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‘Essence of Africa’ Africa’s international buyer forum launched by On Show Solutions and Experience Africa Events, the ATTAÒ events division, for October 2024

An innovative new meetings-driven tourism event aimed at facilitating meaningful interactions between buyers and sellers across Africa’s vibrant tourism industry is being launched by On Show Solutions and Experience Africa Events, the ATTAÒ events division.

Essence of Africa will take place October 2-4, 2024 at Sarit Centre in Nairobi, Kenya and is designed to be a catalyst for creating and strengthening partnerships between Africa and source markets globally.

The African Travel and Tourism Association (ATTA®) is widely regarded as the voice of African tourism, a membership organisation that via it’s global events has connected African tourism worldwide for over 30 years. With its focus on pre-qualified buyers and On Show Solutions’ extensive global reach across key markets through its Africa Showcase, the new event will provide exhibitors unique access to buyers who are serious about doing business across the continent.

“Essence of Africa facilitates discovery of tourism products from destinations across Africa. Over the course of pre-scheduled meetings, evening networking events, insightful seminars by industry leaders, and familiarisation trips organised by exhibitors, buyers have the opportunity to explore the full range of experiences Africa has to offer and match them to client needs,” says Amanda Margison, Co-Owner of On Show Solutions.

As a private sector-led initiative, Essence of Africa is creating a platform focussed on expanding the potential of tourism across Africa by bringing together the right global buyers and committed local sellers. “We want the interactions between buyers and sellers to be engaging and to encourage long-term partnerships that drive sustainable growth for tourism companies operating in the world of Africa travel,” Margison adds.

To guide the strategic direction of Essence of Africa, the organisation has assembled an esteemed advisory board featuring:

• Mohammed Hersi, Group Director of Operations, Pollmans Tours & Safaris
• Mohanjeet Brar, Managing Director, Gamewatchers & Porini Camps
• Rajay Singh, CEO Safari Trails
• Leanne Haigh, CEO and Director of Operations, Tourvest East Africa
• Lindelwa Mthethwa, Head of Sales and Marketing, Minor Hotels Africa
• Amos Wekesa, Founder and MD of Great Lakes Safaris Limited

“We are thrilled to have assembled such a well-respected advisory board for Essence of Africa, bringing together top leaders and experts from across the African tourism industry,” says Nigel Vere-Nicoll, President of ATTAÒ.

“With decades of collective experience in areas ranging from destination marketing to tour operations, sustainable travel and beyond, these advisors will play a critical role in shaping the event to ensure it delivers maximum value for both buyers and sellers of African tourism products and services.

“Their guidance and input will make Essence of Africa a dynamic platform that fosters greater cooperation and success for all stakeholders wanting to tap into the vibrant potential of travel and tourism across this captivating continent,” Vere-Nicoll adds.

Over three days, buyers from key source markets worldwide will engage in up to 36 pre-scheduled appointments with exhibitors from across Africa to foster cooperation and explore business opportunities.

Evening networking events promise to facilitate relationship building, while a dynamic seminar programme featuring renowned industry leaders will unpack critical issues and trends shaping tourism in Africa.

According to Margison, a standout aspect of this all-Africa event will be familiarisation trips offered by exhibitors to their special part of Africa, to provide buyers first-hand experience of destinations and products across Africa, and not limited to the host country. “Experiencing the soul of our continent is the best way for buyers to match their clients with unforgettable, authentic adventures.”

Registration for Essence of Africa will open mid-February with attractive early bird rates available. For details and to reserve your spot at this landmark new platform for transacting business across Africa, email

** Ends **

About Experience Africa Events

Experience Africa Events by ATTA® is the foremost platform for connecting African suppliers with top international buyers at a variety of shows. Promoting an expansive range of travel products and unique experiences from across Africa, Experience Africa Events hosts B2B events that are not just a meeting ground but a catalyst for forging essential industry connections, making these #ThePlaceToConnect for the African tourism industry.

For more information about Experience Africa Events by ATTA®, please visit

About On Show Solutions

About On Show Solutions: On Show Solutions is a globally recognised organiser of exceptional roadshows and exhibitions, operating on six continents – Africa, Asia, Australia, Europe, North America and Latin America. With a deep understanding of the travel industry and a commitment to delivering impactful results, On Show Solutions connects African tourism companies with the global travel trade through their flagship event Africa Showcase.

For more information about On Show Solutions and Africa Showcase, please visit and

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