Entering the European market for wildlife tourism products

European tour operators expect local operators offering wildlife tourism products to work under high standards and manage their business sustainably. The market is highly competitive. So working alongside communities and local conservation organisations offers many opportunities for local operators. They can help you improve your wildlife travel products and attract European wildlife tourists.

1. What requirements and certifications must wildlife tourism meet to be allowed on the European market?

European tour operators that sell wildlife tourism products on the European market are bound by strict regulations. These make sure travellers stay safe and protects them financially. You should be familiar with the relevant regulations.

What are the mandatory and additional requirements that buyers have?

The requirements that European tour operators have for wildlife tourism products in developing countries cover the following:

• The European Package Travel Directive
• General Data Protection Regulation (GDPR)
• Liability Insurance and Insolvency Protection

As a first step, you should read the CBI’s What requirements must tourism services comply with to be allowed on the European market. Familiarise yourself with the full details of legal, non-legal, and common requirements.

For wildlife tourism businesses in Africa, SATIB is a specialist broker in tourism and leisure. They provide insurance for tourism businesses across many countries on the continent. SATIB offers insurance products for accommodation providers, tour operators, and transport/wheel operators. They also have a range of specialist insurance services that include management of wildlife and habitats.

Wildlife tourism is closely linked with adventure tourism. So, check out the CBI study Entering the European market for adventure tourism. It offers detailed information about standards that many businesses operating in the adventure tourism segment follow. These include the International Organisation for Standardisation’s (ISO) Standard for Adventure Tourism and the British Standard for Adventure Tourism.

What are the requirements for niche markets?

Wildlife tourism is on the rise among European travellers who want new and off-the-beaten-path destinations. Wildlife holidays often cost more than other types of trips. This makes them a once-in-a-lifetime opportunity for many tourists. There are important requirements that you need to think about when you want to reach this market. Conservation and sustainability are among the most important things to keep in mind, besides health and safety, which guide training.

Sustainability in wildlife tourism

Being a sustainable tour operator is extremely important. This is because awareness of the issues within the tourism industry is growing. Research findings show that more and more European travellers want sustainable travel options. These need to have a positive impact on both people and the planet. Research by Accor found that 71% of European travellers say sustainability is important to their travel decisions.

New laws and regulations are also expected in Europe in the coming years. This includes the Green Claims Directive and the European Sustainability Reporting Standards. In time, these will require businesses in Europe to operate more sustainably and transparently. As part of this, tour operators must look at their supply chains. They need to re-evaluate the partners and suppliers they are working with, and those that align with their future sustainability goals.

This operator from the Netherlands, All for Nature, tells its potential customers on its homepage that 3 key things make their trips unique – all are concerned with sustainability.

Figure 1: All for Nature Travel – This Makes Your Trip Unique

Source: All for Nature Travel, 2025

The most commonly used sustainable certifications include those that use the criteria established by the Global Sustainable Tourism Council (GSTC), like Travelife for tour operators. Using the GSTC criteria as a basis for change can be an important tool. For more details about sustainability certification schemes, download the CBI study Entering the European market for ecotourism.

Some countries have developed their own local certification schemes. Check with your national tourism board to see if these initiatives align with your operations. Costa Rica, Botswana and Kenya are good examples of destinations that have developed their own scheme. Also, Uganda promotes Fairtrade Tourism as the go-to scheme within the country.

Sustainability covers all aspects of social, economic and environmental well-being. For wildlife tourism there are specific criteria that are especially important to look at. These help improve operations and meet the needs of the European market.

Figure 2: GSTC criteria specific to wildlife tourism

Source: GSTC Industry Criteria for Tour Operators, 2025

Even if you cannot become certified, it is important to implement sustainable practices into your business and promote them widely to your buyers and visitors through your website. Working closely with local communities to protect wildlife and conserve habitats is one of the most important activities that local tour operators can participate in.

Tour Operator Insight

Mohanjeet Brar, MD, Gamewatchers Safaris & Porini Camps

At Gamewatchers Safaris, we believe wildlife tourism can only be truly sustainable if it protects habitats and supports the people who share their land with wildlife. Through our Porini Conservation Programme we partner with Maasai landowners, paying fair leases to keep thousands of acres open for wildlife, rather than having them lost to fencing or farming. This approach secures vital migration corridors, protects biodiversity and provides a reliable income to local families.

