The Africa Showcase Latin America returned to Mexico City from November 10-12, 2024, marking a key event for African tourism in Latin America. Hosted by On Show Solutions, the showcase strategically connects Latin American trade professionals with African tourism representatives, cultivating opportunities for growth, collaboration, and heightened market interest in Africa.
With a VIP meeting held on November 11 and a Trade Event on November 12, this year’s showcase saw significant engagement from both exhibitors and attendees, signaling the increasing demand from Latin American travelers for African experiences. “This year, we worked hard to separate our VIP meetings from the Trade Event to respect the market dynamics,” explained Jacqui Reynolds, co-founder of On Show Solutions, reflecting the tailored approach that maximized value for different market segments.
Exhibitors from diverse African nations, including Kenya, Namibia, South Africa, and Zambia, were met with enthusiasm by Latin American travel agencies, tour operators, and industry leaders. Reflecting on the roadshow’s impact, Regάrdo Lewis from Rovos Rail shared that the showcase provided “a good opportunity to connect with luxury buyers and build new business relationships” that cater to both new and returning clients from Mexico and the wider Latin American region.
Fabiola Hernández of Natural Selection highlighted the Mexican market’s adventurous spirit and trend-driven interest in Africa, noting that “Africa has become an aspirational destination.” She emphasized how the pandemic period allowed her business to position Africa as a compelling alternative, with safari experiences continuing to be a top request, particularly for high-end travelers.
The event highlighted specific interests from the Latin American market, such as safari and beach extensions in destinations like South Africa and Zanzibar. Luxury safari operators like Wild & Great Safaris, represented by Mikel Martin, spoke to the demand for high-quality services combined with adventure. Martin shared, “For Mexican travelers, it’s essential to have both adventure and the comforts they’re accustomed to in luxury lodges.”
Air connectivity was another focus, with Martin explaining that convenient travel options via European stopovers, as well as routes through the Middle East, offer ease for Latin American travelers venturing into Africa. This connectivity is key to maintaining the momentum of Africa’s rising popularity in the region.
Candice from Visas Abroad, based in Cape Town, shared her excitement about the growing interest from Mexico in African destinations. She emphasized the seamless travel process, highlighting that Visas Abroad provides visa solutions for any African country, helping travelers secure visas before departure or even offering visa-on-arrival services. Notably, she announced the recent introduction of e-visa facility into South Africa, for Mexican travellers , a new development that dispels misconceptions about the ease of obtaining visas to Africa.
Africa Showcase’s Mexico City event underscored Latin America’s growing enthusiasm for African travel, with exhibitors and attendees alike noting the productive exchanges and promising outlook for African tourism. By cultivating relationships and understanding market preferences, this year’s showcase has laid a strong foundation for future growth in the Latin American African travel connection, echoing Reynolds’ sentiment: “There’s a demand culture, and we’re excited to meet it with offerings that align with the local market’s needs.”
