An
AFRICAN SAFARI
for
EVERY BUDGET
Advisors and suppliers say the perception that a safari vacation is exclusively a high-end product is wrong.
A private butler, crystal chandeliers and $1,000-plus-per-night lodges — is this what an African safari really is?
Yes, according to some safari marketing campaigns, which industry experts say are creating a growing perception that is not only wrong but deters millions of Americans from experiencing Africa.
Africa’s safari industry, said Chris Roche, co-founder and marketing director of Wild Expeditions Africa, has painted itself into a luxury corner.
“The industry has somehow ended up in a self-perpetuating system where the mark of the quality of a safari is the level of lodge luxury and not the actual experience of being in wild, remote ecosystems and seeing age-old natural phenomena play out in front of your eyes,” he said.
David Frost, CEO of the Southern Africa Tourism Services Association, agrees.
“When you look at why Australia gets almost two and a half times more visitors from the U.S. than we do, it raises questions,” he said.
Tessa Bell is director of The Pack, an organization that aims to change the perception of Botswana as an expensive destination with only high-end options.
“Authentic, wildlife- and experience-focused camps and lodges get overlooked” amid the dominance of luxury marketing, Bell said. She believes a shift in expectations, away from “luxury safari lodges with private butlers” to “wildlife- and experience-focused camps and lodges” will reveal that there is a plethora of affordable options.
While they may lack the marketing budget of higher-end options, there are plenty of budget-focused safaris throughout Africa.
Jonty Metcalf, head of sales at Timbuktu Travel, emphasizes the abundance of “amazing small, owner-run properties that cater to the midbudget market.”
An unforgettable safari doesn’t require a six-figure budget, he said, adding that he recently put together an eight-night South Africa trip for about $3,800 per person that was “good quality” and included Cape Town, Johannesburg and a safari.
Terry Murphy, owner and founder of African Budget Safaris, said her company offers a range of safari options that can cost from $150 to $300 per day at the lower end; $360 to $550 per day midrange; and $450 to well over $1,000 per day on the higher end.
These prices typically include accommodations, meals and game drives, often making them comparable in cost to European vacations when viewed as an all-inclusive package.
The travel advisor’s role
Creating affordable safari experiences requires more effort from travel advisors since the budget options are marketed less prominently. But many find the investment worthwhile.
“It’s probably a lot more work to organize trips at a lower price, which eventually means less income for me, as well,” said Lisa Saint, owner of the North Carolina-based travel agency Meridian Global Travel Co. “It’s a bit counterproductive somehow, but when you’re so passionate about the place, it’s worth it. I actually get more excited about those trips than people that say, ‘Well, I want the Four Seasons.’ I get more excited about the people who want to see Africa, not necessarily with the luxury budget.”
What’s more, she said, many clients prioritize experience over luxury.
“I think people don’t want a chandelier in their canvas tent,” Saint said. “They want immersive experiences. They want the wildlife, but they also want to get to know the people and the area and the culture.”
Success requires both expertise and creativity, as demonstrated by an itinerary built by Carol Schaer, director of operations and leisure travel at South Carolina-based Vai Travel, for a midrange client.
“I created a trip that included a lovely hotel in Nairobi and three daytrips; one to the Rothschild’s giraffe sanctuary; then to the Sheldrick Wildlife Trust and then a two-night safari out to Lake Nakuru.”
The key, advisors say, is changing their own perceptions.
“I think people just need to realize everyone has an Africa client. Everybody,” Saint said. “If someone’s buying a luxury cruise with air and everything and it comes to probably $15,000 for a family of four, you can travel to Africa.”
Travelers have options
Suppliers have identified approaches to making safaris accessible to a wider swath of people.
Alana Hayden, founder of Born Free Safaris’ Worldwide Tours, advocates being flexible.
“Travel agents need to be willing to do things ‘piecemeal,’” she said. “Travelers can do Cape Town on their own. Then the travel agent can do the safari and Victoria Falls for them.”
This hybrid approach enables travelers to benefit from expert guidance where it matters most.
Bell, of The Pack, emphasizes the value of trips using road transportation rather than more expensive charter flights.
“The flights take you to remote locations, but many off-the-beaten-track locations can be accessed by road and therefore at a lower price,” she said.
Group travel offers another avenue for savings.
“Sharing costs by traveling as a group is a big money saver,” said African Budget Safaris’ Murphy, adding that overland groups of around 30 people are popular with younger or more adventurous travelers who like the social aspect, while a family of group of between six and 12 people offers savings “but also the intimacy of traveling with people you know.”
Understanding seasonality and logistics is also crucial for creating affordable safaris. For example, the migration season is expensive, but going during off-peak times, Saint said, “cuts the cost by at least a third, and you don’t have all the crowds.”
Mobile safaris also offer what Grant Reed, co-founder of Botswana’s Letaka Safaris, said is “a comfortable and affordable way” to access prime wildlife areas.
“Although more rustic than the luxury lodges, these trips are often a better experience due to the intimacy with nature, much smaller group size and the relaxed nature of the safari,” he said.
Another consideration is that different African destinations offer varying opportunities for midrange budget travelers.
“You get so much more value in Tanzania,” Hayden said. “You have so many more choices of accommodations from the very high end to a low end that is still very acceptable.”
South Africa emerges as a particularly attractive option for first-time visitors.
“First, their marketing is amazing,” Schaer said. “They have outstanding healthcare and higher education, wonderful wine country and, of course, the Big 5; they have a gorgeous coast and speak English, and they offer experiences at any price point.”