Our eco-camps are deliberately small, solar-powered, and designed to leave no permanent footprint. Guests enjoy authentic, crowd-free wildlife viewing, knowing their stay directly supports conservation and benefits the local community. This creates a powerful cycle – healthy ecosystems, thriving communities and unique experiences that high-value travellers increasingly seek.

We’ve expanded this model through initiatives in partnership with EarthAcre, which involves developing nature asset payments directly to communities as stacked payments on top of tourism revenues, ensuring that tourism aligns with emerging ‘nature-positive’ investment frameworks. These mechanisms channel funds not only into wildlife protection but also directly to individual community members working towards making the protection of biodiversity and nature the most financially viable option for communities.

For community groups seeking to establish sustainable tourism enterprises, my advice is straightforward: prioritise conservation and community benefits at the core of your business. Keep operations light on the land, ensure local people are genuine stakeholders, and design experiences that tell the story of both wildlife and culture. In the long term, this approach not only sustains tourism but also regenerates nature and livelihoods.

More information on certifications and running a sustainable tour operator can be found in these CBI reports:

• Be a sustainable business
• Tips to go green
• Tips on how to become more socially responsible in the tourism sector
• Sustainable operator case studies
• Regenerative tourism

Welfare of animals in tourism

Tourism plays a major role in the conservation of many species worldwide, through things such as conservation fees for park entry and general awareness among the population. But with the rise in popularity there have also been growing concerns about the ethics and well-being of certain species.

In August 2025, people in the industry were very upset when footage emerged of vehicles and tourists on foot blocking the wildebeest migration in the Maasai Mara. This was happening because tourists wanted the best photo. Industry leaders have been naming operators who allowed this to happen. The park has now taken action to make sure rules and regulations are in place to stop this kind of behaviour. Many parks now have rules to prevent it. For example, in South Luangwa National Park there are strict rules on the number of vehicles allowed for wildlife viewing at any time. SAN Parks also offers guidance on working within their national parks through their Code of Conduct Report.

Figure 3: Rules for visitors

Sources: Kenya Wildlife Service 2025; Latin Trails 2025

According to ABTA, the Association of British Travel Agents, two-thirds of people express concern about the impact of tourism on animal welfare. Elephant rides, wildlife performances, or handling animals and taking photographs or ‘selfies’ with them are no longer considered to be acceptable practices. Images that promote human interactions with a wild animal are unacceptable to European wildlife tourists these days. Take a look at ABTA’s animal welfare requirements and unacceptable practices to make sure you understand them clearly.

If you sell your wildlife experience through an online travel agency (OTA), such as Airbnb Experiences, be sure to check their requirements. For example, Airbnb follows an Animal Welfare Policy created with World Animal Protection, and other OTAs have similar codes of conduct. OTAs rely heavily on reviews, which play a big role in whether travellers choose to visit. See below how reviews can influence wildlife travellers.

Figure 4: Examples of Negative and Positive Reviews of Animal Attractions

Source: Viator (Tripadvisor), 2025

Both these reviews featured on Viator, which has its own Animal Welfare Policy. The OTA removes products found to be in breach of its policy. In 2019, it announced it wants to end relationships with businesses that breed or import whales and/or dolphins for captive establishments.

Responsible Travel, a UK-based OTA, has strict codes of conduct for partners promoting their packages on its site as well. They will not work with operators who do not follow these guidelines. Read their articles such as Our stance on captive animals, animal welfare and tourism, a code for happy horses in tourism, and articles on other issues like photos with captive wild animals and wildlife souvenirs.

Foundations and associations like the Jane Goodall Institute, The Brooke and the Born Free Foundation have also developed guidelines and policies that support all aspects of the industry. The goal is to improve and increase awareness.. 

The global animal welfare organisation Four Paws publishes a free guide about being an animal-friendly traveller. The Brooke organisation has also published guidelines for animal treatment. Some operators, like Experience Jordan, have chosen to follow them. Use examples like these to guide your own animal welfare policy.

