Safari operator Asilia Africa has revealed that US tourists are dominating the demand for African safaris, accounting for almost half of all bookings. The report, based on three years of guest booking data, highlights a significant shift in travel patterns, with American travellers leading the charge, followed by the UK at 9%.
The analysis shows that the average length of stay at safari camps increased slightly to 2.8 nights in 2025/26, up from 2.7 nights in the previous two years. Notably, Serengeti camps recorded the highest average stay at 3.5 nights. Monika Iuel, Head of Commercial at Asilia Africa, noted, “As a camp sitting in a remote part of the Serengeti, Namiri Plains remains central to its protection. Its exceptional big cat sightings make it one of the most distinctive safari experiences in the region.”
The report also indicates a surge in guest participation in activities, with experience bookings growing by nearly 59% year on year, followed by a 38% increase the following year. This reflects a trend towards more immersive travel experiences, with game drives remaining popular alongside conservation and cultural activities.
Whilst the US remains the dominant market, emerging markets such as Mexico, China, and Italy have shown significant growth. Despite the rising guest numbers, the length of stay has remained stable, suggesting that capacity and itinerary structure may be limiting further increases. Asilia Africa continues to focus on conservation-led tourism, supporting local communities and ecosystems through its operations
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