In July of this year, two tourists were trampled to death by an elephant while on a walking safari in Zambia. In June 2024, a tourist was attacked and killed by an elephant during a safari drive, also in Zambia. In a separate incident in the same month, a tourist was mauled to death by a hippo during a safari, and three months before that, a tourist was killed (and five others injured) by an elephant charging a truck during a game drive; both in Zambia. These tragic events raise questions about the safety of wilderness tourism, specifically African safaris; the extent to which tourists, insurers and safari operators alike are cognisant of the dangers and effectively intercommunicating; and the concerning role of social media in encouraging riskier and riskier behaviour among tourists in order to achieve the status symbol of ‘that shot’ for their Instagram. 

Expectation versus reality

Safari tourism is rising in popularity, with a global market size of US$35.5 billion in 2024, which is expected to reach $55.3 billion by 2033, according to IMARC Group research. “Consumers are increasingly seeking safari and immersive nature escapes, in particular those that are working professionals,” confirmed Billy Warner, Head of Travel Underwriting UK and Europe, and Claire Hargreaves, Managing Director UK and Europe, both from Trawick International. “They are seeking opportunities to truly disconnect from the digital world and reconnect with nature.” There are also more harmful behaviours at play, though, with tourists keen to take photos of, and selfies with, wild animals. But at what cost? 

The Wilderness Group is an adventure travel company. ITIJ spoke to its Head of Risk, Malora Keevey, who is also a PhD candidate at Erasmus University Rotterdam, with a focus on risk management in remote wilderness environments. She said that many travellers fall into something called the ‘safety paradox’, whereby they have a false sense of security regarding the dangers associated with safaris. “Guests seek immersive, thrilling, close-to-nature experiences, yet simultaneously expect a level of safety akin to a controlled environment like a zoo. They assume that because they are paying for a premium experience, it must also be inherently safe and controlled. This belief often overlooks the real and inherent risks of remote, wildlife-based environments, particularly during immersive activities like walking safaris,” Keevey explained. She outlined how this disconnect between expectation and reality can lead to behaviours or decisions that unintentionally heighten the risks they are hoping to avoid, or dilute the authenticity they came to experience. 

Unforgettable for the right reasons

Consumer behaviour is just one element, though; it behoves safari operators to effectively communicate the inherent risks and enforce appropriate safety standards. Are safaris safe? Safari operator websites respond with a resounding ‘yes’, providing travel insurance is ‘adequate’ and rules are followed. For example, “visitors must adhere to strict guidelines to avoid provoking animals”. When it comes to game drives, “the most important rule of all is to remain in your seat in the vehicle”. One operator even details the most potentially dangerous animals and what to look out for: “Elephants: Protective of their young, prone to charging.” It’s also important that tourists select a reputable safari operator; one that is accredited and has qualified guides because “safaris are incredibly safe when done with a reputable tour operator who prioritises your wellbeing”. 

In line with burgeoning safari tourism and growing incidents of risky tourist behaviour, operators are strengthening their safety protocols. The goal is to deliver an unforgettable experience, but for the right reasons – and this relies on watertight safety measures and flawless communication. “While many travellers now seek deeper, more meaningful stays, we are also seeing the rise of mass tourism in high-traffic areas such as Kenya and Tanzania,” said Keevey. “In these environments, the pressure to get ‘the perfect shot’ has, unfortunately, contributed to an increase in safety incidents and near misses, particularly when guests disregard guide instructions or step outside established safety boundaries. Training now places greater emphasis on assertive communication, behavioural risk awareness and guest management techniques, ensuring that the integrity of the experience is preserved without compromising safety. It’s a delicate balance between creating unforgettable moments and maintaining the wellbeing of guests and staff alike.”

Guests seek immersive, thrilling, close-to-nature experiences, yet simultaneously expect a level of safety akin to a controlled environment like a zoo

Number one for insurers

For travel insurers, clear communication of coverage in terms of limitations and exclusions is key. “Making sure customers fully understand what is and isn’t covered by their travel insurance policy should be every insurance provider’s number one focus,” underlined Warner and Hargreaves. “The key to this is ensuring that the sales journey is smooth and easy to understand, highlighting both the benefits provided and also any key exclusions or limitations – this is absolutely our philosophy.” 

