Autumn 2024 Travel Trends Report: The Wildlife Holiday Boom

After looking into our internal data, we also spotted increased bookings to countries such as Tanzania, which has seen a 57% growth in demand year-on-year.

And let’s not forget about Malaysia whose massive spike in year-on-year bookings totals 80%... Most impressively Costa Rica has seen an 88% increase year-on-year in bookings.

So, with a sudden boom in demand for wildlife holidays, we set about investigating what was influencing this. Introducing our latest travel trends report...

What’s inspiring the rise in demand for wildlife holidays?

We conducted a study of 2,000 UK adults, revealing that a whopping 83% would like to experience a wild animal encounter in their lifetime.

It’s clear there has been a boom in the demand for wildlife holidays, however, we wanted to find out why.

Our study investigated the top motivators for booking a wildlife holiday, and spoiler alert... the most common reason is to tick off a bucket list experience.

A further 45% said it’s because it’s “more interesting than your average package holiday” which proves many Brits crave an element of excitement and adventure from their next holiday.

Three in ten (29%) Brits admit they are “animal obsessed” and that this is their main motivator for seeking out wildlife encounters. It comes as no surprise that the most lusted-after animals are...

1. Elephant (38% of people say this is the animal they most want to see in their lifetime)
2. Tiger (35%)
3. Lion (33%)
4. Dolphin (29%)
5. Whales, including Orca, Humpback and Blue (29%)
6. Panda (29%)
7. Leopard (26%)
8. Giraffe (24%)
9. Jaguar (24%)
10. Monkeys, including Gorilla and Orangutan (22%)

Top five motivators for booking a wildlife holiday:

1. To tick off a bucket list or once-in-a-lifetime experience (50%)
2. It's more interesting than your average package holiday (45%)
3. Because they’re animal obsessed and want to see them in real life (29%)
4. They’re inspired by documentaries such as Attenborough’s Planet Earth (25%)
5. Because they’ve ‘done’ Europe and want to travel somewhere further afield (23%)

The Attenborough effect

Our study suggests that the nation remains inspired by national treasure David Attenborough, as a quarter (25%) of those who want to go on a wildlife holiday say it's because they have watched documentaries such as Planet Earth, and now they want to see some of the incredible animals with their own eyes.

Parents perspectives

We wanted to know whether having children or grandchildren would affect the way people chose holidays for themselves, we included parents and grandparents in our study.

Interestingly, nearly a quarter (23%) of parents and grandparents that took part in the survey said they intend to take their child or grandchild to see endangered animals in the wild.

This comes as a hefty 30% of parents and grandparents worry their child or grandchild will never get the chance to see special yet endangered animals in their lifetime.

Which wildlife experiences appeal the most?

By now, we know the majority of those surveyed are craving an authentic wildlife experience however, we set out to find out exactly what that meant.

Our study revealed that most people desire to go on a safari, as 40% said this was their preferred wildlife experience.

While many chose land, plenty are keen to flock to the sea! The survey shows whale watching as the second most popular wildlife experience, with 32% of people saying this would be their dream animal encounter.

As the world’s largest land mammal, it’s no surprise that visiting an Elephant sanctuary is high on many people’s bucket list. In fact, this experience made third place with 27% of people they’d want to do this in their lifetime.

Top five wildlife experiences Brits want to do:

1. Safari (40%)
2. Whale watching (32%)
3. Elephant sanctuary visit (27%)
4. Eco safari, using electric vehicles (24%)
5. Wildlife conservation and research (22%)

Our research shows not only are safaris the most desired animal experience, but they’re also particularly popular with 18–34-year-olds. This comes as 83% of this age group say a safari experience would be their top choice for a wildlife holiday.

On the other hand, the study suggests that the older generation (over 65s) prefer to kick back and relax, with 27% saying whale watching appeals to them the most.

And for the most adventurous generation? This prize goes to Gen Z adults. The 18-25's were found as the most likely to book a wildlife experience, with only 14% saying they wouldn’t. Even the cold doesn’t put this generation off, with 22% willing to travel to Antarctica for the best wildlife spotting opportunities.

