Southern Europe
02 - 07 February 2025
Africa certainly has a strong appeal right now for travellers from France, Spain and Italy. This market is buoyant and there is a lot of optimism. The trend still tends to be last minute for travel to East and Southern Africa which is helpful to balance longer-term forward bookings.
Africa Showcase returns to Southern Europe in February 2025, taking our top quality African exhibitors to meet with the passionate Africa specialists in this region. We're seeing a lot of new potential in this market as a result of staff changes in recent years and new travel designers emerging.
These markets present several promising opportunities. For the French market, Africa can cater to the demand for unique experiences, flexibility in bookings, and offering authentic, safe, and outdoor-focused travel options. By leveraging the current growth in online bookings and targeting specific segments, such as FITs and multi-generational travellers, we can drive success in the vibrant French tourism market.
For the Spanish and Italian markets, we can tap into niche requirements, attract repeat visitors, and leverage online sales channels. By aligning with current travel trends and offering unique and eco-friendly experiences, Southern and East Africa can position itself as an attractive and top-of-mind destination for Spanish and Italian travellers. Focusing on nature, outdoor activities, and personalised excursions can drive growth and strengthen the appeal of the region in the post-pandemic travel market.
Roadshow Format
2025 - 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.’
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.
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.
Buyer Feedback for #AfricaShowcaseOnline
‘Thank you for organising this virtual Roadshow, very positive for me to have met up with many new products and organisations.’
Easy Africa / Amisano Tour, Italy
‘GREAT SHOW!!!’
Eugenio Marelli Consulting, Italy
‘Thank you so much for the one-to-one meetings you organized for us.’
Safari ADV, Italy
‘This showcase was a great opportunity for me to meet up with many suppliers and I found it so very useful. Thank you so much for this amazing prize, I will certainly discover a wonderful destination, properties and suppliers.What a better way to offer a destination to my clientele than after being there personally. I loved my meetings today, with Collin (I will try the best burgers and milkshakes), Jason and Lorena here in Spain, Sigrid that made me dream with the Boat Villa and the beautiful ladies of the Waterfront Rozitta and Adri.’
Red Karpet Travel, Spain
‘Thanks for organizing this show, it was a great opportunity to meet new products and see people again after a long time. I’ve only had a very quick introduction to Masai lifestyle during my trip to Tanzania, as I haven’t been to Kenya yet but hopefully this Kenya experience can happen, sooner or later. I wish you a great re-start of business.
’ViaggiGiovani, Italy
‘Thank you very much for the prize, I was so lucky!!!! I look forward to booking my trip to South Africa and visiting both Dream Hotel and Bayala Private Game Reserve! Let’s hope we will be allowed to travel abroad soon.’
African Explorer, Italy
2020
Southern Europe is an obvious geographical group, yet each of these markets have their own dynamics and unique cultural nuances.
Market insights and personal guidance enable you to meet with the key operators in France, Spain and Italy who sell sub-Saharan Africa; an opportunity to touch base with the most relevant players.
These countries are all showing steady growth for our destination, as we offer what their travellers want - authentic African experiences that combine safari and sun. On this roadshow, we see exceptional product meeting with enthusiastic, knowledgeable buyers.
Sabi Sabi Private Game Reserve - South Africa
Camp Sabali - Zambia
Tsogo Sun Hotels - Southern Africa
