The Africa Showcase returns in 2025, offering unparalleled opportunities for tourism providers to connect with key markets across the globe. Organized by On show Solutions, a global leader in hosting roadshows and exhibitions, the Africa Showcase is a strategic platform for African tourism businesses to expand their reach, foster partnerships, and tap into lucrative markets. The series begins with the Africa Showcase Southern Europe, taking place from February 2 to 7, 2025, in Madrid, Paris, Milan, and Rome.
The Southern European market continues to show a steady increase in interest toward African destinations. France, Spain, and Italy have become strong source markets, with growing numbers of travelers seeking Africa’s diverse experiences. The Africa Showcase Southern Europe aims to capitalize on this momentum by bringing African tourism providers face-to-face with top travel specialists and industry leaders in this region. The event includes VIP meetings and trade engagements designed to facilitate direct business connections and foster collaborations that drive inbound travel to Africa.
Last year’s Africa Showcase Southern Europe was a notable success, generating significant business leads and deepening relationships with key stakeholders. Exhibitors reported increased bookings and greater visibility in these critical markets, reinforcing the importance of this showcase as a cornerstone of African tourism promotion in Europe.
The Africa Showcase isn’t just about Southern Europe; it spans continents, targeting high-potential markets throughout the year. Here’s an overview of the other roadshows planned for 2025:
• Africa Showcase Latin America (March 23-28): Featuring stops in Chile, Argentina, and Brazil, this showcase aims to connect African tourism providers with Latin American travel professionals, offering growth potential in an emerging market.
• Africa On Show – ITB Berlin (March 4-6): The ITB Berlin pavilion invites exhibitors to present their offerings to a global audience at one of the world’s largest travel trade fairs.
• Africa Showcase Nordics (April 27 – May 1): A targeted approach to the Stockholm, Oslo, and Copenhagen markets, which remain key contributors to Africa’s tourism growth.
• Africa Showcase Central Eastern Europe (February 24-28): Stops in Prague, Bucharest, and Warsaw highlight opportunities in a rapidly growing region.
• Africa Showcase Australia (July 21-31): Expanding into the Australian market with events in Perth, Sydney, Brisbane, and Melbourne, this showcase caters to a region increasingly attracted to Africa’s travel experiences.
The Africa Showcase is unique in its ability to provide exhibitors with direct access to the decision-makers who influence travel trends and bookings. Each roadshow is meticulously organized to ensure quality interactions through pre-scheduled meetings, networking events, and trade exhibitions.
The format allows African tourism providers to present their destinations and products to an audience eager to explore Africa’s potential as a travel destination.
The 2025 Africa Showcase series promises to build on the successes of previous years, providing exhibitors with new opportunities to expand their business and explore untapped markets. By starting the year with the Southern Europe showcase, African tourism providers are positioned to capture the attention of a market that has shown consistent growth and interest in African destinations.
Click here to register your interest
