North America
10 - 21 November 2025
The Africa Showcase 2024 Roadshow underscored the immense opportunities for African tourism from North America. From fostering meaningful connections to gaining invaluable insights, this journey paved the way for exciting collaborations and partnerships. Together, let’s build on this success and continue to inspire the world to explore Africa.
Join us in November 2025 for our next edition, bringing together African tourism suppliers and the North American travel trade in these important hubs: ATLANTA | NEW YORK | SAN DIEGO | VANCOUVER.
Roadshow Format
2025: LIVE meetings and networking with pre-qualified buyers in key cities across North America
Market Experts
David DiGregorio & Jane Behrend, Re.think Travel Marketing
'You can see how filled and excited the room is with people ready to buy and sell Africa. It’s a very interesting time here in North America; a lot of changes politically and economically, but mostly that means opportunities for those of us selling long-haul destinations and Africa specifically. It’s a great time to be promoting Africa.’
David DiGregorio
The North American market is booming! The interest in going on safari is at an all-time high and what we’re seeing is a lot of interest in off-the-beaten path destinations. Yes they want the city and what’s going in Cape Town but people are also really interested in experiences, wellness and more active vacations.’
Jane Behrend
2024
From Los Angeles, to Chicago, to Toronto, Team Africa shared the passion of our destination.
42 suppliers participated in this roadshow, showcasing the rich variety of experiences and products available across 17 African countries. Countries represented included Angola, Botswana, the DRC, Eswatini, Kenya, Lesotho, Madagascar, Malawi, Mozambique, Namibia, Rwanda, Sierra Leone, South Africa, Tanzania, Uganda, Zambia, and Zimbabwe.
From luxury safari lodges and beach getaways to unique adventures and sustainable travel initiatives, the diversity of offerings was a standout feature.
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.
2022
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.
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.
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.
Buyer Feedback for #AfricaShowcaseOnline
'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.
Rainbow Tourism Group - Zimbabwe
Heritage Hotels - Kenya
Hideaways - Zimbabwe & Botswana
