Global interest in safaris more than doubled in 2023, with more travelers interested in exploring South Africa, Kenya, and Tanzania.
At the same time, the average amount consumers spend on safari trips has increased by a whopping 25%.
These are just some of the key takeaways from Go2Africa's annual State of Safari report. Based on Go2Africa's proprietary search and booking data, as well as global Google search volumes, this report identifies a number of key trends that are shaping the safari industry across Africa.
In addition to overall growth in safari travel, the report revealed:
- Interest in sustainable safari travel continues to grow, increasing by more than 1,000% in the past four years.
- Travelers are increasingly interested in beach/safari combinations and intergenerational travel
- The average budget for a safari currently ranges from $5,500 to $6,500
- Approximately 12 percent of solo travelers are considering going on safari, with couples being the most likely to do so at 47 percent.
Here we take a closer look at some of the most important developments.
Interest in African safaris more than doubles
As the world recovers from the pandemic and travel restrictions are eased, interest in safari travel has skyrocketed.
As 2023 was the first year with few remaining travel restrictions, Google searches for African safaris more than doubled in the first quarter, increasing by 111% year over year.
Travelers from Australia, the United States, and Canada will spend more on safari vacations in 2024. (Photo credit: Provided by Go2Africa)
Average safari budget increased by 25%
Around 70% of visitors from Australia, the US and Canada now have what Go2Africa calls a 'medium to high budget' for safaris. This is a significant increase compared to the previous year, when 43 per cent of travelers had set aside significant funds for a safari holiday.
Meanwhile, around 25 per cent of travelers from South Africa, Europe and the UK had a medium to high budget for a safari holiday, compared to just 18 per cent in 2022.
When ranked by the amount spent on safaris, travelers from Italy come out on top, spending the most cash on such holidays. The top five spenders are Belgium, Mexico, the United States, and the Philippines.
12% of solo travelers are considering going on safari
According to Go2Africa, the demographics of safari travelers do not seem to change much from year to year. In 2023, the majority of people taking part in safaris will be individuals traveling with a partner, and this group accounted for 47% of arrivals to the continent. However, the numbers are notable as they are down from 2022, when couples accounted for 60% of all travelers to Africa.
Meanwhile, families make up the second largest group of safari travelers at 32.3% of African arrivals, followed by solo travelers at 12% and groups of friends at 11%. (Side note: Go2Africa notes that groups of friends visiting Africa tend to choose Congo as their adventure destination).
The Central African country has the highest proportion of solo travelers among African countries, making it an attractive destination for those looking for solo-friendly exploration.
There is a growing interest in sustainable travel among consumers. (Photo credit: Provided by Go2Africa)
Sustainability remains a customer priority
Go2Africa also reveals that travelers want “more authentic and sustainable travel experiences.”
“Sustainability is a word on everyone’s lips, but research shows it’s more than just a fad,” the report says.
Interest in sustainable safaris has steadily increased over the years, increasing by 6.4% from 2022 to 2023.
But looking at the broader picture, interest in sustainable safaris has increased by more than 1,000% in the past four years.
“Currently, we have several travelers specifically asking if they could volunteer for a day on safari, so we are definitely seeing an increase in guest interest in sustainability and connecting with local communities. I understand,” says Liesel van Zyl. Go2Africa's Head of Positive Impact said in a statement: “Our clients are looking for experiences that foster authentic community engagement while traveling in Africa.”
beach safari
And the last notable trend is that safaris combined with beach holidays are a popular request. This typically involves travelers spending half the week observing animals across Africa and half the week relaxing and swimming at coastal destinations.
This new demand has resulted in some previously unpopular countries, such as Malawi and Seychelles, becoming new hotspots, the report said.
Interest in travel to Zambia and Malawi increased by 78% and 41% respectively between 2022 and 2023. Seychelles, on the other hand, saw a noticeable increase in the number of visitors, as the combination of forests and beaches increased by 20% compared to the previous year.
“Combined Zambia and Malawi safaris are currently very popular,” Van Zyl said in a statement. “Zambia has a lot of unspoilt, uncrowded parks and great value to explore compared to the busier parts of southern Africa. You can also fly to Malawi in a short 1 hour and enjoy amazing beaches, freshwater snorkelling, kayaking and more. You can enjoy the African sunset.”
For the latest travel news, updates and deals, subscribe to our daily TravelPulse newsletter.
