Africa Showcase Latin America has brought a renewed focus on Africa’s potential as a sought-after destination for Latin American travellers. Organized by On show Solutions in partnership with Sariri Terra, the event has traversed key markets, including Santiago, Buenos Aires, and now São Paulo, fostering deeper connections between African tourism stakeholders and Latin American trade partners.
For the first time, Africa Showcase Latin America has ventured into Chile, a decision that has yielded promising engagement. “It’s not often that we enter new markets, as we typically revisit strong source markets for Africa,” noted Jacqui Reynolds, co-owner of On show Solutions. “Being in Santiago has been dynamic. There is an evident need for destination awareness, but also significant opportunities for Africa in this region.”
The event has underscored a growing enthusiasm for African travel, with Andrea Landaeta, founder of Sariri Terra, emphasizing that demand for Africa among Latin American travellers is increasing. “For the first time, I am seeing Africa being placed at the top of people’s travel lists. However, a lack of knowledge about the continent remains a challenge,” Landaeta stated. The perception of Africa as solely a safari destination persists, whereas the continent’s diverse cultural, historical, and gastronomic offerings remain underrepresented.
One of the key barriers identified during the showcase is the need for enhanced trade education. African tourism stakeholders must strengthen their training efforts, not only through in-person engagements but also by increasing access to online educational tools. “Training sessions, online courses, and familiarization trips are crucial,” Landaeta stressed. While some familiarization trips are available, the cost of flights remains a constraint for many trade professionals, limiting their firsthand exposure to African destinations.
The language has also emerged as a significant factor influencing the penetration of African products into Latin American markets. Many agents and tour operators prefer materials in Spanish and Portuguese, making multilingual product presentations essential. “Our exhibitors have worked hard to integrate Spanish and Portuguese into their presentations. Even small efforts help buyers better understand the offerings,” Reynolds observed. Additionally, compelling imagery and emotive visuals have been leveraged to bridge language gaps and convey Africa’s appeal.
Connectivity remains another focal point. While links between Latin America and Africa have improved with South African Airways, Ethiopian Airlines, TAAG Angola, and Royal Air Maroc providing services, challenges persist in broadening routes beyond existing hubs. Currently, Brazilian travellers primarily head to South Africa, with limited direct access to other African destinations. “We need to expand air access to ensure a seamless connection for Latin American travellers beyond Johannesburg,” Landaeta remarked.
As Africa Showcase Latin America enters its final stretch in São Paulo, the demand for Africa is evident. The event in Brazil has been tailored to include VIP meeting sessions with key tour operators, followed by a broader trade event for travel agents. “This approach mirrors what worked successfully in Mexico last year, allowing us to engage both top operators and a wider travel trade audience,” Reynolds stated. The response has been overwhelming, with agencies on a waitlist to attend, highlighting the region’s strong appetite for African travel.
As the showcase concludes, the key takeaways remain clear: Africa has a firm place in the Latin American market, but sustained efforts in education, language accessibility, and improved connectivity will be instrumental in deepening its presence. The groundwork laid by Africa Showcase Latin America offers a pathway for continued collaboration and growth between the two regions.
