Our Story
“I am because we are”
Ubuntu is an African philosophy of shared humanity. It is where our name comes from, and it is the reason we build safaris the way we do — slowly, respectfully, and with the communities we travel through.
A women-owned
Tanzanian safari company
We are a proudly women-owned and women-led Tanzanian safari company based in Arusha, the heart of Tanzania’s Northern Safari Circuit.
Every safari we design reflects shared value, care, and harmony between our guests, local people, and the environment. We are small by choice — it is what lets us plan each journey personally rather than sell a fixed package.
At a glance
Based in
Arusha, Tanzania
Founded by
Violet Ayoub Foy & Ashley Beth Carroll
We travel
Tanzania’s Northern Circuit & beyond
Founded in
Year founded 2025
Licensed
Tala licence - License No: 035337
The Founders
A friendship, a shared purpose
Ubuntu Serenity Safaris was founded by Violet Ayoub Foy, who was born and raised in Arusha, and Ashley Beth Carroll, who first came to Tanzania through humanitarian work.
After years of working together with local communities in northern Tanzania, they created a safari company that celebrates Tanzania’s landscapes, wildlife, and cultures while opening new opportunities for women in the tourism industry.
“Some businesses begin with an idea. Ours began with a friendship, a shared purpose, and many years of working together.”
Violet Ayoub Foy
Co-Founder · Arusha, Tanzania
Born and raised in Arusha, Violet grew up at the gateway to Tanzania’s Northern Safari Circuit.
Ashley Beth Carroll
Co-Founder
Ashley first came to Tanzania through humanitarian work, and built her life around the communities of the north.
Three commitments
What Ubuntu means to us
Respect nature
Carefully selected eco-lodges and serene tented camps, responsible game-viewing distances, and no rushing wildlife for a better photo.
Open doors for women
We hire, train and promote women into roles that Tanzania’s safari industry has rarely offered them — guiding, logistics, and leadership.
Uplift communities
We work with local guides, cooks, lodges and craftspeople, and we book cultural visits on the community’s terms — not as a photo stop.
Women-Owned & Women-Led
Why this matters
Safari tourism is one of Tanzania’s biggest employers and one of its most male-dominated. Women are still rare in the driver’s seat, rare on the radio, and rare in the room where itineraries are priced.
We cannot change the whole industry. We can change who gets hired, trained and trusted inside our own company — and who our guests’ money reaches along the way.