On Show Solutions has concluded the 2025 edition of Africa Showcase Australia, completing a four-city roadshow aimed at deepening commercial ties between African tourism suppliers and the Australian travel trade. The showcase, held in Perth, Sydney, Brisbane and Melbourne, brought together established African brands and new market entrants to meet with agents, wholesalers, and tour operators.
Despite winter conditions, attendance was strong across all four cities, underscoring the Australian trade’s appetite for in-person engagement and first-hand knowledge of Africa’s tourism offerings. For many exhibitors, the roadshow reinforced the importance of relationship-building in securing market share in this high-value, long-haul market.
Feedback from trade meetings and exhibitor interactions highlighted several market dynamics shaping Australian demand for African travel:
• Luxury travel growth – Interest in exclusive, authentic experiences is on the rise, with average spend per trip increasing by 20–30% since 2019.
• Bucket-list demand – Big Five safaris, gorilla trekking and iconic attractions such as Victoria Falls remain consistent draws.
• Multi-generational and FIT travel – Bespoke itineraries for families and high-net-worth individuals are increasingly in demand.
• Solo female travel – Women-only departures and small-group expeditions are gaining market traction.
• Improved air access – Routes such as South African Airways’ Johannesburg–Perth service and expanded Qantas options, alongside smoother visa processes, are making travel to Africa more accessible.
The 2025 edition featured a diverse range of African tourism suppliers, including Aha Hotels & Lodges, Traveda Travel DMC Egypt, Wellworth Collection (Tanzania), African Scenic Safaris (Tanzania), Africa Travel Co, and Shamwari Private Game Reserve.
Deidre Broodryk of Aha Hotels & Lodges described Australia as “essential” to the company’s long-term market strategy, citing the alignment between Australian travellers’ appreciation for biodiversity, wide open spaces, and immersive cultural experiences, and the group’s product offering.
For Mahmoud Ahmed of Traveda Travel DMC Egypt, the showcase was an opportunity to meet high demand for Egyptian tour packages, noting that the market holds significant potential for growth.
Tanzania’s Wellworth Collection, represented by Sameer Ismail, reported steady year-on-year growth in buyer and wholesaler participation, while African Scenic Safaris’ Solène Perbostnoted strong interest in Kilimanjaro climbs and outdoor experiences, with many agents keen to begin promotion immediately.
Returning exhibitor Africa Travel Co highlighted the enthusiasm of Australian agents for new and distinctive African products, while Shamwari Private Game Reserve’s Vanessa Grebe emphasised the quality of meetings and the emerging strength of the Australian market for South African wildlife tourism.
Africa Showcase Australia is not only a platform for transactions but also an avenue for knowledge transfer, bridging product awareness gaps and enabling new suppliers to enter the market with informed positioning.
Following the Australian edition, the Africa Showcase series will continue in Mitteleuropa (15–19 September 2025), ITB Asia (15–17 October 2025), and North America (10–21 November 2025), with additional stops planned in the Middle East, Southern Europe, Nordics, and ITB Berlin.
The next Australia Showcase is scheduled for July 2026. Until then, On Show Solutions and its partners aim to maintain momentum by strengthening trade relationships and keeping Africa top-of-mind in one of the world’s most promising long-haul travel markets.
