Luxury safari goers were once interested in seeing lions, leopards, elephants, buffalo and rhinos – albeit while staying in nicer tents and dining on gourmet food.
But this is changing.
“Safaris are no longer just about the Big Five,” said Lori Cohen, a writer who covers luxury safaris. “People have limited vacation 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 to “talk to their feelings.”
As a result, the definition of luxury tourism in Africa is changing, said Olivia Graddidge, marketing director at exhibition organizer RX Africa.
“While high-level amenities remain important, the focus has expanded to include unique and exclusive experiences,” she said. “Travellers, especially those seeking luxury, are increasingly driven by a desire for novelty and exclusivity. They crave experiences they have never encountered before.”
Samburu cultural dance organized by Loisaba Lodo Springs in Kenya, part of the Elewana group.
Source: Harriet Akinyi
That could be a walk with a veterinarian who works with gorillas, or a peek into how a nearby community lives, Cohen said.
For others, it's an experience that matches their interests, such as photography, the opportunity to track specific animals, or a helicopter ride to a remote area, Graddidge says. She said travelers are increasingly interested in “behind-the-scenes access where guests can participate in conservation activities, meet researchers or learn about anti-poaching efforts.”
“These experiences… (transform) traditional safaris from passive wildlife observation into an active and engaging adventure,” she said.
How are luxury safaris changing?
The luxury safaris market is expected to grow from $1.7 billion in 2023 to $1.98 billion by 2032According to market research company Business Research Insights.
A 2024 Trend report Published by travel website Africa Travel Week, travel website Africa Travel Week notes the rise of “7+ star experiences” and “ultimate luxury” in Africa. But Discover Africa points out that luxury travelers are moving beyond opulence to a new era of “Conscious luxury”, which blends sustainable safari tourism with personalized itineraries.
Photo taken during a driving trip at Emboo New Generation Safari Camp in Kenya.
Source: Harriet Akinyi
Kgomotso Ramuthia, CEO of the African Travel and Tourism Confederation, said there was greater interest in walking and trekking safaris, which produce lower carbon emissions than traditional safaris.
Destinations such as Kenya, Tanzania, South Africa and Botswana remain top choices, said Muriel Minot-Vegese, head of product at luxury safari company Discover Africa.
Babuhi in the Qwabi Special Game Reserve in South Africa.
Source: Harriet Akinyi
But “return visitors are looking for more interactive experiences, with safari itineraries across multiple countries rather than single country trips.”
This could increase prices. She said that the price of booking a luxury safari reached $9,600 per person in 2024.
How much does a safari cost?
Basic and medium range safaris
Basic African safaris cost from $100 to $300 per person, per day.
This budget will typically cover the cost of shared drives that are set at specific times of the day. Wildlife sightings may be limited compared to luxury safaris in private game reserves or nature reserves.
Meals are also fairly basic, compared to high-end safari camps.
For $300 to $600 per day, travelers can expect excellent service and fewer 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's also the Serengeti Sopa Lodge in Tanzania; Sabie River Sun Resort in South Africa in Kruger National Park; Moremi crossing in Botswana; and Sossus Dune Lodge in Namibia in the Namib Desert.
Luxury safaris
These lodges typically start at around $600 per person per day and offer luxury accommodations, private 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, Embu – The New Generation Safari Camp and Mzuri Camps by Richard Branson and JW Marriott Masai Mara Lodge are examples of luxury safari camps in the Masai Mara in Kenya. There is Finch Hattons near Tsavo National Park and Angama has another luxury camp in Amboseli National Park. The Elewana Group has camps in pristine locations in Kenya and Tanzania, as does Aselia Camps, which also runs safaris in Uganda.
In Tanzania, there are Singita Sabora Tented Camp and Four Seasons Safari Lodge Serengeti, the latter with views of the Serengeti, plunge pools and an infinity pool.
Tent at JW Marriott Masai Mara Lodge.
Source: Harriet Akinyi
South Africa has plenty of safaris at this price too, from Royal Malewane to Babohi Camp in Qwabi Private Game Reserve, a premium lodge exclusively for adults.
Ultra-luxury safaris
For the pinnacle of safari experience, be prepared to pay anywhere from $1,500 to $10,000 per day to enjoy meticulously designed activities, extraordinary amenities, and exceptional services.
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 settings, private gorilla expeditions with expert guides and remote locations, ensuring an intimate experience for those seeking solitude.
There's also the Singita Grumeti Reserve in Tanzania and the Beyond Venda Private Game Reserve in South Africa, which offer luxury forest villas with private plunge pools, private game drives and tracks with trackers.
