Australia
21 - 31 July 2025
Australia remains a priority market for African tourism, with resilient traveller demand even amid economic shifts. Our in-country facilitators bring valuable insights into evolving trends, high-value opportunities, and Australia’s love for Africa, giving you a distinct advantage. What’s more, you get direct access to our market experts during the roadshow.
Our roadshow has a proven track record of building meaningful partnerships and accelerating growth. With an expertly curated schedule, we’ll connect you directly with up to 300 of Australia’s top buyers across four vibrant Trade Evenings, plus additional targeted meeting sessions with decision-makers. The result? Exposure to pre-qualified buyers, impactful presentations, and one-on-one meetings that optimise your time and investment.
Once again, we are dedicating special focus to our esteemed wholesalers, providing a platform to engage with retailers in each city. The distribution channel is key to Africa's success in this market and the Aussie-based wholesalers are important layer in the trade landscape.
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
‘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.
2020
We anticipate a gentle increase in demand from this market, until all is clear and the floodgates can open. Thereason for travel has not changed, the Africa specialists are still in place to deliver on the needs of the Australianand New Zealand travellers and we look forward to the projected recovery.
Our online event in 2020 delivered 90% of our key wholesale partners to reconnect with our exhibitors for one-on-one meetings. And we were pleased to register an excellent spread of travel companies spanning Australia and New Zealand who remain committed to selling Africa when the time comes. Many of the travel partners remain employed, however the result of Covid-19 is that we have lost a number of great Africa specialists who had a lot of Africa experience, which will take effort to rebuild.
Buyer Feedback for #AfricaShowcaseOnline
‘Simply the very best online presentation I have ever experienced. EXTRAORDINARY!!! It’s on for me, promoting Africa all over again. Thank you to the entire team and presenters for an outstanding presentation. Learnt lots and really inspired to take on Africa again soon.’
MTA Travel
‘Thank you. It is so good to get that feeling back of sharing the world for the right reason.’
Bunnik Tours
‘Many thanks for organising and putting together a wonderful showcase.’
MW Tours
‘Great format Africa Showcase, well done!’ Adventure Destinations
'Never wanted to ride a motorbike through a sand dune more in my life’
Smartflyer Australia
2019
The Australian market is booming for Africa, which is evident by the enthusiasm from the travel trade to attend our events. We visit the major hubs for long-haul outbound travel offering dedicated meetings with wholesalers and top-producing African specialists who play an integral role in the distribution channel.
Although people may enjoy the convenience of online bookings, they ultimately have a trust factor that needs to be met, highlighting the advantage that traditional operators still have, as they are the true Africa experts for a specialised destination.
Our trade events offer an interactive evening of networking and Africa updates, with exposure to the wider retail audience.
Wellworth Hospitality - Tanzania
Le Voyageur - Madagascar
Shamwari Private Game Reserve - South Africa
