Company History

2004 – Imagine Africa Ltd is set up by Ben Morison in London and is profitable from day 1.

2005 to 2006 – The company quickly establishes itself with a mix mainstream safari holidays and off the beaten track destinations – finishing the year by arranging BBC Holiday Programme’s shoot in Mozambique.

2007 – Ride Africa (specialist horse riding brand) launches. The company moves to larger offices in London to accommodate more staff.

2008 – The company has to move office again, as staff numbers grow even further, and we launch Imagine Latin America. We are still profitable, and have never borrowed a penny from anyone.

2009 – We are voted in the Top 5 Best Small Tour operators at the Guardian / Observer Travel Awards and also win the Which Local ‘best holiday company’ award.

2010 – Holiday sales exceed £5 million for the first time, and we are in voted in the Top 3 Best Africa Tour Operators at the British Travel Awards. We also launch our excellent Imagine Travel Blog.

2011 – Our dedicated US website for our Africa holidays is launched; Our MD is one of the young entrepreneurs of the year at the British Travel Industry Hall of Fame Awards.

2012 – The whole team flew out to Kenya to run the Lewa Half Marathon in support of the conservation charity Tusk Trust. Click here for more about this adventure…

2012 – Later this year we launched Imagine Asia, meaning we now have more country specialists spanning most of the world – and to house them all (30 people now) we decide to move to spacious new offices on Althorp Road on leafy Wandsworth Common in south London.

2013 – The year started with a bang, with record holiday sales every month. To keep healthy we started a weekly running club and invested in a table tennis table to keep morale high.

2013 – In August 2013, we went into partnership with luxury travel company Scott Dunn, based in Putney in London. Whilst Imagine Travel and Scott Dunn remained as separate companies, the collaboration allowed Imagine to grow even faster, and by the end of the year the company achieved record holiday sales of over £13 million. More information is here…

2013 – Later this year Imagine Africa was honoured with three awards at the British Travel Awards: ‘Best Small Luxury Holiday Company’, ‘Best Small Safari, Wildlife and Nature Holiday Company’ and ‘Best Small Holiday Company to Sub Saharan Africa’.

2014 – Another successful year at the British Travel Awards! We were awarded gold in these categories: ‘Best Holiday Company to Sub-Saharan Africa’ and ‘Best Small Safari, Wildlife, and Nature Holiday Company’ for Imagine Africa, ‘Best Holiday Company to Central and South America’ for Imagine Latin America and ‘Best Holiday Company to South East Asia’ for Imagine Asia. Imagine Africa also won bronze awards for ‘Best Small Luxury Holiday Company’ and ‘Best Small Holiday Company for Weddings and Honeymoons’.

2014 – This year the company continued to grow fast and it was time to start working on new destinations. Imagine launched a brand new website and we relocated to brand new offices in Putney!

2015 – Imagine Travel won its first collective award at the British Travel Awards, in the category ‘Best Small Luxury Holiday Company’. We also took home awards for ‘Best Small Safari, Wildlife, and Nature Holiday Company’, ‘Best Small Holiday Company to South East Asia’ and ‘Best Small Holiday Company to Central and South America’. Let’s not forget Imagine Africa’s silver award for ‘Best Small Holiday Company to Sub-Saharan Africa’. It was a fantastic result and an all-round glorious victory in 2015!


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