While South Africa remains the most popular location for safaris, followed by Tanzania and Kenya, there’s growing interest among travelers in moving beyond traditional locations for safari experiences.In addition, the customary safari travel season is becoming longer, with an increasing number of globetrotters opting for June or September experiences, extending peak safari travel beyond its normal limits.
These are just some of the top takeaways from Go2Africa’s State of Safari travel report for 2025, a publication that’s based on proprietary search and booking data, combined with global Google search volumes.The annual report highlights the pivotal trends poised to shape safari planning and the industry across Africa. Some of the additional developments highlighted by this year’s report include:
Inquiries for Indian Ocean Island destinations like Seychelles and Mauritius grew by 71 percent, from 4.4 percent to 7.5 percent.Travelers are spending more on safari with an increase from 36 percent to 59 percent for medium-high budgets.The number of solo travelers interested in safari has increased slightly by 1 percent while couples continue to be the most dominant group with 44.58 percent of bookings.
Shifting Safari Hot Spots
While the percentage of traveler inquiries for South Africa decreased slightly year-over-year, now representing 23 percent of bookings, it remains the most popular safari destination, according to Go2Africa.Traveler inquiries for Tanzania, meanwhile, increased slightly, by 0.6 percent, reaching 19 percent. Eternally popular Kenya accounted for 18 percent of bookings, according to Go2Africa.
These three most popular locations accounted for 60 percent of the total interest, a figure that remains unchanged from last year.There are however, a few regions that are making notable inroads among safari travelers. Interest in Indian Ocean Island destinations like Seychelles and Mauritius grew by 71 percent year-over-year, from 4.4 percent to 7.5 percent.
What’s more, travel to Madagascar and Malawi more than doubled from 2023 to 2024. This development is likely a result of tourism to Madagascar being boosted with new airlines and flight routes that now serve the island.Still, Liesel Van Zyl, Go2Africa product manager and head of positive impact, says travelers appear to be moving beyond “traditional safari routes.” In tandem with this development, safari travelers are also seeking more hands-on experiences that make a difference.
“Instead of just observing, guests want to be part of the conservation effort—places like Usangu and Green Safaris offer immersive activities that allow them to contribute directly,” says Van Zyl.There’s also a shift away from classic itineraries like Kruger and Victoria Falls, with more interest in hidden gems such as Zambia’s Kafue, Ruaha’s Usangu, Seychelles’ Platte Island, Zimbabwe’s Matusadona, and the pristine waters of Lake Malawi, says Van Zyl.
The Safari Travel Season Is Getting Longer
Safari travel peaks from June to October, with July consistently the most popular month, driven largely by the Great Migration and prime wildlife viewing conditions.Interest in April and May is also growing thanks to fewer crowds and the potential for better rates.
Increased Safari Budgets
This year’s report showed a continued shift from medium budgets to medium-high budgets for safari travel. For 2023, the average budget sat in between $5,500 to $6,500, while 2024’s average budget was between $5,500 to $7,500, reflecting a combination of an increase in desire for premium experiences, longer trips and an increase in the cost of safari travel. Year-over-year medium budgets decreased from 53 percent to 39 percent, while medium-high budgets increased from 36 percent to 59 percent.
Couples Remain Top Safari-Goers
The distribution of safari traveler types has remained relatively stable year over year, according to Go2Africa.Traveling with a partner continues to be the most popular choice, accounting for 45 percent of those on safari. Solo travel, however, has seen a slight increase, rising from 12 percent to 13 percent.
Families are also increasingly turning to safaris for a vacation.
”There’s been a noticeable increase in families choosing safaris as their ideal holiday,” said Maija De Rijk-Uys Go2Africa Managing Director. “More lodges and experiences are catering to children and multi-generational travel, making it an incredibly rewarding experience for families looking to connect with nature together.”
Source : TravelPulse by Northstar
