Experience Africa 2025 Unites Global Buyers & African Suppliers For Three Days Of High-Energy Deal-Making
Experience Africa 2025 wrapped up in spectacular fashion, setting new standards in engagement, content delivery, and business relevance. Held at 155 Bishopsgate in London, this year’s event brought together 207 top African tourism suppliers and 255 international hosted buyers for nearly 8,000 pre-scheduled appointments, a resounding indication that Africa’s travel industry is charging ahead with purpose and momentum. Organised by ATTA® Events, the platform once again proved why it’s the premier stage for connecting Africa to the global tourism market.
Over the three days, Experience Africa offered more than just meetings, it delivered meaningful content and strategic insights tailored to the industry’s immediate needs. From climate-conscious travel to tech innovation and future-proofing strategies, each session armed delegates with actionable takeaways to apply directly to their businesses. Chris Mears, CEO of ATTA® Events, captured the sentiment perfectly: “Experience Africa is more than a trade show. It’s a catalyst. What we saw this year is a maturing, future-facing industry that’s grounded in purpose, strengthened by partnership, and ready to lead.”
The event’s first day spotlighted sustainability as the new business imperative. The powerful keynote, led by Michael Jackson and Bev Hancock, unpacked major sustainability trends shaping global travel, from regenerative tourism to community-first models. Sierra Leone’s presentation by Fatmata Carew stood out, showcasing an inspiring blueprint for ecotourism and local empowerment, while Flywire presented cutting-edge cross-border payment solutions. The day concluded with the ATTA® for Action Awards, celebrating change-makers championing eco-innovation and community upliftment across the continent.
Day two took a bold leap into the future with a focus on artificial intelligence and technology. A dynamic AI masterclass by futurist Pieter Geldenhuys showed how African tourism brands can harness AI to build smarter campaigns and streamline operations without losing the personal touch. A lively panel reinforced the role of tech in enhancing, not replacing, human connection. The day closed with the much-anticipated ATTA® Summer Party, proudly hosted by headline destination South Africa.
On the final day, discussions turned toward risk management and resilience, timely conversations in a rapidly evolving global travel environment. Experts from TRIP Group, Redpoint Travel Protection and Redpoint Resolutions outlined how African businesses can proactively respond to emerging travel risks through strategic planning and client communication. Uganda Airlines also took the spotlight, announcing new regional routes and reinforcing how air connectivity is unlocking Africa’s vast tourism potential.
With Experience Africa 2025 hailed as ATTA® Events’ strongest edition yet, the future looks brighter than ever. The next edition is already in motion, scheduled for 22–24 June 2026. For all stakeholders shaping African travel, from operators to investors, Experience Africa continues to be the ultimate place to connect, collaborate, and drive the continent’s tourism industry forward.
To learn more, visit: experienceafrica.travel.
About ATTA®
The African Travel and Tourism Association (ATTA®) is the “Voice of African Tourism,” representing over 900 member organisations across Africa and the Indian Ocean. It promotes sustainable tourism, hosts top-tier B2B events like Experience Africa, and offers invaluable industry insight and training. Visit atta.travel for more.
About Essence Of Africa
Essence of Africa is a private sector-led initiative designed to connect international buyers with African tourism suppliers. The event features pre-scheduled meetings, networking events, educational seminars, and familiarisation trips, providing a comprehensive platform for business development and collaboration.
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