ATLANTA — The Africa Showcase returned to Atlanta this week for the first time in several years, drawing enthusiastic support from travel industry professionals as it launched the North America leg of its global roadshow.
The North American edition follows a series of successful showcases across Southern Europe, Central and Eastern Europe, Africa, MittelEuropa, Latin America, the Nordics and Australasia.
In Atlanta, the program featured destination briefings, group meetings and networking sessions, giving exhibitors a platform to promote Africa’s diverse tourism offerings. Organizers said the strong turnout helped build momentum as the roadshow moves on to New York.
The roadshow features 42 exhibitors from 19 African countries, helping the travel trade understand the unique qualities of each destination. The exhibitor lineup includes tourism authorities from Seychelles, Namibia, Sierra Leone, and South Africa, along with providers offering a wide range of products—such as safari camps, boutique lodges, and hotel groups—as well as DMC services from across the continent. Together, they aim to help retailers better package and promote African travel experiences for their clients.
There are also several operators and African specialists from other parts of North America to ensure the quality of our buyers, rather than simply increasing the number of attendees.
The North American schedule continues with stops in San Diego before concluding with a final showcase in Vancouver on November 19.
Speaking earlier on the VA Tourism Podcast, Jane Behrend and David DiGregorio — partners at Rethink Travel Marketing and North American facilitators for the Africa Showcase — emphasized the region’s potential. “The North American market holds transformative potential for African tourism, yet significant opportunities remain largely untapped due to strategic gaps in marketing, distribution, and visitor facilitation,” they noted.
Africa Showcase positions itself as a premium travel marketplace aimed at creating meaningful business opportunities for African tourism stakeholders seeking to expand their reach in key international markets.
