The luxury Africa specialist formerly known as Wilderness Safaris has shortened its name as part of a large-scale rebrand to ensure the company is “well positioned for future global growth”.

The company, which comprises more than 60 camps in eight countries and has more than 3,000 employees, is now simply known as Wilderness.

Chief marketing officer Simone Strahle said the company had dropped ‘Safaris’ from its name to “truly encompass who we are and what we really do: increasing the world’s wilderness”.

She added: “Although we’ll continue to offer leading safari experiences, it’s time for our name to reflect our iconic destinations and the diversity of places we operate in, both now and into the future. We do so much more than just safaris – from primate trekking to stargazing, nature walks, boating and learning about new cultures.”

A new logo inspired by the long grasses found in the African bush is said to encapsulate the two halves of the business – conservation and hospitality – and symbolise the places Wilderness protects.

A refreshed website, wildernessdestinations.com, also aims to move away from the brand’s safari focus and reflect the brand’s “wild places and extraordinary journeys”.

Chief executive Keith Vincent said though Wilderness had “grown hugely” over the years, the rebrand represented its “biggest change”.

He said: “We have an ambitious goal – to double the amount of land we help conserve by 2030. In order to increase the world’s wilderness, together, and to continue protecting Earth’s most iconic wild destinations, we needed to reposition our brand in order to take our pioneering hospitality and conservation model beyond Africa’s borders.”

He added: “We are the same company, with the same ethos; just with a more modern and edgy look and feel, an exciting new logo and enhanced brand messaging. Conservation remains our core purpose – that will never change. Everything we do – from creating new conservation initiatives to opening new camps and pioneering hospitality across the globe – is in support of this purpose.”