Child-friendly safaris in Africa are becoming more popular, as more grandparents join in with family holidays, according to the World Travel Market Global Trends Report.
The research, which was released at WTM in London this week, found that as a result of Hollywood movies such as Madagascar and the Lion King, children want to see the ‘big five’ in real life.
The WTM Global Trends Report 2013, in association with Euromonitor International, highlighted South Africa as a key destination for family safaris because it offered malaria-free expeditions.  Kenya, Malawi, Zambia and Tanzania were mentioned as options.
“For each of the past three years, our family safari bookings have nearly doubled,” said Ben Morison, MD of Imagine Africa. “People are getting more and more adventurous and want more exciting experiences with their children. Not only parents but grandparents too.”
“Source markets are changing and expanding out from the traditional Europe and US focus, with visitors from the BRICs countries (Brazil, Russia, India and China) and the Middle East becoming more important,” said Simon Press, Reed Travel Exhibitions, Senior Director, World Travel Market. “This will add momentum to the drive for family-friendly safaris.”

Caroline Bremner, Euromonitor International Head of Travel and Tourism Research, said: “African hotels and travel retailers need to expand the services they offer to cater for the needs of this growing consumer segment. We expect that multi-generational holidays in Africa could expand in the next few years beyond safaris to volunteerism and more sustainable holidays, as well as cruises,” she added.