Safari Tourism Market By Type (Adventure Safari, Private Safari, Others), By Accommodation Type (Safari Resorts & Lodges, Safari Camps, Treehouses, Others), By Group (Friends, Families, Couples, Solos), By Booking Mode(Marketplace Booking, Direct Booking, Agents and Affiliates Account), By Region And Companies - Industry Segment Outlook, Market Assessment, Competition Scenario, Trends, And Forecast 2024-2033

Safari Tourism Market Size, Share, Trends Analysis

The safari tourism market was valued at USD 36.8 billion in 2023. It is expected to reach USD 69.9 billion by 2033, with a CAGR of 6.8% during the forecast period from 2024 to 2033.

Safari tourism's expansion is driven by rising tourism industry demand and holiday traveler arrivals; millions of travelers flock to safari industry tours every year worldwide.

"Safari" is an East African term for travel in Swahili. The word originated from European hunters and discoverers during the colonial age to describe their adventures in African wilderness areas. Today it is typically associated with wildlife photography, sustainable tourism, and traditional hunter-gatherer adventures once part of African heritage; and among the top choices for travelers seeking thrilling travel experiences. These experiences continue to inspire pictures that portray excitement and exploration.

The rapid expansion of safari tourism has spurred increased concern over wildlife preservation and protection of natural habitats, leading to a greater focus on ecotourism strategies to ensure future generations can enjoy them safely. Due to COVID-19's impactful legislation limiting travelers from enjoying available opportunities. Over the last two to three years tourism businesses have seen an upsurge as more travelers book exotic vacations or safari park tours across various regions.

As reported by the United Nations World Tourism Organization (UNWTO) in 2023, the international tourism industry had doubled in travelers as compared to its predecessor year of 2022. Furthermore, the second UNWTO Barometer revealed that the tourism industry slowly improve in 2023.

Overall, international tourist travel has increased by 80% of pre-pandemic levels in the first quarter of 2023. It is estimated that 235 million tourists traveled internationally in the first three months and more than doubled during the same forecast period in 2022. As per the new data for 2022, it shows more than 960 million people were traveling last year, which means that 2/3 (66%) of pre-pandemic numbers has been increased.

Many travelers are inclined towards safari tourism as it promotes conservative efforts. This has brought the tourists close to the natural environment and it also creates awareness about the requirement of protecting the animals and their surroundings. The demand will rapidly increase due to the demand for tourism and traveling, this will increase the market expansion in the coming years. Moreover, the luxury segment of the safari tourism market caters to discerning travelers seeking both adventure and comfort.

Safari Tourism Market Dynamics

Supportive Policies Enhance Safari Tourism

The combined efforts of government and private sectors in wildlife conservation, infrastructure development, and promotional campaigns are pivotal in driving the safari tourism market. A notable example is the large-scale conservation project in South Sudan by African Parks, an NGO, which spans an area of 200,000km². These initiatives not only improve the tourist experience but also uphold sustainable tourism practices. This holistic approach, integrating both conservation and tourism development, is essential for the long-term growth and viability of the safari tourism market, simultaneously fostering environmental preservation and economic benefits.

Digital Platforms Propel Market Visibility

The influence of social media and digital platforms is significantly shaping the safari tourism market. With 75% of travelers influenced by social media for destination choices, platforms like Instagram and Facebook play a crucial role in elevating the visibility and allure of safari experiences. Additionally, the increased accessibility through online booking platforms and virtual tours further stimulates market growth. Adventure packages are increasingly popular, offering tourists exhilarating encounters with wildlife and untouched landscapes. This digital engagement, especially prevalent among younger generations, is expected to persist as a major driver for the market, continuously enhancing its reach and appeal.

Photographic Opportunities Attract Tourists

The allure of capturing stunning wildlife and landscape imagery is a significant draw for the safari tourism market, especially with 40% of Millennials prioritizing travel destinations based on their 'Instagrammability'. Safari destinations like the Serengeti National Park and Okavango Delta offer unparalleled photographic opportunities, attracting both amateur and professional photographers. This trend not only satisfies creative aspirations but also amplifies the market's visibility, as shared images inspire more people to seek similar experiences. The market is poised to grow with the increasing demand for these unique photographic adventures, enhancing both the demand and supply in the safari tourism sector.

Limited Infrastructure and Accessibility Restrain Safari Tourism Market Growth

Safari tourism's growth is significantly limited by inadequate facilities and access to various safari destinations. Remote and underdeveloped regions that often provide the most enjoyable experiences may lack adequate roads, smart airports, and accommodations to host large numbers of visitors.

