Experience Africa 2025: Elevate Your Travel Business
The African Travel and Tourism Association (ATTA®) proudly presents Experience Africa 2025, the UK’s premier trade show exclusively dedicated to promoting African tourism. Returning to Bishopsgate, London, from 23-25 June, this fifth-anniversary event offers unparalleled networking and learning opportunities for travel professionals invested in Africa’s tourism sector.
With over 188 top-tier exhibitors and a global audience of travel buyers, Experience Africa 2025 provides a dynamic platform for forging connections, exploring collaborations, and gaining valuable market insights. This year’s event anticipates exceeding the record-breaking 602 attendees from 37 countries who participated in 2024, including 266 buyers from 20 nations and 183 exhibitors from 19 countries. Projections for 2025 suggest a 10% growth in both attendance and exhibitor participation, reflecting the event’s increasing prominence.
The carefully curated content program emphasizes practical, actionable strategies centered around three key themes: sustainability as a business driver, leveraging artificial intelligence (AI) for growth, and effective risk management for resilience. These themes address the current challenges and opportunities facing the travel industry, offering attendees tools and insights to enhance their business operations.
Chris Mears, CEO of ATTA® Events, highlights the program’s relevance, stating, “We’re not just talking trends; we’re offering practical, implementable strategies and tools that delegates can take home and use in their businesses the very next day.” This focus on practical application empowers attendees to make informed decisions, deliver greater value, and protect their businesses in a dynamic market.
The speaker line-up features industry leaders such as Michael Jackson, delivering the opening keynote on sustainability as a transformational business strategy. Fatmata Mida Hamid Carew of the Sierra Leone National Tourist Board will present a case study on destination innovation. Pieter Geldenhuys from Itsi will lead a masterclass on applying AI in tourism, while Lloyd Figgins (The TRIP Group) and Clint Meyers (Redpoint Travel Protection) will share insights on risk management frameworks.
Alongside the core program, attendees can engage in curated networking sessions and brand-led pop-up activations from companies like Flywire, South African Tourism, and Uganda Airlines. These interactive sessions offer valuable opportunities to connect with industry partners and explore new business prospects.
Experience Africa 2025 also hosts the second annual ATTA® for Action Awards, recognizing individuals and organizations championing positive change in African tourism. The awards celebrate achievements in various categories, including sustainability, community upliftment, marine conservation, and traveler education. This prestigious recognition highlights best practices and inspires further progress within the industry.
The awards reflect the event’s broader commitment to promoting responsible and sustainable tourism in Africa. By showcasing successful initiatives and celebrating industry leaders, Experience Africa 2025 encourages innovation and collaboration towards a more sustainable future for the sector.
Mears emphasizes the event’s catalytic role, stating, “At a time when the travel industry must be agile, innovative, and deeply connected to its communities and environment, this event provides the insights, relationships, and tools to power that evolution.” Experience Africa 2025 offers an unparalleled opportunity for African travel professionals to connect, learn, and contribute to the growth and transformation of the continent’s tourism industry.
