Safari specialist Go2Africa has released its 2024 State of Safari Report, revealing shifts in African travel preferences as safari-goers increasingly seek conservation-focused experiences, off-the-grid destinations and longer stays.
The report, now in its third edition, analyzes booking data from 2022-2024 and identifies several key trends transforming the safari landscape.
While South Africa remains the most popular safari destination despite a slight year-on-year decline in inquiries, Tanzania and Kenya round out the top three markets, collectively accounting for 60% of total interest. However, travelers are increasingly looking beyond traditional destinations.
Interest in island destinations such as the Seychelles and Mauritius grew significantly, while travel to Madagascar and Malawi more than doubled compared to 2023. The report cites improved flight connectivity as a major factor boosting these destinations.
Multi-destination safaris are gaining popularity, with 34% of travelers opting for multi-country itineraries in 2024, up from 29% in 2022.
"As travelers seek deeper and more meaningful safari experiences, we are seeing a shift away from traditional routes to more immersive, conservation-focused adventures," said Liesel van Zyl, head of positive impact and product development at Go2Africa.
The report shows travelers are booking further in advance, with average lead times increasing from 18 to 19 weeks. Medium-high budgets have grown from 36% to 59%, reflecting preference for premium experiences and longer stays. The average budget increased to $5,500-$7,500 in 2024, up from $5,500-$6,500 in 2023.
While July remains the top month for safari trips, driven by the Great Migration and optimal wildlife viewing, June, September and October are becoming increasingly popular, signaling an extension of the traditional high season.
Family safaris are growing in popularity, with more multigenerational groups choosing this vacation option and lodges offering specialized activities that foster deeper connections with nature.
For 2025, Go2Africa has observed growing interest in hidden gems like Zambia's Kafue, Tanzania's Usangu, Seychelles' Platte Island, Zimbabwe's Matusadona and Lake Malawi. The company also notes that bookings in Rwanda and Uganda for gorilla trekking experiences have more than doubled this year.
Americans continue to lead in safari inquiries worldwide, with California (12%), New Jersey (10%) and Florida (8%) generating the most requests within the U.S.
Editor’s Note: This article was generated by AI, based on a press release distributed by Go2Africa. It was fact-checked and reviewed by a TravelAge West editor.