Figure 5: Travel do’s and don’ts 

Source: Four Paws, 2025

 Provide experienced and knowledgeable guides

Demand for knowledgeable and experienced wildlife guides is on the rise. Guides usually have the most interaction with your guests. They can set the tone for the overall experience. So, whether you are a small operator in Mexico or a large, high-end safari operator in Malawi, having qualified and well-trained guides is essential for the success and growth of your business.

Wildlife tourism attracts a diverse range of tourists when it comes to knowledge, expectations and experience. For some guests it may be their first time on safari, and they want to see the Big 5. Others may have been on safari several times and are mostly interested in seeing specific bird species.

Wildlife guides should be professional, attentive, and aware of all health and safety concerns. They also need to have had in-depth training on the rules and regulations in the parks or areas where they are guiding. They must be very knowledgeable about the native animals and know the best places to view them, on land or at sea. In southern Africa, the Field Guides Association of Southern Africa (FGASA) offers a range of relevant qualifications for safari guides. Some destinations, such as Zambia, have regional training programmes, like Bedrock Africa. Guides should be able to speak the language of the travellers to a good level.

Where funding or guide training is not available, some organisations develop their own training programmes. These may include comprehensive skills development, like:

• Wildlife identification and behaviour;
• Tracking and navigation;
• Rifle handling;
• Wilderness medicine and first aid;
• Guest interaction and storytelling.

Giving people correct information from the start is very important for health and safety and effective management of expectations. Making sure your guides are equipped and trained in this area is important. See the example below, which gives details on what you should include.

Figure 6: Template for guide activity introduction

Source: Acorn Tourism Consulting, 2025

Be flexible and embed unique experiences into your itineraries 

More and more European tourists are looking for unique experiences in remote, off-the-beaten-track destinations. Now that wildlife tourism is growing, operators must adapt by offering more than a standard 2-hour game drive. Travellers want deeper, more meaningful encounters with nature. This requires careful selection of destinations that avoid overcrowded, overly popular areas.

At the heart of any successful wildlife tourism experience is having a great and varied number of wildlife living their life, whether on land or at sea. Observing animals in their natural habitats, where they live in the wild, is still an important part of wildlife tourism activities.

Offering different activity options can be very important for meeting guests’ needs. Depending on the destination, guests may enjoy activities like boating, walking, riding or jeep safaris. Other things such as visiting local conservation organisations or participating in cultural activities can also add an exciting element to the experience.

Figure 7: Walking Safaris are popular safari options

Source: Acorn Tourism Consulting, 2025

Mixing guests of different interests and abilities will probably negatively impact their experience. You should gather as much information as possible at the time of booking. This will help you to match them with the most suitable guests and guides. Some guests may even be willing to pay more money for a private guide. Make sure you offer this option when people book.

More and more guests are looking for sustainable experiences that help the local people and ecosystem. Including community and conservation experiences in your itineraries can be a big selling point. Make sure that the experiences are done ethically, and comply with local guidelines and legislation.

Below are some ideas for you to think about:

• Make sure that your business employs local people, pays a fair wage, and provides appropriate training. 
• Work with a local conservation organisation to ensure that you minimise the impact of your wildlife tourism product on the local wildlife and environment.
• Provide food that is locally sourced and seasonal.
• Develop adventure-themed infrastructure, such as canopy walkways, nature trails, or bird hides.
• Provide activity and/or educational programmes for children, such as storytelling, painting/drawing animals, bug collecting, and animal track identification.
• Work with providers of eco-friendly accommodations, for example Distant Relatives Ecolodge and Backpackers.  
• Visit local community projects, shops, markets, cafes and restaurants.
• Develop programmes that are suitable for volunteers. These programmes need to focus on conservation of animals and habitats, and/or projects suitable for academic, educational or scientific research.

2. Through which channels can you get wildlife tourism products on the European market?

Wildlife tourists are diverse and common in Europe, and have many motivations for travel. They often book trips through specialist wildlife tour operators, online tour operators (OTAs), or directly with local providers. All these channels offer opportunities for local tour operators.

How is the end-market segmented?

