia’s strategy is to grow by acquiring and enhancing existing properties rather than developing new camps in sensitive environments. This approach reduces environmental impact, avoids unnecessary expansion in already pressured ecosystems, and directs investment toward improving operations, staff development, and guest experience.

“We see this as a more responsible way to grow,” Mpeta said. “It allows us to invest where it matters most – in people, in service, and in the overall guest experience.”

This approach reinforces the group’s ‘One Tourvest’ vision, which aims to connect people, places, and purpose while creating shared value through sustainable tourism. The acquisition brings the three established Ugandan properties—now rebranded as Tulia Buhoma, Tulia Ishasha, and Tulia Murchison Falls—together with Tulia Amboseli in Kenya, creating a four-property portfolio spanning some of East Africa’s most sought-after wildlife regions.

Continuity and Community

The internal memo underlines that the transition is being made from a position of strength. Paul and Jane Goldring, who have called Uganda home for many years, will remain in the country to run their private properties, Anyadwe House and Hotel No. 5, which are not part of the acquisition. John and Debbie Addison will maintain their camps and marathon projects in Tanzania, Zimbabwe, and elsewhere while backing the new entity.

“We want to emphasize that this change is being made in the best interests of the company and its people,” the directors wrote. “You are the heart of this organization, and this transition is intended to support your work, not disrupt it.”

With Tulia, Tourvest is betting that travelers increasingly want value-driven, responsible safari experiences built on existing foundations rather than newly built camps in sensitive ecosystems. The group’s message is simple: Great locations, great beds, great showers, great food, great guiding, and great people—delivered responsibly.

In an email to tour operators, Tourvest shared the contact details for the new management. James will be the primary contact for trade partners.