Yellow Zebra Safaris, the UK’s award-winning expert on luxury safaris, has identified a growing audience – families with children under the age of 16. In the past, concerns such as malaria and location have made safari an unlikely holiday type for travellers with younger children. However, new research has demonstrated that families are increasingly eager to take adventure in their stride.

• 55% more British people went on safari in 2017 than in 2016.
• British families are more adventurous in their holidays than other Europeans, with 54% of British families going on safaris versus just 27% of other European families.
• British families are among the most likely to go on safari, with 40% considering it. The most likely are Americans, with 47% of families considering a safari holiday.
• 42% of families choose to visit Tanzania, with 26% heading to South Africa and 8% to Kenya.
• Families with under-5s were most likely to travel to malaria-free destinations in South Africa, such as Cape Town and the game reserves of Madikwe, Shamwari, and Kwandwe.
• ‘Edutainment’ value was most important for families with children aged 8–10, who were most likely to visit Kenya.
• Almost all families said that the educational opportunities offered on safari holidays made up their main reason for considering such a trip.
• Multi-generational holiday experiences were the most important considerations for 22% of family safaris.
• ‘No Wi-Fi’ camps were among the most popular destinations for families ready for a digital detox.

Traditionally, families have been perceived as key to the domestic market, but more exciting locations are becoming increasingly popular with adventurous parents, reflecting a massive shift in focus for the family leisure market.

Rory Walker, YZS Director, says: ‘It's clear that families are becoming more adventurous and parents are coming to us wanting to take their children on holidays where they'll not only be spending quality time together but learning about wildlife, conservation, and cultural difference. Whether that's African dance, quad biking, or bug catching, the surrounding nature provides a huge range of activities for kids.’ He adds, ‘As parents are increasingly open to giving their children anti-malaria medication, the risk of travel to these areas has decreased – I’ve seen some families take children as young as six to Tanzania.’

So, what does this mean for the family travel market in years to come? ‘We will be seeing more families considering multi-generational safari holidays to increasingly adventurous locations, such as Tanzania or Botswana,’ predicts Rory.

Full information on families heading on safari is available from Yellow Zebra Safaris on request. Any families looking for more information on safari holidays should visit: https://yellowzebrasafaris.com/holiday-type/families/ 

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For further information, please visit www.yellowzebrasafaris.com, call 020 8547 2305 or follow on Twitter @YZSafaris

About Yellow Zebra Safaris

Yellow Zebra Safaris is a luxury and adventure travel company specialising in ‘Safari Africa’. With eight professional safari guides on the team and five members of staff who have run some of Africa’s most famous properties, Yellow Zebra Safaris has over one hundred years of bespoke travel experience across the continent, guaranteeing a level of knowledge to rival any African specialist worldwide.

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