The Perfections Group and Lalibela bring purpose-driven safaris to Australasia

The Perfections Group has joined forces with Lalibela Wildlife Reserve to bring purpose-driven safaris to Australasia. The Perfections Group will represent Lalibela across Australia and New Zealand, introducing the region’s travel trade and discerning travellers to unforgettable African safari experiences that are deeply rooted in conservation, community, and purpose.

Australia and New Zealand represent exciting new frontiers for Lalibela Wildlife Reserve, which already welcomes travellers from around the world. Building on a longstanding relationship, Lalibela has chosen The Perfections Group to lead its expansion into the Australasian market, which is increasingly seeking authentic, purpose-driven travel.

Lalibela Wildlife Reserve is a leading Big 5 safari destination in South Africa’s malaria-free Eastern Cape. Spanning 10 500 hectares and home to the Big 5, Lalibela offers soul-stirring journeys into the heart of Africa’s wild beauty. The reserve’s six distinctive luxury lodges, ranging from exclusive-use villas to family-friendly camps and romantic tented suites, are complemented by world-class hospitality and heartfelt service.

But what truly sets Lalibela apart is its mission. Every guest who stays at Lalibela becomes a contributor to meaningful change. All tourism profits are reinvested into critical wildlife conservation initiatives and community development projects, including anti-poaching efforts, animal monitoring and relocation, and the removal of invasive species.

Additionally, Lalibela’s outreach programmes support the Seven Fountains community, where the reserve funds and operates a vibrant recreation centre. Through education, sports, wellness initiatives, and grassroots development, Lalibela empowers local communities to become active custodians of the land, ensuring that conservation success translates into long-term human benefit.

Heading up the partnership in Australasia is Liam Oddie, who says: “We’re incredibly proud to represent Lalibela in Australia and New Zealand. It’s rare to find a property that so powerfully combines breathtaking natural beauty with a genuine, tangible commitment to conservation and community. Our mission is to connect more Australians and New Zealanders with experiences that don’t just inspire but give back.”

Johann Lombard, CEO of Lalibela, says: “Lalibela isn’t just a destination. It’s a force for good. By staying with us, guests directly support our conservation and community goals. Together, we are protecting this extraordinary landscape while uplifting the lives of those who call it home.”

Lauren Perry, Marketing Manager at Lalibela, adds: “Australia and New Zealand are highly desirable markets for us. Travellers from these countries value authenticity, sustainability, and life-changing experiences – everything Lalibela stands for. With The Perfections Group driving our outreach, we’re confident in our growth across Australasia.”

With headquarters in South Africa, and a growing presence in the UK, Australasia, and Germany, The Perfections Group delivers tailored sales, marketing, and distribution solutions to independent hotels, lodges, and resorts seeking greater visibility and growth in a competitive global marketplace.