The Africa Showcase MittelEuropa Roadshow is set to make its return from September 16–18, 2025, with events scheduled in Switzerland and Germany. This premier B2B platform offers a unique opportunity for African tourism boards, operators, and product specialists to engage directly with top-tier buyers from the German-speaking markets — a region that includes Germany, Austria, and parts of Switzerland.
As Africa continues to see a rise in tourism demand — from luxury safaris to mid-range travel offerings — platforms like Africa Showcase are instrumental in bridging the gap between suppliers on the continent and key source markets in Europe.
Over the years, Africa Showcase has successfully facilitated hundreds of business connections, creating tailor-made matchups between African suppliers and Destination Management Companies (DMCs), travel agents, and other service providers from Europe. The event not only enables product exposure but also offers deeper insight into the market dynamics of the German-speaking regions — which remain vital to Africa’s inbound tourism growth.
What Makes MittelEuropa a Key Market?
The German-speaking market is known for its high-value travelers, strong interest in authentic experiences, and increasing air connectivity to African capitals. However, this market also has distinct preferences and expectations. Participating in Africa Showcase MittelEuropa provides African suppliers with firsthand access to these nuances, helping them fine-tune their products and marketing strategies.
This year’s edition is expected to host over 100 African travel specialists representing Southern, East, and West Africa, as well as the Indian Ocean islands. Events will take place in Zurich (Switzerland) and Munich (Germany).
Who Will Be Exhibiting?
African Tour Operators and DMCs
National and Regional Tourism Boards
Safari Lodges and Game Reserves
Hotels and Boutique Properties
Experience Providers and Attractions
What to Expect: A Day in Africa
Guests are invited to immerse themselves in “A Day in Africa” — an event format that blends business networking with authentic African hospitality. Attendees can look forward to:
- Destination Dialogues – Real updates and trends from across the continent
- Semi-Structured Meetings – Choose your own schedule and connect with key suppliers
- Networking Dinner & Prize Draws – Win travel experiences and showcase your style with an optional “Touch of Africa” dress theme
- Business Card Draw – More chances to win with every interaction
This is more than just a trade show — it’s a vibrant, culturally rich exchange where genuine connections are made, stories are shared, and future travel itineraries are born.
The event starts from Zurich , Switzerland on 16th September and then move to Munich, Germany on 18th September.
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