Accessibility can deter tourists who prefer more laidback holidays or who require certain amenities and comforts. Enhancing infrastructure within these regions to make safari tourism more accessible is vital to its growth, yet must also be done sustainably so as not to harm habitat and wildlife.

Political Instability and Security Concerns Limit Safari Tourism Market Expansion

Security concerns and instability present a challenge to expanding the safari market. Regions experiencing political unrest or conflict, and high crime rates could be seen by tourists as potentially hazardous destinations. Perceived risks could discourage travelers from visiting safari tourist areas even though the actual sites are safe.

Tourists tend to emphasize safety issues when choosing vacation destinations; preferring alternative destinations with more stable political environments may be better options for them. Effective communication regarding the security of safari tourist areas is critical to dispelling fears and drawing skeptical travelers to areas with ongoing security issues; however, this can sometimes prove challenging.

Safari Tourism Market Segmentation Analysis

By Type Analysis

Adventure tourism Safari segment stands as the dominant segment within the safari tourism market. Adventure draws tourists looking for an engaging nature experience and wildlife encounter. This safari travel industry provides visitors with an exhilarating and fulfilling encounter with nature and its wonders. Adventure typically involves guided walks, tracking wildlife, and nights that give participants new perspectives and deeper connections to nature.

Adventure Safari's rising popularity can be attributed to an increase in experiential travel and tourists' desire for activities that provide exciting learning and entertainment experiences. Although Adventure Safari remains the leader, other types such as the Private Safari segment offer customized and exclusive experiences; in addition, unique forms add variety and attraction.

By Accommodation Type Analysis

Safari Resorts & Lodges are the preferred accommodation type for safari tourists, dominating the market. These hotels are designed to offer luxurious, comfortable, and an authentic experience, often situated near wildlife reserves to make accessing activities easier. Lodges and resorts range from affordable options to more lavish options and cater to an assortment of tourists.

Safari Resorts & Lodges provide additional amenities like guided tours, culinary experiences, and cultural interactions that add an extra dimension to a safari traveler's stay. While resorts and lodges remain the go-to option, other accommodations such as Camps offer an authentic camping experience; whilst Treehouses can also offer unique lodging choices that continue to meet travelers' individual preferences on trips.

By Group Analysis

The Friends group emerges as the dominant segment among travel-goers. An adventurous trip with friends is the perfect combination of sharing adventure and exploration, creating lasting memories along the way. Groups of friends typically look for experiences that provide both thrills and memories - an increasingly popular option due to young travelers seeking special and memorable bonding experiences.

Though Friends segment leads, Families, Couples, and Solo travelers also play significant roles. Families tend to prefer educational and fun-based trips while couples segment and solo travelers tend towards romantic or solo getaways respectively.

By Booking Mode Analysis

Marketplace Booking is the predominant booking mode in the safari tourism market. Online travel and marketplace platforms offer travelers a vast array of choices, user reviews, and simple comparisons that make them extremely popular choices for travelers. Their accessibility, convenience, and often more competitive pricing make these platforms all the more desirable for travelers. The integration of travel and expense management software is revolutionizing the safari tourism market.

The growth of this market can be attributed to increasing online penetration, the proliferation of online travel companies (OTAs), and consumers' trust in online bookings. Although Marketplace Booking leads the pack, Direct Booking gives customers more control to customize their experiences with service suppliers directly; agents and Affiliate Accounts play a crucial role in providing personalized advice specifically for custom or luxury bookings.

Safari Tourism Industry Segments

By Type

• Adventure Safari
• Private Safari
• Others

By Accommodation Type

• Safari Resorts & Lodges
• Safari Camps
• Treehouses
• Others

By Group

• Friends
• Families
• Couples
• Solos

By Booking Mode

• Marketplace Booking
• Direct Booking
• Agents and Affiliates Account

Safari Tourism Market Growth Opportunity

Growing Interest in Sustainable Tourism Fuels Safari Tourism Market Growth

Safari tourism's rapid expansion can be traced directly back to an increase in demand for eco-friendly and responsible travel, particularly by travelers more conscious about their impact on the environment and how their travel impacts conservation efforts and local communities.

Safari major companies that focus on wildlife preservation also tend to align themselves closely with these values; their eco-friendly experiences draw more eco-conscious tourists, representing an excellent expansion opportunity for this market segment.

Increasing Popularity of Micro Trips Boosts the Safari Tourism Market

Micro-trips - short leisure excursions that allow travelers to experience adventures within a short period - have seen an increased market for safari tourism. Micro trips offer travelers an easy yet satisfying escape from modern life's hectic pace and safari tourism is becoming more appealing as more people seek unforgettable and unique experiences they can complete within one or two days. With micro trips becoming more prevalent than ever, safari tourism is experiencing rapid expansion.

