Australia

21 - 31 July 2025

PERTH | SYDNEY | BRISBANE | MELBOURNE

A powerhouse market for African travel

Australasia continues to be one of Africa’s most loyal and lucrative source markets. Despite shifting economic conditions, demand for authentic, high-end African travel remains strong. Our roadshow offers you the strategic, face-to-face access needed to convert that demand into bookings.

Our in-country facilitators bring deep, real-time market insight and connect you with key decision-makers who shape how Africa is sold. With a curated schedule of four vibrant Trade Evenings and additional targeted meeting sessions, you'll meet over 300 pre-qualified buyers – from specialist retailers to influential wholesalers – across the country.

We place special emphasis on Australia’s powerful distribution channel. By creating dedicated opportunities to engage with wholesalers in each city, we
ensure that your brand resonates through the full supply chain – from packaging to point of sale. This is your chance to embed your product into the retail landscape in a market that truly moves the needle for African tourism.

Why Australasia?

- A high-yield, long-stay market that consistently prioritises Africa as a dream destination.

- Buyers value strong supplier relationships, support in the market, and unique experiences they can sell with confidence.

- The Australian travel trade landscape relies on trusted wholesalers to drive volume and shape the retail offering.

Ready to meet the Australasian travel trade?

Express your interest and benefit from early-bird savings when bookings open: [email protected]

Roadshow Format

2025:
VIP Meetings between wholesalers and African suppliers
Trade Evenings with travel agents and travel advisors

Market Experts

Luxury Travel Marketing - Margi Jansma and Lauren McAlpine

www.luxurytravelmarketing.com.au

‘Africa remains a bucket-list destination for Australian travellers, yet with many planning their second or third trips to the continent. Multi-generational family travel is a key segment, and combination trips to Europe and Africa ‘en route’ back to Australia are also increasing. The trade is busier than ever preparing itineraries and quotes for travel in 2025 and 2026, with airlift into Africa driving early-bird specials and increased accessibility.’

2024

Africa Showcase 2024 was a jam-packed multi-event across Auckland, Melbourne, Brisbane, and Sydney over two weeks.

We had a phenomenal experience on the ground with a great group of travellers, all passionately promoting their unique part of Africa.

There is huge demand out of the Australasian market for Africa in 2025; it is without a doubt a top-selling destination at the minute. Africa’s tourism industry is expected to exceed pre-pandemic levels by 2025. African travel from Australia is showing us that travellers now prefer longer stays in destinations, and confidence has returned to the market in a big way. This year’s event also marked our return to New Zealand after seven years!

2023

Africa Showcase: Australia 2023 was a resounding success, featuring engaging sessions with key wholesalers and vibrant trade evenings in Brisbane, Sydney and Melbourne.

The roadshow reaffirmed Africa’s position as a bucket-list destination for adventure-seeking Australians. We curated a range of products, experiences and services to meet this demand to provide loads of inspiration to over 300 wholesalers, specialists and retailers for Africa sales.

We showcased tourism experiences from Angola, Botswana, DRC, Egypt, Eswatini, Kenya, Madagascar, Malawi, Mozambique, Namibia, Rwanda, South Africa, Tanzania, Uganda, Zambia and Zimbabwe.

2022

Africa Showcase: Australia 2022 was an enjoyable and productive roadshow with an enthusiastic reception from the market. For our first roadshow in Australia since 2019, we chose to keep the focus on the distribution channel as a key component to re-building tourism to Africa, with a goal of ensuring a solid season for 2023 and into 2024.

The theme for this year’s roadshow was a celebration of our resilient industry. The curated selection of companies showcasing Southern and East Africa was an inspiring line-up to attract all the major wholesalers in each city as well as a number of Africa specialists who were keen to hear the latest updates and special offers.

Overall this showcase delivered 200 travel trade contacts in one week, giving a great injection for our exhibitors in this source market.