From childhood safaris to conservation legacy: Jonathan Wright and the soul of WildPlaces Africa
Few stories in African conservation tourism are as deeply personal—or as enduring—as that of Jonathan Wright. Born in Uganda and shaped by the raw beauty of its national parks, Wright’s life has come full circle through a career devoted to protecting wilderness, restoring wildlife, and redefining what sustainable luxury safari travel can truly mean.
As the founder of WildPlaces Africa, he has been instrumental in pioneering conservation-led lodges in some of Uganda’s most remote and biodiverse landscapes, long before the country emerged as a sought-after luxury adventure destination.
In this interview, Jonathan Wright reflects on the experiences that called him back to Uganda after years abroad, the challenges of building high-end lodges in post-conflict regions, and the powerful belief that tourism must actively serve wildlife and local communities. From gorilla conservation in Bwindi to the revival of entire ecosystems in Murchison Falls, his journey reveals a philosophy rooted not in excess, but in responsibility, authenticity, and deep respect for place. What follows is an intimate conversation about legacy, family, conservation, and why Africa’s wild places are not just destinations—but lifelong callings.
You were born in Uganda and later returned as an adult after the war. What drew you back, and at what moment did you realize that conservation tourism was your calling?
My father loved the national parks of Uganda and would take me on safari every school holiday. He was an extremely keen fisherman so we would spend days fishing on the Nile in Murchison Falls National Park surrounded by tens of thousands of buffalo, elephants and abundant rhino. Unfortunately well documented events surrounding Idi Amin forced us to leave. The sounds and smells of Africa, the amazing light and incredible scent of the wild enters your soul and lives with you forever!
I was later wandering down a street in Ottawa Canada, I had heard there was a new leader in Uganda who had a real vision for Uganda’s future and so decided to stop and enter the embassy. I was quickly ushered in to see the Ugandan Ambassador. I told the gentleman that I was interested in returning to be involved in wildlife and safari lodges. The Ambassador then asked me if I would like to meet the President who would be on a state visit to the US in two weeks time. I of course agreed! I travelled to Washington and met the President who upon being told that I was born in Uganda said ‘you are a son of Uganda and must return home”. The rest was history and I was soon boarding a flight to Africa.
Semliki Safari Lodge was one of the first high-end lodges in Uganda. What was your founding vision for it, and how has that vision evolved across Apoka, Clouds, and your more recent properties?
I was looking for a concession where we could work in an exclusive area where we could develop our dream. I invited a large mammal wildlife biologist from Canada to Semliki to see if he felt the wildlife would recover from the long years of poaching during the war and after. At the end of the trip I asked him what he thought and he said to me ‘if it’s the only thing you do on this earth and save this place it will have been worth it. Semliki toughened us up: there were still rebel problems in the country, poaching was still a major issue and we were young and slightly naive.
However, we took the battles head on and somehow persevered through adversity. We were able to start running a business although it was a little hand to mouth at times. As we moved on to the new projects over the years we seem to have learnt to manage all the things that nature and government threw at us. I think we had to keep going as Uganda needed more tourism places and in some ways we were lucky as the government actively encouraged us. We also did not fear crazy remote places and all the places we chose had different wildlife and landscapes.
You’ve worked closely with rangers, national parks, and the Ugandan government to help revive entire wildlife populations. Which conservation success stories are you personally most proud of?
I think all of them. Clouds Mountain Gorilla Lodge has been perhaps our most complicated. We were asked to tender a bid to build an eco lodge using our own money in an area adjacent to Bwindi National Park – home to the mountain gorillas. The National Parks authority along with the African Wildlife Foundation and various international gorilla trusts asked us to build a lodge that would be owned by the local communities but paid for by us. The reason for this was several gorilla groups would enter community land and destroy crops.
It was therefore felt that by the communities having a stake in gorilla tourism they would be less likely to harm the gorillas. We were given a short term lease of 15 years and have recently renewed for another 15 years. It has been immensely rewarding and complicated at the same time – greed from local politicians and business men trying to strip us of our assets has occurred on several occasions. However, the people have been our greatest asset and they themselves have protected our interest. The trust now has 34,000 members from local communities. They are my landward, we have built several schools and we pay a fee for every client who sleeps in the lodge. The gorillas have been well protected and the project has supported many community initiatives.
How would you describe the relationship between WildPlaces Africa and the communities surrounding your camps?
It’s a juggling act, some communities are too far away for us to have any meaningful interaction at this stage. In Bwindi we have an excellent relationship. In other areas, less so, as we actively also support anti poaching with the park rangers. However, we have recently started a project to support reformed poachers. We held a meeting at which 91 poachers showed up and handed in snares and spears. We are going to start small business support by raising funds and working through the rural banks. Needless to say all proposals will be carefully vetted and we are really excited about this initiative. We have also supported various schools in areas adjacent to the parks. On the whole the relationship with communities is very good unless we are stopping poaching. As I mentioned we are looking at ways of changing this aspect.
What challenges have you faced in implementing conservation-led tourism in Uganda, and how have you navigated them?
Politics plays its part. Unfortunately, politicians often interfere in the legal and court process around poaching thereby actively encouraging more poaching. Often, influential people will illegally attempt to use park land for cattle grazing, growing crops. The illegal meat trade (snaring and killing animals to sell the meat to commercial markets) is the greatest problem we face. Unfortunately, snares are indiscriminate killers and Uganda is no exception. The trade in Uganda is worth many millions of dollars and also supports the illegal parts trade for cat parts.
