Growing Interest In African Tourism At Experience Africa 2024
Experience Africa, the premier trade event for the African travel industry, kicked off in London on 1 July 2024, with unprecedented attendance and engagement. The event drew 602 attendees from 37 countries, showcasing the growing global interest in African tourism.
The show saw a notable surge in international buyers, signalling strong interest in the continent’s diverse tourism offerings. Among the top countries represented by buyers were the UK, Belgium, USA, Netherlands, China, and Italy, underscoring the global appeal of African travel experiences. The show floor buzzed with over 7,480 pre-scheduled appointments, reflecting a high level of engagement and anticipation among buyers eager to connect with exhibitors.
“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. “We are proud to facilitate these connections between African tourism businesses and the global travel trade.”
Experience Africa 2024 was a hub for networking, knowledge-sharing and deal-making, featuring South Africa as the headline destination and the Botswana Tourism Organisation as a key sponsor. Key highlights of this year’s event included:
• 266 buyers from 20 countries
• 183 exhibiting organizations from 19 countries
• 4 industry partners
• A record-breaking 7,480 pre-scheduled appointments
The inaugural ATTA® for Action Awards, sponsored by the Botswana Tourism Organisation, also took place during Experience Africa 2024.
The awards program was designed to recognize and celebrate companies that have demonstrated exceptional commitment to sustainable and responsible tourism practices in Africa.
Experience Africa 2024 ran for three days, providing a platform for networking, knowledge-sharing, and collaboration.
Attendees experienced a rich program of destination training sessions, panel discussions, and other engaging activities.
From: Destination Zw Issue 11
