Connecting the continent to North America
The latest edition of Africa Showcase successfully concluded after two weeks of engaging activities across four key cities: Seattle, Denver, Fort Lauderdale and Boston. Africa Showcase, known as North America’s premier Africa-focused travel trade show, provided an excellent mix of networking opportunities, destination insights and valuable business interactions.
In total, 44 African travel suppliers journeyed to various hubs across the United States to connect with over 200 pre-qualified buyers eager to explore Africa and expand their sales opportunities.
Guided by the booming interest in travel from North America to Africa, On Show Solutions curated an outstanding line-up of suppliers to showcase tourism experiences from a wide range of African countries, including Angola, Botswana, Congo, Eswatini, Kenya, Lesotho, Madagascar, Malawi, Mauritius, Mozambique, Namibia, Rwanda, Seychelles, Sierra Leone, South Africa, Tanzania, Uganda, Zambia and Zimbabwe.
Africa Showcase in North America caters specifically for Africa specialists and high-performing agents, including boutique operators, consortiums, consolidators and newcomers to the African travel market. The events attracted over 200 buyers across the four cities. Buyers who couldn’t join us in person, have already initiated contact with our suppliers and expressed their eagerness to receive further details. The extensive contact list serves as an invaluable resource, and exhibitors are encouraged to nurture these relationships.
Africa Showcase isn’t just an event; it is a platform for connections, a showcase of experiences, and a bridge between continents.
Participating exhibitors shared their insights into the dynamic North American travel market. They emphasised the region’s resilience and its eagerness to explore Africa. The US market, known for its purchasing power, is open for exploration. Suppliers expressed optimism about tapping into this market, building relationships and reaping the rewards.
Suppliers stressed the importance of delivering on promises in the US market. American travellers prioritise quality experiences and are willing to invest accordingly. Trust, often influenced by referrals from friends and colleagues, plays a significant role in travel decisions. In a post-Covid landscape, the booking season has become more flexible, driven by the simple principle of “have money, will spend.” This evolving landscape offers opportunities for suppliers to provide value-driven accommodations (both high-end and mid-market) and immersive experiences that resonate with the American traveller’s desire for quality and security.
Participants recognised the significance of events like Africa Showcase in North America as they serve as gathering points for both suppliers and travel advisors. In a changing landscape where traditional travel agencies face challenges and many tourism professionals work remotely, these events offer a unique platform for connecting the right buyers with the right suppliers. They play a vital role in networking, learning and cultivating partnerships in an evolving industry.
These insights shed light on the dynamics of the North American travel market, emphasising its resilience, the demand for quality and the importance of relationships in shaping the travel landscape.
About On Show Solutions: On Show Solutions is a globally recognised organiser of exceptional roadshows and exhibitions, operating on five continents – Africa, Asia, Australia, Europe, and North America. With a deep understanding of the travel industry and a commitment to delivering impactful results, On Show Solutions connects African tourism companies with the global travel trade through their flagship event Africa Showcase.
