GO2AFRICA has released “2024 State of Safari Report.” This provides a detailed analysis of emerging trends in African travel, providing valuable insight into traveller preferences, booking patterns and evolving safari landscapes. In the third edition, GO2AFRICA, a South Africa-based travel outfitter Cape Town, adopted the Safari status and identified new travel preferences, consumer booking habits and surprising demand destinations to reflect data from 2022 to 2024.
The key findings for 2024 are as follows:
Extended Peak Travel Seasons: June, September and October are becoming increasingly popular travel months, marking an extension of the traditional high season. July is the top month of safari trips, driven by big migration and optimal wildlife viewing opportunities.
South Africa remains the most popular destination. Despite a slight decline in inquiries from the previous year, South Africa continues to attract the most safari travelers. Tanzania and Kenya concluded the top three, accounting for 60% of total interest.
Island Destinations: Interest in Seychelles and Mauritius has increased significantly, but trips to Madagascar and Malawi have more than doubled compared to 2023.
Shift to multi-desting safari: Single-choice safaris remain dominant, but interest in multi-country itinerary continues to grow. In 2024, 34% of travelers chose multi-desting safari from 29% in 2022.
Demand for impactful and experiential travel: Travelers prioritize conservation-focused experiences, immersive cultural encounters, and out-of-grid destinations. There is a growing desire to actively participate in conservation efforts, especially in places such as Kahue in Zambia and the United States in Tanzania.
The rise of family safari: More families and multi-generational groups are choosing safari vacations, leading to increased demand for lodges for children, interactive wildlife experiences and customized itineraries.
Booking window and higher budget: Travelers book more in advance, with average lead times increasing to 18-19 weeks. Additionally, the medium budget has increased from 36% to 59%, reflecting premium experiences and long-term stay preferences.
Conservation efforts in UNANUGU (GO2africa) in Tanzania
July and August are known to be the peak travel season due to major travel conditions and major migration, but the number of people traveling in June, September and October has increased. Interest is growing in April and May due to better prices and fewer crowds. Go2africa strongly recommends booking at least one year in advance as the peak season continues.
Travelers book at least 10-day trips account for 36% of inquiries, with bookings under 7 days down 40% year-on-year. Increased desire for a premium experience, longer trips and increased safari costs led to an increase in the average budget in 2024 from $5,500 to $7,500, but in 2023 the average range was between $5,500 and $6,500.
The top spending countries in 2024 were Lithuania, Mexico and Norfolk Island. In 2023, the US was fourth. This year it wasn't on the top 10 list. That said, the US is leading safari inquiries around the world, followed by Canada and Australia, accounting for 70% of inquiries in 2024.
2025 forecast
This report predicts continued growth in sustainability-driven travel and an increase in family safari. Furthermore, with non-expert operators entering the Safari space, the value of expert planning has become more important than ever.
Based on last year's trends, there was a significant increase in emerging destinations, with a focus on sustainability and a surge in spending habits. Family safaris are becoming more popular, and the lodge offers specialized activities that promote deeper connections with nature. Participants at Safari 2025 are looking for conservation-focused experiences, off-grid destinations, adventure trips and high-end wellness and culinary offerings. Conservation projects are gaining momentum as travelers demand practical conservation activities and lodges prioritize electric vehicles and solar power.
Trend destinations for 2025
In 2025, GO2AFRICA is away from classic itineraries like Kruger and Victoria Falls, and is interested in hidden gems such as Kahue in Zambia, Usan in Ruahhh, Platte in Seychelles, Matu Sadonna in Zimbabwe and Lake Malawi. More travelers are interested in adding gorilla trekking to the standard “Big Five” safari experience, with bookings in Rwanda and Uganda more than double this year.
A new five-star lodge has also been opened or is set to open. Among them are Elebero Hills in Asyria, which is scheduled to open in 2026, and Safaris Kibale Lodge, the volcano that opened in July 2024. Enquiries to island destinations to complement the safari experience rose 71% to destinations like the Seychelles and Mauritius. Single domination safaris still dominate, but multi-country safaris have grown in popularity, increasing by 29% in 2022 and 34% in 2023 and 2024, increasing connectivity and making cross-border travel easier to use.
Source: go2africa
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