The acquisition will extend First Class’s long-haul portfolio deeper into Africa and the Indian Ocean. First Class Holidays said African Pride had earned a “stellar reputation” among UK travel agents since its launch in 1999.

Daniel Gathercole, First Class Holidays managing director, said: “This acquisition aligns perfectly with our vision to expand our portfolio to offer all long-haul destinations by the end of 2025.” 

He hailed the “exceptional job” joint directors Liz Hall and David Holland have done since they bought out the two brands in 2017. The pair acquired African Pride and Knighton Reeve from The Curzon Corporation, which founded the business in 2009.

Gathercole added: “I’ve always admired African Pride, and we plan on building on its success and further enhancing the brand."

Holland and Hall said: “We’re genuinely excited about the opportunities this acquisition presents. Joining forces with First Class Holidays will allow us to leverage their resources, expertise, and extensive market presence to reach new heights.”

The pair added: “Our commitment to providing exceptional, tailor-made travel experiences and the best service from the wonderful African Pride team, all of whom will be retained, will remain our top priority. We look forward to continuing this journey with our loyal agents."

First Class Holidays last week launched its first south-east Asian programme, and has in recent years added South Africa and latterly Japan to its range.