Africa’s safari industry is undergoing a notable evolution, as revealed in Go2Africa’s State of Safari Travel Report for 2025. This comprehensive publication, derived from a blend of internal booking data and global Google search insights, reveals the shifting patterns of safari tourism and what travelers can expect in the coming seasons. While South Africa continues to hold the crown as the most sought-after safari destination, followed closely by Tanzania and Kenya, the report suggests that a growing number of adventurers are now seeking less traditional destinations, more immersive experiences, and extended travel seasons.
A significant trend highlighted in the report is the elongation of the typical safari season. Traditionally, the period between July and August has seen the highest influx of safari-goers, largely due to the Great Migration and optimal wildlife sightings. However, 2025 has seen an uptick in travel during the shoulder months of June and September, as tourists aim to avoid peak crowds while still enjoying favorable conditions. Even April and May are gaining traction, luring travelers with lower rates and more intimate encounters with nature. This extension of the travel season offers opportunities for more sustainable tourism and reduced strain on popular safari locations.
Traveler spending habits are also changing, reflecting a growing appetite for more luxurious and longer safari experiences. Compared to previous years, there has been a sharp rise in medium-high budget travel, now accounting for 59 percent of bookings, up from 36 percent. Meanwhile, medium budget travel has declined from 53 percent to 39 percent, showing a clear shift in traveler priorities. This budget expansion is attributed to a desire for bespoke and immersive experiences, better accommodation, and the willingness to explore more remote regions, often requiring additional logistical arrangements.
When it comes to traveler demographics, couples remain the dominant force in safari tourism, making up nearly 45 percent of bookings. Solo travelers, however, are becoming more visible, with a slight increase from 12 percent to 13 percent. Families are also beginning to claim a more significant presence, driven by the growing number of lodges and experiences tailored to children and multi-generational groups. These family-focused offerings make it easier for parents and children alike to engage with wildlife and conservation efforts in a safe and enriching environment.
Interest in alternative destinations is one of the most compelling findings of the 2025 report. While South Africa, Tanzania, and Kenya together still account for 60 percent of all safari inquiries, regions such as Seychelles and Mauritius are seeing unprecedented growth. Inquiries for these Indian Ocean Island destinations have risen by 71 percent, highlighting a growing trend of combining safari with beach holidays. Additionally, Madagascar and Malawi have more than doubled in traveler interest, a change partly fueled by expanded flight routes and increased accessibility. These emerging destinations promise less crowded experiences and unique wildlife viewing, appealing to travelers eager to stray from well-trodden paths.
Moreover, there is a discernible shift towards safaris that promote environmental stewardship and community engagement. Travelers are increasingly seeking meaningful interactions that go beyond passive observation. Locations like Usangu and Green Safaris now offer conservation-focused activities, where guests can participate directly in preservation efforts. Similarly, interest is rising in hidden gems such as Zambia’s Kafue, Zimbabwe’s Matusadona, and Lake Malawi’s clear waters areas that offer both natural beauty and impactful travel experiences.
In summary, the safari landscape in 2025 is one of transformation and diversification. With longer seasons, increased spending, and a desire to explore off-the-beaten-path locations, travelers are redefining what a safari means. They are not only chasing wildlife but also connection with nature, with local communities, and with each other.
