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Experience Africa 2024 opens its doors to record-breaking attendance 

Experience Africa, the premier trade event for the African travel industry, kicked off in London today with unprecedented attendance and engagement. The event has drawn 602 attendees from 37 countries, showcasing the growing global interest in African tourism. 

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. 

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