Marking ATTA®’s 26th consecutive year of participation, this year’s event saw the association’s largest-ever delegation, reaffirming its 30-year commitment to connecting African tourism suppliers with buyers from around the world and driving growth in the African tourism sector. 

The annual landmark event on the African tourism calendar, saw ATTA® hosting 69 exhibitor desks and numerous special areas, fostering significant business opportunities and connections. 

ATTA®’s presence at this year’s Indaba was marked by the participation of prominent exhibitors such as Lemala Camps and Lodges, More Family Collection, EcoTraining, and &Beyond.  

Partnerships with Painted Wolf Wines, Under the Influence, Bean There Coffee, and Travel Africa Magazine further enhanced the networking and business development opportunities at the event. Over 165 badges were collected for the ATTA® stand, reflecting the high level of engagement and interest from buyers and industry stakeholders. 

Says Chris Mears, CEO Experience Africa Events: “We’ve come a long way since our very first presence at Indaba in 1998. At the time, we had only one ATTA® exhibitor. Over the years, our presence grew to the extent that we claimed our own space featuring members in a dedicated space between the DEC and ICC for many years.  

“As Africa’s Travel Indaba flourished, so too has our presence at this key event, culminating in our strategy over the past years to provide a space that buyers and exhibitors can truly connect in the heart of all the action.” 

Sarah Leah Njanji, Vice Consul-Tourism at the Malawi Consulate General and partner of ATTA®’s annual Indaba Networking Event, echoes Mears’ sentiment. “The exhibitors at the Malawi stand got very good business leads through engagements with quality buyers. Partnering with ATTA® for the networking event provided massive networking and business opportunities for us.” 

It’s only just begun: Events in London and Nairobi 

Building on the momentum from Africa’s Travel Indaba, Experience Africa Events is already preparing for its upcoming shows in 2024.  

The highly anticipated Experience Africa 2024 will take place in a new central London venue, 155 Bishopsgate, from 1 to 3 July 2024. This premier B2B event will unite Africa’s top suppliers with active buyers from the UK and Europe, showcasing an inspiring range of travel products and curated experiences across the continent. With up to 42 pre-scheduled appointments available, networking coffee breaks, and social events, Experience Africa 2024 promises to be #ThePlaceToConnect for the African tourism industry. 

In addition, Experience Africa Events is set to co-host, with On Show Solutions, Essence of Africa from 2-4 December 2024 at the Sarit Centre in Nairobi, Kenya. This meetings-driven event aims to connect serious international buyers with leading African tourism suppliers through curated meetings and pre-scheduled appointments, offering a unique platform for meaningful connections and sustainable growth within the African tourism sector. 

“Our participation at Indaba underscores our commitment to fostering strong industry connections and promoting African tourism on a global scale. We are delighted to build on this success with our upcoming shows in London and Nairobi, providing unparalleled platforms for showcasing the best of Africa’s travel offerings,” Mears concludes. 

For more information about Experience Africa in London or Essence of Africa in Nairobi, including registration details and the latest updates, please visit: 

• Experience Africa: www.experienceafrica.travel 
• Essence of Africa: www.essenceofafrica.travel  

Or contact Kirstine Vercoe on kirstine@experienceafrica.travel.  

Additional Media Resources: 

• High-resolution images from Africa’s Travel Indaba 2024 
• Testimonials  

Essence of Africa will now take place from 2-4 December 2024 at the Sarit Centre in Nairobi, Kenya.

The decision to secure new dates in December comes after careful consideration and consultation with the event’s advisory board comprising prominent figures in the African tourism industry, says Nigel Vere Nicoll, President of ATTA. This plays a crucial role in ensuring that the interests of exhibitors and buyers remain at the forefront of the decision-making process, he adds.

“By leveraging the collective expertise and insights of our advisory board members, along with the global reach and experience of On Show Solutions and Experience Africa Events, we are confident that the new dates will provide an optimal platform for meaningful connections and sustainable growth within the African tourism sector,” Vere Nicoll concludes.

As Africa’s International Buyer Forum, Essence of Africa offers a unique platform for pre-qualified buyers to connect with leading African tourism suppliers through curated meetings and up to 36 pre-scheduled appointments.

Essence of Africa has already garnered significant interest from the industry, with early confirmations from leading names such as Abercrombie & Kent Kenya, Amazing Africa, Cheli & Peacock Safaris, Great Plains Conservation, Manya Africa Tours, Safarilink Aviation Ltd, Tourplan, and Victoria Falls Safari Lodge.

This impressive line-up of exhibitors underscores the event’s significance and its potential to drive growth in the African tourism sector.

Exhibitors at Essence of Africa can expect direct access to a targeted audience of international buyers, efficient pre-scheduled appointments, global networking opportunities, educational seminars, and exclusive familiarisation trips. The event’s focus on facilitating meaningful connections and driving sustainable growth sets it apart from other trade shows in the industry.

“We are committed to delivering an exceptional experience for both exhibitors and buyers, and the new December dates reflect this commitment. We are proud to partner with our committed international buyers and tourism suppliers across the continent to bring Essence of Africa to life, and we look forward to welcoming the African tourism community to Nairobi in December 2024,” says Amanda Margison, Co-Owner of On Show Solutions.

For more information about Essence of Africa, including registration details and the latest updates, please visit www.essenceofafrica.travel or contact the event organisers at hello@eoa.travel.

The event is scheduled to take place from 2 – 4 October 2024, at the Sarit Centre in Nairobi, Kenya.

Launched by On Show Solutions and Experience Africa Events, the events division of the African Travel and Tourism Association (ATTA®), this private sector-led initiative is poised to become a pivotal platform for enhancing partnerships between Africa and global source markets.

Essence of Africa marries ATTA®’s influential voice with On Show Solutions’ expansive global network. Designed to connect pre-qualified international buyers with African sellers, it leverages the reach of Africa Showcase, offering exhibitors unparalleled access to committed business partners.

Buyers will benefit from up to 36 curated appointments with exhibitors from across the continent, as well as evening networking receptions, content sessions with industry leaders, and immersive familiarisation trips across Africa.

For exhibitors, attendance at Essence of Africa offers an unrivalled opportunity to showcase your products and services to a pre-qualified audience of committed international buyers keen on doing business in Africa.

Interested exhibitors can register now on the event’s website featuring information about the show as well as registration details.

Register today: essenceofafrica.travel