WildPlaces lodges are known for feeling deeply connected to their surroundings while still offering elevated comfort. What defines the “WildPlaces” identity, in your own words?
There is nothing generic about our lodges, they are built from the earth with a belonging in their landscapes. We make almost everything ourselves including our furniture and they all feel uniquely different. They all sit in different landscapes in some of Africa’s most stunning parks. They are filled with big comfort and mesmerizing views and situated in stunning areas. We pride ourselves on the lovely people who work with us who are almost all from villages around the conservation areas who we train ourselves. Several have worked with us for nearly 30 years.
Your wife, Pamela, leads the interior design of the camps, and both your children are now involved. How does the family’s collaboration shape the experience guests have on safari?
I told my children I did not ever want to sell the business. Honestly, what would I do? I asked them if they would both get more involved and they both said they wanted to stay in the business. Pamela and Annabelle both have special talents from an interior design perspective but also both are great chefs as well, in fact the whole family places immense importance on food in the lodge. We can’t be everywhere at once but we follow our guest comments all the time. We are also the only company in the country running a formal guide training program in Uganda and hope this gives the clients the best possible wildlife experience.
What matters most to you when selecting a location for a new lodge? The landscape, wildlife, cultural ties—or something else entirely?
When selecting a location you firstly have to believe that an international guest is going to spend thousands of dollars crossing the world to see the place and attractions. WildPlaces lodges are in national parks, areas of immense natural beauty and incredible wildlife biodiversity. So within the area you look for a place with incredible views or situation, accessibility is important for logistics and food and beverage operation. Access to key attractions and wildlife and how you can evolve the external infrastructure.
Uganda has become increasingly recognized as a luxury adventure destination. What do you think sets the country apart from its East African neighbors?
Uganda has some of the immense geographic features of the African continent: the Nile starts its journey here and passes through Murchison, falling of the edge of the rift valley to form one of the most powerful waterfalls on earth., the highest non volcanic mountain range the Rwenzoris run along the border on the edge of the central African rainforest. The mountains were called Luna Verdes by the Greek philosopher Ptolomy and they are just under 17,000 ft with glacial snow capped peaks. The Virunga volcanoes border the south. The dry savannas form Sudan, the largest intact savanna habitat on earth affects our northern parks and East African breezes bring our weather. We also have some of the great lakes of Africa, Lake Victoria, Lake George, Edward and Lake Albert and the many fingered Lake Kyoga. Because of the different elevations and weather patterns Uganda has a myriad of habitats and as a result there are over one thousand two hundred bird species, many primates including chimps and gorillas, all the big cats, many types of ungulates and then of course hippo, elephant, giraffe, zebra all make Uganda their home.
How has the new direct flight between London and Entebbe influenced traveler interest and accessibility? Are you already seeing its impact on the ground?
It has only really commenced recently. It will definitely have an impact if they can keep up the reliability of the service.
You’re a strong advocate for responsible, impact-led travel. What does sustainable luxury mean to you in practice—not just in theory?
Always give something back. Whatever you do must have a positive impact on the environment and everything within it.
How do you balance the desire to offer world-class comfort with the responsibility to preserve remote ecosystems?
Low impact lodges that are not too large, use solar and any new technologies to mitigate environmental harm. Try to have a positive impact on the parks we work within and try not to leave to bigger footprint
What initiatives within your camps or surrounding landscapes are you most excited about right now in terms of long-term impact?
We are really excited about the positive impact we are having on wildlife through our support of the Uganda Wildlife Authority. Last year in March we had to assist with 11 snared elephants! This year we have had no new ones. When we started assisting with conservation in a remote area of Murchison our lions were declining and in the last year we have had over 30 cubs. At Clouds we are excited about moving forward with a new clinic/hospital and we are also really excited about the reformed poachers group.
After decades living and working in Uganda’s wild places, what continues to inspire you day to day?
I think helping the wildlife and the personal satisfaction of seeing it recover. The snaring is awful and the violent injuries and the animals die in excruciating agony. If I could stop that I would sleep well.
Can you share a moment—perhaps in the field with rangers or while building a new lodge—that reminded you exactly why this work matters?
When we first visited the site for the River Station the hippos in one of the small lakes fled the lake heading for the new channel, the buffalo fled and all the other animals such was the impact of poaching, in one year they have learnt that we are ok and no longer flee, buffalo lie by the camp, elephants wander around the camp and lions now visit us on a regular basis.
Last year a baby elephant was seen with a snare injury, we called in the vets and rangers but found the young boy was not going to survive and the horrible decision was taken to euthanize the baby, it was soul destroying.
What do you hope guests take away emotionally from a stay at a WildPlaces property?
A love of Africa, the people, the colours, the crazy animals and landscapes, the place of dreams.
How do you see Uganda’s safari landscape evolving over the next decade?
It is already growing. I hope the government does not get too greedy and concentrates on environmentally sensitive low impact developers who give back to conservation and remember that tourism must be low impact.
Are there new regions, conservation projects, or lodge concepts you’re currently exploring—or dreaming about?
I have a couple up my sleeve but might have to ask the kids that question.
What legacy do you hope WildPlaces Africa will leave for future generations, including your own children who are now part of the business?
I would like to be seen as a conscience developer with a deep concern for our WildPlaces that leaves a positive footprint on these areas and the wildlife can again reach its natural balance. I hope people leave inspired with a passion to help conserve and that my children will take up this legacy. But at the end of the day it is my personal passion and what we are doing gives me immense personal satisfaction.
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