Mitteleuropa
15 - 19 September 2025
Germany and Switzerland have a long-standing network of specialist Africa tour operators. The German-speaking market is reporting good sales for Sub-Saharan Africa, reflecting the release of pent-up travel demand and we can certainly see strong signs of recovery to get us back to pre-pandemic levels.
Face-to-face meetings provide an opportunity for real discussion and an easier gauge to assess business potential. For our next edition in November 2023, Africa Showcase returns to the hubs of ZURICH, COLOGNE and MUNICH for you to meet the best of the trade in these top-producing regions.
When we recruit the buyers to attend, extensive pre-show marketing is undertaken across the German-speaking market, giving your brand visibility even wider coverage.
Roadshow Format
2025: Destination Dialogues and Meeting Sessions with Africa specialists in key cities
Market Expert
Travel Advance - Paddington Tucker
We have observed the German, Swiss and Austrian tour operators returning to good health. They have hired new staff and across the board report record levels of requests to Africa. The timeless appeal of Sub-Saharan Africa as a tourism destination is as robust as ever.'
2024
We wrapped up a highly successful week in Germany, with two dynamic events held in Munich and Hamburg.
Designed as a key platform for African tourism suppliers to connect with German-speaking buyers, this roadshow delivered impactful, high-quality engagements that have set the stage for future growth and partnerships.
Our new ‘A Day in Africa’ format, along with focused Destination Dialogues and a well-received hosted buyer programme, ensured that exhibitors maximised business opportunities with this important source market.
2023
Our recent Mitteleuropa roadshow, featuring vibrant events in Zurich, Cologne, and Munich, has illuminated a thriving interest in African travel across the region. African tourism is experiencing a resurgence, with German and Swiss tour operators reporting robust health, increased staff hires, and record levels of requests.
The timeless allure of Sub-Saharan Africa remains strong, and recent geopolitical developments have only heightened its appeal as a stable destination. As we head into the European winter, traditionally a peak planning period for holidays, prospects for African tourism look exceptionally promising.
2022 - NOVEMBER
This time, our roadshow took us to the key northern German cities of Hamburg and Berlin, with the grand finale in the Swiss travel headquarters of Zurich.
We were pleased that our events attracted a high calibre of buyers. Our European partners – Travel Advance and Michaela Soule Marketing – worked hard to recruit a variety of Africa specialists, boutique travel agents and multi-destination operators.
It was so valuable to be back in-country to hear direct updates. Buyers appreciated the spread of destination representation being so appealing for them. This showcase represented tourism offers from Botswana, Kenya, Lesotho, Mozambique, Namibia, Rwanda, South Africa, Tanzania, Uganda, Zambia and Zimbabwe.
2022 - APRIL
We had a roaring start to our roadshow with effervescent Rhineland buyers in Cologne. Our exhibitors enjoyed the variety of Africa specialists, multi-destination operators and travel agents.
Onwards to Frankfurt to meet with more industry colleagues face-to-face. Here, our exhibitors expressed excitement at the high calibre of buyers who attended our event.
The roadshow wrapped up in Munich where the buyers came out in force for our event at the iconic Park Café. The evening was both invigorating and fun-filled and the buyers are feeling re-energised to sell Africa.
Buyer Feedback for #AfricaShowcase
'Thanks so very much for the wonderful African Showcase event in Munich. It was just fantastic to finally meet lots of industry friends again as well as new contacts in person, for the first time in I don’t know how long. What a difference it makes when you actually get to learn from sellers about their products, what’s still there, what’s new, when you’re sitting at the same table. After all we are very much in a people business in which personal contacts matter and also motivate. Already looking forward to the next Africa Showcase.'
Afrikarma Safaris
'Thank you so much for this awesome roadshow! There were so many interesting exhibitors and I learned a lot about the products from Africa. Also feeling beyond grateful for winning this spectactular prize.'
