Events

WE ARE AFRICA is the world’s most vibrant gathering of high-end African travel brands, the finest buyers and top international press. With a shared mission to transform and rebrand African travel for the global luxury market, the We Are Africa tribe celebrates the continent’s wildly diverse nature, infinite beauty and bountiful opportunity.

In many ways, Cape Town is a metaphor for modern Africa. Combining breathtaking natural landscapes, pristine beaches, culinary creativity and vibrant arts and culture, the Mother City forms a natural meeting point to celebrate Africa’s diversity.

Location:
We Are Africa takes place in the unconventional setting of the DHL Stadium, a five-minute walk from the Waterfront. We aspire to do things differently on our show floor, which has previously featured pitch side ice cream vans, several gastronomic bars and a lunch market.

Africa’s Travel Indaba is one of the largest tourism marketing events on the African calendar and one of the top three ‘must visit’ events of its kind on the global calendar.

It showcases the widest variety of Africa’s best tourism products and attracts international buyers and media from across the world. Africa’s Travel Indaba is owned by South African Tourism.

Africa’s Travel Indaba has won the awards for Africa’s best travel and tourism show. This award was presented by the Association of World Travel Awards.

Show Times:
11 – 13 May 2026: 10h00 – 18h00
14 May 2026: 10h00 – 17h30

Website
Africa’s Travel Indaba: www.indaba-southafrica.co.za
South African Tourism: www.southafrica.net

Tour & Travel Exchange is a value-packed forum for international travel buyers and suppliers.
The three-day format offers pre-scheduled one-on-one appointments, informative workshops & speakers, and a wealth of networking opportunities.

WHO’S INVITED?
BUYERS: Tour & Travel Exchange hosts up to 50 world-class, highly qualified, motivated buyers focused on international travel destinations. Qualified buyers receive complimentary accommodations and admission to all Tour & Travel Exchange events.

SUPPLIERS: Approximately 50 suppliers from Africa/Asia/India/Middle East/South America/South Pacific attend the Tour & Travel Exchange, including tourism boards, hotels, resorts, safari lodges, destination management companies (DMCs), attractions, and airlines.

WHY PARTICIPATE?
– MARKETPLACE: Two days of pre-scheduled 18-minute, one-on-one meetings between qualified buyers and sellers.
– EDUCATION: Two days of destination and supplier-based workshops during breakfast and lunch.
– RELATIONSHIPS & NETWORKING: Key international sellers will have ongoing opportunities to connect with well-qualified buyers, and develop new relationships and business during the one-on-one meetings, hosted meal functions, and networking events.

WHEN IS IT?
Tour & Travel Exchange will be held June 4 – 7, 2026

WHERE IS IT?
Sheraton Grand at Wild Horse Pass
5594 W Wild Horse Pass Blvd
Chandler, AZ 85226

Since launching in 2018, Experience Africa has become the UK’s leading B2B event dedicated to African tourism, connecting a curated community of African suppliers with international buyers through high-value pre-scheduled meetings and targeted networking opportunities.

The show brings together accommodation providers, DMCs, activity specialists, transport and aviation partners, tourism boards, and industry service providers from across Africa and the Indian Ocean Islands, creating a powerful platform to build partnerships and grow business.

What Experience Africa delivers:
– Up to 42 match-made meetings via our bespoke scheduling platform.
– Dynamic content sessions on sustainability, innovation, and market opportunities
– Networking breaks & evening events, including the ATTA® For Action Awards and Summer Party.

This is your platform to do serious business, expand your network, and explore Africa’s diversity.

As a qualified Africa specialist, luxury, or FIT travel buyer, you are invited to join the Africa’s Eden North America Roadshow — your opportunity to meet face-to-face with Southern Africa’s leading safari operators, boutique lodges, and DMCs. Gain insider access to products and experiences that will inspire your clients and set your itineraries apart.

Half-day event followed by an informal networking session — perfect for meaningful connections.
Destination workshops hosted online prior to the show, giving you and your team the chance to learn, share internally, and refer back to the material anytime.

Schedule:
20 July – ATLANTA
21 July – CHICAGO
22 July – WASHINGTON DC
23 July – NEW YORK
27 July – TORONTO
28 July – VANCOUVER
29 July – SAN FRANCISCO
30 July – DENVER

Virtuoso Travel Week brings together thousands of top luxury travel professionals and providers from more than 100 countries. The event fosters genuine engagement and drives business growth.

