Doreen Rheinstein
Although prices for African safaris have risen significantly, so has demand. Global interest in African safaris has more than doubled compared to 2022 levels, evidenced by a surge in Google searches, according to the State of Safari 2023 travel report published in April by safari experts Go2Africa. This increase in interest comes despite a significant 25% increase in the average amount visitors spend on safaris (now $5,500 to $6,500). (Go2Africa considers direct Google searches and inquiries to determine demand.)
Africa Mecca Safaris' Raza Visram said Africa's own expanding internet access could be contributing to the surge in searches, with more locals exploring safari destinations online. But other travel companies across the U.S. say they are also seeing a significant increase in bookings.
“In the past we would only get sporadic requests for safaris, but suddenly there was a surge of interest and we actually had three safaris bookings this year,” said Teresa Panel McCombs of TP McCombs Travel.
Lindy Rousseau, chief strategist at Singita, saw a similar trend with bookings rising sharply in 2023, 2022 and 2024. Demand for 2025 is also expected to be very strong, Rousseau said.
What's behind the surge?
Jim Holden, president of Holden Safaris, says the high demand is due to the post-COVID-19 travel revival. The increase in the number of retirees saving for the holidays is also having an impact. But what's unusual, according to Holden, is that the current booking window is showing no signs of returning to normal demand patterns prior to COVID-19. “The booking window is still short and the mood among Americans seems to be one of carpe diem: ‘Let’s not risk our vacation by waiting for the right time,’” he said.
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While demand for African safaris is surging, rising costs are starting to raise concerns among some travelers and industry experts.
“We’ve had reports from our trading partners that guests are starting to question the $2,500 to $3,000 per night rates that are excessive,” said Don Scott, owner of South Africa’s Thanda Tula Safari Camp. But he added: “There is growing recognition in the affluent traveler market that safari products are more expensive than urban or rural accommodation due to the lower density and costs of maintaining protected areas.”
Nicole Mazza, Travelsavers' chief marketing officer, said the main reason for the price increase was “suppliers positioning their products more firmly in the luxury category.” High demand from countries like South Africa and Kenya has also driven up prices.
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“Premium and luxury sales are growing faster overall,” she added. “We are also seeing great demand for bucket list travel options, which typically cost more and include exotic locations such as Africa.”
For Mefi Pishori Alapat of Journey to Africa, price increases are an important part of the safari industry.
“We’ve been in business for 20 years, but prices are going up almost every year,” Alapat said. “It's something to expect when you're quoting for future safaris. It wasn't a big surprise to us as the growth rates with our partners have been similar year-on-year. The only time prices have stayed linear is during COVID times to encourage guests to come. “It was around that time.”
Is a turning point approaching?
But Holden warns that travelers may start to become wary of the relentless increase.
“In my experience, very few travelers of any kind voluntarily want to spend more money than they need to on a vacation,” Holden said. “Affluent travelers may be able to afford and be reluctant to pay higher prices, but others will turn to other products. … Suppliers are advised not to try to recoup losses from COVID-19 with large price increases all at once.”