Company Share And Competitive Positioning: Southern Africa Safari Tourism Market

Market Overview

Governments across Southern Africa have been instrumental in supporting safari tourism through various initiatives aimed at infrastructure development, conservation efforts, and promotional campaigns. Countries like South Africa, Botswana, and Tanzania have invested in upgrading transportation networks, including airports and roads, to enhance accessibility to remote safari destinations.

In addition, governments have implemented policies and incentives to encourage private sector investment in eco-friendly lodges and wildlife conservation projects. Marketing efforts by tourism boards highlight the region's rich biodiversity and cultural heritage, promoting Southern Africa as a premier safari destination globally.

In December 2022, USAID announced a Prosper Africa partnership between USAID, ThirdWay Partners, and The Nature Conservancy. With a commitment of USD 2.5 million in catalytic funding from USAID, this collaboration seeks to establish the Africa Conservation and Communities Tourism Fund. The Africa Conservation and Communities Tourism Fund will invest USD 75 million to bolster the safari tourism sector by supporting safari tour operators across several African countries, including Botswana, Kenya, Namibia, South Africa, Tanzania, and Zambia.

Infrastructure development, encompassing investments in airports, roads, and accommodations, is a pivotal growth driver for the safari tourism market in Southern Africa. Enhanced accessibility to remote safari destinations, facilitated by expansions like the modernization of airports in South Africa and improved road networks. has streamlined travel logistics for tourists. Concurrently, the expansion of accommodation options, from luxury lodges to eco-friendly campsites, caters to diverse visitor preferences and supports sustainable tourism growth.

The expansion and enhancement of flight routes and connectivity across Southern Africa play a crucial role in driving growth in the safari tourism market. Initiatives such as Qatar Airways' new gateway in Kinshasa, Ethiopian Airlines' connections to Maun and Ndola, and Lufthansa's direct flights to Johannesburg reduce travel times and increase accessibility to remote safari destinations.

Company Share Analysis, 2024

&Beyond: &Beyond is a luxury experiential travel company that specializes in creating customized, high-end safari adventures and nature-based experiences in 13 countries across Africa, four countries in Asia, and four countries in South America. With a strong emphasis on wildlife conservation and community development, the company owns and manages 29 hotels and camps in well-known safari, picturesque, and island sites in Africa and South America. Through its properties and operations, it has had a positive impact on over 9 million acres of wildlife land and 3,000 kilometers of coastline. Botswana, Kenya, Namibia, South Africa, India, Maldives, Chile, and Peru are some of the countries it offers tours.

Service Type: Packages for solo, group, family, and couple travel; gorilla trekking; witnessing the great wildebeest migration; exploring Indian ocean reefs; observing turtle hatchings

Key Strategies: &Beyond’s key strategy centers on delivering immersive, sustainable travel experiences by integrating conservation, community, and commerce. The company emphasizes eco-tourism leadership through regenerative travel practices, ethical wildlife conservation, and local community upliftment. It leverages personalized luxury offerings, expands through bespoke African and global itineraries, and invests in digital storytelling and guest engagement to ensure long-term environmental stewardship and brand distinction.

Abercrombie & Kent USA, LLC: Abercrombie & Kent USA, LLC is one of the world’s premier luxury travel and tourism companies, offering various tours to customers in more than 100 countries on all seven continents. . It is an active member of the United States Tour Operators Association, the American Society of Travel Advisors Tour Operator Program, the European Tour Operators Association, the National Tour Association, and other organizations, and adheres to their standards of excellence. At the company’s U.S. offices, more than 200 employees develop, market, sell, and support a full range of travel products, working in collaboration with global suppliers and dedicated travel partners. As of 2022, the company had over 55 offices in more than 30 countries and more than 2,500 dedicated travel experts.

Service Type:Destination tours, small group journeys, cruises, private jets, and tailor-made trips

Key Strategies: Abercrombie & Kent USA, LLC focuses its strategy on delivering luxury, tailor-made travel experiences through a blend of exclusive access, curated itineraries, and personalized services. The company leverages its global presence and destination expertise to offer high-end adventure and cultural travel. It emphasizes sustainable tourism, strategic partnerships, and digital innovation to enhance customer engagement, operational efficiency, and brand loyalty across affluent traveler segments.

Wilderness: Wilderness is a prominent ecotourism company that operates in several African countries, including Botswana, Namibia, Zambia, Zimbabwe, Kenya, Rwanda, and Seychelles. The company specializes in offering high-quality safari experiences while promoting wildlife conservation and supporting local communities. It actively participates in conservation efforts by partnering with local communities, government organizations, and non-profit entities. It also establishes and manages private reserves and concessions, implementing sustainable practices and minimizing the ecological footprint of its operations.

Service Type: Family journeys, group journeys, solo journeys, and couples’ journeys

Key strategies: Wilderness’ key strategy revolves around pioneering luxury eco-tourism by integrating high-end hospitality with impactful conservation and community development. The company focuses on exclusive safari experiences in remote, pristine areas, emphasizing environmental stewardship and biodiversity protection. It leverages strategic lodge placements, personalized service, and storytelling to engage eco-conscious travelers, while expanding its footprint through partnerships, rewilding initiatives, and sustainable tourism practices that ensure long-term ecological and business resilience.

