Africa Showcase has successfully concluded its inaugural Middle East roadshow, marking an essential step in its expansion into one of the world’s most lucrative outbound travel markets. Held from 25 to 29 January 2026 across Doha, Qatar, and Dubai, United Arab Emirates, the event introduced Africa Showcase’s proven, relationship-led model to the Gulf Cooperation Council, a region increasingly important to Africa’s tourism growth.
Organized by On Show Solutions, the roadshow brought together more than 150 carefully selected GCC travel buyers and 26 African tourism exhibitors representing 16 African countries. Across four focused business sessions, the event facilitated structured, face-to-face engagements designed to foster long-term partnerships rather than transactional exchanges.
The programme opened in Doha with a welcome evening aboard a traditional dhow, setting an appropriate tone for a market that places high value on personal connection, trust and cultural exchange. Subsequent sessions in both Qatar and the UAE provided a platform for in-depth conversations, allowing buyers to gain a clearer understanding of African tourism products, while suppliers addressed practical considerations around accessibility, itinerary design and traveller expectations specific to the Middle East market.
Left to Right: Amanda Margison, Sadiq Dindar and Jacqui Reynolds
The choice of the Middle East as a new roadshow destination reflects clear market fundamentals. GCC countries account for approximately 60 percent of all outbound travel from the Middle East and around 75 percent of total international tourism spend from the region. With a population exceeding 55 million, characterized by a young, affluent demographic and a growing appetite for distinctive travel experiences, the GCC represents a high-value opportunity for African destinations. Frequent direct air connections and relatively straightforward visa processes further position Africa as a logical and attractive option for Middle East travellers.
Throughout the week, discussions consistently highlighted a shift in buyer interest. Travel advisors expressed growing demand for innovative itineraries, broader geographic coverage across the continent and experiences that extend beyond traditional safari-led travel. Cultural understanding, seamless service delivery and thoughtful value additions were identified as key differentiators for African brands seeking to succeed in this relationship-driven market.
The roadshow also affirmed the importance of informed intermediaries. Well-versed travel advisors play a decisive role in shaping traveller choices in the Middle East, making strong product knowledge and confident storytelling essential for African suppliers investing in the region. For many exhibitors, the sessions provided valuable insights into how African offerings are perceived, packaged and sold within the GCC.
Commenting on the significance of the Middle East launch, Jacqui Reynolds, Co-Owner of On Show Solutions, emphasized the long-term intent behind the expansion. “When Africa Showcase launches in a new market, it is with a long-term investment in mind. This vision for the Middle East has been made possible by having the right collaboration of partners, suppliers and buyers coming together to discuss the future of Africa–Middle East travel in a meaningful, business-focused way,” she said. Reynolds added that the organizers deliberately curated a diverse group of suppliers from 16 African countries, ensuring their suitability for the market and aligning them with the right trade partners through both the business sessions and the VIP dinner programme.
Beyond immediate commercial outcomes, the Middle East edition confirmed Africa’s growing relevance among GCC travellers and reinforced the value of direct, in-person engagement in markets where relationships, consistency and trust remain central to business success. It also signaled confidence in Africa Showcase’s model, which prioritizes quality of interaction over scale and positions African tourism products within the specific context of each source market.
Africa Showcase has indicated that insights gathered from the Middle East roadshow will inform future engagement strategies for exhibitors targeting the region. Planned follow-up initiatives include deeper market intelligence sharing, continued relationship-building and support for African brands seeking to strengthen their presence among Middle East travel advisors.
As Africa Showcase continues its 2026 roadshow programme across other regions, the Middle East debut stands as a measured and well-received entry into a high-spending market, one where Africa’s diverse experiences, when clearly communicated and thoughtfully positioned, resonate strongly with buyers and their clients alike.
