GVR Report cover Safari Tourism Market Size, Share & Trends Report

Safari Tourism Market Size, Share & Trends Analysis Report By Type (Adventure Safari, Private Safari), Accommodation Type (Safari Resorts & Lodges, Safari Camps), By Group (Friends, Families), By Booking Mode, By Region, And Segment Forecasts, 2024 - 2030

  • Report ID: GVR-4-68039-954-4
  • Number of Pages: 85
  • Format: Electronic (PDF)

Safari Tourism Market Size & Trends

The global safari tourism market size was valued at USD 34.62 billion in 2023 and is expected to grow at a CAGR of 5.2% from 2024 to 2030. The increasing interest of bloggers and influencers in safari travel is the key factor fueling the growth of safari tourism. There are many travel bloggers and influencers on social networking sites, with a large follower base. These people post their travel content on social media platforms. The increasing preference of people for unique as well as exotic holiday experiences, growth in middle and upper-middle-class expenditure, and the growing impact of social media on travel industry are the major factors that drive the growth over the forecast period.

U.S. Safari Tourism Market size and growth rate, 2024 - 2030

Growing consumer inclination toward sustainable tourism is expected to help hospitality and tourism professionals with an opportunity to recover from the pandemic’s impact and prepare for a more resilient and sustainable future. According to an article published on Booking.com in 2020, 53% of travelers across the globe wanted to travel more sustainably with more economical and sustainable travel options. This is expected to offer safari tour operators an opportunity to transform their business models and strategies and set realistic and reasonable parameters around food, flights, accommodation, and transport in their travel policies.

With a clear understanding of consumer willingness to spend on their safari tours, tour operators in the market are managing their pricing portfolio to tap into price-sensitive markets. According to a United Nations World Tourism Organization report titled 'Towards Measuring the Economic Value of Wildlife Watching Tourism in Africa,' wildlife tourism constitutes 7.0% of global tourism and experiences an annual growth rate of approximately 3.0%. The report highlights that 14 African countries collectively generate around USD 142 million through entrance fees for protected sites and areas. This number is expected to grow in the coming years as more travelers, especially millennials, seek tourism activities that allow them to immerse themselves in pristine natural environments and witness wildlife in their natural habitats.

Type Insights

Adventure safari tourism dominated the global market with a share of 50.3% in 2023. Adventure safari offers travelers the opportunity to engage in thrilling activities that go beyond traditional wildlife viewing. Adventure safari may include activities like walking safaris and hot air balloon rides, which are preferred by adventure-seeking travelers. This is expected to propel the market growth over the forecast period. In addition, social media platforms have started to play a significant role in travel decisions, including adventure safari.

Private safari tourism is anticipated to have a potential CAGR of 5.2% over the forecast period from 2024 to 2030. Private safari provides more freedom and the security and comfort of having a personal vehicle and guide. Individuals can choose from luxurious or simple private safari based on their preferences and budget. According to a survey conducted by SafariBookings, from March 2020 to May 2022, Africa’s safari industry was significantly impacted by the pandemic. However, according to the most recent survey conducted in May 2022, most safari tour operators experienced a significant recovery.

Group Insights

Based on group, the friends segment is anticipated to grow at 5.5% CAGR over the forecast period. Group travel, including trips with friends, is a popular choice among travelers, particularly for adventure safari tourism. Millennials, in particular, show a strong interest in group travel experiences. According to the Centre for the Promotion of Imports from Developing Countries (CBI), part of the Ministry of Foreign Affairs of the Netherlands, in 2021, 37% of millennials in Europe preferred to travel with friends. This trend is expected to boost the growth of the segment over the forecast period.

The couples segment dominated the market in 2023 with a share of 43.8%. According to the CBI, in 2021, 42% of millennials in Europe preferred traveling with their partners. Safari tourism is often considered a romantic and adventurous getaway for couples. The opportunity to explore stunning landscapes, encounter wildlife together, and enjoy intimate moments in nature appeals to couples seeking unique and memorable experiences. Moreover, safari destinations are frequently chosen as honeymoon destinations by couples.

Booking Mode Insights

Marketplace booking is anticipated to grow with the largest CAGR of 6.6% over the forecast period. Safari tourism through marketplace booking modes, such as online travel agencies (OTAs) or booking platforms, has gained popularity in recent years. Marketplace booking modes provide travelers a convenient and accessible platform to search, compare, and book safari experiences. For example, SafariBookings, the largest and most reliable source for organizing an African safari, allows individuals to compare safari offerings from top-rated travel operators using its online marketplace.

The direct booking segment dominated the market and accounted for 64.2% of revenue in 2023. Direct bookings also give travelers better control over their safari experience. They can research and select accommodations, activities, and services that align with their preferences and priorities. For instance, according to the 2022 Adventure Travel Industry Snapshot by the Adventure Travel Trade Association (ATTA), globally, roughly 62% of bookings are directly made with the service provider.

Accommodation Type Insights

Safari resorts and lodges led the market and accounted for a 41.5% share of the global revenue in 2023. With contemporary amenities like climate control, internet & phone connections, and reasonably simple access, safari lodges are typically more lavish and situated slightly closer to civilization. Featuring world-class spa facilities, gourmet cuisine, and gorgeous accommodations, some of South Africa's most opulent safari lodges are among the most lavish and indulgent establishments globally.

