The recent overcrowding issues in the Serengeti have raised questions about the impact of tourism marketing on one of Africa’s most well-known spectacles – the Great Migration.
Since safari guide Nick Kleer’s video went viral in mid-July, the overcrowding has been attributed to various factors including claims of inadequate rule enforcement, unethical guiding behaviour and a high-volume tourism model.
However, Maija de Rijk-Uys, MD of Go2Africa, said there is an industry-wide responsibility to manage how and where interest is directed.
“The Great Migration is undeniably one of the world’s most extraordinary natural spectacles and, as such, features prominently in marketing by agents and operators alike. But truly knowledgeable operators do not centre their offering solely on the Great Migration or the Big Five. They offer a wider lens, grounded in seasonal realities, conservation understanding and a commitment to delivering great experiences across Africa’s vast ecosystems.”
Suzanne Bayly, MD of Classic Portfolio, said overhyping of the Migration contributes directly to crowding and pressure on the ground.
“There is a significant over-emphasis on the Great Migration in digital marketing. As lead acquisition costs rise, many agents focus their efforts on high-demand terms and experiences that are easier to sell and convert.”
Bayly said the issue is part of a broader, more troubling trend where experiences are increasingly treated as social currency.
“We are living in a time when experiences are consumed rapidly, often curated for social media and judged by their ability to impress. Some agents and operators lean into easily marketable experiences that promise social currency. In this pursuit of “more”, we are seeing the troubling rise of over-tourism, particularly in fragile wilderness areas.”
De Rijk-Uys emphasised the need for operators to encourage travel outside peak times.
“We love the Serengeti beyond the height of the migration season. Wildlife remains abundant and sightings often feel more personal. You can explore without the pressure of crowds and experience a slower, more connected pace of safari. Even during migration season, we encourage guests to spend time away from the river crossing points.
“This is where we, as operators, have a real opportunity to guide guests differently – to show them that the magic of the Serengeti exists well beyond the moments that trend online.”
Deeper problems
Others argue that the roots of the problem go deeper than marketing. Rhino Africa CEO David Ryan says the real issue is in how parks are structured and managed.
“Even if digital advertising disappeared tomorrow, the Great Migration would remain one of the most sought-after wildlife spectacles in the world. The real failure lies in park policy and enforcement: unlimited access, inadequate regulation and no meaningful deterrents for bad behaviour,” he said, pointing out that hundreds of logistics operators funnel guests into the same hotspots during peak seasons.
“There are few meaningful caps on vehicle numbers. The problem is that the parks rely on a high-volume revenue model: the more vehicles they let in, the more park fees they collect. It’s an economic framework built on growth and, frankly, greed. We should be looking to government and park policy first.”
While guides are often vilified in viral videos, unethical behaviour is driven by the economics of the system, Ryan added.
“If guides were paid fairly, with incentives tied to ethical behaviour rather than proximity to wildlife, much of this conduct would shift. This is another area where park management and operators must work together: improving guide pay, training and professional standards is essential for lasting change.”
De Rijk-Uys agreed that the pressure placed on guides is a major contributing factor.
“At the heart of this issue is pressure. Pressure to deliver sightings, to meet client expectations and to stay commercially viable. But wildlife tourism must always have non-negotiables: guest and wildlife safety, adherence to park regulations and protocols, and mutual respect among operators.”
Deborah Calmeyer, CEO and Founder of ROAR AFRICA, also blames profit-making agendas.
“We should not allow government greed and corporate hotel agendas to turn these sacred places into mass tourism experiences. It’s disastrous to see big brands taking over locally owned lodges for mass gain: they should not be supported just as the Migration should be steered away from until its under control and better managed by government.”
Ryan said the latest incident requires long-overdue action beyond debate.
“This outrage should spark more than another round of social media debate; it should force governments and operators alike to rethink the entire model.”
