Nordics
27 April - 01 May 2025
Africa Showcase returns to the Nordic region in April 2025 for our annual visit to this top-producing source market. We’re encouraged to witness the Nordic market’s resurgence. In a thriving market, agents are sending more clients to Africa, offering tremendous growth prospects.
Our handpicked exhibitor selection highlights the best of Africa, featuring captivating destinations from East and Southern Africa. A diverse mix of operators, products and experiences resonates deeply with buyers, enabling them to identify their perfect partners.
Navigating the Nordic market alone can be daunting, but Africa Showcase empowers you. Our roadshow connects you with up to 90 pre-qualified Africa specialists in one week. This reach into the Nordic market - with the calibre of the buyers who attend the events - is simply not possible on an individual one-week sales trip.
With high average incomes, harsh winter weather conditions, and a high cost of living, it is understandable why Nordic people travel so much. Africa is the ideal match-up!
Roadshow Format
2025: Meetings and networking with Africa specialists in key cities
Market Expert
Gérald Amoudruz, World of Destinations
‘Africa and the Nordic travelers are the perfect match indeed. You have on one side a continent full of natural treasures, exotic landscapes and welcoming inhabitants, and on the other side globe-trotters seeking emotion, warmth and meaning, with a growing concern for sustainability. Once you have been for the first time, you just want to go back and explore the rest of the continent’
2024
Across Copenhagen, Oslo, and Stockholm, our roadshow resonated with over 120 operators and agents,
- seasoned Africa specialists and newcomers - showcasing the immense potential of the Nordic market for African travel.
One cannot ignore the allure of the Nordic traveller, whose desire for exploration is driven by factors like high incomes, harsh winters, and an inherent desire to escape to warmer climates. With over 20 million residents collectively and generous vacation allowances ranging from 4 to 6 weeks annually, the Nordic market presents a lucrative opportunity for African suppliers to expand their reach.
2023
Our exhibitors brought their A-game to the Nordics roadshow, and the trade responded!
The exhibitor selection on this roadshow promoted a wide range of Africa’s offering from Botswana, Congo, Kenya, Madagascar, Malawi, Mozambique, Namibia, Rwanda, Tanzania, South Africa, Uganda, Zambia and Zimbabwe.
Over 100 pre-qualified buyers attended the events across the 3 cities, clearly appreciating the mix of operators, products and experiences which allowed everyone to identify future partners.
2022
Thank you to all of our exhibitors for identifying the Nordics as an investment market post-Covid and for being part of our first live showcase back in this region.
With a combined population of 25 million people, Scandinavian travellers are strong supporters of our destination. In the travel trade, the Africa specialists are enthusiastic and ready to get going. Although some are still seeing short and medium haul destinations dominating travel enquiries, Africa enquiries are looking good into 2023.
The airports in all cities we visited were heaving busy - a combination of pent-up travel demand and the wheels of the global tourism industry starting to turn again. Let’s get them travelling to Africa!
2021
Our European Tour for #AfricaShowcaseOnline in 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.
Thank you to all of our Nordic buyers for joining us for another exciting edition of #AfricaShowcaseOnline in November 2021.
Buyer Feedback for #AfricaShowcaseOnline
‘The format ran smoothly although the back to back meetings were a little intense. At the moment there are probably too many virtual shows so buyers have to be selective particularly in these challenging times. I think 15 meetings that I held was a good number and several contacts that I will follow up on – which I consider a good result.’
Albatros Travel, Denmark
‘Thank you so much for organizing the Africa Showcase and for the fantastic prize I won yesterday. I am still pretty much shocked by winning such a great prize and I am really looking forward to discovering these properties! But first, we need to be allowed to travel again :)’
Magellan Tours AS, Norway
‘It worked well, good and intensive meetings. At least one way to stay in contact. Some exhibitors had a goodpresentation which made the meetings more inspiring than just to meet someone that just talks. Still always good with updates.’
African Tours and Safari, Sweden
‘Thanks SO much everyone. I thought the Showcase was good. I found some very good new niche operators that probably would not have been able to come in person so that was great.’
The Grown-up Travel Company, Norway
‘Africa Showcase was nice for inspiration. We need that now! All in all, I think the solution was good.’
Paradisreiser, Norway
‘We do have an issue with time/working hours these days! Working part-time and having to do everything anyway doesn’t leave much time to have extra meetings. There were a few [companies] I would’ve liked to meet but didn’t get a chance. I appreciate the chance of meeting the exhibitors afterwards. Technical everything worked fine with me. I actually think 10 minutes is fine – it gave me a chance to arrange another meeting with the ones I found interesting.’
Afrika Safari, Denmark
2020
The whole Nordic region is a growing tourism source market to Africa.
Yet, when positioning yourself from a sales and marketing perspective, each country needs to be considered on its own when it comes to travel patterns, priorities and concerns for travel to Africa.
It’s important to work the market with people who understand the trends. Our trade evenings in key hubs connect you to over 100 top African specialists – tour operators and agents already selling Africa – who are looking for new ideas for their clients.
Protea Hotels by Marriott - Africa
Ashnil Hotels - Kenya
Secluded Africa - Kenya & South Africa
