Bigger and better…Everyone wants a share of the North American market!

The landscape for sales calls in North America has changed as buyers have very limited time and many still work remotely, meaning that many US reps find trade shows and events to be the most cost effective way to reach agents.

Africa Showcase makes a sales trip to North America effective and affordable. You’ll see 2 to 3 times more agents than going on your own.

Our next edition will take place in NOVEMBER 2024 visiting incredible cities for the Canadian and US markets – TORONTO, CHICAGO and LOS ANGELES - where we have hubs of top-performing Africa specialists. We will also have a targeted hosted buyer programme to bring in key East Coast buyers from New York into Chicago plus buyers from California and Texas for the ‘LA Blowout’.

Roadshow Format

2024: LIVE meetings and networking with pre-qualified buyers in key cities across North America

2023

The latest edition of Africa Showcase North America was an energising event spanning two weeks, with stops in Seattle, Denver, Fort Lauderdale and Boston.

The roadshow provided a dynamic blend of networking opportunities, destination insights and meaningful business interactions for 44 hand-picked African travel suppliers. They connected with over 200 pre-qualified buyers, who are eager to dive into the wonders of Africa and expand their sales prospects. We met with high-performing agents, including boutique operators, consortiums, consolidators, and several newcomers to Africa travel.

The US market, known for its purchasing power, is eager and open for business. 

2022

Our East Coast events in Fort Lauderdale saw some buyers travelling great distances to feel the Africa vibes once again. These top-performing operators and agents were impressed by, and excited to meet, our African suppliers. The West Coast events in Los Angeles attracted buyers from across California who brought an exciting energy with good business potential.

Africa Showcase has always been fortunate to attract a strong following of top Africa specialists, but what’s even more exciting to see is the amount of new buyers who are now selling Africa. Following the pandemic, there are many agents and operators looking for new ideas and, through their discovery of our destination, we anticipate even more growth from this region.

2021

Reconnect Globally – that’s what Africa Showcase Online strived to achieve! Our 2021 edition with the North American buyers created an opportunity for our African suppliers to once again reconnect with this essential market across the US and Canada, and build new relationships with an ever-evolving trade.

We are seeing so many changes to the market dynamics, new operators and agents starting up, existing operators looking for new partners, and shifts in market trends. Our Market Insights Session served to unpack some of these dynamics and assist our exhibitors in particular to focus their meetings in a relevant manner. It is always a privilege to bring our trade together and share our passion for travel to Africa.

2020

For Africa Showcase Online : North America in September 2020, we had a superb line up of 18 suppliers, who could provide the latest news and valuable updates on 20 different African countries to keep the dream of African travel alive. Thank you for joining us and for the opportunity to connect you to the US and Canadian markets.

It was good to meet some new buyers and to see so many regular Africa Showcase supporters join us. To quote one of our suppliers, the ‘calibre of the buyers was stellar’ and we are pleased that there is good business potential for our participants.

'This prize puts SA at the top of my list for personal trips once we are able to travel freely from the US!'

Travel Leaders – Travel Center

‘Thank you so very much for having me on the Africa Showcase. I am trying to delve into this destination to better market / promote to clients and prospects alike, so this is indeed a magnificent opportunity.' 

Dream Vacations

‘Can’t wait to get our clients and ourselves back to East & Southern Africa. Great show!!’

Vision Travel Solutions

‘Well done…this was excellent!’

Goway Travel

‘This conference was amazing...the amount of outfitters and hotels were amazing. I’ve met very amazing people. I know I will be working with some of them.’

Diamond Luxury Travel

‘A great show, thank you!’

Nexion Canada

‘Great show ladies! Well done!'

Traversing Africa

‘I enjoyed the Africa Showcase. It was well organized and I like the designated times for each coast. Also, it was very easy to identify and submit to meet instead of scheduling a time to meet. Well done! And I look forward to the next showcase.’

Vicky's Travel 

2019 

North America is an essential market for sales and marketing investment.

Kenya highlights the USA in top place for international arrivals with 245,000+ American visitors to Kenya in 2019. Canadian arrivals for the same period show 41,000+ travelers, making this a formidable market. The latest statistics for South Africa feature 2018 as SA’s most successful year on record with 376,000+ Americans visiting South Africa, with stable numbers throughout 2019.

At Africa Showcase in North America, we succeed in delivering proper content and context to both buyers and suppliers. For over a decade, we have provided our valued travel partners across the USA and Canada with the tools, in-depth product knowledge and resources to effectively sell travel to their high-yielding clients.