Mitteleuropa
28 September - 2 October 2026
UTRECHT | COLOGNE | HAMBURG
Engage the German-speaking travel trade with purpose
Mitteleuropa is a powerhouse for outbound African travel. Buyers in Germany, Switzerland and Austria are professional, precise, and deeply committed to the destinations they sell. They value long-term partnerships, sustainable products, and events that deliver real business results.
Africa Showcase Mitteleuropa is purposefully designed for this market. We offer a focused, high-impact format with hosted buyers, curated conversations, and ample time for strategic networking. It’s about more than meetings – it’s about aligning with market goals and building trust with the most influential Africa sellers in the DACH region.
For 2026, we expand on our winning format to include the Benelux region. Yes! We will be holding Africa Showcase in Utrecht for the first time, inviting buyers from across The Netherlands and Belgium to meet our African suppliers. We continue the week with our trade events in Cologne and Hamburg to give you renewed reach into these important hubs. Hosted Buyers are invited to join from other parts of the Mitteleuropa region.
Ready to meet the Mitteleuropa travel trade?
Express your interest and benefit from early-bird savings when bookings open: [email protected]
Roadshow Format
2026: 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.'
Market Expert
Travel Consultants International - Ingo Jacob
https://www.tcinternational.de/en/home/
'With a double-digit percentage increase in tourists from the DACH region to Southern and Eastern Africa in 2025, and further increasing flight capacities from Central Europe, these markets are expected to continue growing. I want to assist in connecting the exhibitors of the Africa Showcase Mitteleuropa with the attending leading tour operators and agents in the region to grow business together.'
2025
Africa Showcase: Mitteleuropa 2025 delivered a powerful week of connections across the DACH region. The roadshow began with a warm Welcome Event on Lake Zurich and continued with impactful networking events in Zurich and Munich.
The trade events were designed to provide direct market access to top-tier operators and agents who have the potential to grow African suppliers’ businesses in this key source market.
The event followed our proven format of Destination Dialogues and structured networking meetings, bringing together leading African suppliers and highly specialised buyers from Germany, Switzerland, and Austria.
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
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.
© 2026 AFRICA SHOWCASE LIMITED
Unit 3D, North Point House, North Point Business Park,
New Mallow Road, Cork, Ireland T23 WYK5
Johannesburg, South Africa