As outbound travel from Latin America gathers pace, Africa Showcase Latin America is consolidating its role as a focused platform linking African tourism suppliers with a fast-evolving source market.
Launched in 2023 by On Show Solutions in partnership with Sariri Terra, the initiative was designed as a business-to-business roadshow to connect African destinations with buyers across Latin America. Its inaugural edition covered Brazil, Argentina, and Mexico, introducing African tourism products directly to travel designers, tour operators, and agencies. The model prioritisedpre-scheduled engagements, enabling targeted interaction rather than broad exhibition exposure.
Since its inception, the platform has expanded steadily. In 2024, activities centred on Mexico City, where over 100 pre-arranged meetings were conducted between African suppliers and local buyers. These engagements were structured into VIP one-on-one sessions and wider trade interactions, reflecting the relationship-driven nature of the market. Demand trends identified during this phase showed growing interest in Africa across honeymoon travel, family holidays, and experiential journeys.
By 2025, the roadshow extended to Santiago, Buenos Aires, and São Paulo, marking entry into Chile for the first time. Participation levels increased, particularly in Brazil, where buyer demand exceeded capacity in São Paulo, resulting in waitlisted agencies. The expansion reinforced the platform’s approach of combining market access with structured business outcomes.
The 2026 edition, scheduled for 23 to 27 March, will take place across São Paulo, Monterrey, and Mexico City. The inclusion of Monterrey introduces a new commercial centre into the programme. Described as one of Mexico’s highest income cities, Monterrey presents a strong base of outbound travellers with purchasing power and interest in long-haul destinations.
According to the Founder of SARIRI TERRA Andrea Landaeta, “The Latin American market is growing every year more and more,” with Mexico emerging as a key contributor. She notes that despite domestic economic pressures, outbound travel demand remains resilient, adding that “Africa is still very much on the bucket list of most Mexican travellers.”
Brazil continues to play a central role, particularly for Southern Africa, supported by improving air connectivity. Increased flight frequencies, including routes linking São Paulo and Cape Town, have strengthened access and contributed to sustained growth in travel demand from the Brazilian market.
Africa Showcase Latin America operates with a defined structure. Participation is curated, bringing together African tourism boards, destination management companies, hotels, and experience providers. On the buyer side, the platform engages tour operators, travel designers, and retail agencies. Each stop on the roadshow facilitates dozens of pre-arranged meetings, ensuring a focus on business generation and partnership development.
Market intelligence gathered through the initiative has also highlighted key requirements for African suppliers. Language adaptation remains a critical factor, with Spanish and Portuguese content, as well as multilingual guides, influencing buyer confidence and conversion. Landaetaemphasises this point, stating, “Preparation around what you are bringing to the Latin American market, so that you adapt your services according to the needs of the market, is very important.”
Beyond commercial exchange, the 2026 programme introduces a stronger emphasis on responsible travel. The São Paulo event will be hosted at a venue within the Cidade Matarazzocomplex, a space aligned with sustainability and regenerative practices. Discussions will address conservation, community engagement, and the role of tourism in supporting local ecosystems and economies.
“We are talking a lot about conservation, regenerative tourism, and how to travel with a purpose,” Landaeta explains, highlighting a shift in how African experiences are being positioned to Latin American buyers.
The broader significance of Africa Showcase Latin America lies in its contribution to diversifying Africa’s source markets. While traditional markets in Europe and North America remain important, Latin America, particularly Mexico and Brazil, is emerging as a viable long-haul segment with growing demand for distinctive travel experiences.
Rather than relying on large-scale exhibitions, the platform’s roadshow format, multi-city presence, and structured meetings model have positioned it as a practical mechanism for market entry and expansion. Its impact is measured through engagement quality, repeat participation, and the development of business pipelines between African suppliers and Latin American buyers.
As the 2026 edition unfolds, Africa Showcase Latin America continues to define its role as a bridge between two regions, aligning market demand with Africa’s diverse tourism offering while supporting long-term trade relationships.
