With interest in African travel continuing to grow across Australia and New Zealand, the Africa Showcase Australasia returns next week, bringing together African tourism boards, destination management companies, lodges, hotels and travel suppliers with some of the region’s most influential travel buyers and agents.
The annual roadshow, organised by On Show Solutions in partnership with Luxury Travel Marketing, will travel through Brisbane, Sydney, Melbourne and Auckland, offering African tourism stakeholders a valuable platform to strengthen trade relationships in one of the world’s highest-value long-haul travel markets.
According to Margi Jansma, Managing Director of Luxury Travel Marketing, which has partnered with Africa Showcase since 2011, the timing could not be better.
“Market conditions across Australia and New Zealand remain cautiously optimistic,” Jansma said. “We’re seeing steady enquiry levels supported by a growing forward planning window, particularly for 2027, but also as far out as 2028. We’re actually receiving booking requests for 2028 already,” maintained Jansma who was speaking to Kojo Bentum-Williams on the VA Tourism Podcast.
While travellers are still booking closer to departure than before, she noted that demand for Africa remains resilient, driven by the continent’s unique experiences and expanding accessibility.
“Africa’s growing appeal is well poised as an attractive alternative tourist destination, which consistently delivers on travellers’ experiences and expectations,” she said. “Africa is perceived as a good value-for-money destination compared with other long-haul destinations.”
She added that improved air connectivity from Australia and New Zealand has significantly strengthened the continent’s competitiveness.
Margi Jansma, Managing Director of Luxury Travel Marketing
“A key factor that has prompted growth is the expanded airlift into Africa, coupled with Africa’s growing appeal because of its diverse tourism offerings. The continent offers something for every traveller and every budget, whether it’s a five-star luxury safari, a cultural journey or an extended multi-country holiday.”
Changing traveller preferences
Jansma said African tourism businesses attending the showcase should understand that the Australasian market is becoming increasingly diverse.
“They need to understand the demographic of travellers,” she explained. “That includes solo travellers, couples, honeymooners, retirees and, importantly, multi-generational families, which continue to grow in popularity.”
She highlighted multi-generational travel as one of the strongest emerging trends.
“It’s often the family matriarch funding these trips because she’d rather create lasting memories with her family now than leave that money as an inheritance. That’s become a significant trend.”
Travellers are also seeking authentic, boutique and experience-driven holidays rather than conventional itineraries.
“We’re seeing high demand for unique stays where travellers combine cities, multiple countries, safari experiences and boutique lodges,” Jansma said. “The travel trade is prioritising itineraries that are easy to sell, offer clear value, strong storytelling and trusted product combinations.”
Why Africa Showcase matters
For African exhibitors, Jansma believes Africa Showcase offers far more than a traditional trade exhibition.
“We facilitate one-on-one meetings between African exhibitors and the key buyers across Australia and New Zealand,” she said. “There’s nothing more important than sitting face-to-face to discuss your product, explain your unique selling points and build relationships.”
She noted that exhibitors also gain direct access to wholesalers and hundreds of frontline travel advisors attending the evening trade events.
“It’s really a three-in-one opportunity across four cities. We ensure the key decision-makers are there, giving African suppliers access to the people who influence bookings.”
Preparing to win business
Jansma encouraged African destinations to arrive prepared with market-ready products tailored to Australasian preferences.
“The trade focus has to be on sellability,” she said. “Come prepared with value-added offers and demonstrate how your destination or property can fit into multi-country itineraries.”
She explained that Australian and New Zealand travellers consistently respond to added value.
“They love knowing they’re getting something extra, whether it’s a complimentary stay, a bottle of wine on arrival or another value-add. It reinforces that they’re getting good value for money.”
She also advised exhibitors to collaborate across borders where possible.
“If you’re promoting Zimbabwe, perhaps combine it with Botswana. Multi-country itineraries definitely sell because they make it easier for travel advisors to package and recommend African holidays.”
As Africa continues to diversify its tourism offerings and improve international connectivity, the outlook for the Australasian market remains encouraging. With travellers planning further ahead and seeking authentic, experience-rich journeys, next week’s Africa Showcase Australasia is expected to reinforce the continent’s position as one of the world’s most compelling long-haul destinations.
Listen to the full conversation here
