Fall 2024 Trend Report: Biophilia Travel Trend Sees Americans Embrace Wildlife Adventures

Americans Craving a Walk on the Wild Side

We surveyed 2,000 adults across the US and delved deep into our booking trends, and we were blown away by how many hope to go on a wildlife spotting vacation. Almost all the people we polled (91%) said a wildlife adventure is something they dream of doing, mostly because they want a connection with nature (54%) – a desire also known as ‘Biophilia’.

Biophilia is generally used to describe human beings’ innate desire to be in nature. While this isn’t necessarily a new term, our research shows how this human instinct is now informing the way we travel, pushing exciting nature getaways to the top of the list.

Long haul destinations see a surge in popularity

As Americans’ desire to get up close and personal with wildlife grows, so does the demand to jet off to faraway lands.

According to our booking data, Malaysia, Tanzania, and Sri Lanka have all seen huge leaps in demand, signaling a desire for long-haul adventurous vacations.

Top countries to visit for a wildlife vacation, according to Scott Dunn booking/inquiry data (US only):

• Tanzania – 100% surge in bookings YOY
• Sri Lanka – 100% surge in bookings YOY
• Malaysia – 267% surge in inquiries YOY
• Rwanda – 75% surge in inquiries YOY
• South Africa – 54% surge in inquiries YOY
• Madagascar – 60% surge in inquiries YOY
• Botswana – 40% surge in bookings YOY
• Costa Rica – 88% surge in inquiries YOY

You’d be forgiven for thinking that a wildlife vacation just meant safari treks or jungle adventures. While safaris were the most sought-after type of trip according to our survey, coming in a very close second were whale watching and river cruises.

In fact, among some of our most-booked wildlife experiences are whale watching cruises on the Western Cape of South Africa and seal watching in Antarctica.

Connecting to nature is the key driver

A desire to reconnect to nature and wildlife is pushing forward the popularity of wildlife vacations. Our survey found most people cited a connection with nature as their main motivator for desiring a wildlife getaway.

With eco-tourism still high on the agenda for many, it’s interesting to see that for one in five Americans, their main desire for a wildlife vacation comes from “conservation awareness” – an encouraging sign for conservationists.

For parents especially, climate concerns could be a major factor in seeking a wildlife getaway for their families. Almost half (46%) of the parents and grandparents we surveyed said they worry their child or grandchild won’t get to see certain endangered animals in their lifetime. One in four also said they believe seeing wild animals increases how respectful their children or grandchildren will be of nature when they get older.

The top motivators for Americans seeking a wildlife getaway are:

1. Connection with Nature (54%)
2. Adventure and Excitement (51%)
3. Unique Experiences (48%)
4. Peace and Tranquility (47%)
5. Bonding Experience with Family and Friends (44%)

Top five countries or areas Americans most want to visit as part of a wildlife-spotting vacation, according to the survey data:

1. Yellowstone National Park (40%)
2. South Africa (38%)
3. Hawaii (35%)
4. Madagascar (33%)
5. Alaska (28%)

Younger travelers crave adventure whereas older travelers prefer to relax

When it comes to experiencing a wildlife getaway it seems there are two distinct camps: those who want to be up close and personal versus those who want the excitement at a slightly more relaxed pace.

The former seems to appeal most to younger travelers. In our survey, 93% of those aged 18-34-years-old said they wanted a safari vacation. While still seeking adventure, those aged 55+ were more likely to prefer a whale or dolphin watching cruise (54%).

In total, only 5% of those aged below 25-years-old said they would not book a wildlife vacation. The cold isn’t putting them off either as a third (34%) said they thought Antarctica was the most exciting destination.

On the flip side of that, 43% of the over 65s said they simply wouldn’t book a wildlife spotting adventure. If they did, it’s likely to be somewhere warm as this generation generally preferred the warmer climates – Kenya was the top pick for 39% of them.

Our recommendations

Any trip where you get to be up close and personal with wildlife in their natural habitat is sure to be an amazing one. However, there are some locations that always jump out to us as major “once in a lifetime” opportunities, which we continue to see proving popular.

Madagascar

Madagascar is like no other place on Earth. Each part of the island will offer you something completely different, from lush rainforest on the east coast through to savannah on the west, with stunning highlands in the center.

Here you will find dozens of species that are endemic to Madagascar, meaning you most likely won’t find them in the wild anywhere but here. That’s what makes wildlife tours in Madagascar one of a kind.

Try our Wild Madagascar Tour for a true taste of what this magical island has to offer. Your journey will begin on the east of the island in Andasibe National Park, home to the largest lemur in Madagascar: the Indri. Wind your way through the sprawling forests of Ranomafana National Park, keeping an eye out along the way for all the unusual and wonderful wildlife that will be sure to make an appearance.

South Africa

Famed of course for its safaris, there is very little that South Africa doesn’t offer when it comes to adventure. Private guided safaris continue to be one of our most popular trips, as South Africa’s native wildlife is nothing short of breathtaking.

For families, Madikwe Family Lodge is a firm favorite with the perfect environment for children and parents and stays that can be tailored to what everyone wants to do. Kwandwe on the Eastern Cape is also a fantastic option for children. The team here strive to make their safari experiences educational, informative and fun, so they become an unforgettable experience for the whole family.

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 favorite 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 favorite 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 vacations, specifically for them.

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

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

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

Sources and Methodology

Primary Data:

• Survey of 2,000 US adults conducted in July 2024
• Scott Dunn booking data, collected in July 2024
• US search data – gathered via Google Trends with Glimpse on 08/07/2024