Africa Showcase has expanded its global roadshow schedule for 2026 in response to the growing demand from both African suppliers and international buyers.
Africa Showcase is the continent’s premium platform dedicated to increasing Africa’s share of global tourism by creating focused, results-driven trade engagements. Its roadshows are designed to connect African tourism businesses directly with decision-making buyers, offering structured networking, access to market intelligence from in-country experts, post-event reporting, and coordinated travel support for exhibitors.
Buyers attending Africa Showcase events thus benefit from the opportunity to meet vetted African suppliers without the need for long-haul travel, discover new destinations and products, access trade rates, and build long-term commercial relationships that support business growth.
The 2026 expanded programme is set to open in the Middle East from January 25 to 29, followed by Southern Europe from February 09 to 13 before participation at ITB Berlin, the world’s leading travel trade show from March 03 to 05. Also are roadshows planned across Latin America from March 23 to 27, the Nordics from April 20 to 24, Australasia from July 20 to 31, Central Eastern Europe from September 21 to 25, Mitteleuropa from September 28 to October 02, ITB Asia from October 21 to 23, ITB Americas from November 10 to 12, and North America from November 15 to 20.
These roadshows are coming on the back of a landmark 2025 in which Africa Showcase consolidated its position as one of the most effective global platforms connecting African tourism businesses with high-quality international buyers, while unveiling an extensive and geographically diverse roadshow programme for 2026.
Organized throughout 2025 by On-Show Solutions, an independent tourism event specialist with extensive international experience, Africa Showcase delivered a series of targeted, professionally curated trade events across key source markets. These included the Southern Europe Roadshow in Madrid, Paris, Milan and Rome in February as well as the South Africa Roadshow in June. as well as the Mitteleuropa Roadshow across Zurich and Munich in September,. Also was a major North America Roadshow spanning Atlanta, New York City, San Diego and Vancouver in November. Each event brought African tourism suppliers face-to-face with carefully selected buyers, facilitating direct business discussions, relationship building and measurable commercial outcomes.
Organisers revealed that the success of the 2025 programme was driven by Africa Showcase’s market-specific approach, ensuring that each roadshow was tailored to the needs, travel patterns and commercial realities of its host region. According to them, Africa Showcase’s focus on relevance rather than scale enabled exhibitors to convert connections into tangible results while giving buyers efficient access to diverse African tourism products in a single setting.
Africa Showcase consequently closes this productive year on such a high – entering 2026 with a broader geographic reach and a continued focus on quality, efficiency and meaningful business exchange to ultimately position African tourism firmly within the global travel trade conversation.
