The recently concluded Africa Showcase CEE Roadshow has underscored the vast, untapped potential of Central and Eastern Europe (CEE) as a strategic source market for African tourism. Held from February 24–28, 2025, the showcase traversed Prague, Bucharest, and Warsaw, providing African tourism stakeholders with a dynamic platform to engage with travel trade professionals in a region increasingly showing a keen appetite for African destinations.
Organized by On Show Solutions and coordinated by event partners ‘Travel Advance’, the event facilitated invaluable connections between Destination Management Companies (DMCs), tourism boards, and hospitality providers from across Africa and CEE travel specialists. The consensus among participants was clear: CEE represents a “blue sea” market—fresh, unsaturated, and brimming with opportunity for African destinations seeking new and diverse visitors.
For many African tourism players, diversifying their market outreach is crucial, and CEE presents a significant avenue for expansion. Abbas Takim, Commercial Director of Takims Holidays Tanzania, a family-run business celebrating 75 years of operations, noted that the transformation in the market landscape has been remarkable.
“It’s vastly different from what we saw a decade ago. Today’s buyers are more informed and sophisticated. They know exactly what they want and where they want to go,” Takim remarked. His company first engaged the CEE market in 2013-2014 and has since witnessed how individual markets within the region have evolved distinctly.
Poland is showing strong potential for incentive travel, while Romania, with its historical ties to Tanzania and charter flights to Zanzibar, leans more towards beach tourism. Meanwhile, the Czech Republic’s affluent travelers seek high-end safari experiences, reflecting the diverse market expectations within the region.
One of the key drivers behind targeting CEE is its ability to counteract the seasonality challenges faced by African tourism businesses.
Louise Leach from Gondwana Collection Namibia emphasized that her participation in the showcase was driven by the goal of “establishing and finding new markets to strengthen business during low seasons.” The benefits of engaging with non-traditional markets were echoed by John Wambu from Kenya, whose company has reported a staggering 300% growth in just two years by focusing on the CEE region.
While interest in Africa is rising in CEE, stakeholders highlighted the need for greater destination awareness to help travel professionals effectively package and promote African experiences.
Musa Ndabeni, Regional Marketing Manager of Durban Tourism, identified a persistent knowledge gap. “Many agents still don’t fully grasp Africa’s geography. Travelers visit Cape Town and assume Durban is too far, not realizing it’s just two-hour away. We need to educate the market better.”
The roadshow provided a unique opportunity to address this, equipping CEE travel professionals with firsthand knowledge of Africa’s diverse tourism offerings beyond the traditional safari narrative.A crucial enabler of tourism development is air connectivity, and Ethiopian Airlines emerged as a clear leader in bridging Africa and CEE.
John Wambu emphasized Ethiopian Airlines’ role in transforming travel accessibility: “The airline has changed the game—affordable fares, direct flights to Addis, and smooth connections across Africa. Their service to Kenya, with five daily flights to Nairobi and two to Mombasa, is a testament to this.”
However, Louise Leach stressed the need for increased competition in air travel to drive down costs: “We need more airlines serving the region. Africa is a long-haul destination, and pricing remains a key challenge.”
The roadshow also highlighted a shift in traveler preferences, with growing interest in experiences beyond traditional safaris.
Durban Tourism’s Musa Ndabeni described the city as a “one-stop shop” catering to a broad spectrum of travelers, from outdoor adventurers to corporate visitors. Namibia, meanwhile, is gaining traction among CEE travelers, with its vast landscapes and self-drive adventures appealing particularly to the Czech market.
“Namibia is an undiscovered gem, offering everything from rugged outdoor exploration to luxury escapes. It truly caters to all—whether you’re an adrenaline junkie or seeking refined indulgence,” Leach noted.
While private-sector enthusiasm for market expansion is evident, concerns were raised about the level of support from tourism boards and embassies.
Abbas Takim called for more robust government backing: “Embassies in these regions should act as ambassadors for our destinations. Their involvement would provide us with essential tools and platforms to connect more effectively with local buyers.”
Similarly, Louise Leach expressed a need for stronger institutional support: “We often feel like we’re doing this on our own. More collaboration is needed to maximize opportunities in these markets.”
Unlike traditional markets that may exhibit “fatigue” from repeat visits, CEE represents a fresh, eager audience for African tourism.
John Wambu explained the rationale for prioritizing these markets: “Our traditional markets have been visiting Kenya for years, and some have grown accustomed to the same experiences. CEE offers a new and exciting frontier—an untapped, eager audience that aligns with our goal of sustainable tourism growth.”
As the Africa Showcase CEE 2025 concluded in Warsaw, optimism abounded regarding the region’s future potential.
John Wambu projected that CEE will account for 40% of his company’s business within the next two years, while Durban Tourism is positioning itself strategically with the upcoming Club Med property opening between late 2025 and 2026, further enhancing its appeal to long-haul travelers.
The Africa Showcase model itself received high praise, with stakeholders acknowledging its effectiveness in creating tangible business opportunities.
As Musa Ndabeni summarized: “Africa Showcase isn’t just an event—it’s a strategic platform that enables us to go beyond conversations and turn discussions into real business deals.”
With rising destination awareness, improving air access, and a growing appetite among travelers, CEE is emerging as a transformative market for African tourism. As African stakeholders continue to forge meaningful partnerships and educate the market, the region holds immense promise in reshaping the continent’s tourism landscape, driving seasonality solutions, revenue diversification, and long-term industry growth.