Over the course of one powerful week, dive into curated events, hands-on learning, one-on-one appointments, and countless opportunities to connect—both planned and spontaneous. This is where the power of the Network comes to life. And this year, we’ve taken your feedback to elevate every moment—so you can make more meaningful connections, discover new opportunities, and fully experience what it means to be So Virtuoso.

Dates: Saturday, August 8 – Friday, August 14, 2026
Location: Las Vegas, Nevada
Host Hotels: Bellagio • Aria Resort & Casino • Vdara Hotel & Spa at ARIA • The Cosmopolitan of Las Vegas

The Association for the Promotion of Tourism to Africa (APTA) is excited to announce that its 2026 APTA Global Forum will take place September 25–27, 2026, in Livingstone, Zambia, at the edge of the world-famous Victoria Falls. This marks the first time the Forum will be hosted in Zambia and represents APTA’s return to Southern Africa following the highly successful Cape Town Global Forum in 2023 and the record-setting Arusha Forum in 2025.

The APTA Global Forum is a premier opportunity for North American travel advisors, tour operators, and tourism partners to meet and network with a curated delegation of African hoteliers, safari operators, destination management companies, and tourism organizations from across the continent. Whether participants are seasoned Africa specialists or advisors looking to expand their Africa portfolio, the Forum delivers unmatched access to the latest trends, destinations, and products shaping African tourism today.

Livingstone, Zambia, the host city for the 2026 Global Forum, is one of Africa’s most iconic and inspiring destinations. Located on the Zambezi River and adjacent to Victoria Falls—one of the Seven Natural Wonders of the World—Livingstone offers a powerful combination of natural spectacle, adventure, and cultural depth. The destination provides strong infrastructure for international events, with high-quality accommodations, unique venues, and memorable social settings that elevate both business meetings and networking experiences.

We Are Africa is going stateside for a seventh edition at Sundance Mountain Resort in Utah, USA. The four-day event will combine immersive, inspiring thought-leadership with carefully curated business meetings and powerful bonding experiences for tribe members who share a common purpose: to grow high-end travel from North America to Africa, as part of their continued mission to rebrand African travel.

North America is the top international source market for much of the We Are Africa tribe, offering enormous return potential; but challenges such as high in-country marketing costs and sheer geographic scale make it challenging for suppliers to cover and reach the right buyers with traditional sales calls and marketing channels.

We Are Africa North America will showcase a mix of iconic, high-end travel product covering a diverse range of experiences in Africa and the Indian Ocean to the lucrative North American market. The We Are Africa North America buyer programme will comprise a meticulously curated mix of North American travel professionals, invited on the basis of their industry influence and potential to grow bookings to Africa.

Unlike the Cape Town event, which prioritises Africa specialists, the Sundance edition will deliver a totally different profile of buyers in the form of travel agents and independent consultants demonstrating their desire to grow their product knowledge and supplier base in Africa – those expressly identified by the tribe as a vital tool in their strategy to grow high-end business out of North America.

Africa Showcase is a leading global platform dedicated to promoting African tourism in international source markets. Registered in the EU, Africa Showcase operates as an independent entity committed to expanding Africa’s tourism share and facilitating meaningful business connections across the continent.

Our roadshows are designed to create real opportunities for African tourism businesses to connect with high-quality travel buyers in a focused, professional environment. By tailoring each event to its specific region, we ensure relevance, impact, and value – building relationships and ultimately converting connections into results. With a strong reputation for delivering engaging, efficient events, Africa Showcase continues to champion the diversity of African travel on the world stage.

North America remains Africa’s most sought-after source market – and for good reason. With strong economic resilience, a growing appetite for long-haul travel, and rising interest in immersive, meaningful experiences, the USA and Canada present a powerful opportunity for African tourism businesses ready to scale.

Backed by expert in-market insight from our partners at Rethink Travel Marketing, Africa Showcase North America is your most efficient way to build meaningful partnerships, stay ahead of market shifts, and convert interest into business.

Roadshow Format
2026: LIVE meetings and networking with pre-qualified buyers in key cities across North America