Which African countries are travellers most eager to explore for a safari experience? Recent insights reveal a clear trend: South Africa, Kenya, and Tanzania continue to anchor safari tourism demand, jointly accounting for an impressive 64% of all enquiries in 2025. These destinations remain the cornerstone of Africa's global safari appeal, thanks to their well-developed tourism infrastructure, iconic wildlife experiences, and strong international visibility.
64%
Combined Safari Enquiries
South Africa, Kenya & Tanzania
#1
South Africa
Leading Safari Destination
2025
Peak Enquiry Year
Strong Post-Pandemic Recovery
However, the story doesn't end there. The African safari market is not just consolidating—it is evolving. Beyond the traditional leaders, momentum is steadily building across other parts of the continent.
Emerging Destinations Gaining Momentum
Botswana
Notable growth driven by premium, conservation-focused safari offerings and exclusive wilderness experiences in the Okavango Delta.
Madagascar
Capturing curiosity of travellers seeking unique, less crowded, and authentic adventures beyond traditional safari circuits.
Malawi
Known as the "Warm Heart of Africa," emerging as a destination for authentic cultural and lake-based experiences.
Rwanda & Uganda
Gorilla trekking and eco-luxury experiences attracting high-value travellers seeking exclusive wildlife encounters.
The Evolving Safari Traveller
This shift signals growing traveller confidence not only in Africa's flagship safari destinations but also in the broader diversity of experiences available across the continent. Today's traveller is increasingly drawn to a mix of well-known icons and hidden gems—balancing classic Big Five safaris with off-the-beaten-path exploration, cultural immersion, and eco-conscious travel.
For the tourism and MICE sectors, this presents a powerful opportunity. As interest expands geographically, so does the potential to diversify offerings, develop new circuits, and distribute tourism benefits more evenly across regions. It also underscores the importance of continued investment in infrastructure, storytelling, and sustainable tourism practices to support this growing demand.
Supporting Africa's Tourism Growth
Organizations like African Travel and Tourism Association (ATTA) play a critical role in this evolution—supporting, connecting, and championing businesses across both established and emerging destinations.
Their efforts help ensure that as global interest in African travel grows, opportunities are shared more inclusively across the continent.
Ultimately, the latest insights highlight a promising trajectory: while South and Eastern Africa remain at the forefront of global safari demand, a new wave of destinations is rising—reshaping how the world experiences Africa.
Source: Go2Africa State of Safari Report 2025
