Global demand for sustainable travel is mushrooming, according to a report – based on a recent survey – by leading DMC, Go2Africa.
Data gathered from more than 40 000 enquiries and bookings has revealed some key insights into the safari industry across southern and East Africa.
In its first Annual Safari Travel Report, the company – which works with over 3 000 safari partners across the region – uncovered the trends that came to the forefront between January 2021 and December 2022.
Results from the survey indicated that average global searches for the term ‘sustainable safari’ skyrocketed more than 16 000%, from an average of 30 per month in 2019, to 4 840 per month in 2022.
“This is a testament to the work of charities, organisations, governments and local communities who have championed the importance of sustainability. And the effect comes back around as travellers' changing desires then help drive the movement further,” Go2Africa said.
East Africa tops, followed by South Africa
Analysis of Go2Africa’s data found that most travellers already had a destination in mind but over a third (34.78%) of enquiries were from people who were still undecided.
“Instead, these people rely on the guidance and support of their travel operator to determine where they should visit,” the report highlighted.
Kenya took the crown as the most popular safari destination on the continent, followed closely by Tanzania and South Africa. Cumulatively, these three countries accounted for 68% of all interest in African safaris.
Go2Africa found that, since the beginning of 2021, South Africa and Rwanda had seen the biggest growth in demand for safaris, with Zambia and Zimbabwe also trending above average.
“Meanwhile, despite being the most popular destination overall, Kenya has seen the lowest demand growth – suggesting travellers may be expanding their horizons.”
US dominates but isn’t biggest average spender
The US dominates the safari market, with 63% of all of Go2Africa’s safari bookings coming from the country, with the most enquiries coming from California. Second-placed UK accounted for 8.4% of bookings, followed by Australia (4.4%).
The average booking value per trip across all countries was US$16 270, and it emerged that travellers from Mexico were willing to spend more than travellers from any other country.
Big Five remain main drawcard
By analysing enquiry data, Go2Africa noted every mention of what people wanted to see or do on safari.
Seeing the Big Five came out as the most popular attraction, with 26.5% of travellers mentioning this. The Kruger National Park (16.7%) and Victoria Falls (14.6%) were the next most popular attractions.
Partners comprise half of all safari-goers
Safaris continue to be a popular choice among romantic partners, with 48% of Go2Africa’s bookings coming from this market. Families made up 32% of travellers, with solo travellers and friends each making up 10%.
Trip length and planning times
The report showed that the most popular length of a safari was 10 days (35% of travellers chose this option).
The planning and booking process took an average of 41 days (time between initial enquiry and booking).
