The Africa Showcase Nordics is set to return from April 21–23, with a high-impact roadshow across Oslo, Copenhagen and Stockholm, bringing African tourism suppliers face-to-face with key buyers from one of Europe’s most promising outbound markets.
Organised by On Show Solutions in partnership with World of Destinations, the showcase follows a successful run in Latin America and continues to build momentum as a strategic platform for African destinations seeking to tap into the Nordic travel market.
Speaking on the VA Tourism Podcast hosted by Kojo Bentum-Williams, World of Destinations executives highlighted both the evolving dynamics of the Nordic market and the growing appeal of Africa as a preferred long-haul destination.
Gustav Hanson, Sales Director at World of Destinations and founder of Allternativa, described the showcase as a critical bridge between African suppliers and Nordic buyers.
“I was with the exhibitors last year when we travelled through Stockholm, Copenhagen and Oslo, and I think it’s an amazing opportunity for the African market to meet the Nordic buyers,” he said. “World of Destinations is the facilitator for the roadshow… we help source the correct agents to attend the workshops and make sure everything runs smoothly on site.”
Hanson emphasised that deep market knowledge remains a key advantage in the Nordics.
“One of the key things that we have is the market knowledge… being for a long time in the travel industry in the Nordic market with various roles, both me and Gerald.”
Gerald Amoudruz, CEO of World of Destinations, noted that the company has evolved beyond traditional representation into content-driven destination marketing, reflecting changing consumer behaviour.
“We started as a representation company… helping companies outside of the Nordics get more Nordic travellers,” he explained. “However, now we’ve taken quite a turn… we’re also moving into providing hotels, restaurants, activities with film content because we notice that the world is evolving.”
He stressed the growing importance of video in influencing travel decisions, particularly among younger travellers.
“You have a young generation… they’re not satisfied with only pictures, they want film. Once you get to see a film about how luxurious a tent can be in a lodge… you get a totally different view of what you can get. That helps the client to decide.”
Africa gains ground as travel patterns shift
The Nordic outbound market is undergoing a notable shift, presenting Africa with a timely opportunity. According to Amoudruz, global uncertainties and changing travel dynamics are prompting travellers to rethink traditional destinations.
“It’s a complex world at the moment… airlines not able to fly, oil prices going through the roof and a lot of uncertainty,” he said. “People in the Nordics have travelled a lot to Asia in the past… but now they tend to look at other destinations.”
Africa, he noted, is increasingly attractive, particularly during the Nordic winter.
“There’s a lot of possibilities for the African markets… especially when it’s very cold here, to go for example to South Africa… their summer is in our winter.”
He added that even geopolitical tensions and currency pressures are influencing decisions.
“People tend to deprioritise US travel at the moment due to high dollars… so I think there’s never been a stronger case for going to Africa if you want a fantastic long-haul vacation.”
High-Value travellers seeking diverse experiences
Nordic travellers are known for longer stays and higher spending, making them particularly valuable for African destinations.
“It ranges between 12 to 15 days,” Amoudruz revealed. “A typical stay would be to combine safari… for five or six days, and then continue with a beach stay for nine or ten days.”
He explained that extended holidays and rising airfare costs encourage travellers to maximise their experience.
“If you’re travelling so far… you want more return on investment and stay longer at the destination.”
In terms of preferences, Hanson highlighted strong demand across multiple regions:
“East Africa is the go-to place for safari activities—Kenya and Tanzania especially. South Africa is huge… with Cape Town, vineyards and the Garden Route.”
He added that Indian Ocean islands are also gaining traction.
“Seychelles and Mauritius are really big… Zanzibar is one of the main destinations as well for people who have been to Thailand and are looking for something else.”
A proven platform for meaningful engagement
Now in its fourth year in the Nordics, the Africa Showcase has built a reputation as a results-driven, content-focused event.
“People who are interested in Africa… say this is the best event when it comes to the region,” Amoudruz said. “They’re really coming to get information about the destination—not just for free food and drinks.”
The format is deliberately intensive, with structured one-on-one meetings.
“You get like 20 meetings at 10 minutes each… but they really value the content they get.”
Hanson underscored the importance of personal connections in an increasingly digital world.
“These one-to-one meetings are amazing because you get a real person to speak with. That’s not common these days… you search online and book, but here you build a great contact.”
Call for proactive engagement from exhibitors
While the opportunity is clear, Amoudruz advised African exhibitors to take a proactive approach to maximise results.
“Nordic people are not the most active when it comes to seeking contact… so it’s important that exhibitors go to the client and start the conversation,” he said. “They will never turn you down—but they won’t go to you if you don’t make that effort.”
With strong buyer interest, shifting travel patterns, and a proven engagement model, the 2026 Africa Showcase Nordics is poised to further position Africa as a top long-haul destination for Nordic travellers—at a time when the continent’s value proposition has arguably never been stronger.