Global Safari Tourism Market share and size, 2023

Safari camps are anticipated to expand at the fastest CAGR of 5.9% from 2024 to 2030. Classic safari experiences are provided by seasonal mobile safari camps. Tented safari camps are set up to transfer places two or three times a year, spending months at a time in one spot. This guarantees that the site is always exceptional and enables the camp to track the seasonal movements of wildlife. In and around the northern Serengeti National Park, seasonal camps typically follow the big migration hotspots along the Mara River.

Regional Insights

Middle East & Africa held a revenue share of 51.4% in 2023. Tourists are attracted to the region by the safari parks' conservation efforts and other influencing factors. During the May 2023 Arabian Travel Market (ATM), the sustainable trends of green airlines, sustainable attractions, eco-hospitality, locally produced goods, and government initiatives were focal points. In addition, the Sand Sherpa in Dubai, for instance, offers eco-adventures including animal safaris in protected regions and eco-friendly camping. Market players in the Middle East are seamlessly blending culture and nature to curate retreats in remote locations, creating a harmonious synergy that mirrors the essence of safari tourism, where travelers can immerse themselves in both the rich cultural heritage and diverse natural landscapes of the destinations.

Safari Tourism Market Trends by Region, 2024 - 2030

Asia Pacific is expected to witness a CAGR of 5.6% over the forecast period. Increased economic growth, rising disposable money and free time, growing political stability, and a rising focus on active tourism promotions are among the key factors contributing to the rapid expansion of tourism in Asia Pacific. Additionally, according to the United Nations World Tourism Organization (UNWTO) in 2020, Asia Pacific was the second-most visited region by tourists in the world after Europe.

Key Companies & Market Share Insights

The industry is characterized by the presence of global companies and emerging players. Major players of the industry emphasize product innovation & differentiation and unique designs aligned with the changing consumer trends. These players have extensive distribution networks worldwide, which enable them to reach a wide customer base and expand into emerging markets. Emerging companies, on the other hand, are focused on niche markets, specialized product portfolios, and fresh designs to improve their visibility in the market.

TUI Group is one of the largest players with a complete portfolio in the safari market. The company's operations are divided into several categories, including markets and airlines, holiday experiences, and other business sectors. The company has 1,600 travel agencies, 6 airlines with around 150 aircraft, 18 cruise liners, and 380 hotels & resorts. Its integrated offerings provide 27 million customers with an unmatched holiday experience in 180 countries.

Key Safari Tourism Companies:

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

Recent Developments

  • In May 2023, &Beyond announced the rebuilding of its Phinda Forest Lodge, situated in &Beyond Phinda Private Game Reserve, KwaZulu Natal, South Africa. To ensure minimal disruption to the delicate habitat, the lodge refurbishment will leverage the existing lodge and room structures instead of a complete rebuild. This approach allows for preserving the lodge's original 'Zulu-zen' concept while incorporating updated architectural elements.

  • In April 2023, Singita unveiled its latest wellness concept, "Wholeness," which emphasizes customized spa experiences for the upcoming summer. The new offerings incorporated locally sourced products, such as riverbank sand for a rejuvenating foot scrub ritual at Singita Sabi Sand. In addition, guests can look forward to an expanded selection of plant-based dishes at the lodges and camps. Furthermore, the Mara River Tented Camp will undergo a summer relaunch, featuring an updated design.

  • In April 2023, Wilderness launched Wilderness Mokete tented camp in Botswana's Mababe Concession. Spanning 124,000 acres between the Okavango Delta and Chobe National Park, this remote oasis offers abundant wildlife sightings, including elephants, buffalos, lions, and hyenas. It is the first camp of its kind in this location.

Safari Tourism Market Report Scope

Report Attribute


Market size value in 2024

USD 36.07 billion

Revenue forecast in 2030

USD 51.46 billion

Growth rate

CAGR of 5.2% from 2024 to 2030

Base year for estimation


Historical data

2018 - 2022

Forecast period

2024 - 2030

Report updated

December 2023

Quantitative units

Revenue in USD million/billion and CAGR from 2024 to 2030

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, trends

Segments covered

Type, accommodation type, group, booking mode, region

Regional scope

North America; Europe; Asia Pacific; Central & South America; Middle East, Africa

Country scope

U.S.; Canada; Mexico: France; Germany; UK; Spain: Italy; China; Japan; India; Australia; Brazil; Saudi Arabia; Kenya; Tanzania; Botswana; Namibia

Key companies profiled

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

Customization scope

Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope.

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Global Safari Tourism Market Report Segmentation

This report forecasts revenue growth at global, regional & country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global safari tourism market report based on type, accommodation type, group, booking mode, and region.

  • Type Outlook (Revenue, USD Million, 2018 - 2030)

    • Adventure Safari

    • Private Safari

    • Others

  • Accommodation Type Outlook (Revenue, USD Million, 2018 -2030)

    • Safari Resorts & Lodges

    • Safari Camps

    • Treehouses

    • Others

  • Group Outlook (Revenue, USD Million, 2018 - 2030)

    • Friends

    • Families

    • Couples

    • Solos

  • Booking Mode Outlook (Revenue, USD Million, 2018 - 2030)

    • Direct Booking

    • Agents and Affiliates Account

    • Marketplace Booking

  • Regional Outlook (Revenue, USD Million, 2018 - 2030)

    • North America

      • U.S.

      • Canada

      • Mexico

    • Europe

      • Germany

      • UK

      • France

      • Spain

      • Italy

    • Asia Pacific

      • China

      • India

      • Japan

      • Australia

    • Central & South America

      • Brazil

    • Middle East

      • Saudi Arabia

    • Africa

      • Kenya

      • Tanzania

      • Botswana

      • Namibia

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