Wildlife tourism is a popular activity whilst on a trip to many destinations across Africa, Asia, and Latin America. It is estimated that up to 40% of all international tourists have an interest in some form of wildlife watching. Wildlife tourists encompass a diverse range of markets, particularly adventure tourists and fully independent tourists (FITs). They include individuals of various ages and generations. They have many motivations for travel: the chart below describes broad groups of wildlife traveller and their motivations and typical behaviours.

You can read more details about the market in the CBI study, The European Market Potential for Wildlife Tourism

Through which channels do wildlife tourism products reach the end market?

Most wildlife tourism trips are booked through European tour operators. These design full or partial itineraries with support from local operators. Some tours are guided, others self-guided. FITs often plan and book their own trips, but may also use operators or OTAs for certain elements or shorter experiences. The chart below shows the main sales channels.

Figure 8: Wildlife tourism sales channels

Source: Acorn Tourism Consulting, 2025

The sales channels are further described as follows:

Destination Management Companies (DMCs)

DMCs sell inbound travel and often act as intermediaries between European tour operators and their clients. They offer local knowledge and make good connections and relationships with local suppliers. DMCs selling wildlife experiences as part of their packages include Zambian Ground Handlers, Best of Costa Rica DMC and Blue Lanka Tours.

European Tour Operators

There are both wildlife-focused and more general adventure, photographic, or luxury tour operators who sell wildlife experiences to the European Tourism Market. 

• Specialist Wildlife/Safari Operators: Africa Private Safaris (Netherlands), Yellow Zebra Safaris (UK) and Wildfoot Travel (UK). 
• Adventure tour operators: Explore (UK), Diamir (Germany), Terre Voyages (France) and Experience Travel (Netherlands).
• Luxury tour operators: Audley Travel (UK) and Guiness Travel (Italy).
• Photographic operators: The Odysseia Collective (UK) and Natures Lens (UK).
• Voluntourism and conservation: GVI Expeditions (UK).

Online Marketplaces

Many tour operators also sell their holidays through online marketplaces or directories. They are important resources for wildlife tourists who spend time researching where they want to go and what they want to see before making a decision. SafariBookings and Responsible Travel are two important platforms.

Online Travel Agents (OTAs)

OTAs are another crucial channel, allowing customers to research and book a diverse range of travel products and services online, including trips, tours, and experiences. TripAdvisor and Viator are two examples.

Local Tour Operators and Guides

These play a major part in the supplier chain, selling wildlife travel products to European tour operators and directly to FITs. A selection of local tour operators is profiled in the section below. Which companies are you competing with?

Direct Sales

FITs make direct bookings with a wide range of suppliers, including accommodation providers, transport, guides, and individual attractions. They are likely to find them through online research, recommendations, social media, and destination websites.

What is the most interesting channel for you?

European tour operators, OTAs, and online marketplaces, like SafariBookings (for tour operators specialising in Africa), are the most interesting sales channels for wildlife tourism products.

Direct sales to FITs are also important. They often like to book tours and trips once they have arrived at their destination. You should consider what new features might benefit your website. Some features that might be helpful are direct booking and easy communication options, such as WhatsApp for Business. Keeping an up-to-date social media presence is also important, as it highlights recent sightings and guest feedback.

To join SafariBookings as a partner, you will need to be a fully registered safari company with the required licenses to operate. There are several criteria that you must fulfil to join. Find out whether your business can join on the page, Become a Partner. A SafariBookings account and review services are free. Promoting the business and tours is charged on a pay-per-quote request. Find out more about how to use SafariBookings for your business.

Download the CBI studies, How to be a successful tourism company online and How to work effectively with OTAs for a wide range of useful tips to help you. 

3. What competition will you face in the wildlife tourism market?

Wildlife tourism is a global phenomenon. The table below shows its widespread presence and the diverse range of opportunities available to experience it. This shows that wildlife tourism is a very competitive market.

Which countries are you competing with?

