Fuelled by a combination of heart-stirring Attenborough documentaries and glossy National Geographic magazine covers, our interest in nature-themed holidays continues to grow.
Africa, in particular, is regaining popularity; the weak Rand is driving budget-savvy safari-goers to South Africa, and Kenya is slowly clawing back customer confidence after a wobbly period of security fears.
It's the animals that attract tourists to visit these destinations, but in many cases, their very existence is under daily threat. Rhinos, elephants, lions... the number of species slipping towards the endangered list is of woeful concern.
But behind the scenes, committed individuals are striving to protect our world's wildlife, and later this year those efforts will be celebrated and rewarded at the annual Tusk Awards.
The conservation charity, supported by royal patron Prince William, will honour heroes in African conservation at a London ceremony in November.