The show saw a notable surge in international buyers, signalling strong interest in the continent’s diverse tourism offerings. Among the top countries represented by buyers are the UK, Belgium, USA, Netherlands, China, and Italy, underscoring the global appeal of African travel experiences. The show floor is buzzing with over 7,480 pre-scheduled appointments, reflecting a high level of engagement and anticipation among buyers eager to connect with exhibitors. 

“We are the voice of Africa, and Experience Africa this week will be testament to that,” said Nigel Vere Nicoll, President of the African Travel and Tourism Association (ATTA®) during the opening address at Experience Africa on Monday morning. 

“The impressive turnout of international buyers at this year’s Experience Africa is a testament to the growing recognition of Africa as a must-visit destination,” says Chris Mears, CEO of Experience Africa Events. “We’ve got a fantastic programme of content sessions and destination training, but most important, it’s about the meetings that you’re going to have, and the connections between African tourism businesses and the global travel trade.” 

Experience Africa 2024 is set to be a hub for networking, knowledge-sharing and deal-making, featuring South Africa as the headline destination and the Botswana Tourism Organisation as a key sponsor. 

Key highlights of this year’s event include: 

• 266 buyers from 20 countries 

• 183 exhibiting organisations from 19 countries 

• 4 industry partners 

• A record-breaking 7,480 pre-scheduled appointments 

The inaugural ATTA® for Action Awards, sponsored by the Botswana Tourism Organisation, will also take place during Experience Africa 2024. The awards programme is designed to recognise and celebrate companies that have demonstrated exceptional commitment to sustainable and responsible tourism practices in Africa. 

Experience Africa 2024 will continue over the next three days, providing a platform for networking, knowledge-sharing, and collaboration. Attendees can expect a rich programme of destination training sessions, panel discussions, and other engaging activities. 

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