It all started 25 years ago with a dream. A dream to discover the extraordinary and go beyond the expected. But first, we had to build our team and our brand. And turn trips into experiences, and moments into memories. For 25 years, we’ve been exploring the world and creating unforgettable journeys. From hidden gems to iconic destinations, from once-in-a-lifetime experiences to moments that last a lifetime. 25 years filled with passion, excellence, and unforgettable journeys. And the journey continues. In search of new destinations. Where the world can’t find you…
The First 10 Years
My story actually begins before Untamed Travelling even existed. I studied surveying and then worked in the music industry, where, among other things, I owned several record labels. At the same time, I had a great passion for travel, and for Africa in particular. In the 1990s, I traveled to the continent regularly. I visited Namibia and Botswana, among other places, and worked for two years as a tour guide in Cameroon. The unspoiled nature, encounters with locals, and the completely different way of life made a deep impression on me. Africa felt like a kind of homecoming to me. A trip to Botswana and a business trip to South Africa, shortly after Nelson Mandela’s release from prison, gave me the idea to introduce others to the Africa I had come to know: authentic, small-scale, and far removed from mass tourism.
After selling my music company, Gerard—a close friend who had retired from the lumber business—and I came up with the idea of starting our own travel agency. I became the creative force and the salesperson, while Gerard handled the administrative side. In 2001, Untamed—then still known as Untamed Wildlife Safaris—officially launched. We started small and received about three bookings a month in the early days. We reinvested most of the revenue back into the business. I traveled the world extensively myself, guiding clients on safaris and Kilimanjaro climbs. This quickly led to the development of a network of local partners and allowed me to get to know the destinations intimately. That personal experience became a key pillar of Untamed: providing advice based on firsthand experience.
In the years that followed, the company grew, and our customers’ demands also changed. In addition to Africa, interest began to grow in other distant and unique destinations. The volcanic eruption in Iceland in 2010 marked a significant turning point. International air travel came to a near standstill, and for us, that was a clear signal that we couldn’t rely solely on Africa. We therefore decided to broaden our horizons. Gradually, Untamed shifted from an organization built entirely around Africa to a specialist in custom-tailored trips all over the world.
The Second Decade
Untamed continued to grow and become increasingly professional. The team expanded to include colleagues, each of whom brought their own knowledge and experience. Our marketing and communications took on a more defined shape, and we increasingly began working with destination specialists and local partners. The emphasis was not on the breadth of our offerings, but on knowledge and experience specific to each destination. Colleagues regularly traveled to destinations themselves, allowing us to advise clients based on firsthand experience.
This development did not go unnoticed. In 2015, Untamed Travelling was named “Best Long-Distance Travel Provider” at the Holiday Awards. In March 2016, we won the National Business Success Award in the custom travel category. Among other things, the jury highlighted our specialized destination knowledge, our customization, and our ability to translate clients’ special requests into unique itineraries. With this, Untamed had secured a clear place within the Dutch travel industry.
At the same time, Africa and nature conservation remained important to us. Sustainability received increasing attention, and in 2019, for example, we launched “Art in the Bush,” an initiative in collaboration with African Bush Camps that used art to raise awareness about nature conservation. At the end of this period, the COVID-19 pandemic broke out. Travel came to a virtual standstill worldwide, and we, too, faced cancellations, refunds, and a great deal of uncertainty. It was precisely during that time that we realized just how valuable our relationships with our local partners were. Despite everything, we remained committed to the kind of travel that Untamed stands for: small-scale, personal, and mindful of the environment.
Over the past 5 years
After the pandemic, growth returned, and we further expanded our offerings. In addition to Africa, we increasingly focused on Asia, Latin America, North America, Oceania, Antarctica, and unique destinations in Europe. At the same time, our approach remained the same: designing trips based on the traveler’s wishes, with a strong focus on unique places, local experts, and experiences off the beaten path. In 2023 and 2024, we achieved further significant commercial successes and industry recognition; in both years, Untamed was named the best provider of adventure vacations, among other accolades.
Untamed has since grown into a well-established specialist in high-quality, customized trips. We work both directly with travelers and through travel agents, and we continue to build international partnerships. At the same time, sustainability is playing an increasingly important role in our business operations. A key step in this process was achieving Travelife Partner status on February 3, 2026. This means we meet more than 100 criteria in the areas of sustainability management, business operations, collaboration with suppliers, and customer communication. Starting in 2026, we will also set aside €10 per booking for local projects.
The Future
2026 marks our 25th anniversary. What began in 2001 as a small company with African roots has since grown into an international company with destinations all over the world. To celebrate this milestone, we made a point of returning to where it all began. During Indaba in Durban in May 2026, we hosted an anniversary reception for more than 150 African partners and friends. Many of these people and organizations have played a key role in Untamed’s growth over the past 25 years. It was special to have them all together there and to reflect on our long-standing partnership and the journey we’ve taken together. In addition, a special anniversary trip is planned for late October with all our top retail partners along the Zambezi River, from Zambia to Mozambique.
Looking ahead, my main goal is to continue building on what we’ve established over the past 25 years. The world remains our playground, but our personal approach, knowledge of destinations, local partnerships, and commitment to responsible travel form the foundation for the future. We want to continue discovering new places and growing as a company, without losing sight of what Untamed was all about from the very beginning.
Anniversary Video
A special milestone calls for a special keepsake. To celebrate our anniversary, we’ve created a special video: a look back at the journey we’ve taken together and a look ahead to what’s yet to come.
Watch the video here.
