Travelers from US spent highest amount on safari in Africa: report

March 20, 2026

Serenity in nature. Image credit King Lewanika Lodge in Zambia

The majority of travelers to Africa in 2025 were couples – a combination of honeymooners and retirees – and small families, representing a significant shift from the multi-generational travel trend that has shaped the past few years.

However, with 2026 now well underway, Ker & Downey Africa travel specialists are once again seeing an upswing in multi-generational family holidays, especially those seeking exclusive-use accommodation and private experiences. The findings are part of an in-depth look at luxury travel trends in Africa last year.

“We’re seeing that destination choice is leading decision-making in key markets such as the U.S.A. and China, often taking precedence over experience type or budget considerations,” said Jenieen van den Heever, chief operating officer of Ker & Downey Africa, in the report.

“Meanwhile, travelers from Brazil and Germany are generally less price-sensitive,” she said.

“Across all markets, however, there is a clear and consistent focus on aspirational destinations paired with luxury, high-touch service, discretion and privacy.

“Added-value enhancements, from room upgrades and VIP amenities to personalized meet-and-greet services, are increasingly influential in elevating the overall guest experience.”

Ker & Downey is one of the leading luxury travel firms in Africa. Image credit: Ker & Downey

Ker & Downey Africa, based in Cape Town, South Africa, is a leading luxury travel company focused on Africa.

The firm’s latest study takes a look at luxury travel trends in Africa in 2025, including the most popular destinations, key markets, the average length of stay, the most sought-after experiences, and average spend.

Top nationalities traveling to Africa and chosen destinations
In 2025, the vast majority of luxury travelers to Africa were from the United States, Germany, China and Brazil, per Ker & Downey’s report.

South Africa was overwhelmingly the destination of choice followed by Tanzania, Kenya, Botswana, Rwanda, Zimbabwe, Zanzibar and Namibia.

Travel interest in Africa runs year-round, with July being the strongest overall month.

June to September is also a consistently busy period across East and Southern Africa.

December to February also shows strong interest, driven primarily by South Africa and Rwanda.

Top luxury safari destinations in Africa. Source: Ker & Downey

Top luxury travel destinations in Africa

◦ South Africa: most popular during March, July, October, December and February

◦ Tanzania: most popular during June, July, August, and September

◦ Kenya: most popular during June, July, and September, with December also peaking

◦ Botswana: most popular during May, July and August

◦ Rwanda: most popular during May, August, September, December, January and February

Average stays are around 10 to 14 nights for couples, with families typically favoring a slightly shorter stay of between seven to 10 nights.

Best activities and best time to travel in Africa. Source: Ker & Downey

Top experiences and spending
In Africa, there is no shortage of experiences to enjoy. However, Ker & Downey Africa noted that some stand head and shoulders above others.

In 2025, the top safari experiences were Big Five safaris, culinary experiences, especially in the Winelands and Cape Town, The Great Migration, particularly by hot-air balloon and open vehicle, cultural experiences in Egypt and with Masai tribes in Kenya, and gorilla trekking in Rwanda.

Overall, travelers from the U.S. spent the highest amount on safari, followed by travelers from Germany, Latin America, Asia and France.

WHAT MAKES Africa such a compelling destination?

“Our business is driven by repeat customers,” Ms. van den Heever said.

“We have customers who return twice a year as seasoned travelers, and others who return once a year as they explore more of Africa's beauty,” she said.

“Every region in Africa offers a unique experience, making it the perfect destination to return to year after year. Africa is not a one-hit wonder, with each destination across the continent offering something new to explore.”

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Travelers from US spent highest amount on safari in Africa: report

Travelers from US spent highest amount on safari in Africa: report

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