While traditionally a harder sell, going on safari in the green season has many benefits. Sue van Winsen spoke to safari operators to find out how they market summertime safaris to international travellers.

The dry winter months are the most popular time to go on safari, with occupancies during June, July and August usually at their highest year after year. The challenge is filling camps outside of peak season, particularly during and after the summer rains, as many travellers have the perception that this is an uncomfortable time to be in the bush.

Faith Johnson, Product and Sales Manager for New Frontiers, says: “The levels of humidity can be stifling with remote locations and rustic accommodations almost unbearable with lack of air-conditioning. The game is more dispersed with the abundance of water and food, so it can be more difficult to find wildlife, while walking safaris become more dangerous with the long grass making animals more difficult to spot. Insects are also more prolific, increasing malaria risk in affected areas. Although these are all challenging factors, awareness and knowledge sharing are key to managing clients’ expectations. For some, these may be insurmountable and they’ll opt to travel outside of the period, but for others, the positives far outweigh the negatives.”

While a green season safari will not appeal to everyone, travellers from certain countries are much more willing to consider going on safari in the summer months. Sally Kernick, Marketing Director for Idube and Lukimbi, says Europeans like travelling in Southern Africa summer, which is their winter.

Wilderness Safaris Chief Sales Officer, Dave Bennett, says it is usually repeat travellers and more seasoned safari-goers who have come to realise that travelling in the green season is one of the best-kept secrets, but traditional support tends to come from travellers looking to escape their harsh winters, such as the Nordic and Russian markets. “Also, those in the Southern hemisphere tend to have longer holidays at this time of year and enjoy travelling in summer, including the Latin American market,” he adds.

Choosing the right product for each client is key when selling green season safaris – especially as some destinations have less dramatic temperature fluctuations between winter and summer than others. Bennett points out that summer is the best time to see wildlife in Botswana’s Central Kalahari, while there is very little difference between the summer and winter experience in Namibia.

CEO of &Beyond, Joss Kent, says in Botswana’s Okavango Delta in particular, game viewing becomes even more rewarding as the floodwaters recede, leaving more areas open for game drives and walking. Water activities are still available in the heart of the Delta, making this the ideal time to experience a water and wildlife combination.

Some of the main factors safari operators focus on when promoting green season safaris include:

1.Pricing

Phillip Lategan, MD of Journey Beyond, says several Southern African companies already have well-established green season promotions, such as the ‘5 Rivers’ promotion by Kwando Safaris; Under One Botswana Sky; Robin Pope Safaris and Wild Horizons, which was launched 12 years ago. He adds that Wilderness Safaris’ Six Countries and other initiatives by Sanctuary Retreats have given added impetus to the promotion of the green season in Botswana, Zimbabwe and Zambia. Louise Dreyer, owner of Dare to Explore, adds that the biggest plus point of the green season is the pricing. “This is a huge advantage in selling an already expensive destination like Africa.”

2.Combinations

Dreyer says the safari green season coincides with some of the best months to visit the Cape, particularly January to March. “This way you get the best of both worlds – green season pricing at safari lodges and excellent weather in the Cape,” she says.

3.Photography

Another factor safari operators tend to focus on is the photographic appeal of a summer safari. Bennett says during the green season the photographic element is extraordinary as a result of the clear skies, greenery and healthy-looking wildlife due to the availability of food. “The babies and the predators that tend to follow is another reason to visit during this time,” he says. Johnson agrees, and adds that the rains clear the air, making for great photographic clarity, with spring flowers and greenery adding striking colour. “Thunderstorms and cloud formations add to the dramatic nature of the season,” she adds.

4.Birding

All safari operators mentioned that the return of the migratory species for the summer, along with their impressive, bright breeding plumage, make the green season the ideal time for birders to go on safari.

Importantly, to sell green season safaris, operators will need to address some of the negative preconceptions that people already have about travelling in summer. Many travellers are concerned about high temperatures but Bennett points out that the dramatic African thunderstorms are a highlight of the green season and assist in cooling things down in the late afternoon without impacting on guest activities for a long period of time.

Kent adds that safari companies can factor the changing temperatures into their schedules to ensure guests’ comfort. “We adjust game drives to begin earlier in the morning and start later in the afternoon at this time of year, with guests back in the cooler lodges and camps in the heat of the day. Our staff also create special guest delight experiences designed to cool and refresh, such as unexpected ice cream stops in the middle of the bush,” he says.

One of the other major concerns is that the lush and dense vegetation can make it more difficult to spot wildlife but by using safari companies with highly trained guides with intimate knowledge of the area and wildlife movements, this is often not a major problem. Added to this, says Kent, popular destinations tend to be less crowded at this time of year, allowing for a more leisurely game-viewing experience.