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There’s something about the word safari that still stirs the imagination.

Perhaps it’s the promise of lions padding across dusty plains at dawn, elephants silhouetted against a burning orange sunset, or simply the idea of being somewhere wonderfully far from the ordinary.

But if the latest industry data is anything to go by, the safari experience itself is quietly evolving. Travellers still want the lions and elephants, of course, but they’re increasingly chasing something deeper as well.

According to the newly released 2025 State of Safari Report from Go2Africa, modern safari travellers are arriving better-informed, staying longer, travelling outside peak seasons, and, perhaps most tellingly, seeking experiences that feel meaningful rather than merely impressive.

For the Cape Town-based safari specialist, which has spent more than 25 years designing tailor-made journeys across Africa, the findings paint a picture of a maturing market.

And frankly, that’s good news for anyone who believes travel should be about more than just ticking off wildlife sightings.

The Traveller Who Already Knows Where They’re Going

One of the more fascinating shifts revealed in the report is how well prepared travellers have become before they even speak to a consultant.

In 2023, about 65 percent of travellers arrived with a destination already in mind.

Fast forward two years, and that number has climbed to 82 percent.

In other words, by the time the first conversation happens, most travellers already know where they want to go.

This says a lot about how people are researching travel today. Wildlife documentaries, travel storytelling and social media have turned safari planning into a long, slow daydream rather than a last-minute decision.

For travel advisors, that means their role is changing too.

They’re no longer just suggesting destinations; they’re helping travellers refine a dream they’ve often imagined for years.

Shoulder Season Is Having Its Moment

If there’s one trend that will raise a knowing smile among seasoned Africa specialists, it’s the rise of shoulder season travel.

For decades, safari holidays were largely built around a predictable calendar of peak months.

But travellers appear to be catching on to a little secret that guides have known forever: Africa is magnificent year-round.

According to Go2Africa’s data, 38 percent of safari enquiries now fall in shoulder months, overtaking the traditional high season for the first time.

That means greener landscapes, fewer vehicles at sightings and often better value.

Not a bad combination.

The Classics Still Matter

Of course, safari royalty isn’t being dethroned anytime soon.

South Africa, Kenya and Tanzania still dominate demand, together accounting for 64 percent of safari enquiries.

And there’s a reason for that. These destinations deliver the kind of wildlife spectacle that made safari famous in the first place.

However, beneath that familiar trio, something interesting is happening.

Travellers are starting to wander a little further.

Botswana has recorded the fastest growth in enquiries, while Madagascar and Malawi are attracting fresh interest from travellers keen to step off the well-trodden safari circuit.

Meanwhile, Kenya has edged ahead of Tanzania in overall demand, a reminder that East Africa’s appeal remains as strong as ever.

Safari Is Moving Upmarket

Another unmistakable trend is safari’s continued shift toward the premium end of the travel market.

In the space of just one year, medium-high budget enquiries jumped from 36 percent to 59 percent, while mid-range travel has begun to shrink.

Travellers are also staying longer.

The classic one-week safari, once the standard format, is steadily being replaced by itineraries lasting two weeks or more.

And those longer trips often combine several experiences in one journey: wildlife, coastline, culture and conservation.

After all, if you’re travelling halfway around the world, why rush it?

It’s Not Just About the Big Five Anymore

The Big Five will always be central to the safari experience.

But travellers are increasingly layering other experiences around those iconic wildlife encounters.

Gorilla trekking, cultural visits, conservation projects and beach extensions along the Indian Ocean are all becoming part of the safari story.

In other words, safari is becoming more multi-dimensional.

Less checklist, more journey.

Different Travellers, Different Destinations

The report also highlights how travel choices vary depending on who is travelling.

Families still favour the classics, particularly South Africa, Kenya and Tanzania.

Couples often lean towards island or coastal escapes such as Seychelles and Mozambique, while solo travellers appear more willing to explore emerging destinations like Malawi, Rwanda and the Congo.

Meanwhile, in terms of source markets, the United States remains the largest contributor of safari enquiries, followed by Australia, the United Kingdom and Canada.

Australians, it seems, still have a healthy appetite for the African wilderness.

The Rise of “Wellness in the Wild”

Looking ahead to 2026, one trend stands out: travellers are looking for peace and space.

Not the spa-menu variety of wellness, either.

Instead, they’re chasing what industry insiders describe as “space-first travel”, places where nature itself does the restorative work.

That means walking safaris, slower itineraries and fewer lodge changes.

Less rushing, more breathing.

In many ways, safari has always been a form of wellness travel. The modern traveller is simply recognising it.

A New Kind of Luxury

Another growing influence is the industry’s term for regenerative luxury.

Today’s high-end travellers increasingly want their holidays to contribute positively, supporting conservation, creating jobs, or protecting ecosystems.

Across Africa, lodges and operators are responding by demonstrating tangible community and conservation outcomes.

Luxury travel, in other words, is no longer just about comfort.

It’s about impact.

Discovering Africa’s Wild Corners

Perhaps the most intriguing trend is the growing appetite for destinations that feel genuinely wild.

One such place is Gorongosa National Park in Mozambique, a remarkable conservation success story.

Safari expert Kate McIntosh describes it this way:

“I went to Gorongosa on a personal trip and fell in love. It’s unlike anywhere I’ve ever been and will appeal to seasoned travelers to Africa. With only two small camps across an area twice the size of London, it’s wild and remote, with hardly any people.

The Gorongosa story is nothing short of incredible: the park is being revived to uplift local communities, preserve an extraordinary and diverse landscape, protect endangered species, and offer guests something truly exclusive. If you go with a sense of adventure and a pioneering mindset, you’ll be rewarded with an entirely new type of safari experience.”

And that, perhaps, is the real message behind this year’s safari trends.

Travellers are still in search of Africa’s magic.

They’re simply discovering new ways to experience it.