Once upon a time, luxury safari visitors were all about spotting lions, leopards, elephants, buffalo and rhinos – but while staying in nicer tents and eating gourmet meals.
But that is changing.
“Safaris are no longer just about the ‘Big Five,'” said Lori Cohen, an author who covers luxury safaris. “People only have so much free time in their lives, and they really want to use that time to do something special and transformative.”
“They want personal attention (and) unique experiences,” she said. They want “their feelings addressed.”
This is changing the definition of luxury tourism in Africa, said Olivia Gradidge, marketing manager at trade fair organizer RX Africa.
“While world-class amenities remain important, the focus has expanded to include unique and exclusive experiences,” she said. “Travellers, particularly those seeking luxury, are increasingly driven by the desire for novelty and exclusivity. They crave experiences they’ve never had before.”
A Samburu cultural dance organized by Loisaba Lodo Springs in Kenya, part of the Elewana Collection.
Source: Harriet Akinyi
That could be a walk with a veterinarian who works with gorillas or a look into the life of a neighboring community, Cohen said.
For others, it’s an experience that fits their interests, such as photography or the opportunity to track certain animals or a helicopter trip to a remote area, Gradidge said. Travelers are increasingly interested in “taking a behind-the-scenes look where guests can participate in conservation activities, meet researchers or learn about anti-poaching efforts,” she said.
“These experiences…(transform) the traditional safari from passive wildlife viewing to an active and exciting adventure,” she said.
How luxury safaris are changing
The luxury safari market is expected to continue to grow $1.7 billion in 2023 to $1.98 billion in 2032according to the market research company Business Research Insights.
A 2024 Trend report The study, published by travel website Africa Travel Week, noted the rise of “7+ star experiences” and “ultimate luxury” in Africa. But the website Discover Africa notes that luxury travelers are moving beyond luxury into a new era of “conscious luxury“, which combines sustainable safari tourism and personalized itineraries.
A photo taken during a game drive at Emboo New Generation Safari Camp in Kenya.
Source: Harriet Akinyi
Kgomotso Ramothea, CEO of the African Travel & Tourism Association, said there was greater interest in walking and trekking safaris, which produce lower carbon emissions than traditional safaris.
Murielle Mignot-Vegezzi, product director at luxury safari company Discover Africa, said destinations such as Kenya, Tanzania, South Africa and Botswana remained the top choice.
Babohi in the Qwabi Private Game Reserve in South Africa.
Source: Harriet Akinyi
But “return visitors are looking for more immersive experiences, with safari itineraries through multiple countries rather than trips to individual countries.”
This can increase prices. The price of a luxury safari booking reached $9,600 per person in 2024, she said.
How much does a safari cost?
Easy and medium safaris
A basic African safari costs between $100 and $300 per person per day.
With this budget, shared game drives are usually possible at certain times of the day. Compared to luxury safaris in private game reserves or nature reserves, wildlife viewing may be limited.
Meals are also rather simple compared to high-end safari camps.
For $300 to $600 per day, travelers can expect excellent service and fewer fellow guests. There are often additional activities such as guided bush walks, night drives and experienced rangers.
In Kenya, camps that fall into this category include Mara Intrepids Tented Camp, Ashnil Mara Camp, Tangulia Mara Camp and Kitumo Mara Lodges.
There is also the Serengeti Sopa Lodge in Tanzania; South Africa’s Sabi River Sun Resort in Kruger National Park; Botswana’s Moremi Crossing; and Namibia’s Sossus Dune Lodge in the Namib Desert.
Luxury safaris
These lodges typically cost around $600 per person per day and offer luxury accommodations, private game safaris, gourmet meals and personalized services such as private guides and butlers.
Beautiful place, Richard Branson’s safari camp in Kenya.
Source: Harriet Akinyi
Angama Mara, Emboo – New Generation Safari Camp, Richard Branson’s Mahali Mzuri and JW Marriott Masai Mara Lodge are examples of luxury safari camps in Kenya’s Masai Mara. There is Finch Hattons near Tsavo National Park and the Angama brand has another luxury camp in Amboseli National Park. The Elewana Collection has camps in pristine locations in Kenya and Tanzania, as does Asilia Camps, which also runs safaris in Uganda.
In Tanzania there is the Singita Sabora Tented Camp and the Four Seasons Safari Lodge Serengeti, the latter with Serengeti views, plunge pools and an infinity pool.
A tent at the JW Marriott Masai Mara Lodge.
Source: Harriet Akinyi
There are also many safaris in this price range in South Africa, from the Royal Malewane to the Babohi at the Qwabi Private Game Reserve, an exclusive adults-only lodge.
Ultra luxury safaris
To experience the pinnacle of the safari experience, you must be prepared to pay between $1,500 and $10,000 per day to enjoy carefully tailored activities, exceptional amenities and exceptional service.
In Rwanda, lodges like Bisate Lodge and One & Only Gorilla’s Nest are located near Volcanoes National Park, home to the country’s mountain gorillas. These lodges offer gourmet meals in stunning surroundings, private gorilla trekking excursions with expert guides, and remote locations that offer an intimate experience for those seeking seclusion.
There’s also the Singita Grumeti in Tanzania and the andBeyond Phinda Private Game Reserve in South Africa, which offers luxury bush villas with private plunge pools, private game drives and walks with trackers.