It may seem unlikely but Africa has become top choice for the rich and wealthy when it comes to holiday season this winter. According to a new report from international luxury travel network Virtuoso, Africa has seen a spike of 28 percent in sales compared to last year.

Kenya is expected to be the fastest-growing destination in terms of number of visitors, with a projected increase of 59 percent. Meanwhile, travel to South Africa has increased 28 percent, while Tanzania, 27 percent. Virtuoso reckons this is due to the rise in popularity in safari expeditions, which is great for multi-generational family trips.

However, the top three most popular holiday destinations this winter are still in Europe – Italy, followed by France and the UK. To attract the traveling elite, hotels across Europe are lowering daily rates, a move which will also attract budget-conscious tourists. Parisian hotels have seen a two percent decrease in daily hotel rates. In comparison to summer rates, those in Rome are down six percent, London seven percent and Barcelona 15 percent.

Here are the top 10 most popular fall and winter travel destinations among wealthy travelers:

• 1. Italy
• 2. France
• 3. United Kingdom
• 4. South Africa
• 5. Spain
• 6. China
• 7. Mexico
• 8. Australia
• 9. New Zealand
• 10. Israel

Countries that have seen the largest percentage growth year-over-year:

• 1. Kenya
• 2. Iceland
• 3. Saint Martin
• 4. China
• 5. Ecuador
• 6. Japan
• 7. South Africa
• 8. Tanzania
• 9. Croatia
• 10. Jamaica