Africa Showcase Latin America 2026 concluded its roadshow from 23 to 26 March across São Paulo, Monterrey and Mexico City, affirming Latin America’s position as a priority outbound market for African tourism and advancing structured trade engagement between both regions.
The 2026 edition brought together tourism boards, destination management companies, lodges and experience providers from across the continent, with representation from 18 African countries. Organized by On Show Solutions in partnership with Sariri Terra, the programme maintained its curated format, combining pre-arranged meetings, VIP sessions and trade networking engagements designed to deliver measurable business outcomes. Andrea Landaeta, Director at Sariri Terra, noted that the Latin American market continues to show sustained interest in Africa, highlighting the importance of consistent engagement and tailored approaches to support long-term growth.
The roadshow followed a tiered engagement model aligned with market dynamics in each city.
São Paulo delivered high-level engagement through VIP meetings and a broader trade event, with the Brazilian market demonstrating depth and product familiarity. Buyers showed strong interest in multi-country itineraries spanning wildlife, gastronomy, culture and experiential travel.
Monterrey marked a strategic expansion, introducing a new layer of buyers beyond Mexico City. Engagements were trade-focused, with participants highlighting the preparedness of buyers seeking direct connections into African destinations.
Mexico City hosted a concentration of high-value interactions, combining curated one-on-one meetings with broader trade engagement. The market continues to demonstrate strong demand for long-haul travel and structured partnerships.
Across all three cities, the roadshow facilitated dozens of pre-arranged meetings per stop, ensuring direct interaction between African suppliers and key decision-makers. The format combined depth through VIP sessions with scale through trade events, enabling both immediate deal-making and long-term pipeline development.
Participants consistently pointed to the efficiency of the model. Bruce Deneys of The Last Word noted that accessing Latin America independently remains complex, particularly due to language barriers, adding that the platform brings “between 80 and 100 qualified agents into one room,” providing a more effective route to market.
Engagements during the 2026 edition confirmed clear demand drivers shaping Latin American outbound travel to Africa, including authentic experiences, conservation-led tourism and culturally immersive journeys. Multi-destination travel continues to gain traction, supported by improving air connectivity.
Buyer expectations remain defined by language accessibility, tailored itineraries and strong local partnerships. Rosemary Kuria of Sopa Lodges highlighted that Brazilian buyers show strong interest in Kenya but require Spanish or Portuguese-speaking guides and prefer working with established DMCs. She also pointed to improved connectivity through Paris, which is expectedto ease access into East Africa.
Mexico continues to stand out as a high-potential market. Kuria added that engagement in Mexico City focused on strengthening relationships with tour operators and agencies to drive future growth.
Feedback from exhibitors reflected both growth and diversification within the market. Ricardo Lewis of Rovos Rail and St. James Guest Houses reported strong momentum from Brazil and emerging interest from markets such as Ecuador, signalling a widening regional footprint.
Charlene Campbell of Southern Sun emphasised the importance of continuity, noting that long-term engagement in South America continues to deliver results, supported by Africa’s value proposition, hospitality offering and repeat travel potential.
Sustainability remained a core theme throughout the 2026 programme. Evelyne Mwangi of Saruni Basecamp pointed to increasing buyer interest in responsible travel, noting that clients are seeking experiences that protect communities and natural ecosystems.
Mohanjeet Singh Brar of Game Watchers Safaris and Porini Camps reinforced this position, highlighting the link between tourism, conservation and community benefit. He noted growing interest in experiences that combine biodiversity with meaningful local impact, while also suggesting potential knowledge exchange between Latin America and Africa on conservation practices.
Key indicators from the 2026 edition
• 18 African countries represented across the roadshow
• Three-city format covering Brazil and two major Mexican markets
• First-time inclusion of Monterrey, expanding market reach beyond capital cities
• Dozens of pre-scheduled B2B meetings conducted in each location
• Participation from a broad mix of tourism boards, DMCs, lodges and experience providers
• Strong buyer engagement across Brazil, Mexico and emerging Latin American markets
• Increased interest in sustainable tourism products and conservation-driven experiences
• Clear demand for multilingual service delivery and locally adapted offerings
Africa Showcase Latin America 2026 reflects a structured consolidation of Africa’s presence in Latin America, with Brazil and Mexico continuing to anchor growth. The expansion into Monterrey signals a shift towards deeper market penetration and diversification of buyer segments.
