Oasis Overland Partners with Hays Travel to Expand African Overland Adventure Tours in the UK

Published on December 19, 2025

Oasis Overland, known for its adventurous travel programmes throughout Africa, has formed a strategic alliance with Hays Travel, the UK’s largest independent retail travel agency. This collaboration aims to increase the availability of Oasis Overland’s unique itineraries and experiential travel offerings to a wider audience in the UK travel trade.

The collaboration demonstrates the growing demand among UK travellers for immersive, culturally enriching experiences in Africa. With a shared vision of providing authentic overland adventures, the collaboration aims to engage both seasoned travellers and newcomers to the overland travel genre, reinforcing the growing popularity of small-group travel and culturally immersive journeys.

Boosting Accessibility to Africa’s Overland Travel

The newly established partnership serves as a major step forward in Oasis Overland’s efforts to strengthen its presence within the UK travel trade. By joining forces with Hays Travel, Oasis Overland is poised to significantly increase its reach across the UK, introducing new travellers to Africa’s rich diversity of landscapes, wildlife, and cultural experiences. With the support of Hays Travel’s extensive nationwide retail network, Oasis Overland’s highly regarded tours, which have been operating across Africa for several years, will now be more widely accessible to British travellers.

Overland travel, often characterised by its focus on adventure, exploration, and cultural immersion, appeals to a growing segment of travellers seeking meaningful journeys. By partnering with one of the UK’s leading travel agencies, Oasis Overland is poised to tap into this burgeoning market for off-the-beaten-path experiences. The company’s itineraries range from shorter five-day trips to extended, in-depth expeditions lasting up to 47 weeks, catering to a diverse range of travellers with varying preferences and time commitments.

Meeting the Demand for Experiential and Sustainable Travel

The surge in demand for experiential and sustainable travel experiences is reshaping the global tourism landscape. In recent years, there has been an increasing interest in small-group travel experiences that offer deeper engagement with local cultures and communities. Oasis Overland’s experiential travel programmes, which focus on providing unique encounters with Africa’s wildlife and people, are aligned with this growing demand.

Hays Travel’s partnership with Oasis Overland reflects a shared commitment to providing travellers with opportunities to explore Africa in a way that is both enriching and sustainable. By prioritising eco-conscious practices, community engagement, and cultural sensitivity, both companies aim to support long-term tourism development across the African continent.

This strategic move aligns with global trends towards sustainable tourism that has a positive impact on local communities and environments. Oasis Overland’s dedication to offering meaningful, low-impact travel experiences ensures that its programmes contribute to the sustainable development of Africa’s tourism sector, while providing travellers with opportunities to learn about and respect the diverse cultures and ecosystems they encounter along the way.

Enhancing Trade Relationships Within the UK Market

With the new partnership in place, Oasis Overland is set to strengthen its relationships with the UK’s travel industry. The collaboration underscores the importance of trade partnerships in expanding the reach of niche travel offerings, such as overland adventures. By working with established retail networks like Hays Travel, Oasis Overland is positioning itself for greater market penetration, not only in terms of increased bookings but also in raising awareness of overland travel as a viable and exciting way to experience Africa.

The partnership also holds significant promise for the future of the African tourism industry. By expanding the availability of these tours to a broader segment of UK travellers, Oasis Overland and Hays Travel are contributing to the economic growth of African tourism destinations. The exposure generated through this partnership is expected to drive more international visitors to Africa, encouraging increased travel to areas that may have previously been under-represented in mainstream tourism.

Connecting Travellers with Africa’s Wild Heart

Africa has long been a continent of adventure, offering unparalleled landscapes, iconic wildlife, and rich cultural experiences. Oasis Overland’s itineraries, which span the continent from North to South, East to West, provide travellers with the opportunity to experience Africa in a way that is truly unique. From the sands of the Sahara to the savannahs of East Africa, these overland journeys take participants through some of the continent’s most awe-inspiring natural wonders.

By engaging with Hays Travel, Oasis Overland is not only making its African programmes more accessible but is also inviting UK travellers to discover the heart of Africa through sustainable and responsible tourism. These tours allow travellers to connect with diverse local communities, from the Maasai of Kenya to the Himba of Namibia, fostering cross-cultural understanding and supporting the livelihoods of the people they meet along the way.

Looking Ahead: Sustainable and Long-Term Tourism Growth

As Oasis Overland moves forward with its partnership with Hays Travel, it remains committed to promoting sustainable tourism practices. The long-term goal of this collaboration is not only to increase the accessibility of African overland travel but also to contribute positively to the development of the regions visited by tourists. Sustainable tourism, which emphasises environmental conservation and local community empowerment, will remain a central focus of Oasis Overland’s future operations.

By tapping into Hays Travel’s extensive network, Oasis Overland is poised to drive the growth of small-group and experiential travel across Africa. The increased accessibility of these journeys, coupled with the broader awareness of overland travel’s benefits, is expected to reshape how people perceive travel in Africa, positioning it as a top destination for meaningful, sustainable tourism.

Conclusion

To summarise, the collaboration between Oasis Overland and Hays Travel represents an exciting new chapter in the evolution of African overland travel. Oasis Overland aims to significantly expand the reach of its programmes by leveraging the retail network of the UK’s largest independent travel agency, providing UK travellers with unparalleled access to immersive, experience-led travel across Africa. This collaboration emphasises the growing demand for sustainable and meaningful travel, as well as the value of trade partnerships in expanding access to unique travel experiences.

With a shared commitment to sustainability, cultural immersion, and community development, both companies are poised to have a long-term impact on Africa’s tourism industry. As more UK travellers embark on overland adventures, they will not only make lasting memories but will also help to develop the regions they visit in the long run.