From 10 to 21 November 2025, Africa Showcase returns to North America with a curated, two-week roadshow that will visit four cities, Atlanta, New York, San Diego and Vancouver. Produced by On Show Solutions under the Africa Showcase brand and supported by in-market partners Re•think Travel Marketing, the itinerary is designed to place African suppliers directly in front of North American buyers through a concentrated programme of pre-qualified one-to-one meetings, market briefings and evening networking sessions.
The roadshow format prioritises trade conversion. Organisers plan to deliver a tightly scheduled programme of meetings between African lodges, destination management companies, national tourism boards and curated experience providers, and a buyer cohort described as luxury tour operators, Africa specialists, product managers and influential retail agents. Across the four cities, the buyer pool is expected to number up to approximately 300 pre-qualified trade buyers, enabling exhibitors to engage multiple decision makers in short order.
Africa Showcase’s operational model is purposefully boutique and B2B focused. Exhibitor places are limited and curated to ensure balance across source markets and product types, reflecting past practice where multi-city roadshows typically fielded some forty plus African suppliers. The event delivers market intelligence sessions to align product offers with buyer expectations, and often includes hosted familiarisation components for select buyers. On Show Solutions handles local delivery and exhibitor services, while Re•think Travel Marketing provides in-market insight for targeted messaging.
Practical value and exhibitor readiness are central to the proposition. Africa Showcase positions itself as an efficient alternative to independent sales missions, with organisers estimating that exhibitors meet two to three times more qualified buyers than on bespoke trips. To capitalise on the format, suppliers are advised to prepare concise one-page sell sheets, export-ready itineraries with clear pricing, and rate strategies that reflect long-lead booking behaviours typical of North American clients. English-first collateral, strong imagery and staffed representation for the full itinerary are operational essentials.
The North American market context underlines the rationale for the roadshow. Buyers from the United States and Canada are characterised by high average spend and a propensity for long-stay, multi-component itineraries. Current demand trends favour off-the-beaten-path experiences, wellness and conservation-led travel, and immersive cultural programming, all segments where African product has demonstrable strength. Organisers emphasise that the roadshow will connect sellers with buyers who are actively sourcing bucket-list and bespoke product.
Africa Showcase 2025 builds on a track record of recurring roadshows across global markets. The North America edition follows prior itineraries that have included Los Angeles, Chicago and Toronto, and it draws on lessons from those events to refine city selection and buyer targeting. In 2024, a North America roadshow mobilised 42 suppliers representing experiences across 17 African countries, illustrating both the scale and geographic diversity the brand brings to market.
The programme also responds to practical market realities. City selection aims to reach key buyer communities across the continent’s primary North American source markets, while a capped exhibitor roster preserves meeting quality. Organisers stress that detailed buyer rosters, exhibitor lists and pricing are managed through registration channels, with industry press notices and social channels used for promotional updates.
For African suppliers and destination partners, Africa Showcase North America represents a concentrated route to market at a time when air access, visa facilitation and targeted marketing can accelerate bookings. For buyers, the event offers a curated window to refresh product portfolios and discover new suppliers across a wide spectrum of African experiences, from luxury safaris to coastal escapes and community-led ventures.
Africa Showcase North America 2025 therefore presents a focused opportunity for the African travel trade to convert interest into tangible partnerships with North American distributors, by leveraging a tested roadshow model, targeted buyer engagement and curated market intelligence.
