Africa’s Travel Indaba plays a vital role in promoting the richness and diversity of the continent’s tourism offerings to the global market. The establishment of this Advisory Committee ensures that industry perspectives help drive key decisions, enhancing exhibitor and buyer engagement, streamlining operations, and maximising the event’s impact. For SATSA members, ATI provides an invaluable platform to connect with international buyers, expand their market reach, and showcase the best of Southern Africa’s tourism experiences.

“ATI has always been a highlight on SATSA’s calendar, with our members looking forward to participating each year. In 2025, we are excited to welcome our strategic partner, Africa’s Eden Tourism, to the SATSA pavilion. As the Voice of Inbound Tourism, we are committed to playing an active role in the event’s success and ensuring that it delivers real value to our members and the broader tourism industry,” says SATSA CEO, David Frost.

With SATSA joining the committee, the association remains dedicated to contributing towards a seamless and successful ATI 2025. Weekly engagements with key industry representatives will provide structured input, allowing the committee to refine event logistics, enhance the programme, and strengthen stakeholder collaboration.

“SATSA’s involvement in the Advisory Committee was essential,” says Frost. “We represent 1,161 tourism businesses across Southern Africa, spanning various sizes, regions, and ownership structures. Small and medium-sized enterprises (SMMEs) make up a significant portion of our membership, with our first and small business tiers being the largest segments.

Ensuring meaningful representation across the tourism sector remains a priority for us. We take pride in our transformation efforts, with 194 of our members having Black shareholding—reflecting our commitment to inclusivity and industry growth.”

The ATI Advisory Committee is a specialised panel of industry stakeholders with the experience, technical expertise, and deep understanding of managing trade shows on the

scale of Africa’s Travel Indaba. This collective knowledge will play a crucial role in shaping an event that maximises value for exhibitors, buyers, and the broader tourism industry.

The advisory committee includes:

• ATTA CEO Kgomotso Ramothea
• Tourvest Sense of Africa South Africa COO Martin Botha
• Sun International Head of Sales and Sales Forum Representative  Andrew Camp
• Classic Portfolio MD Suzanne Bayly
• Marriot Area Director: Sales and Distribution for Sub Saharan Africa Dorcas Dlamini Mbele

“This is a positive and much-needed step forward,” continues Frost. “The establishment of this Advisory Committee highlights the importance of an inclusive and solutions-driven approach to ensuring that Africa’s Travel Indaba remains a world-class event. We commend South African Tourism for creating a platform where industry voices can actively shape an event that benefits all stakeholders.”

SATSA looks forward to working alongside its peers on the Advisory Committee to ensure that ATI 2025 continues to be a flagship event for the continent’s tourism sector. The commitment to this collaborative approach will extend beyond 2025, with the committee remaining in place for ATI 2026.

Planning for ATI 2026 will begin immediately after this year’s event, allowing for a proactive and strategic approach to its execution, building on the successes and learnings of ATI 2025.

For feedback or concerns regarding ATI 2025, please contact SATSA at kim@satsa.co.za. Your input will be channelled through to the ATI Advisory Committee.

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