Great Plains is slightly different to other eco-tourism companies, most of which try to run a successful business while helping conservation at the same time. The first priority of Great Plains Conservation is to help conservation rather than making money. Their aim is to protect the world's wildlife, parks and wilderness that are threatened by the increase of populations and the advent of tourism.
The company was founded by National Geographic photographers, David and Beverley Joubert, and Colin Bell, the ex CEO of Wilderness Safaris. It has set up conservation projects in a number of diverse and threatened habitats in both Africa and around the Indian Ocean.