African safaris boom as US and UK travellers lead record bookings
African safaris are seeing a surge in demand, with travellers from the US and UK leading the way. New data shows bookings from these countries dominate the market, while emerging destinations like China and Mexico are also growing fast. The trend reflects a broader rise in longer stays and more diverse experiences beyond traditional game drives. US travellers remain the largest group booking African safaris, making up nearly half of all reservations. The UK follows as the second-biggest source, accounting for 9% of bookings. Together with Canada, Australia, and Germany, these five countries contribute over two-thirds of all safari bednights.
Experience-based bookings have climbed sharply, rising by 59% in one year and then by another 38% the next. At the same time, the average stay length across Asilia Africa’s camps increased to 2.8 nights in 2025/26. Namiri Plains in northern Tanzania saw the most significant jump, with guests staying an average of 3.5 nights—longer than any other camp in the portfolio. New markets are also expanding rapidly. Bookings from China grew six-fold before rising by an additional 50%. Meanwhile, Mexican travellers more than tripled their reservations during the same period. While game drives remain the most popular activity, interest in conservation and cultural experiences is rising. More visitors are now choosing activities that go beyond wildlife viewing, adding depth to their safari trips.
The safari industry is evolving, with longer stays and a wider range of activities attracting more visitors. Strong growth from both established and emerging markets suggests continued demand for African travel experiences. The shift towards conservation and cultural tourism also points to changing traveller preferences in the years ahead.
