Africa Showcase Australia 2025 Boosts Luxury Safari Demand and Expands Market Reach
On Show Solutions recently wrapped up the 2025 edition of Africa Showcase Australia, a dynamic four-city roadshow that successfully deepened commercial connections between African tourism suppliers and the Australian travel industry. The event, held across Perth, Sydney, Brisbane, and Melbourne, united a mix of well-established African brands and emerging market players with Australian agents, wholesalers, and tour operators eager to explore and promote Africa’s diverse travel offerings.
Despite the challenges of winter weather, attendance remained robust in all cities, reflecting the Australian trade’s strong appetite for face-to-face engagement and firsthand insights into Africa’s tourism products. For many exhibitors, the roadshow reaffirmed the critical role of relationship-building in capturing market share within this high-value, long-haul segment. Feedback gathered from meetings and interactions highlighted several key trends shaping Australian demand for African travel.
Luxury travel continues to surge, with Australian travelers showing growing interest in exclusive, authentic experiences. Since 2019, average spend per trip has risen by 20 to 30 percent, underscoring a willingness to invest in premium safaris, boutique lodges, and immersive cultural encounters. This trend aligns with the broader global luxury travel boom, where discerning travelers seek personalized and meaningful journeys.
Bucket-list experiences remain a cornerstone of Australian interest. Iconic attractions such as Big Five safaris, gorilla trekking, and the majestic Victoria Falls consistently draw attention, fueling demand for well-crafted itineraries that deliver these once-in-a-lifetime moments. The appeal of these hallmark experiences continues to anchor Africa’s allure in the Australian market.
Multi-generational and FIT (Free Independent Traveler) segments are expanding rapidly. Families and high-net-worth individuals increasingly seek bespoke travel arrangements that cater to diverse age groups and preferences, emphasizing comfort, privacy, and tailored activities. This shift reflects a broader move toward personalized travel that accommodates complex group dynamics and elevated expectations.
Solo female travel is gaining momentum, with women-only departures and small-group expeditions becoming popular choices. This niche market segment is growing as more female travelers prioritize safety, community, and curated experiences that resonate with their interests and values.
Improved air connectivity is a game-changer for the Australia-Africa corridor. New and expanded routes, such as South African Airways’ Johannesburg–Perth service and additional Qantas options, combined with streamlined visa processes, are making travel to Africa more accessible and convenient. These developments reduce travel time and complexity, encouraging more Australians to consider Africa for their next adventure.
The 2025 showcase featured a diverse lineup of African tourism suppliers, including Aha Hotels & Lodges, Traveda Travel DMC Egypt, Wellworth Collection (Tanzania), African Scenic Safaris (Tanzania), Africa Travel Co, and Shamwari Private Game Reserve. Their presence underscored the breadth and depth of Africa’s tourism offerings, spanning luxury accommodations, cultural tours, wildlife safaris, and adventure activities.
Deidre Broodryk of Aha Hotels & Lodges emphasized Australia’s strategic importance, describing it as “essential” to the company’s long-term market plans. She highlighted the strong alignment between Australian travelers’ appreciation for biodiversity, expansive landscapes, and immersive cultural experiences, and the group’s product portfolio. This synergy bodes well for sustained growth in the market.
Mahmoud Ahmed from Traveda Travel DMC Egypt noted the showcase as a vital platform to meet the surging demand for Egyptian tour packages. He pointed to significant growth potential in the Australian market, driven by increasing interest in Egypt’s rich history and diverse attractions.
Representing Tanzania’s Wellworth Collection, Sameer Ismail reported steady year-on-year growth in buyer and wholesaler engagement, signaling a healthy and expanding market presence. Similarly, Solène Perbost of African Scenic Safaris observed strong enthusiasm for Kilimanjaro climbs and outdoor experiences, with many agents eager to start promoting these products immediately.
Returning exhibitor Africa Travel Co highlighted the Australian trade’s keen interest in fresh and distinctive African products, reflecting a market hungry for innovation and variety. Vanessa Grebe of Shamwari Private Game Reserve praised the quality of meetings and noted the emerging strength of the Australian market for South African wildlife tourism, a segment showing promising momentum.
Africa Showcase Australia serves not only as a transactional platform but also as a vital knowledge-sharing forum. It bridges awareness gaps, enabling new suppliers to enter the market with well-informed positioning and helping established players refine their strategies to better meet Australian demand.
Looking ahead, the Africa Showcase series will continue its global journey with upcoming events in Mitteleuropa (Central Europe) from 15 to 19 September 2025, ITB Asia in Singapore from 15 to 17 October 2025, and North America from 10 to 21 November 2025. Additional stops are planned in the Middle East, Southern Europe, the Nordics, and at ITB Berlin. The next Australian edition is slated for July 2026.
Until then, On Show Solutions and its partners remain focused on nurturing the momentum generated by these events, strengthening trade relationships, and ensuring Africa remains top-of-mind in one of the world’s most promising long-haul markets. For African tourism stakeholders, this ongoing engagement is crucial to capitalizing on evolving market dynamics and expanding their footprint in Australia’s lucrative and discerning travel sector.
