The Safari Industry’s Self-Made Growth Problem

Thankfully, Africa's tourism numbers are bouncing back after the pandemic. The UN World Tourism Organization says 74 million visitors hit the continent in 2024, 7% above 2019 levels. Morocco and South Africa are seeing strong rebounds.

But there's a disconnect happening. Conservation tourism, arguably Africa's most compelling product, isn't growing like it should. The demand is there, but the barriers are mostly self-inflicted.

Africa pros will be familiar with the problems I outline, but it is also useful for the broader industry to unpack and understand some of the headwinds.

The "Once in a Lifetime" Trap

Safari marketing has created its own problem. It's positioned as a bucket list experience: the big honeymoon, retirement, or milestone birthday splurge. That narrative compresses demand into single visits during peak season.

The result? Overcrowding in key locations during migration while lesser-known conservancies and places scra