About us

Imagine Africa is an award winning tour operator specialising in tailor-made holidays to Africa. We know everyone has different requirements and priorities for their perfect trip and so, with Imagine Africa there are no tour dates, no particular length of time that you have to stay somewhere and plenty of property options to suit different budgets. The trips are created from scratch for each of our clients by travel specialists who know their destinations inside out.

Having grown up in Kenya and Sudan and worked in travel all his life, including roles at Simply Travel and TUI, entrepreneur Ben Morison, decided to follow his passion – and his roots - by starting his own travel business.

In 2005 he founded Africa-only tour operator, Imagine Africa and quickly built up a reputation for the company as one of the UK’s most respected Africa specialists. His formula was simple: attract the best talent to work as his travel consultants (many Africans themselves); foster exceptionally strong relationships with suppliers; and deliver outstanding experiences and value for clients. In 2010, Imagine Africa was awarded as one of the top three ‘Best Small Wildlife and Safari Company’ at the British Travel Awards.

In 2008, Ben decided to build on the success of Imagine Africa by adding a new destination, Latin America, to the portfolio. The Imagine Travel family has since grown to encompass Asia and, most recently, North America. With each destination added, Ben made sure Imagine’s core values remain the same; and, above all, his people’s passion for their specialist countries, cultures, landscapes and wildlife shine through. More awards have followed and in 2015, the Imagine Travel family was voted ‘Best Luxury Holiday Company’.

In 2014, Ben was approached by the management team behind luxury tour operator Scott Dunn, who were interested in acquiring the Imagine Travel Group. Ben was confident that this move would provide his business with the investment it needed to grow to the next level; plus, after 10 years at the helm, and now with a wife and son (plus another baby on the way), Ben decided this was a good opportunity to take a step back and enjoy a new challenge. Imagine Africa is now owned and operated by an equally passionate team who collectively have over 50 years’ experience in the travel trade and share Ben’s vision for setting the benchmark in tailormade, experiential holidays.