Warner and Hargreaves said that there were sadly too many examples in the industry of travellers assuming their ‘standard’ health or travel insurance covered them for every eventuality. “Purchasing insurance via an insurer or agent that knows what they are doing is of paramount importance,” they highlighted. “For example, some policies may routinely exclude high-risk activities like safaris, mountaineering or scuba diving at certain depths, unless specifically added. Medical evacuation, especially from a remote area or from injuries born of wild animal encounters (e.g. bites, stings, trampling) may be covered, but only if the activity was declared and approved. Many insurers will require proof that the traveller followed safety guidelines as a minimum, such as staying with a guide and avoiding restricted zones.”

Jennifer Grawey, Head of Partnerships at Faye Travel Insurance, believes there’s still a disconnect between what travellers think is covered and what actually is. “This is especially the case when it comes to things like walking safaris or remote camps,” she told ITIJ. “It’s on both insurers and operators to bridge that gap: insurers need to be clearer about what’s included (and what’s not), and operators can help by setting expectations early in the booking process. When both sides align, travellers are far better equipped to make informed decisions.”

An integrated approach

The relationship between safari operators and travel insurers is important to examine. While both parties are aligned in wanting low-risk, incident-free safaris – something they both have a vested interest in – they are ultimately operating in different spheres. While some safari operators partner with insurers, in other safaris there is little to no direct communication between safari operator and insurer. This leaves a gap. “There’s a real opportunity for insurers and safari operators to work more closely together, especially when it comes to setting expectations early,” stated Grawey. “Operators know what travellers are actually signing up for, and insurers know how coverage applies. When both sides come together upfront, it leads to better education, fewer surprises, and ultimately a safer experience for the traveller.”

Making sure customers fully understand what is and isn’t covered by their travel insurance policy should be every insurance provider’s number one focus

There are opportunities for closer collaboration between insurers and safari operators that could help bridge the gap between a tourist’s assumed protection and real-world risks. “With seismic geopolitical shifts and climate change added to rising adventure tourism, the stakes are higher than ever,” said Warner and Hargreaves. “A more integrated approach could reduce liabilities for the tour operators and insurers whilst improving general safety, and build trust across the safari/insurance industries. The critical relationship between insurers and safari operators is established but evolving; the need for robust and inclusive insurance is widely recognised but not yet mandated, with minimum protective measures for insureds.” 

This regulatory gap means that there is an opportunity for enforceable standards to ensure that travellers are adequately protected.

Reinforcing safety messaging 

Keevey said that a traveller’s understanding of potential risks is typically shaped by a number of factors: how well the travel agent communicates the destination and its activities; how information from the safari operator is conveyed, translated or interpreted by agents and/or guests; the traveller’s own beliefs and expectations, often shaped by social media; and traveller maturity and prior experience of remote or adventure travel. With so many factors at play, there is no room for error when it comes to communication. 

“While some guests do arrive well informed and prepared, many arrive underestimating the risks, either due to gaps in communication or a misalignment between expectation and reality, which would then need to be addressed and managed by the safari operator, once the guest is directly in their care,” she said. “It’s important that messaging around safety isn’t confined to one point of contact, but rather reinforced at multiple touch points: before the trip, on arrival and throughout the experience.”

It is apparent that there is a need for tourists to better understand that safaris aren’t zoos and wild animals are wild. The illusion of safety is just that: an illusion, and wild animals will and do lash out when they feel threatened or are protecting their young. There are opportunities for better education here, alongside improved communication between stakeholders. Ultimately, change needs to happen to better safeguard those desperate to see the so-called ‘Big Five’. “There is a need for faster, more proactive changes to safeguard both visitors and wildlife in fast-changing and increasingly unpredictable environments,” concluded Dr Mark Jones, Head of Policy at the Born Free Foundation.