Africa’s tourism offering is poised for a major push into the Gulf Cooperation Council (GCC) market with the launch of the inaugural Africa Showcase Middle East, scheduled to take place from 25–29 January 2026 across Doha, Qatar, and Dubai, UAE.
The roadshow is being organised by Africa Showcase, with Sadiq Dindar, Director of Global Sales and Marketing at Tingana Global Travel, serving as both a key partner to the event and one of its principal advocates. In an in-depth interview with VoyagesAfriq, Dindar outlined the rationale behind the initiative, the readiness of Africa for the Middle Eastern market, and why the timing is right for a more structured engagement with GCC travel trade partners.
Reflecting on Africa’s journey in the Middle East tourism space, Dindar noted that the continent has come a long way over the past decade.
“It’s hard to believe that we are almost 10 years from the last time we spoke about the Middle East and the potential of the Middle East market,” he said. “At the time, it was a very difficult sell to promote Africa as a whole, because the perception of Africa in the Middle East market was not that strong.”
He explained that Africa was once viewed through a narrow and often negative lens, particularly around issues of infrastructure, safety and overall tourism readiness. However, sustained engagement with travel trade partners, embassies, consulates and airline partners such as Emirates, Qatar Airways and South African Airways has helped to reshape those perceptions.
“Over the 10 years, with a lot of hard work and support from our travel trade partners in the market, there’s been a huge shift for Africa itself,” Dindar observed. “Africa has a kaleidoscope of offering to the Middle Eastern traveller.”
According to Dindar, one of Africa’s strongest advantages in the GCC market is cultural affinity. He believes Middle Eastern travellers feel at ease on the continent due to its diversity and deeply rooted hospitality.
“From a cultural perspective, Africa is a melting pot of different cultures and religions,” he explained. “The Middle East traveller feels very comfortable travelling into Africa, and they feel very warmly welcomed.”
He added that Africa’s approach to tourism is defined by sincerity and care. “We have the innate nature of being able to take care of the Middle East tourism and offering service from the heart,” he said.
Dindar emphasised that destinations seeking to attract Middle Eastern travellers must adapt to evolving consumer trends. Social media, he said, plays a critical role in destination choice and perception.
“Social media is an integral part of being able to showcase key destinations,” he said, adding that clear messaging around infrastructure, safety, connectivity and airlift is equally important.
Despite the rise in digital research, Dindar stressed that the Middle East remains a trade-driven market. “They are still trained to book via travel trade partners,” he noted. “Frontline staff need to be trained a lot more on Africa – its offerings and what we have as a continent.”
Strategic rationale for Africa Showcase Middle East
The Africa Showcase Middle East was conceived to address a clear gap in the market. Dindarsaid Middle Eastern travel agents are actively seeking new products and partners, yet Africa remains underrepresented.
“The travel trade across the Middle East is really looking for new product, new partners and new experiences,” he said. “Africa Showcase is the perfect platform.”
He explained that the inaugural edition has been carefully curated to feature top-quality African products, ranging from three-star to five-star offerings. “Africa is still mainly thought of as a safari destination, yet we have so much more to offer – beaches, culture, shopping, city experiences and more.”
Central to the Showcase’s value proposition is face-to-face engagement. “The key thing is to be able to have personalised meetings,” Dindar said. “That’s what Africa Showcase brings.”
For its first edition, Africa Showcase Middle East will focus on Qatar and the United Arab Emirates, with plans to expand to Saudi Arabia in subsequent years.
“The reason we’ve gone with two countries for now is timing,” Dindar explained, citing the pre-Ramadan window and competing global travel commitments for exhibitors.
He also highlighted strong air connectivity as a decisive factor. “Qatar Airways, with its relationship with Rwanda, Flydubai’s access into East Africa, and carriers like Emirates, SAA and Qatar Airways into Southern Africa make these markets strategically right.”
Visa accessibility further strengthened the case. “Qatari and UAE nationals do not require visas for South Africa,” he noted, describing these markets as “low-hanging fruit” for African tourism businesses.
Addressing the suitability of African products for GCC travellers, Dindar expressed confidence in the continent’s ability to cater for diverse segments. While family and multi-generational travel remains strong, new trends are emerging.
“We’re seeing solo female travellers coming in from the Middle East, honeymoon travel is on the rise, as well as young professionals and solo travellers,” he revealed.
Africa, he said, is uniquely positioned to cater for these varied needs, from tranquil safari lodges to vibrant urban experiences in destinations such as Cape Town, Johannesburg, Nairobi and Dar es Salaam.
Dindar also urged destination marketing organisations (DMOs) to rethink traditional approaches when targeting the GCC.
“The Middle East market is unique, and the key thing is building relationships,” he said. “Generic marketing and above-the-line advertising is not really the answer.”
He emphasised the importance of being present on the ground, forging strong trade and airline partnerships, and investing in knowledge-building. “When the frontline staff have confidence and knowledge about Africa, it becomes an easy sell,” he said.
Expressing optimism about the impact of the inaugural Showcase, Dindar maintained, “Some of our exhibitors will be going into the Middle East for the very first time. It’s going to be an exciting week, and we’re looking forward to showcasing Africa to Middle East travellers.”
