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Pure Tourism Group has acquired Nomad Safaris, a long-standing Queenstown tourism operator known for its off-road tours and deep connection to the region’s natural and cinematic heritage.
The acquisition strengthens Pure Tourism Group’s position as a leading provider of premium experiences across the South Island. The group now includes Pure Milford, Info & Snow, Info & Track and Nomad Safaris – each committed to delivering unforgettable experiences amongst Aotearoa New Zealand’s natural beauty.
“This is the beginning of a selective growth journey in the South Island,” says Pure Tourism Group CEO Becks Caswell. “We’re honoured to share our places with our guests and to support the regions we operate in. This growth will allow us to continue to innovate and elevate what we deliver for our people – our customers and our team.”
Becks says the acquisition is a strategic decision supported by the group’s shareholders – Maui Campers founder and JUCY co-founder Chris Alpe, maritime and tourism industry stalwart Craig Harris and NZ-born US-based organisational economist David Teece CNZM – who are excited about the company’s opportunity to curate more experiences that pay tribute to the places Pure Tourism Group operates in.
“Our shareholders are fully behind this move. They see the value in growing thoughtfully, with a focus on quality, care and connection. They want to showcase the best that Aotearoa New Zealand tourism has to offer.”
Founded in 1988 by Nick Duncan and bought by husband-and-wife team David and Amanda Gatward-Ferguson in 1997, Nomad Safaris has grown from a small fleet of 4WDs into a multi-faceted operation offering Lord of the Rings location tours, quad bike adventures, and ski transport services. It has been a pioneer in environmental tourism, introducing electric vehicles and founding EcoAction, a precursor to the wilding pine movement.
Amanda Gatward-Ferguson says the sale marks the end of a remarkable chapter for her and David.
“Nomad Safaris is our baby, albeit a rather big one now, and we will always follow its development with interest,” she says. “We’re proud of the company we’ve built and very thankful to have worked with so many wonderful people – agents, suppliers, staff, and fellow operators – many of whom we now call friends.
“The highs have been incredible – from glowing reviews to industry awards. We’ve always listened, adapted and worked hard to be the best we can be,” says Amanda.
The Gatward-Fergusons are now planning a well-deserved break. “We are not young anymore and it is time to pass the reins to those with more energy who can take Nomad Safaris to the next level,” she says.
Nomad Safaris will continue to operate under its existing brand, supported by Pure Tourism Group’s central leadership and operational teams. All 44 Nomad Safaris staff will join the Pure Tourism Group team by the official takeover date of October 1, 2025.
“We’re excited to welcome Nomad Safaris into our whānau,” Becks says. “Together, we’ll continue to create once-in-a-lifetime memories for our guests, while honouring the legacy of those who built these iconic brands.”
