As per the current market research conducted by the CMI Team, the European Safari Tourism Market size is expected to record a CAGR of 5.2% from 2023 to 2032. In 2023, the market size is projected to reach a valuation of USD 10.2 Billion. By 2032, the valuation is anticipated to reach USD 16.1 Billion.

European Safari Tourism Market: Growth Factors and Dynamics

• Rich Biodiversity and Natural Landscapes: Europe is home to diverse ecosystems and natural landscapes, ranging from the Arctic Circle in the north to the Mediterranean in the south. The continent’s rich biodiversity, including iconic species such as the European bison, Iberian lynx, and brown bear, attracts wildlife enthusiasts and safari-goers. The variety of habitats, including forests, wetlands, and grasslands, contributes to the appeal of Europe as a safari destination.

• Conservation Efforts and Sustainable Tourism: Increasing awareness of environmental conservation and sustainable tourism practices has led to a growing emphasis on responsible wildlife tourism in Europe. Governments and organizations are actively involved in conservation efforts, and many safari operators prioritize eco-friendly practices. This commitment to sustainability enhances the appeal of European safaris for environmentally conscious travelers.

• Accessibility and Infrastructure: Europe boasts well-developed infrastructure, making it relatively easy for tourists to access safari destinations. Efficient transportation networks, well-maintained roads, and proximity to major urban centers contribute to the accessibility of wildlife reserves and national parks. This convenience encourages more travelers to explore safari opportunities in Europe.

• Cultural and Historical Attractions: European safari destinations often blend wildlife experiences with cultural and historical attractions. Visitors can explore ancient ruins, medieval castles, and vibrant local cultures in addition to encountering wildlife. This combination of natural and cultural experiences provides a unique selling point for the European safari tourism market, attracting a diverse range of tourists.

• Variety of Safari Experiences: Europe offers a diverse range of safari experiences, catering to different preferences and interests. Whether it’s tracking large mammals in the Nordic wilderness, birdwatching in wetlands, or exploring marine life along the coasts, there is a wide array of safari options. This diversity helps attract a broad spectrum of tourists, from wildlife enthusiasts to adventure seekers.

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European Safari Tourism Market: Partnership and Acquisitions

• In 2023, Wilderness introduced the Wilderness Mokete tented camp in Botswana’s Mababe Concession. Covering 124,000 acres between the Okavango Delta and Chobe National Park, this unique camp provides a remote oasis for wildlife enthusiasts, featuring abundant sightings of elephants, buffalos, lions, and hyenas. It marks the first camp of its kind in this location.

• In 2023, Singita introduces “Wholeness,” a personalized wellness concept for the upcoming summer. The offerings include locally sourced products like riverbank sand for a revitalizing foot scrub at Singita Sabi Sand. Guests can also enjoy an extended range of plant-based dishes, while the Mara River Tented Camp undergoes a summer relaunch with updated design.

• In 2022, African Parks and the Rwanda Development Board have joined forces in a new partnership to boost conservation initiatives and foster sustainable tourism in Rwanda’s national parks. This collaboration aims to enhance biodiversity preservation while creating responsible and eco-friendly tourism opportunities for visitors.

European Safari Tourism Market: COVID-19 Analysis

The COVID-19 pandemic has had a significant impact on the Europe Safari Tourism Market, with the industry experiencing both positive and negative effects. Here are some of the key impacts:

• Travel Restrictions and Lockdowns: The COVID-19 pandemic led to widespread travel restrictions and lockdowns across Europe, severely impacting the safari tourism market. With borders closed and movement restricted, international and domestic tourists were unable to visit wildlife reserves and national parks, resulting in a significant decline in tourism activities.

• Safety Concerns and Consumer Behavior: The fear of contracting the virus and uncertainty about travel safety led to a shift in consumer behavior. Many potential safari-goers postponed or canceled their trips due to concerns about health and safety. This change in mindset further contributed to the decline in tourist numbers, affecting the revenue and sustainability of the safari tourism market in Europe.

• Health and Safety Protocols: Implementing and communicating robust health and safety protocols became paramount for the recovery of the safari tourism market. This includes measures such as enhanced cleaning procedures, social distancing guidelines, and the use of protective gear. Assurance of a safe and secure environment is crucial to rebuilding traveler confidence.

• Promotion of Domestic Tourism: To counter the impact of international travel restrictions, the promotion of domestic tourism became a key strategy. European safari destinations focused on attracting local and regional travelers, offering special packages and incentives to encourage residents to explore wildlife reserves in their countries.

• Digital Marketing and Virtual Experiences: During the lockdowns and restrictions, safari operators turned to digital marketing and virtual experiences to keep their audience engaged. This included virtual safari tours, online wildlife education programs, and interactive content. Leveraging digital platforms helped maintain brand visibility and interest in safari experiences even when physical travel was restricted.

List of the prominent players in the European Safari Tourism Market:

• TUI Group
• Thomas Cook Group
• Abercrombie & Kent Ltd.
• Intrepid Group
• Kuoni Global Travel Services
• Natural Habitat Adventures
• The Safari Collection
• Wilderness Safaris
• &Beyond
• Singita
• Micato Safaris
• Expert Africa
• African Travel Inc.
• Go2Africa
• Asilia Africa
• Others

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