RefinedRoutes Targets High-End African Safari Market

RefinedRoutes, a travel operator, focuses on the bespoke, high-end safari and lifestyle travel market in Southern and Eastern Africa. The company defines its niche as a segment where trip design is handled by specialist advisors, rather than mass-market online travel agencies or generalist firms.

The company caters to discerning international travelers, primarily from Europe, Australia, New Zealand, and North America. RefinedRoutes designs multi-day, high-touch, high-end itineraries that include stays at private lodges and camps.

The Southern Africa safari tourism market alone was valued at $13.2 billion in 2024 and is forecast to reach $29.84 billion by 2033, growing at approximately 9.4% annually. This growth is driven by increasing demand for conservation-linked, sustainable safari experiences.

Globally, the safari tourism market reached $33.7 billion in 2023 and is projected to grow further to $53.5 billion in the coming years. RefinedRoutes aims to capture a share of this expanding market by offering specialized services.