American travelers are fueling an unprecedented surge in African safari demand, now dominating Asilia Africa’s bookings by a commanding margin and accounting for nearly half of all reservations. New three-year data from the luxury operator, spanning 2023/24 to 2025/26, reveals that the United States has solidified its position as the largest source market, well ahead of the United Kingdom at 9 percent, while the top five markets (US, UK, Canada, Australia, and Germany) together drive more than two-thirds of total bednights.
At the same time, travelers are venturing deeper into the wild: average length of stay has risen slightly to 2.8 nights in 2025/26, with remote Serengeti camps—most notably Namiri Plains—recording the longest stays at 3.5 nights, as guests increasingly seek immersive, multi-day experiences in Africa’s most distinctive wilderness settings.
-
US travelers represent the largest source market by a significant margin, followed by the UK at 9%
-
The top five markets (US, UK, Canada, Australia, Germany) account for over two thirds of total bookings in terms of bednights booked
-
Average stay length rose slightly to 2.8 nights in 2025/26, following two years at 2.7 with Serengeti camps seeing the highest average stay at 3.5 nights
-
No camps exceeded a 3-night average in 2024/25, before recovering in 2025/26
-
Only one camp declined year over year from 2024/25 to 2025/26, by 0.1 nights
-
Camps in remote, and unique safari locations consistently encouraged longer stays
Travel is shifting deeper into the wild. New three-year data from Asilia Africa shows guests are staying longer and experiencing more, especially at its most remote camps. This shift is led by a surge in US travelers, who now make up nearly half of all bookings.
The findings come from a three-year internal analysis of guest stays, activities, and source markets from 2023/24 through 2025/26, which reveals continued growth in guest numbers alongside adjusted traveler behavior in interests. While the overall length of stay has remained relatively flat, guests are staying longer at select camps, particularly those in remote, or distinctive safari locations.
In 2025/26, the average stay increased to 2.8 nights, up from 2.7 nights in each of the previous two years. The highest-performing camp in terms of increase in average length of stay was Namiri Plains in Northern Tanzania, where the average stay reached 3.5 nights. This camp had the largest increase of 0.7 average nights. The Retreats at Namiri Plains further drove this growth, offering a private, villa-style ‘home base’ that encourages longer, group or multi-generational stays.
Monika Iuel, Head of Commercial comments:
“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. Through our All Asilia product, guests are choosing to stay longer, allowing for a deeper connection to both the landscape and its wildlife.”
Despite rising guest volumes, the data shows that length of stay remains largely stable, suggesting that capacity and itinerary structure – rather than lack of interest – are limiting further increases.
Activity Bookings Surge as Engagement Deepens
Asilia’s data shows a sharp rise in guest participation across activities, with the average number of experiences per guest increasing steadily over the past two years. Experience bookings grew by nearly 59% year on year, followed by a continued growth of 38% the following year, reflecting a clear shift toward more immersive travel.
Game drives remain the core experience, however, rapid growth was also recorded across conservation and cultural experiences.
While a small number of activities account for the bulk of bookings, more than 50% of listed activities recorded just a few bookings. This points to a growing concentration of demand around a curated set of standout safari, cultural and conservation-oriented guest experiences across Asilia’s portfolio.
Emerging Markets Grow, but the US Remains Dominant
While the US continues to lead, Asilia Africa also recorded notable growth from emerging markets, including Mexico (more than tripled), China (6 times initially, followed by a further 50% growth), and Italy (triple digit growth from a small base). Australia showed steady increases, finishing with an overall growth of 32% across the period.
Several traditionally strong markets, including Switzerland, France, Norway, Austria, and Belgium, remained stable year over year.
About Asilia Africa
Asilia Africa is a safari operator with camps across East Africa, focused on conservation-led tourism and long-term protection of wilderness areas. Through carefully positioned camps and immersive experiences, Asilia Africa aims to deliver meaningful safari journeys while supporting local communities and ecosystems.