Southern Europe

9 - 13 February 2026
LISBON | PARIS | TURIN

Inspire connection | Curate stories | Showcase Africa

Southern European buyers are drawn to travel that speaks to the heart. They value personal relationships, rich storytelling and soulful experiences that offer their clients a deeper connection with place and people. Africa, with its beauty, warmth and diversity, is exactly what they’re looking for – if it’s presented with care. This roadshow isn’t about quick pitches. It’s about meaningful conversation and building relationships that lead to bookings. Our intimate format allows for relaxed, focused engagement with high-potential buyers who specialise in long-haul, experiential travel.

Why Southern Europe?
- Portugal joins the Africa Showcase calendar for the first time – a growing market eager for authentic African products.
- Our Italy stop moves to Turin for 2026, offering a fresh opportunity to meet agents outside of our traditional Rome or Milan stops.
- For the ever-important French market, Paris serves as the key hub for French-speaking buyers in Southern Europe.

Ready to meet the Southern European travel trade?

Express your interest and enjoy early-bird benefits when bookings open: [email protected]

Roadshow Format

2026 - Meetings and networking in key cities

Market Expert

Lidia Martinuzzi

‘The travel trade in Spain and Italy is reporting an upward trend in enquiries to visit Africa. The desire to travel is very high! FIT’s are currently the main segment of travellers - firstly honeymooners followed by families as well as friends travelling together. Tour series are increasing in bookings, and we’re seeing small leisure groups travelling again.’

Market Expert

Elke Menz

'‘France as a source market features amongst the top 5 long haul source markets to Southern Africa. Even during the Covid phase, the French continued to travel to regions like Tanzania and Kenya. A high percentage of the population is vaccinated and most of the restrictions were lifted in May 2022, enabling the recovery of international tourism to be faster than expected.’

2025

The 2025 edition of Africa Showcase Southern Europe was an impactful journey through Madrid, Paris, Milan and Rome, bringing together top tourism suppliers from Africa to meet with passionate travel professionals from Southern Europe. The roadshow created a vibrant platform to connect, share, and inspire new business opportunities for the African travel industry.

Across four cities, 115 pre-qualified operators, agents and travel designers joined us - exceeding our promise of 100 buyers. Their genuine interest in Africa’s diverse offerings reaffirmed the strength and potential of this market for African tourism.

2024

Africa Showcase made waves in Southern Europe, bringing together an exceptional blend of African exhibitors and discerning buyers from Italy, Spain and France.

Across a vibrant week, this eagerly anticipated roadshow sparked genuine connections, offering invaluable insights and business prospects within the dynamic Southern European market.

Carefully curated to match the diverse interests of buyers, our selection of exhibitors showcased a rich tapestry of experiences, spanning 13 African destinations from Botswana to Madagascar, South Africa to Kenya.

2023

The travel trade in Paris, Madrid and Milan all expressed their gratitude for our visit at this particular time. The desire to connect again in person and to obtain product and destination knowledge directly from our exhibitors, the market experts, is of immense value to the operators and agents. Throughout the pandemic, the Africa specialists in these markets continued to promote our destination with passion.

Our exhibitors met with 100 of the top producers for Africa in these key cities. A quick calculation if you were to do your own sales trip, averaging 3 sales calls per day, it would take 32 days on the road to achieve the same numbers.