Wildlife tourism in Africa is at a crossroads. The line between an unforgettable encounter and a harmful intrusion is thinner than ever. Rising demand, social media, and outdated expectations are putting animals - and operators - under pressure.
This is an opinion expressed by the much respected, UK-based, African Travel and Tourism Association (ATTA) as it launched an industry-first white paper entitled ‘Too Close for Comfort’ in November 2025.
The report asks: ‘Are we selling more than we can deliver? Safari guests often arrive with expectations created by nature documentaries and viral social content: showstopping, up-close animal encounters and drama around every corner… Misleading marketing and promises of “guaranteed close encounters” set up operators and guides for conflict and put wildlife at risk… The disconnect between marketing hype and ecological reality is now one of Africa’s greatest conservation risks, fuelling boundary-pushing tourism that can harm both wildlife and business sustainability.
If we want a truly sustainable future for our industry, we must reconsider how we communicate and manage the guest experience from the very start.’
ATTA’s white paper dives deep with industry leaders, award-winning operators, and experts to reveal why setting boundaries is now wildlife tourism’s most urgent challenge. It unpacks the psychology of proximity and provides actionable tools to help operators, advisors, and guides set new standards for ethical encounters, shift guest experiences from “spectacle” to “meaning,” and build a culture of respect long before a vehicle leaves camp.
ATTA believes that its report shows what it takes to lead responsibly. We need to rethink human-wildlife boundaries to restore respect and real magic to African safaris, and to ensure a sustainable African future.
We encourage our readers to download the full white paper via the ATTA website at the following link: Too Close for Comfort
