The 2026 Africa Showcase Mitteleuropa roadshow concluded in Hamburg with an energetic exchange between African tourism exhibitors and travel specialists from the German market, highlighting the continued importance of the German-speaking markets as key source markets for the continent.
Organised by Africa Showcase in partnership with Travel Advance, this year’s Africa Showcase Mitteleuropa reaffirmed its position as a leading roadshow connecting African destinations, tourism products and suppliers with the German-speaking and Benelux travel trade.
Held from 28 September to 1 October, the showcase made stops in Utrecht in the Netherlands, followed by Cologne and Hamburg in Germany, bringing together more than 32 exhibitors and a curated selection of travel buyers and Africa specialists.
Co -Owner of Africa Showcase Amanda Margison
The 2026 programme opened in Utrecht, where the inaugural Netherlands edition generated strong interest from the Dutch market, with travel agents from both the Netherlands and Belgium attending. Exhibitors welcomed the opportunity to strengthen relationships in the Benelux region and explore new opportunities for African tourism.
Clive Battell of Seasons in Africa highlighted the value of the Utrecht event, noting that the participation of travel agents from the Netherlands and Belgium created a focused platform for building stronger trade relationships across the Benelux market.
The roadshow then moved to Cologne, where the focus shifted towards consolidating relationships in Germany, one of Africa’s most established and valuable source markets.
Sarieska Spreeuwenberg of The President Hotel, Cape Town, underlined the importance of the German market during the Cologne showcase, pointing to the opportunity to strengthen travel-trade relationships as the property continues to expand its FIT and family-friendly positioning.
In Hamburg, the final stop of the roadshow, Destination Dialogues provided an intimate format for conversations around African destinations, travel behaviour and emerging market trends. Designed as short, focused discussions rather than traditional presentations, the sessions brought exhibitors together around shared destination, product and market perspectives.
Reflecting on the overall roadshow, Africa Showcase co-owner Amanda Margison said:
“It’s been a fantastic Mitteleuropa this year, with three sessions across the Netherlands and Germany, finishing in Hamburg. Our Destination Dialogues gave the trade bite-sized insights into Africa, with a focus on Southern Africa, while six panel sessions allowed exhibitors to showcase their itineraries. We also brought buyers and sellers together through one-on-one meetings. With more than 32 exhibitors participating, including several new names, it’s encouraging to see such strong engagement. The continued support of German Africa specialists, many returning year after year, highlights the strength of this market and the value of these events.”
The Hamburg showcase also provided an opportunity for exhibitors to exchange insights on shifting traveller preferences and the trends shaping demand for African destinations. Johannes Soeder of Akwaaba Africa praised the strong atmosphere, insightful discussions and diversity of exhibitors, saying the event had brought fresh perspectives on Eastern and Southern Africa and that he looked forward to returning.
For some exhibitors, the value of the showcase was reflected not only in immediate trade engagement but also in longer-term business growth.
Rainbow Tourism Group’s Shupai Marware
Rainbow Tourism Group’s Shupai Marware pointed to the company’s experience since joining the showcase in 2013.
“Our overseas arrivals have doubled from 25,000 to 50,000 since joining the show in 2013, while foreign business generation has grown fivefold,” he said.
The results underscore the commercial potential of sustained engagement with the European travel trade. By combining destination insights, product showcases, market intelligence and direct buyer-seller meetings, Africa Showcase Mitteleuropa demonstrated the continued appetite for African travel and the importance of maintaining strong trade relationships across Germany and the wider German-speaking and Benelux markets.
With its final exchange in Hamburg, the 2026 edition closed on a positive note, leaving exhibitors and buyers with new connections, fresh market insights and renewed opportunities to grow travel to Africa.
