Africa’s tourism industry is sharpening its focus on Southern Europe as the Africa Showcase Southern Europe prepares to make strategic stops in Portugal, France and Italy, positioning the continent to tap into fast-growing and culturally aligned outbound markets.
The upcoming roadshow which will be held on 9 to 13 February, organised by On Show Solutions, was the focus of an in-depth discussion on the VA Tourism Podcast, hosted by Kojo Bentum-Williams, with market experts Reno Mauricio (Portugal), Elke Menz (France) and Lidia Martinuzzi (Italy) offering rare, on-the-ground insights into traveller preferences, market dynamics and emerging opportunities for African destinations.
Portugal: A market bound to Africa by history and emotion
According to Reno Mauricio, Africa holds a uniquely deep resonance for Portuguese travellers, shaped by centuries of historical, cultural and family connections.
“Africa is much closer to us than Asia or even the United States,” he explained, noting Portugal’s long-standing ties with countries such as Angola, Mozambique, Cape Verde, Guinea-Bissau and São Tomé and Príncipe. These links continue to translate into strong tourism flows, with destinations like Cape Verde and São Tomé counting Portugal among their leading source markets.
The Portuguese appetite for beach holidays is a major advantage for African destinations, particularly Zanzibar, Mombasa and Cape Verde, supported by robust charter operations. Mauricio revealed that charter flights to Zanzibar are set to resume strongly, with more than 50 per cent of seat capacity already sold ahead of the summer launch.
Beyond leisure, incentive travel is also gaining momentum, especially to Kenya, Tanzania and South Africa, where the blend of safari, beach and iconic cities such as Cape Town continues to attract corporate groups.
“For the Portuguese market, beach and safari is an easy sell,” Mauricio said. “Africa has everything – wildlife, beaches and world-class cities.”
France: Long-haul growth and a rising luxury segment
France, traditionally one of Africa’s strongest European source markets, is once again showing solid growth. Elke Menz highlighted that travel from France to Africa has increased by between seven and ten per cent, driven by renewed interest in long-haul travel.
Around 25 per cent of French travellers now take long-haul trips, with Africa firmly on the bucket list. First-time visitors tend to favour Kenya, while more experienced and affluent travellers are increasingly drawn to Rwanda, Uganda and Southern Africa, attracted by product diversity and competitive pricing at the high end of the market.
“There is a strong and growing luxury segment in France,” Menz noted, adding that destinations such as Angola are emerging as niche, high-end options for travellers seeking authenticity, even where infrastructure is still developing.
She stressed that success in the French market requires long-term engagement, not one-off promotions. Visibility across digital platforms, online travel agencies and French-language marketing materials is increasingly essential.
“French travellers may speak English, but they feel far more comfortable when they can engage in French,” she said, urging African exhibitors to adapt their communication strategies accordingly.
Italy: Safari, beach and charter-driven growth
Italy continues to be one of Africa’s most dependable European markets, with South Africa, Namibia, Tanzania and Kenya leading the way. Lidia Martinuzzi revealed that Kenya alone is nearing 100,000 Italian arrivals annually, fuelled largely by large-scale charter operations to the coast and Zanzibar.
“Safari is number one,” she emphasised. “People come to Africa for safari, and then beach. For South Africa, Cape Town is non-negotiable.”
However, Martinuzzi raised concerns about the declining presence of African tourism boards in European markets, describing trade engagement as increasingly reliant on tour operators, destination management companies and showcase platforms such as Africa Showcase Southern Europe.
“Trade training is vital, but most tourism boards are absent due to budget constraints,” she said, citing Namibia as a rare exception with an active European presence.
A new format and Portugal’s first inclusion
This year’s edition of Africa Showcase Southern Europe introduces Portugal for the first time, a strategic move designed to broaden the roadshow’s reach beyond its traditional Spanish base.
Organisers explained that the 2026 edition adopts a semi-structured, buyer-focused format, allowing travel buyers greater freedom to prioritise the exhibitors most relevant to their businesses. The interactive setup, combined with strong networking and culinary experiences tailored to each market, aims to deepen engagement and commercial outcomes.
Across all three markets, a clear message emerged: Southern Europe represents a culturally receptive, growing and under-exploited opportunity for Africa. Strong emotional ties, increasing airlift, charter capacity, demand for safari-and-beach combinations, and a growing luxury segment position Portugal, France and Italy as critical growth engines for African tourism.
