Experience Africa, the premier trade event for the African travel industry, kicked off in London with unprecedented attendance and engagement, attracting 602 attendees from 37 countries.
The event has seen a significant surge in international buyers, with the top countries represented including the UK, Belgium, USA, Netherlands, China, and Italy. This highlights the growing global interest in African tourism and the continent’s diverse travel experiences.
“The impressive turnout of international buyers at this year’s Experience Africa is a testament to the growing recognition of Africa as a must-visit destination,” said Chris Mears, CEO of Experience Africa Events.
The show floor is buzzing with over 7,480 pre-scheduled appointments, reflecting a high level of engagement and anticipation among buyers eager to connect with exhibitors. The event features South Africa as the headline destination and the Botswana Tourism Organisation as a key sponsor.
Nigel Vere Nicoll, President of the African Travel and Tourism Association (ATTA), emphasized the importance of the event, stating, “We are the voice of Africa, and Experience Africa this week will be testament to that.”
The event will include destination training sessions, panel discussions, and the inaugural ATTA for Action Awards, sponsored by the Botswana Tourism Organisation, which recognizes companies committed to sustainable and responsible tourism practices in Africa.
RELATED NEWS: Travel and Tourism Sector Booms in Kenya and Tanzania
Over the next three days, attendees can expect a rich programme of networking, knowledge-sharing, and collaboration, solidifying Experience Africa 2024 as a hub for the African travel industry.