Explorer Fernreisen GmbH
'I would like to thank the Africa partners very much for this beautiful and informative event! It was really a great event. The location was easy to reach, the food delicious, the African wine was of course tasty and the partners all nice and partly also funny.'
Golfreisen1a.com
'I still can't believe I won. I am very happy that I can finally travel to my beloved South Africa again. It was a great event. Thank you very much for the invitation.'
Jebo Travel
'Thanks once again for the wonderful and productive Africa Showcase Event in Frankfurt. I really liked the new event concept with a short introduction followed by free flow meetings, being able to choose the products of personal interest and having more productive time to talk with the chosen suppliers. Keep up the good work!'
African SoluTions
2021
Our European Tour for #AfricaShowcaseOnline in March 2021 brought together 160 European buyers and 40 top quality African exhibitors for a focused week of meetings and discussions about the re-opening of our tourism sector.
Presenting from our studio in Johannesburg, with exhibitors representing tourism offers from 30 African countries, our virtual platform connected with buyers from across Europe to keep alive the dream of travel to Africa.
Our online events in November 2021 delivered the perfect continuation in this market to ensure relationships are maintained.
2020
We anticipate that when international travel truly starts up again the German-speaking market will resume its position as a major source of international travellers. Going into this year’s online edition of Africa Showcase, we embraced the challenge to secure top buyers to help our exhibitors on their path to recovery.
Many operators have reported a very difficult year and some companies restrict their employees from participating in virtual events (due to short working hours) yet we are encouraged by the enthusiastic response for the roadshow. We know that this market has potential to bounce back successfully.
On exhibitor request, we will combine this market track with the Benelux region for our event in March 2021 to give you an expanded reach into the Northern European trade.
Buyer Feedback for #AfricaShowcaseOnline
‘The online version on Africa Showcase was absolutely fantastic! Perfectly organised, super informative and fun! Thank you very much!’
Globetrotter Select, Germany
‘Thank you again for inviting us for the Africa Showcase. My colleague and I took turns attending the meetings. We both liked the official (warm) welcome very much. Everything was well organised. Also the way you prepared us for the meetings was very well organised. The mixture of exhibitors was well matched. We hope we will be able to send clients to Africa again soon.’
Africa Feeling, Netherlands
‘It is great to get in touch with suppliers in Africa in this way. Especially at this time, when trade fairs are not possible, this is a good way to keep in touch. My longing for Africa is just so great and I hope very much that we can soon travel again somewhat normal. I am already looking forward to the next Africa Showcase.’
Njovu-Safaris GmbH, Switzerland
‘I thoroughly enjoyed the show, to me it was perfect. I enjoyed the care of the organisers. I’m feeling encouraged to promote Africa again after all the meetings. It was a motivating and interesting event!’
TOUCAN Reisen GmbH, Germany
'I still can't believe I won. I am very happy that I can finally travel to my beloved South Africa again. It was a great event. Thank you very much for the invitation.'‘Thank you very much for having had me at Africa Showcase, it has been my first "online-trade-show" and it was very well organised and an interesting new experience 😊!’
Uhambo eAfrica Touristik GmbH, Germany
‘Wow I am a little overwhelmed! I feel so privileged to have won these amazing prizes. Thank you so much for offering these amazing experiences!! I am very ready to travel :)’
Gemsbok Reizen, Netherlands
2019
Mitteleuropa continues to be the economic powerhouse of the European continent and a major contributor for tourist arrivals to Africa. Germany is the 3rd biggest tourism spender of overseas tourism in the world (after USA and China), with 78% of the population travelling.
Germany and Switzerland have over 350 small tour operators who specialise in Africa. Africa Showcase has created a strong tradition with our annual visits to the market, developing a good following with these operators.
The trade is always enthusiastic to meet and learn about new products and to be introduced to new destinations within Africa.
The Blue Train - South Africa
TC International - Southern Africa
Return Africa - South Africa