Even midmarket accommodations maintain high standards in South Africa. “You can’t go wrong,” Hayden said. “I actually have more chances of getting it wrong in Europe because there’s some really crummy hotels there. I feel South Africa, even at the midmarket, hotels are still very decent and the service is usually a lot higher.”
Kenya also offers numerous affordable options beyond the Masai Mara.
“Kenya has great options for accommodations in Amboseli and Samburu [national reserves],” said Karoline Hood, of King Salama Safaris. “Ol Pejeta Conservancy is also an option. Nairobi National Park is easily accessible, and there are plenty of affordable hotels in the area with plenty of activities, such as the Sheldrick Wildlife Trust and Giraffe Centre.”
For those willing to venture farther off the beaten path, Hood suggested Malawi. “Majete Wildlife Reserve and Liwonde National Park, both managed by African Parks, have a great conservation success story, are crowd-free and have some great rates on their accommodations,” she said.
Misconceptions and unfounded fears
Tourism experts say that the cost perception is not the only reason more Americans don’t consider safaris or visiting Africa in general. They point to a complex web of misconceptions and practical challenges.
“Safety and security top the list of concerns,” said Schaer, of Vai Travel. “Many people are just afraid to go to Africa.”
These fears extend beyond personal safety to worries about healthcare standards, food quality and even misconceptions about the quality of hospitality offerings, which industry experts say are largely unfounded in Africa’s major tourism destinations.
The once-in-a-lifetime mindset presents another significant barrier.
“Many Americans view African safaris as bucket-list experiences,” said Craig Van Rooyen, director of Tour d’Afrique. “This automatically positions them as big-
budget destinations, when that’s not necessarily the case.”
It’s a perception suppliers say runs deep.
“People simply don’t realize Africa is within their reach,” said Tamara Elliott, an independent advisor at Dream Explorations. “They’ll automatically gravitate toward the Caribbean or Europe, assuming Africa isn’t even an option.”
Practical challenges compound these misconceptions. Rising airfares pose a particular threat, potentially pricing out the very midrange-budget travelers the industry hopes to attract. Add in limited vacation time and significant time zone differences, and many Americans find themselves indefinitely postponing their safari dreams.
However, the industry isn’t standing still. Stakeholders like Frost emphasize the need for more coordinated action between the public and private sectors to address these challenges.
That’s something that South African Tourism is working on; it has launched targeted initiatives in North America. A spokesperson for the organization said it is “engaging with major trade consortia and associations” and providing destination training and driving awareness through focused campaigns and activations.
Part of those efforts, through partnerships with networks like Signature, Travel Leaders and Virtuoso, are to market the message that African safaris are accessible to travelers of all budgets.
There are also untapped opportunities to offer Africa beyond safaris. Ghana and Senegal are other important and emerging options for the U.S. market. Elliott, of Dream Explorations, said there is a growing desire among Black Americans to travel to West Africa, particularly to Ghana and Senegal — regions that were significant in the history of the transatlantic slave trade. This interest spans all budget levels, with social media playing an important role in inspiring these trips. The trend toward multigenerational travel within this market further emphasizes the need for affordable options.
Balancing growth and conservation
As Africa’s tourism industry eyes expansion into the midmarket segment, questions about overtourism naturally arise. However, industry leaders largely dismiss these concerns.
“If we could increase our arrivals by 50,000, it would just be such a nice shot in the arm,” Frost said. “And 50,000 extra tourists when you’re getting 2,600,000 is not overtourism.”
Dave van Smeerdijk, co-founder of Natural Selection, points out that Africa claims only a tiny fraction of global tourism, with significant room for growth. More importantly, he emphasizes that tourism growth directly benefits local communities. “The increase in tourism mostly goes to citizens and governments of Africa through wages, salaries, government fees and taxes, adding value to wildlife areas,” he said.
However, some destinations are grappling with capacity issues.
“This has already happened in places like Tanzania and Kenya,” said Kevin Zimmermann, of Timbuktu Travel. “Some areas are responding by increasing prices, while others, like certain regions in Botswana, manage through careful visitor control.”
The key lies in strategic growth that benefits both conservation and communities.
“Tourism destinations need to strike a balance between expanding visitor numbers and maintaining exclusivity,” said Onne Vegter, CEO of Wild Wings Safaris. “Higher visitor numbers generate more revenue for conservation and anti-poaching efforts, but we must manage this growth carefully.”
Botswana’s evolving tourism strategy offers an inspiring example of this balance. The country has shifted from its traditional high-income, low-volume approach to targeting a broader range of traveler. It’s something The Pack has eagerly embraced, Bell said.
“We are proud partners to citizen-owned camps and lodges operating in Botswana,” Bell said. “While the service may not be as polished as luxury camps, it’s authentic and heartfelt — and therefore more meaningful.”
This approach aligns with Ella Dow’s vision at African Bush Camps.
“Broadening accessibility through well-managed midbudget options can distribute economic benefits more widely while preserving the unique appeal of African safari experiences,” Dow said.
While potential for growth in Africa’s midrange-
budget safari market is substantial, stakeholders say success requires a coordinated approach.
Opening up the midmarket segment isn’t just about pricing, Bell said.
“Supporting locally owned and registered businesses who invest a tourist’s spend in-country will have the biggest impact on the local communities of the country you visit,” she said.
Safari providers, and the advisors who sell them, make clear that the future of African safari tourism lies not in diluting the experience but in making it more accessible while maintaining its authenticity and supporting conservation efforts and communities.
Finding the sweet spot between accessibility and authenticity is a challenge the industry appears increasingly ready to meet.
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