All the countries featured in the table below should be seen as competing destinations. Profiles of 4 of these countries are provided as key competitors:

• Ecuador (Galapagos Islands)
• Sri Lanka 
• Kenya
• Uganda

Table 1: Examples of wildlife varieties in their natural habitats in Africa, Asia, and Central and South America

Source: Acorn Tourism Consulting

Ecuador

The world-famous Galapagos Islands (Ecuador) are a UNESCO World Heritage Site. They are home to an incredible variety of wildlife. Much of it found nowhere else in the world, from the giant Galapagos tortoise to the tiny Galapagos penguin. Tourism has experienced a lot of growth in recent years, with over 330,000 visitors recorded in 2023. Most of this growth has come from land-based visitors, who now outnumber cruise passengers by three to one.

This rapid increase has raised serious worries about overtourism. The pressure of more people staying on the islands has led to an increase in problems. These include as invasive species, illegal fishing, litter, and greater disturbance to fragile habitats. Local authorities are now working on new ways to regulate land-based tourism more effectively to protect the islands for the future. Some of their measures are creating policy, awareness leaflets, and other resources to support a responsible tourism industry. 

Figure 9: When in the Galapagos 

Source: Galapagos Conservation, 2025

To keep tourism sustainable, strict rules are already in place. Boats are limited to 100 passengers, and the number of cruise ships has been capped for many years. The most responsible operators follow Smart Voyager standards. This is a sustainability certification created with the Rainforest Alliance. All guides must be residents, trained, and licensed by the Galapagos National Park.

Sri Lanka

Sri Lanka is recognised as a leading wildlife tourism destination in Asia. What makes it special is its high biodiversity within a relatively small geographic area. The country’s protected areas, including Yala, Wilpattu, Udawalawe and Minneriya national parks, offer habitats for many different species. Among these species are leopards, elephants and sloth bears, and a wide range of birdlife. 

Also, Sri Lanka’s marine environment supports seasonal whale and dolphin watching. This is especially along its southern and eastern coasts. The diversity of Sri Lanka’s land and marine ecosystems means the country is a major location for wildlife-based tourism. This helps both conservation awareness and the national economy.

Kenya

Kenya has a long history as one of Africa’s leading safari destinations. It has some of the best places to view wildlife, including the Masai Mara National Reserve, which is the site of the annual Great Migration. During this event, more than 2 million zebra and wildebeest travel between Kenya and the Serengeti in Tanzania in search of new grasslands and water. Other important wildlife watching parks include Lake Nakuru (a UNESCO World Heritage Site), Mount Kenya National Park, Amboseli National Park (located at the foot of Mount Kilimanjaro in Tanzania) and Aberdare National Park, which is home to a rare species of rhino. 

Kenya’s 23 national parks and 28 national reserves are managed by the Kenya Wildlife Service (KWS). Around 8% of the country’s landmass is protected for wildlife conservation. More and more Kenyan communities are taking a major role in providing safaris as custodians of the land and wildlife. They do this through the development of conservancies, estimated to account for 11% of Kenya’s land. 

Figure 10: Elephants, Amboseli National Park 

Source: Acorn Tourism Consulting, 2025

Uganda 

Uganda is home to more than half the world’s endangered mountain gorillas. They live in the Bwindi Impenetrable National Park, on the border with Rwanda. Tourism in this area has been regulated and well managed to keep the 11 gorilla families that are used to tourists safe. Tracking permits are limited daily for a maximum of one hour, and prices to visit are high, with funds spent to protect the parks and the gorillas. 

In Uganda, wildlife is valued as a major driver of tourism. The Uganda Wildlife Authority conserves and manages 10 national parks, 12 wildlife reserves, 5 community wildlife management areas, and 13 wildlife sanctuaries. Murchison Falls and Queen Elizabeth National Parks are excellent destinations for wildlife, with tree-climbing lions found in Queen Elizabeth. Chimpanzees can be tracked in several locations, including Queen Elizabeth National Park, Budongo Forest, and Kibale Forest National Park. Uganda is also one of the world’s best destinations for bird watching. The Ziwa Rhino Sanctuary offers guided foot tracking to view the rare white rhino.

Which companies are you competing with?

Local tour operators who serve the wildlife tourism market range from small, family-run businesses specialising in these niche experiences to larger operators offering a range of adventure and cultural activities. This section provides information on both types within the destinations profiled in the previous section. 

