Dorine Reinstein
While the price of African safaris has risen significantly, so, too, has the demand. According to the 2023 State of Safari travel report, released in April by safari experts Go2Africa, global interest in African safaris has more than doubled compared with 2022 levels, as evidenced by a surge in Google search volumes. This rise in interest comes despite a significant 25% increase in the average amount visitors are spending on safaris, which now ranges from $5,500 to $6,500. (Go2Africa factors in Google searches and inquiries it receives directly in determining demand.)
Raza Visram of Africa Mecca Safaris said expanded internet access in Africa itself may contribute to the spike in search volumes, with more locals exploring safari destinations online. But other tour operators across the U.S. say they have been witnessing a tangible rise in bookings, as well.
"In the past, I only had sporadic requests for safaris, but suddenly I had a drastic increase in interest and actually have three safaris booked for this year," said Teresa Panel McCombs of TP McCombs Travel.
Lindy Rousseau, chief strategist at Singita, has seen a similar trend with a dramatic increase in bookings in 2023 versus 2022 and again in 2024. Demand for 2025 is also looking very strong, Rousseau said.
What's behind the surge?
Jim Holden, president of Holden Safaris, attributes the high demand to the post-Covid travel resurgence. The increase in retirees with savings set aside for celebratory vacations is also a contributing factor. What is unusual however, according to Holden, is that the current booking window is showing no sign of reverting to the typical demand patterns pre-Covid. "Booking windows remain short, and the mood among Americans seems to be one of carpe diem and 'let's not risk our vacation by waiting for the right time,'" he said.
• Related: Is sustainability an afterthought when booking Africa vacations?
While the demand for African safaris is soaring, the increasing costs have begin to raise concerns among some travelers as well as industry experts.
"There have been
reports from our trade partners that guests are starting to question
rates of $2,500 to $3,000 per night as excessive," said Don Scott, owner of the Tanda Tula safari camp in South Africa. However, he added,
"There is also a growing realization among the affluent traveler market
that safari products, due to their low density and the cost of
maintaining reserves, command higher prices than city or countryside
accommodations."
Nicole Mazza, chief marketing officer at Travelsavers, said she believes the main reason prices have risen is because "suppliers position their offerings more firmly in the luxury category. High demand for countries such as South Africa and Kenya has also resulted in higher prices.
• Related: Five Africa wellness trends to keep an eye on
"Premium and luxury sales overall have been growing more rapidly for us," she added. "We are also seeing large demand for bucket-list travel options, which are usually higher in cost and include exotic locations such as Africa."
For Mefi Pishori Alapat of Journey to Africa, an increase in pricing is part and parcel of the safari industry.
"We have been in business for 20 years, and the prices go up almost every year," Alapat noted. "It is expected when we quote for future safaris; it has not been a major surprise for us as the increase has been similar year after year with our partners. The only time prices stayed linear were around Covid times, to encourage guests to come."
Is a tipping point coming?
However, Holden warns that travelers could start getting wary of the incessant increases.
"In my experience, very few travelers, of any wealth segment, voluntarily want to spend more than is required on a vacation," Holden said. "The affluent traveler may be able to afford the high prices and reluctantly pay them, but other travelers will turn to other products. … Suppliers would be well-advised not to try to recoup Covid losses with large price increases all at once."