Kruger National Park in South Africa has officially been named the most Instagrammed safari destination in Africa, according to a new data analysis released by family travel insurance provider Avanti.
The park has amassed more than one million posts hashtagged, over three times as many as its closest rival, Tanzania’s Serengeti National Park (304,000).
Sarah Rodrigues, travel expert at Avanti, says, “A long-standing favourite, Kruger blends iconic Big Five sightings, luxury lodges, and ease of access, which makes it attractive for first timers. Its dominance on Instagram is no surprise, but the sheer scale speaks volumes about its universal appeal.”
2025 sales data analysis* from Avanti Travel Insurance has also revealed a 37% increase in policies for travel to South Africa, compared to the same period in 2024. This isn’t just a social media milestone – it’s a signal of a broader shift in how travellers are booking African safaris – one that’s increasingly shaped by curated online content.
“We’re seeing a clear shift not just in how safaris are planned, but in who is planning them,” says Sarah Rodrigues, travel expert at Avanti Travel Insurance. “Traditionally seen as the domain of honeymooners or seasoned adventurers, safaris are now attracting a much broader demographic, including families and younger travellers, who are likely discovering these destinations through Instagram.”
“Social media is lowering the perceived barriers around safari travel, making it feel more accessible, aspirational, and personalised. For families in particular, there’s a growing appetite to spend on multi-generational mega-trips that blend adventure, education, and connection, and safaris are delivering exactly that.”
As Instagram continues to shape not just where people want to go, safari parks that offer immersive, photogenic, and family-friendly experiences are rising to the top.
So, which destinations are dominating the digital safari scene in 2025?
1. Kruger National Park, South Africa – 1,000,000 posts
2. Serengeti National Park, Tanzania – 304,000 posts
3. Okavango Delta, Botswana – 200,000 posts
4. Sabi Sands Game Reserve, South Africa – 157,000 posts
5. Etosha National Park, Namibia – 153,000 posts
Sarah also emphasises the importance of proper preparation for these increasingly popular destinations:
“While social media makes safaris look effortless and magical, the reality is that these are adventure holidays in remote locations with unique considerations. From medical emergencies far from hospitals to trip cancellations due to weather or wildlife activity, safari travellers need protection specifically for their trip that goes beyond a one size fits all standard travel insurance policy.
“At Avanti Travel Insurance, we’ve seen growing demand for tailored medical holiday insurance policies that covers not only pre-existing health conditions but also the things that go hand in hand with adventure, wildlife encounters, and the specific challenges of African travel – because the last thing you want is for an unexpected incident to overshadow what should be the trip of a lifetime.”
*The experts at Avanti Travel Insurance analysed sales data for its South Africa policy volume, comparing the period from January 1st to June 12th, 2024, to the same period in 2025.