Urban Safari's CEO Daniel found the inspiration for his business on an actual South African safari. He thought that the adventurous spirit of the tour didn't have to be limited to wildlands, but could work, with the proper attitude and a good guide, within the confines of a city. He started his business with the San Francisco tour, a four-hour excursion that takes in the city's iconic highlights and lesser-known hangouts. Educated and passionate guides take guests to view the Golden Gate Bridge and murals hidden in alleyways. They show off the Palace of Fine Arts and locations of famous film scenes. They navigate the city in open-air, zebra-striped safari vehicles, which permit constant people watching. The tours aren't just for tourists, either; the San Francisco Chronicle praised the tours as showing sights that even locals might find surprising. This includes putting the Golden Gate Bridge in perspective by showing it off from below or driving down twisty side streets for the sheer joy of experiencing sharp turns.

The company's other tours have a similar flavor. Daniel and guides ply wine country's Valley of the Moon in search of finely fermented wines and flavorful craft cheeses. They plop pith helmets on the heads of New York tourists, and show off parts of the city beyond the Isle of Manhattan. They even explore the dark side of San Francisco in night tours that stop at popular bars, hotspots, and particularly interesting sidewalk shadows.