Our study also suggested that the action-packed reputation of a wildlife holiday could be off-putting to older generations though. This comes as over half (57%) of over 65’s said a wildlife spotting holiday wouldn’t be on the cards for them.

However, not all wildlife holidays are rough and ready. In fact, we’re here to tell you there is something for everyone…

Our recommendations for the perfect wildlife holiday, for all ages

Costa Rica

According to our internal booking data, Costa Rica is establishing a name for itself as the new ‘it destination’ for wildlife holidays. With a whopping 88% year-on-year growth in bookings, we can safely say Costa Rica is predicted to be an up-and-coming holiday hotspot.

Expect to see an abundance of tropical settings, where you’ll get the chance to spot turtles, sloths, troupes of Howler Monkeys and even a Strawberry Poison Dart Frog – if you’re lucky. If this is your first time visiting Costa Rica, we’d say Tortuguero National Park is a must-see!

This destination is recommended for all ages, suitable for families and couples alike.

South Africa

Popular for a reason, South Africa provides the ultimate safari experience. With a 33% year-on-year growth in bookings, trips to this country show no sign of slowing down.

With South Africa, you’re truly spoilt for choice. Choose between whale watching on the Western Cape, a safari with a private guide or Leopard spotting in Sabi Sands. Tourists in this country can even enjoy a glass of wine (or two) knowing you’re in the most capable hands in South Africa’s wine region.

There is truly something for everyone, trips to this destination are suitable for all ages, making it perfect for multigenerational families.

Antarctica

Arrive via a cruise ship, however, expect anything other than your stereotypical cruise experience. Think alpine Heli-trekking, submarine driving and more - Antarctica is limitless.

If you plan to visit in February, expect whale spotting and penguins aplenty as Antarctica's high summer means the wildlife will be in its most active state.

Due to its remote location, trips to Antarctica pair perfectly with a visit to Punta Arenas in Chile or even Ushuaia in Argentina, providing the opportunity to tick off two once-in-a-lifetime locations in one trip.

Recommended for adults and those willing to brave harsh conditions, Antarctica is for the most adventurous types of people.

What our expert has to say

Jade Weidenfeller is our resident Africa travel specialist, having explored South Africa, Botswana, Zambia, and Zimbabwe. Here’s what she has to say:

“My favourite holidays are those spent outside. When I had the opportunity to go to Africa for the first time, there was nothing that could have stopped me. Everyday life is always so busy, but when I go on a safari in Africa, everything slows down and I feel very present. Whenever I go, I see or experience something that I never have before. And that’s why I keep going back.

“I have been lucky enough to see a plethora of animals! Whether it be leopards, lions, wildebeest, crocodiles, tigerfish or beautiful birds. It makes me feel very serene and lucky to witness wild animals in their natural environment.

“One time when I was in the Lower Zambezi in Zambia, we were on a night drive and I had the most incredible experience. A male lion in search of a female in the area came right up next to the vehicle and began to call for her. To hear and see a grown lion roar so closely sends chills down your entire body. There is nothing else like it. Absolutely jaw-dropping.

“I just returned from Kenya which was incredible! I am heading back to South Africa in November to take my mom on her first safari. I am most excited to see her face as she experiences seeing everything for the first time. We are staying at Kwandwe Great Fish River Lodge and &Beyond Phinda Mountain Lodge.”

Our conclusion

In conclusion, our study shows that we can expect to see more people ticking off their bucket list adventures to see their favourite animals, whether that be on land, or by sea.

By forecasting the next up-and-coming travel trends, tourists are able to get ahead of the curve and plan the most exciting and fulfilling holidays, specifically for them.

Whether you’re inspired by Sir David Attenborough, or simply had enough of your average package holiday, wildlife holidays provide the chance to see some of the planet’s most unique and amazing animals.

Looking for more information on booking a wildlife holiday? See our wildlife holiday ideas.

Already made your mind up? We’ll help you plan the perfect wildlife holiday, tailored to you! Get in contact with us here.

Report Sources & Methodology

Primary Data:

• Survey of 2,000 UK adults conducted in July 2024
• Scott Dunn booking data, collected in July 2024
• UK search data – gathered via Google Trends with Glimpse on 03/07/2024