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Market Size (2022)
Fastest Growing Segment
The global safari tourism market has valued at USD30.24 billion in 2022
and is anticipated to project robust growth in the forecast period with a CAGR
of 5.44% through 2028. The factors projected to fuel the growth include rising
disposable income, rising middle- and upper-class spending, rising micro-trips,
and expanding tourism around the world. Setting the standard for safari travel
is increasing visitors' preference for individualized treatment, trustworthy
transportation, exclusivity, and pleasant and competent staff collaboration.
Millennial tourists frequently seek out exciting and active safari
experiences, such walking safaris, trekking, or getting up close and personal
with the local people, animals, and environment. Additionally, millennials
enjoy travelling in groups or staying in shared lodgings so they can interact
socially with other like-minded tourists. Additionally, they are enthusiastic
in taking stunning wildlife pictures to post on social media. Young people are
now going on safari more frequently, which is fueling market expansion.
Social media platforms have an impact on safari travel decisions and are
motivating and influential. The industry for safari tourism is significantly
influenced by the rising interest in safari travel among bloggers and
influencers. These travel bloggers and social media influencers typically have
a sizable fan base on websites like Instagram, YouTube, TikTok, and travel
blogs where they broadcast their travel-related content. As a result, they help
to set trends and sway people's travel choices.
Additionally, it has been observed that multigenerational families
looking to connect and share unforgettable experiences in the environment are
frequently drawn to safari tourism. Numerous safari companies offer
accommodations that are ideal for families, knowledgeable guides, and
activities that are age-appropriate. In addition, tourists are shifting away
from busy places and searching out obscure and far-flung safari spots. In
search of unique and off-the-beaten-path experiences, they seek out hidden treasures
that provide rare opportunities to see wildlife and experience unspoiled
Key Market Drivers
Demand for Authentic Experiences
One of the primary drivers behind the surge in safari tourism is the
growing demand for authentic and immersive travel experiences. Modern travelers
are seeking more than just sightseeing; they crave meaningful interactions with
the natural world and local cultures. Safaris provide an unparalleled
opportunity to witness wildlife in their natural habitats, fostering a profound
connection with the environment. The chance to observe majestic animals such as
lions, elephants, and giraffes up close creates indelible memories and a deep
appreciation for the wonders of the natural world.
Environmental Awareness and Conservation
The increasing awareness of environmental issues and the urgent need for
wildlife conservation has spurred interest in safari tourism. Travelers are
increasingly conscious of their ecological footprint and are drawn to tourism
options that prioritize sustainability and conservation. Many safari operators
and lodges are actively involved in conservation efforts, contributing to the
protection of endangered species and the preservation of delicate ecosystems.
This commitment to responsible tourism resonates with travelers, making safaris
an attractive choice for those who wish to support environmental conservation.
Diversification of Safari Offerings
The safari market has evolved significantly to cater to a wide range of
preferences beyond traditional game drives. Today, safari enthusiasts can
choose from an array of experiences, including walking safaris, hot air balloon
rides, birdwatching, and cultural interactions with local communities. This
diversification ensures that safaris are not limited to a particular type of
traveler but can be tailored to suit a variety of interests and adventure
levels, thus expanding their appeal.
Technology and Social Media
The rise of technology and the ubiquity of social media platforms have
played a pivotal role in promoting safari tourism. Travelers now have the means
to instantly share their safari experiences on platforms such as Instagram,
Facebook, and YouTube. The captivating images and stories shared by
safari-goers inspire and encourage others to embark on similar journeys. This
viral exposure has significantly increased the visibility of safari
destinations and experiences, creating a snowball effect in terms of demand.
Advancements in transportation infrastructure and technology have made
once-remote safari destinations more accessible to travelers. Improved road
networks, upgraded airports, and a proliferation of safari tour operators have
made it easier for tourists to reach these pristine and wild areas. As
logistical barriers are lowered, more travelers are enticed to explore the
beauty and biodiversity of safari destinations.
Sustainability and Responsible Tourism
Travelers are increasingly concerned about the impact of their journeys
on the environment and local communities. Safari tourism operators have
recognized this trend and have embraced sustainable practices. Low-impact
lodges, ethical wildlife viewing guidelines, and community engagement
initiatives are becoming more prevalent in the safari industry. These efforts
not only align with the values of conscious travelers but also contribute to
the long-term sustainability of safari destinations.
Rising Middle-Class in Emerging Markets
The growth of the middle class in emerging markets, particularly in
countries like China and India, has significantly contributed to the surge in
safari tourism. As disposable incomes rise, more individuals from these markets
are looking to explore international destinations and seek unique travel
experiences. Safaris, with their captivating blend of adventure, wildlife, and
culture, are well-positioned to cater to this burgeoning segment of travelers.
Ecotourism and Sustainable Practices
Ecotourism, a subset of safari tourism that focuses on responsible
travel to natural areas, has gained immense popularity. Travelers are
increasingly drawn to destinations and experiences that prioritize conservation
and community involvement. Safari operators that adhere to ecotourism
principles offer experiences that not only leave a minimal environmental
footprint but also contribute to the well-being of local communities and the
protection of wildlife.
Family-friendly safari options have become increasingly popular. Many
safari lodges and operators cater to families, offering programs and activities
designed to engage and educate children while ensuring the safety and enjoyment
of the entire family. These initiatives have made safaris a more accessible and
appealing option for families seeking adventurous yet educational vacations.
The Appeal of Remote and Untouched Destinations
In an increasingly interconnected world, travelers are drawn to remote
and untouched destinations that offer a sense of isolation and pristine natural
beauty. Safari destinations often fit this description, with vast landscapes
and minimal human impact, making them especially appealing to those seeking a
true escape from the familiar.
Influence of Travel Shows and Documentaries
Travel shows and wildlife documentaries have piqued the interest of
potential safari-goers. Programs like "Planet Earth" and
"National Geographic Explorer" showcase the beauty and drama of the
natural world, inspiring viewers to witness these wonders in person. The
media's portrayal of safari destinations and wildlife encounters has a
significant impact on travelers' decisions.