Safari Tourism Market Regional Analysis

Middle East & Africa Dominates with 50.30% Market Share in Safari Tourism Market

The Middle East and Africa hold a dominant 50.30% market share for safari tourism due to their abundance of biodiversity, diverse ecosystems, and unique cultural heritage. Africa particularly is famous for iconic spots like Serengeti, Masai Mara, and Kruger National Park - with vast expanses of landscapes as well as Big Five (lion, elephant buffalo leopard rhinoceros) wildlife all living together naturally in their environments which draw visitors from around the globe. Furthermore, efforts taken by this region in protecting wildlife and encouraging sustainable tourism practices also contribute immensely towards growing this market share.

Middle East & Africa market dynamics are determined by the growth of tourism infrastructure such as luxurious lodges and guided tours that enhance experiences. Government initiatives and international collaborations that focus on the conservation of wildlife while encouraging tourism are also major influences in market dynamics, while rich culture and adventure travel trends draw travelers looking for authentic experiences.

Europe: Increasing Demand for Adventure and Wildlife Experiences

The European safari tourism market is expanding, driven by increasing consumer desire for adventure and outdoor experiences. European tourists increasingly seeking trips in the Middle East & Africa for trips. Additionally, this market boasts excellent air connectivity as well as strong partnerships between travel companies that focus on responsible and sustainable tourism practices.

North America: A Market Driven by Experiential Travelers

More than 63% of all safari bookings came from the US in 2022, making America the most safari-loving nation in the world. North American tourism market for safari travel is expanding quickly due to an increase in people wanting unforgettable and unique experiences. This market is supported by a thriving tourism industry and population with high disposable income; North American travelers' increasing interest in conservation, wildlife viewing, and cultural events contributes significantly to demand across Africa and the Middle East & Africa.

Safari Tourism Industry By Region

North America

• The US
• Canada
• Rest of North America

Europe

• Germany
• France
• The UK
• Spain
• Italy
• Russia
• Netherlands
• Rest of Europe

Asia-Pacific

• China
• Japan
• South Korea
• India
• New Zealand
• Singapore
• Thailand
• Vietnam
• Rest of Asia Pacific

Latin America

• Brazil
• Mexico
• Rest of Latin America

Middle East & Africa

• South Africa
• Saudi Arabia
• UAE
• Rest of Middle East & Africa

Safari Tourism Market Share Analysis

In the dynamic landscape of safari tourism, key players shape market trends and customer experiences. These companies, from Wilderness to TUI Group, each bring distinct strategies and impacts to the sector.

Wilderness and Singita, renowned for their exclusive and luxurious experiences, set a high standard in eco-friendly and sustainable practices. Their strategic positioning as premium providers attracts a niche, high-spending clientele, influencing market trends towards sustainable luxury.

Thomas Cook Group and TUI Group, with their vast resources and global reach, dominate in terms of market share. Their broad range of offerings and strategic partnerships allow them to cater to a diverse customer base, from budget to luxury, making safari tourism accessible to a wider audience.

&Beyond and Rothschild Safaris, known for their bespoke and conservation-focused experiences, impact the market by promoting responsible tourism. Their focus on personalized journeys and conservation efforts resonates with environmentally conscious travelers.

Safari Tourism Industry Key Players

• Wilderness
• Thomas Cook Group
• Singita
• Scott Dunn Ltd.
• Rothschild Safaris
• &Beyond
• Travcoa Tours & Safaris
• Abercrombie & Kent USA, LLC
• Gamewatchers Safaris Ltd.
• Backroads
• TUI Group

Safari Tourism Market Recent Development

• In May 2023, &Beyond announced the renovation of their Phinda Forest Lodge located within their Phinda Private Game Reserve in KwaZulu Natal South Africa. To minimize disruption to its delicate ecosystem, renovation plans utilize existing structures rather than total rebuilds; this allows the preservation of their "Zulu Zen" design while adding modern design features.
• In April 2023, Singita announced its latest wellness model, "Wholeness," - featuring customized spa experiences tailored specifically for summer guests. Local-sourced products like riverbank sand are used for revitalizing foot scrubs on Singita Sabi Sand beach; guests can expect more plant-based options at lodges and camps; Mara River Tented Camp will undergo renovation and relaunched with its fresh new style.
• In April 2023, Wilderness announced the establishment of Wilderness Mokete Tented Camp in Botswana's Mbabe Concession, covering 124,000 acres between Okavango Delta and Chobe National Park. This remote oasis is home to various forms of wildlife such as buffalos, elephants, hyenas, and even lions; making this camp unique as it features its region.

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