Travelers have increased their African safari budgets and have also booked trips in advance, indicating a growing interest in alternative destinations. This is according to a comprehensive new study from GO2AFRICA, which leverages data from over 100,000 inquiries between 2022 and 2024.
GO2AFRICA's 2024 Annual Africa Safari Report points out that Safari's average budget shifted from a bracket of USD 500 in 2023 to a $7,500 USD from a $500 bracket in 2024.
“The higher budget reflects a combination of increased desire for a premium experience, longer trips and increased annual safari trips,” said Go2Africa MD Majia de Rijk-Uys.
Alternate destinations gain traction
Traveler enquiries continue to be controlled by “big 3” destinations in South Africa, Tanzania and Kenya.
In particular, inquiries regarding destinations on Indian Ocean Islands, such as Seychelles and Mauritius, have increased by 71%, increasing the cumulative share of overall inquiries from 4.4% to 7.4%. Interest in destinations such as Madagascar and Malawi has more than doubled.
Justin Chapman, expert at Go2africa Safari, said this was partly due in part to travelers' desire for unique and immersive travel experiences that go beyond traditional safaris.
“Travelers are undoubtedly looking beyond traditional itineraries and are looking for transformative experiences. This has encouraged interest in hidden gems as an extension to more classical routing. With so many popular beach destinations being highly commercialized, it's becoming increasingly appealing to be able to target many of the hidden gems that have a meaningful and positive impact on the surrounding community.”
Chapman pointed out destinations such as Kahue National Park in Zambia, Matusadona National Park in Zimbabwe and Ruaha National Park in Tanzania as increasingly popular expansion options.
Impact of the expansion of the peak season
July has remained the most in demand for travel, with the large movements throughout the region and “peak” of major wildlife viewing conditions, but Go2africa noted that interest in shoulder season and off-peak travel has increased.
“The months of June, September and October have become popular and are effectively expanding the peak season, as reflected in the lodge's prices. That's why there is a long tail in the shoulder season that stretches in April and May. These times offer a quieter experience and are perceived as being cheaper.”
Lead time reservations will be longer
In 2024, travelers booked their safari on an average of 19 weeks in advance, compared to just six weeks in 2022. He said this reflects “unprecedented demands.”
“If stocks are relatively low, the day when all options can be made available during the peak season during the same year's trip is coming to an end. This is also linked to the willingness of people beginning to consider alternative areas they have seen in the past or may have traveled outside the traditional peak season.”
The US was the commissioned market for GO2AFRICA's main source market in 2024, followed by Canada, Australia and the UK. These top three markets account for 70% of all inquiries.
Trends expected in 2025
Go2africa hopes SAFARI-Faver will continue to search for experiential and impactful trips, continuing to support a conservation-focused experience, off-grid destinations, and a fusion of high-end health and culinary offerings and adventure.
Artificial Intelligence (AI) has added De rijk-uys to continue to show impact on travel plans.
“The AI-powered tools streamline Safari plans by enabling a more personalized and efficient booking experience and making inspiration-driven travel easier than ever.”
The growth of interest in multi-generational families in safari will be maintained, she said.
“This trend is expected to flourish as parents prioritize their children's experiences over material things.”
