Africa Showcase Southern Europe to Connect Tourism Businesses with Key European Markets

The Africa Showcase Southern Europe  kicks off on February 3, 2025, in Madrid, initiating a strategic roadshow to connect African tourism businesses with key European markets. This event, organized by On Show Solutions, provides an invaluable opportunity to establish relationships with travel specialists and drive growth. Capitalize on this showcase to expand your network and promote your African travel offerings in Europe.

This roadshow will continue through Paris, Milan, and Rome  until February 7, providing African tourism providers with direct access to travel specialists and industry leaders. These major European cities provide access to a large number of potential partners, all in convenient locations. This access will assist African business to attract more Europeans to the continent's many attractions.

Southern Europe  has shown a steady increase in demand for African travel experiences, with Spain, France, and Italy  emerging as significant source markets. The Africa Showcase leverages this trend by facilitating high-value business engagements, enabling African tourism stakeholders to expand their reach and establish long-term partnerships. By targeting these markets, the showcase will ensure that African tourism continues to grow.

The event will feature VIP meetings, networking sessions, and trade discussions  aimed at fostering collaboration between African destinations and European travel operators. This curated approach maximizes the potential for meaningful connections and the forging of partnerships. The variety of events will assist agencies to learn and promote themselves to those in attendance.

Last year’s edition yielded positive results, with participating exhibitors reporting stronger business leads and increased visibility in the region. This feedback shows the strong impact of the event and its ability to support growth in the sector. Positive outcomes can boost the confidence of those attending, as there is a greater chance of success, and greater benefits to be reaped from the opportunity.

By commencing in Madrid, the Africa Showcase sets the stage for impactful interactions, reinforcing Africa’s tourism appeal in a highly competitive international landscape. This strategic choice of location helps to raise awareness in the region and make new international connections. The roadshow remains a vital platform for driving inbound travel and strengthening commercial ties between Africa and Southern Europe.