For nearly two decades, Africa Showcase has been at the forefront of transforming how African tourism suppliers engage with the world. Founded by Jacqui Reynolds and Amanda Margison under On Show Solutions, this strategic platform has redefined business networking in global tourism, bridging African destinations with international buyers through targeted roadshows and curated market engagements.
The story of Africa Showcase began with a simple yet powerful idea: to create a direct and impactful way for African tourism businesses to connect with international agents. What started as a modest roadshow in Ireland has since expanded into a formidable global presence, spanning multiple continents—from Europe and North America to Latin America, the Nordic region, and beyond. Each event is meticulously designed to foster meaningful business relationships, with a focus on quality over quantity. Typically, 15-20 carefully selected African exhibitors engage with pre-qualified buyers, ensuring that every interaction translates into real opportunities.
Africa Showcase’s success lies in its precision-driven approach. “The match-up is critical, and we spend a lot of time on strategic support to really help the exhibitors understand what markets are right for them,” Amanda Margison emphasizes. The team dedicates extensive research to understanding market trends, buyer dynamics, and evolving industry demands. “If we don’t believe a particular product will deliver value in a specific market, we guide exhibitors toward more suitable destinations,” adds Jacqui Reynolds. This strategic insight has led to notable achievements, including expansion into 12 international markets annually and first-time entries into emerging destinations such as Bucharest and Santiago.
The COVID-19 pandemic presented unprecedented challenges for the tourism industry, yet Africa Showcase emerged as a critical player in recovery efforts. By facilitating direct interactions between African suppliers and international agents, the platform played a pivotal role in rebuilding networks disrupted during the global shutdown. The impact was particularly significant in emerging markets like Latin America and Central Eastern Europe, where businesses experienced swift and direct returns from these engagements.
“One of the big successes of Africa Showcase is the fact that we have our experts everywhere,” notes Amanda Margison. This expansive network ensures that exhibitors and buyers receive invaluable local insights, making each event a strategic game-changer. Reflecting on the journey, she adds, “You are not going to work a day in your life if you enjoy what you do. Enjoy what you do, and that’s it.”
As part of its commitment to innovation, the platform introduced Essence of Africa in 2024. Hosted in Nairobi, this exclusive event reimagines traditional networking by focusing on highly curated one-on-one business meetings, offering a fresh model for African tourism professionals to foster partnerships with international buyers.
With nearly 20 years of impact, Africa Showcase continues to evolve. The next frontier? The Middle East. As Reynolds and Margison set their sights on further expansion, their mission remains steadfast: positioning Africa as a premier global destination. By staying ahead of market shifts, adapting to industry needs, and fostering genuine business connections, Africa Showcase has grown beyond an event series—it has become a dynamic ecosystem driving African tourism’s global ascent.As the platform nears its milestone anniversary, its legacy stands as a testament to strategic entrepreneurship, resilience, and an unwavering passion for showcasing the extraordinary potential of Africa to the world.
This article was first published in the Issue 032 March 2025 Edition of the VoyagesAfriq Travel Magazine
