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Phase 3 Consumer results published

As part of our on-going consumer research programme, Kamageo has published the third set of results (download here or via We have again asked the opinions of 10,000 UK travellers (all of whom have travelled to Africa or have taken a wildlife related long-haul trip) about their views on travelling to Africa in these extraordinary times. 

70% of respondents are over 45 yrs old, whilst 75% are over 35 years old. This accurately reflects the age brackets most likely to book higher-end safaris to Africa. The monthly survey allows Kamageo to guage how respondents opinions are being influenced by everything from news headlines to government regulations.

Noteably changes in Phase 3 include :

  • The timeframe in which UK consumers are anticipating safely travelling has moved back, with only 55% envisaging travelling to Africa in 2021 (versus 84% in August).

  • 73% of respondents stated that Covid had not impacted negatively on their ability to travel to Africa (originally 59%).

  • There was an increased suggestion that masks should be worn, even on game drives.

  • South Africa remained the most desirable destination, with Zambia enjoying the biggest increase - up 13%. Uganda was the destination slipping most (down 17%).

Commenting on the most noteable changes between surveys, Tim Henshall, Chief Executive at Kamageo stated, "Would-be travellers are getting more and more conscious of safety, but there desire to travel is continiung to increase by the minute. When its safe to do so, they are going to be desperate to scratch that itch!" 

He also believes there is a direct corrolation between providing comprehensive travel information (to the trade, media and public in general) and the desire to visit a destination. "Getting a clear message out there is absolutely vital" added Henshall, whilst complimenting ATTA on their outstanding efforts to keep the trade updated, on a daily basis.

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