Don’t miss Africa’s International Buyer Forum

Africa’s premier meetings-driven tourism event connecting the continent’s vibrant tourism industry

About Essence of Africa

Unlock Africa’s tourism potential and forge meaningful new partnerships through pre-scheduled meetings, evening networking events, insightful seminars and familiarisation trips.

Essence of Africa, curated by On Show Solutions and Experience Africa Events, is a private sector-led initiative focused on expanding the potential of tourism across Africa by bringing together the right global buyers and committed local sellers. We want the interactions between buyers and sellers to be engaging and to encourage long term partnerships that drive sustainable growth for tourism companies operating in the world of Africa travel.

A standout aspect of this all-Africa event will be familiarisation trips offered by exhibitors to their special part of Africa, to provide buyers first-hand experience of destinations and products across Africa. Experiencing the soul of our continent is the best way for buyers to match clients with unforgettable, authentic adventures.

Endorsed by the African Travel and Tourism Association (ATTA®)—the continent’s tourism authority for over three decades— this event marries ATTA®’s influential voice with On Show Solutions’ expansive global network. Designed to connect pre-qualified international buyers with African sellers, it leverages the reach of Africa Showcase, offering exhibitors unparalleled access to committed business partners.

Essence of Africa is underpinned by an esteemed advisory board of top leaders from the African tourism sector. With decades of collective experience, their strategic guidance shapes Essence of Africa as a dynamic platform for buyers and exhibitors to deliver maximum value for both buyers and sellers of African tourism products and services.

Why should I exhibit

Exhibiting at “Essence of Africa” offers an unrivalled opportunity to showcase your products and services to a pre-qualified audience of international buyers keen on doing business in Africa.

Direct access to pre-qualified buyers

Engage with international buyers specifically interested in African tourism products and services.

Up to 36 pre-scheduled appointments

Targeted efficient meetings to showcase your product.

Global networking opportunities

Connect with industry leaders and forge valuable partnerships.

Educational seminars

Gain insights from experts on the latest trends and practices in Africa travel.

Exclusive familiarisation trips:

Showcase your offerings through tailored trips for buyers.

Don’t miss the chance to elevate your business. Register now to secure your early bird saving and be part of Africa’s premier tourism event.

Why should I attend as a buyer

Explore a curated selection of Africa’s premier tourism offerings when you attend Essence of Africa as one of our pre-qualified buyers.

Curated meetings

Pre-arranged, meaningful engagements with top African tourism suppliers.

Up to 36 pre-scheduled appointments

Targeted efficient meetings to learn about African experiences and products for your clients.

Exclusive insights:

Access to cutting-edge seminars and workshops led by industry experts.

Networking events

Forge lasting connections with African product and industry leaders.

Complimentary access

No cost for buyers to attend, focusing solely on business and networking.

Familiarisation trips

Experience destinations first-hand, enhancing your product knowledge.

Seize this chance to expand your portfolio and knowledge of Africa’s tourism sector. Register now to be part of Africa’s International Buyer Forum.

Latest media update

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