Companies in the Galapagos (Ecuador)

Galakiwi is a land-based tour operator in the Galapagos that operates sustainably. It makes sure that its tours support local people and minimise their impact on the environment. All tours employ local guides and boat operators, stay in accommodations that are family-owned and operated, and eat at local restaurants that serve food from the region. 

Nature Galapagos, based on the Floreana Islands, is a local operator that has a strong online presence. Their social media following is healthy, with over 12,000 followers on Instagram and over 34,000 followers on Facebook. This will help them attract the FIT tourist market. They also have a clean and professional website that is available in multiple languages, including English, Spanish, Portuguese, French, Italian, German, and Russian. 

Companies in Sri Lanka

The Fabulous Getaway is a luxury DMC based in Sri Lanka’s capital, Colombo. They create unforgettable and unique trips across Sri Lanka, which include wildlife elements. What sets them apart is their commitment to sustainability. They have started their journey with Travelife for Tour Operators. They also have a detailed sustainability policy published on their website for transparency.

Wild Tours is a local operator with a primary focus on wildlife. They offer tailor-made and group-set itinerary tours. What sets them apart is their team experience. The team includes photographers, experienced naturalists and specialist birders. This helps them reach specialist niche markets within the wildlife tourism sector. 

Companies in Kenya

Porini Safari Camps comprise a range of eco-camps situated in various private wildlife conservancies throughout Kenya. These include Ol Pejeta Wildlife Conservancy, which is home to the world’s last remaining 2 northern white rhinos, and the Ol Kinyei Conservancy within the Serengeti-Mara ecosystem. Each camp is small and remotely located. They offer activities that include guided walks together with by local Maasai warriors, as well as night game drives. Next to TripAdvisor awards, the camps are Gold Eco-Rated by Ecotourism Kenya (EK). EK is Kenya’s ecotourism society that promotes responsible tourism. 

Kwezi Safaris is a Kenyan local tour operator that offers a range of wildlife safari options. These include family-friendly, luxury and honeymoon options. Kwezi is listed on Safari Bookings and has a strong profile. It has 91 reviews and an overall 5-star rating. Many of the reviews highlight the guides’ excellent knowledge and expertise. 

Figure 11: Safari Bookings Guest Review

Source: Safari Bookings, 2025 

Companies in Uganda

Bamboo Ecotours promotes sustainable, eco-friendly, and ethical gorilla trekking in the Bwindi National Park. It is based in Kisoro village on the Uganda-Rwanda border. It also organises gorilla and chimpanzee trekking tours across the borders in Rwanda and the Democratic Republic of the Congo. The operator is a Ugandan social enterprise set up to promote tourism as a means of creating economic stability for local communities. 

Bright Safaris Uganda organises eco-friendly safaris. They do this to raise funds for providing basic care and education to orphans and vulnerable children. This is done through the Bright Orphan Project, a charity managed by the operator. The Ministry of Tourism and Wildlife fully registers the operator and has also partnered with national tourism organisations. The operator has partnered with several national organisations. These include the Uganda Wildlife Association, the Uganda Tourism Board, and the Association of Uganda Tour Operators. It also sells its trips on SafariBookings and Tripadvisor.

Which products are you competing with?

Wildlife holidays or experiences are typically one part of a broader adventure trip. So other adventure activities are the main competitors to your business. For more information about the adventure tourism market, download the CBI study What are the opportunities in the European adventure tourism market. 

4. What are the prices of wildlife products on the European market?

Prices for wildlife experiences, trips, and holidays vary widely. Prices are constructed to include (or exclude) many different components. These are things such as accommodation, local transport, guides, entry fees, food and beverages, contributions made to conservation or other charitable organisations, and others. You should be aware of all the different price components in your own tourism product. The table below gives a broad indication of prices on the European market. 

Table 2: Example Prices for Wildlife Experiences, Trips, and Holidays in 2025

Source: Acorn Tourism Consulting

Acorn Tourism Consulting Limited carried out this study on behalf of CBI.

Please review our market information disclaimer.

Disclaimer: The statistics quoted throughout this study are drawn from a range of sources. Due to variations in data collection and presentation methods, figures may not always be directly comparable.