Safari Compass: Driving Botswana’s self-drive safari revolution

Staff Writer | Wednesday August 27, 2025 16:22

Safari Compass has entered Botswana’s tourism industry with a bold ambition to redefine the self-drive safari experience by providing affordable, fully-kitted 4x4 vehicles tailored for both adventure seekers and corporate clients.

The company boasts a fleet of brand new Toyota GD6 Hilux vehicles, designed and equipped to handle Botswana’s rugged terrains whilst ensuring comfort and reliability.

The founder’s inspiration came from a simple observation. Narrating his journey, Safari Compass founder Sonny Serite said during one of his bush trips, he noticed that many international tourists were hiring vehicles in Namibia or South Africa, even though their itineraries were largely Botswana-focused.

'Their response was that it was difficult to find companies in Botswana offering fully-kitted safari vehicles. Identifying this gap in the market, I decided to establish Safari Compass to cater for the demand,' he said.

The company’s vehicles are equipped with everything needed for camping in the wild, from rooftop tents, bedding, cutlery, crockery, stoves, and fridges to recovery kits and dual spare wheels.

“We don’t expect tourists to bring camping amenities from abroad. All they need are clothes and food; the rest is provided,” he said.

Clients also enjoy free use of the Gamini GPS gadget with Tracks4Africa maps, a service competitors often charge extra for or do not offer at all.

Safari Compass extends its offering through its other company, Teso Travel Agency, which curates safari itineraries and assists with bookings, helping international clients discover Botswana’s attractions. Whilst vehicles are fitted with rooftop tents, ground tents are provided upon request.

He said reliability and safety are at the centre of operations.

'Each vehicle undergoes strict mechanical checks before hire and is delivered to clients in spotless condition. Modifications such as reinforced suspension systems, all-terrain tyres and robust shock absorbers are made to withstand Botswana’s rough terrain. Breakdowns are attended to immediately to ensure customer journeys are not disrupted,' he said.

Technology has also played a crucial role in the company’s growth. Serite said online bookings, digital payments, and targeted social media marketing have helped it attract a global clientele. Currently, 65% of its customers are international, largely from Europe, whilst 35 % are local adventurers.

Safari Compass differentiates itself by going the extra mile in customer service and innovation. Beyond free GPS navigation, the company provides recovery kits and dual spare wheels as standard, and has invested in modifying vehicles for both durability and comfort.

Like many in the industry, Safari Compass faces challenges. Vehicle damage is common, particularly with clients unfamiliar with rugged terrains, whilst insurance costs remain high as local insurers are reluctant to cover rental vehicles. Despite this, the company remains committed to enhancing its fleet and services.

Looking ahead, Safari Compass plans to expand to 100 vehicles, introduce luxury self-drive options and strengthen its position as Botswana’s premier vehicle rental company. Whilst electric safari vehicles are not yet viable due to the lack of charging infrastructure in remote areas, the company is open to exploring sustainable innovations in future.

Reflecting on the journey, the founder notes that patience and resilience were vital to overcoming financing hurdles that delayed the company’s launch. “In tourism, being a people’s person is essential; you need to build trust and relationships to thrive,” he said.