Expanded Africa Showcase Roadshows Set to Boost Continent’s Global Tourism Reach in 2026
The Africa Showcase is gearing up for a transformative year in 2026, unveiling an expanded global roadshow schedule that responds directly to the surging demand from both African tourism suppliers and international buyers. As the continent’s leading platform for connecting African tourism businesses with high-quality, decision-making buyers, Africa Showcase is poised to further elevate Africa’s profile within the global travel trade, offering new avenues for commercial growth and partnership.
Organized by the experienced team at On-Show Solutions, Africa Showcase has built a reputation for delivering results-driven trade engagements that go beyond traditional networking. Each roadshow is meticulously curated to ensure that African suppliers meet with vetted buyers in a focused, professional environment, maximizing the potential for meaningful business exchanges and long-term relationships. The platform’s approach is rooted in market intelligence, post-event reporting, and coordinated travel support, ensuring that every participant—whether exhibitor or buyer—derives tangible value from the experience.
The 2026 programme will kick off in the Middle East from January 25 to 29, a region recognized for its high-spending, trade-driven market and robust airlift to Africa. This is followed by a Southern Europe roadshow from February 9 to 13, strategically timed ahead of Africa Showcase’s participation at ITB Berlin, the world’s premier travel trade show, from March 3 to 5. The itinerary continues with stops in Latin America (March 23–27), the Nordics (April 20–24), Australasia (July 20–31), Central Eastern Europe (September 21–25), Mitteleuropa (September 28–October 2), ITB Asia (October 21–23), ITB Americas (November 10–12), and North America (November 15–20). This extensive schedule reflects Africa Showcase’s commitment to broadening its geographic reach and deepening its impact across key source markets .
For buyers, Africa Showcase events offer a unique opportunity to engage directly with a diverse range of African tourism suppliers without the need for long-haul travel. Attendees can discover new destinations and products, access exclusive trade rates, and forge commercial relationships that support sustainable business growth. The roadshows are designed to be efficient and engaging, with pre-qualified meetings and access to up-to-date market intelligence from in-country experts .
The success of the 2025 programme has set a strong foundation for the coming year. Africa Showcase’s market-specific approach—tailoring each event to the unique needs and travel patterns of its host region—has proven highly effective. Rather than focusing on scale alone, the platform emphasizes relevance, ensuring that every connection made has the potential to convert into real business. This strategy has enabled African exhibitors to showcase their offerings to buyers who are genuinely interested in expanding their Africa portfolios, resulting in measurable commercial outcomes.
As Africa Showcase enters 2026, it does so with renewed momentum and a clear focus on quality, efficiency, and meaningful business exchange. The expanded roadshow calendar is not just a testament to the platform’s growing influence, but also a signal to Africa’s tourism sector that the time is ripe to engage with new markets and capitalize on global trends. With the world’s attention increasingly turning to Africa’s diverse tourism offerings, the roadshows will play a pivotal role in positioning the continent at the heart of the international travel conversation.
For Africa’s tourism professionals, the message is clear: Africa Showcase’s 2026 programme offers an unparalleled opportunity to connect, collaborate, and compete on the world stage. As the industry continues to evolve, those who embrace these targeted, market-driven engagements will be best placed to drive growth, foster innovation, and secure Africa’s place as a leading player in global tourism.
