At the ongoing Africa Showcase Southern Europe, the energy is electric . The event, which kicked off in Madrid, is the start of a strategic push to solidify Africa’s position in the Southern European travel market. As the roadshow prepares to move to Paris, Milan, and Rome, key tourism stakeholders are weighing in on Africa’s opportunities in Spain; a market that, despite its deep-rooted ties to Latin America, is increasingly looking southward to Africa.
A Market on the Rise: Spanish Travellers and the African Appeal
For decades, Spain’s outbound tourism flow naturally gravitated toward Latin America, driven by language and cultural familiarity. However, the tide is shifting. “The Spanish market has just landed in Africa,” says Maria Luisa Nogales, Director of Descubre Viajes.

“Our natural way was South America, but now Morocco is the first, followed by Kenya and Tanzania.”
Nogales emphasises that Africa’s allure goes beyond luxury as traditionally understood.
“In Africa, the most important thing is not the number of stars on the gate. It’s the location, the experience, and the people. Spanish travellers love human connection. We love to talk, we love music, we love food: and when people return from Africa, they fall in love with its soul.”
Luxury, Adventure, and Affordability: A Balancing Act
Spain is home to a diverse range of travellers, from high-end clients to budget-conscious adventurers. According to Veronica Sarmiento, Director of Buscarme Viajes , Africa offers something rare: an exclusive yet immersive experience.
“Africa is an expensive destination for us, but it’s not mass tourism; it’s exclusive, relaxed, and intimate. It’s perfect for honeymooners who want a mix of adventure, nature, and good food.”
According to her, while destinations like Kenya, Tanzania, Namibia, and South Africa remain top choices, there’s growing interest in Uganda, particularly for its chimpanzee trekking. However, cost remains a barrier.
“Only the flights are far, and you need at least 10 to 12 days. It’s not a weekend escape; it is a planned travel. That’s why Africa needs to invest in promoting itself to the Spanish market,”. Sarmiento stressed.
Air Connectivity: The Missing Link
Accessibility is another factor shaping travel trends. Market expert from Spain and Italy; Lidia Martinuzzi points out that direct flights or the lack thereof play a major role in determining where Southern Europeans travel.
“Both Spain and Italy don’t fly into many southern African countries. There’s no direct flight into Namibia, for example, and airlines are still negotiating partnerships,” Lidia Martinuzzi elucidated.

However, Ethiopian Airlines is changing the landscape.
“They’ve started flying from Madrid to Addis Ababa, with connections to Windhoek, Maun, Zambia, and South Africa. More flights mean more growth.”
This is crucial, as increased airlift directly impacts demand.
“We’ve seen a surge in travel to Kenya from Italy simply because of more charter flights.” she enthused.
Breaking into the Market: What Africa Must Do
According to Veronica Sarmiento if Africa wants to attract more Spanish travellers, it must be proactive. Sarmiento believes strategic marketing is key:
“Africa must invest in media promotion, social media, TV ads, and direct outreach.”
Sarmiento highlighted the potential for growth and increased partnerships, stating:
“Well, it’s usually the Big Five, as we don’t have them here. But beyond that, travellers also love the stunning scenery. It’s completely different. And the lodges, I think you’ve done a fantastic job. They are truly beautiful.”
Nogales adds that while many Spaniards initially choose Africa for its wildlife, they return because of the culture and the people. “When they come back, half of them need to return. They fall in love with Africa’s soul.”
The Road Ahead
As the Africa Showcase Southern Europe continues, one message is clear: the Spanish market holds immense potential for African tourism. While affordability and accessibility remain hurdles, the demand is there. With strategic partnerships, targeted marketing, and improved air connectivity, Africa can position itself as an irresistible destination for Spanish travellers; one that speaks to their love of adventure, culture, and human connection.
As Amanda Margison, co-owner of On Show Solutions, summarises, “It’s really exciting to be in these markets, engaging with the people who will drive Africa’s tourism growth in Southern Europe.”
The Africa showcase is organized by On Show Solutions, a team of global organisers who host exceptional roadshows and
exhibitions on five continents – Africa, Asia, Australia, Europe and North America.