Dorine Reclestein
Interest in African safaris is booming, with South Africa and Kenya reporting large numbers in North America. According to the South African Statistics Bureau, the arrival of North America grew by 5.2% year-on-year to more than 430,000 travelers; this is the 98% recovery rate at the previous level. In Kenya, the United States remains the country’s leading source market, accounting for 12.8% of the total, with more than 306,000 tourists in 2024.
Go2africa’s latest safari report confirms the trend: The United States remains the highest country for travel agency safari inquiries. But beyond the numbers, it is surprising that selling Africa seems to have become easier. At least on paper.
Now there are more options to cater to different budgets and travel styles. Liesel Van Zyl of Go2africa said: “Private partnerships benefiting from local communities are helping diversified safaris.
Pearl Jurist-Schoen, the extraordinary director of sales in Africa, major hotel brands such as JW Marriott and Ritz-Carlton are entering iconic wilderness areas such as Masai Mara in Kenya, making it seem more accessible to our consumers and travel consultants. But while these big brands of properties look beautiful, sell well, and are easy to book with existing contracts, Africa is a complex destination that should not be sold aesthetically just.
Anita Powell of Africa’s hub noted that while African safari is profitable as people’s travel budgets rise when selling African safaris, “Africa is complicated. You don’t want to learn to deal with someone’s once-in-a-lifetime trip at work,” she said.
When there is a problem with the itinerary, the challenge of selling Africa without deep expertise will soon become apparent. Holden Safaris’ Jim Holden sees how even a well-intentioned advisor misunderstands fundamentals.
“Most Americans have little understanding of being an authentic safari,” Holden said. “A client recently told me that she wanted to book her own hotel in Arusha and just let me deal with the Serengeti and Masai Mara section. I have to explain that a real safari is more than just booking a good stay. It’s about understanding how all elements work together.”
These knowledge gaps lead to actual errors that directly affect traveler’s experience.
“One mistake made by generalists is not to use natural processes of available logistics, such as air plans, to create a smooth itinerary,” Holden said. “Another person spends too many or several days on a specific safari hut. The most common mistake is not to appreciate the importance of professional safari guides for successful safari results.”
In addition to logistics, there is also a high-quality problem. “Camp owners are increasingly simplifying the itinerary to cookie tours,” said Raza Visram of Mecca Safari, Africa. “The packages they designed need little thought beyond brand trust, but this eliminates any comparative analysis of quality of experience or seasonal strategies.”
So, what should non-professionals do?
The industry is addressing knowledge gaps through educational programs. David Frost, CEO of SATSA, South Africa’s inbound tourism association, pointed to successful training models like the African hub that really helped the industry move forward.
Anita Powell created an African hub during Covid after realizing that travel consultants need structured destination training. Today, nearly 6,000 agents across 17 countries use the African hub to detail African-specific destinations, accommodation and cultural nuances. “The entire website uses expert insight, short message segments,” Powell said.
The “How and why to sell Africa“Websites are a great place for consultants to start.
Bantu Stall It is another useful platform. Founded by Kudakwashe Mazhetese, it connects travel consultants to real experiences created by local operators. “We are building a platform where African entrepreneurs and global collaborators can build and build unique cultural experiences and business retreats across the continent,” Mazhetese said.
The most important thing is: If you want to see Africa the right way, you have to do your homework.
“The best thing new immigrants can do? Learn through immersive learning,” Holden said. “Go to trade shows. Talk to experts. Understand why some parks do well at some point in the year. Most importantly, respecting guidance as a craft: A great guide to transform a good wildlife into an extraordinary safari.”
According to Mefi Pishori Alapat, a U.S. safari operator, immersion should include hands-on experiences. She added that for companies like her, a way to stay ahead of the list, jumping into the library of safari operations among so many consultants, is doing safaris in person and learning about many areas in each country, logistics, visiting huts, local flight systems. “That’s what helped us stay relevant for years,” she said.