Singita: Singita is a luxury conservation and ecotourism brand that operates a collection of award-winning lodges and camps in Africa. It has established itself as a major player in sustainable tourism, wildlife conservation, and community development. The company offers safari experiences in several African countries, including South Africa, Zimbabwe, Tanzania, and Rwanda. Its lodges and camps are strategically located in prime wildlife areas, providing guests with opportunities to observe and appreciate Africa's iconic wildlife, including the "Big Five" (elephant, rhinoceros, lion, leopard, and buffalo). Singita is deeply committed to conservation and actively works to protect and preserve the African wilderness.

Service Type: Offers private villa collection, wildlife activity, unusual sightings

Key strategies: W Singita’s key strategy focuses on delivering ultra-luxury safari experiences anchored in long-term conservation, community upliftment, and sustainability. The company reinvests in protecting African wilderness through partnerships with conservation trusts and low-impact lodge designs. It embeds regenerative tourism principles, supports local education and employment, and integrates wellness and fine dining to elevate guest engagement while maintaining its ecological and social stewardship vision.

Thompsons Africa: Thompsons Africa has built a robust reputation for delivering high-quality travel experiences across Southern Africa. The company is a subsidiary of Cullinan Holdings, a well-established tourism and leisure group listed on the Johannesburg Stock Exchange. Thompsons Africa specializes in a wide range of travel services designed to cater to diverse client needs, including leisure travel, group travel, and incentive travel. Its services include comprehensive tour packages, safari experiences, hotel bookings, and transportation arrangements. It also offers customized travel solutions, ensuring each client receives a tailored experience that meets their unique requirements.

Service Type: Packages tailored for families or small groups (four to eight people) with a dedicated Tour Guide, Game drives

Key strategies: Thompsons Africa’s key strategy focuses on delivering customized, high-quality travel experiences across Southern Africa through strong operational control, ethical wildlife tourism, and sustainability. The company emphasizes conservation, community upliftment, and alignment with global sustainable travel goals. Backed by The Travel Corporation, it integrates responsible tourism practices, digital engagement, and regional expertise to ensure value-driven, immersive, and socially conscious travel experiences.

Strategy Mapping

Refurbishing of camps & lodges:

Refurbishing camps and lodges is an important strategy in the safari tourism industry for several reasons. Firstly, it allows businesses to maintain a competitive edge by ensuring that their properties meet the evolving expectations and preferences of discerning travelers. Upgrading facilities, amenities, and design elements enhance the overall guest experience as well as enable companies to differentiate themselves from competitors. Secondly, refurbishments provide an opportunity to incorporate sustainable and eco-friendly practices, aligning with the increasing demand for responsible tourism. This can include implementing energy-efficient systems, utilizing locally sourced materials, and adopting environmentally friendly technologies.

Key market players adopting this strategy are &Beyond and Wilderness

Lodge circuit expansion:

For several reasons, expanding the lodge circuit is an important strategy in the safari tourism industry. Firstly, it allows businesses to broaden their market reach and cater to a wider range of customers by offering diverse locations and experiences. By expanding into new areas, companies can tap into emerging markets, attract new customer segments, and increase their overall market share.

Secondly, lodge circuit expansion enables businesses to capitalize on the demand for unique and immersive safari experiences. By adding new lodges in different regions, companies can showcase diverse wildlife, landscapes, and ecosystems, providing guests with a greater variety of options. This strategy also helps mitigate the risk of overreliance on a single location and enhances the resilience of the business.

Major market players adopting this strategy are &Beyond and Wilderness.

Improvement in brand positioning:

Improvements in brand positioning are vital in the safari tourism market, particularly when targeting elite individuals, as it helps establish a distinct and desirable identity, differentiate from competitors, and command premium pricing. A strong brand presence enhances perceived value, builds trust and credibility, and attracts high-end clientele seeking exclusive and exceptional experiences.

Rebranding is a necessary strategy in the safari tourism industry to enhance brand positioning and stay competitive in a dynamic market. By rebranding, safari companies can improve their image, differentiate themselves from competitors, and align with evolving customer preferences. This allows them to attract a wider audience, including elite travelers, by showcasing unique offerings such as customized experiences, sustainable practices, and wellness initiatives.

Similarly, opening an art gallery in a national park is another strategy in the safari tourism industry to improve brand positioning. It offers a unique and immersive experience, showcasing regional artwork and promoting local talent, attracting a diverse audience, and strengthening the brand's cultural appeal.

Market players involved in these strategies include Singita and Wilderness.

Launching New Tours & Itineraries:

Launching new tours and itineraries is crucial in the tourism industry to stay competitive and meet consumers’ evolving demands. It allows companies to attract a wider customer base, tap into new market segments, and cater to diverse travel preferences. By offering fresh and unique experiences, companies can differentiate themselves from competitors, enhance customer satisfaction, and foster repeat business. Additionally, introducing new tours and itineraries enables companies to capitalize on emerging travel trends, adapt to changing consumer interests, and stay ahead in a dynamic and highly competitive market.

Market players involved in these strategies include Acacia Adventure Holidays.