Africa Showcase CEE Roadshow Unlocks New Opportunities in Central and Eastern Europe

The recently concluded Africa Showcase CEE Roadshow, held from February 24–28, 2025, reaffirmed the immense untapped potential of Central and Eastern Europe (CEE) as a growing source market for African tourism. Spanning Prague, Bucharest, and Warsaw, the event provided African tourism stakeholders with a valuable platform to connect with travel trade professionals in a region demonstrating an increasing appetite for African destinations.

Organized by On Show Solutions and coordinated by event partners Travel Advance, the roadshow brought together Destination Management Companies (DMCs), tourism boards, and hospitality providers from Africa with CEE travel specialists. Participants agreed that the CEE market represents a “blue sea” of opportunities—fresh, unsaturated, and brimming with potential for African destinations seeking to diversify their visitor base.

Diversifying African Tourism Markets

For many African tourism businesses, exploring non-traditional markets like CEE is becoming a cornerstone of their growth strategy. Abbas Takim, Commercial Director of Takims Holidays Tanzania, highlighted the remarkable evolution of the CEE market. “Today’s buyers are more informed and sophisticated. They know exactly what they want and where they want to go,” he shared. Having first engaged with the CEE market in 2013-2014, Takim noted how individual markets within the region, such as Poland, Romania, and the Czech Republic, have grown uniquely.

Poland is emerging as a strong market for incentive travel, while Romania, with historical ties to Tanzania and charter flights to Zanzibar, leans toward beach tourism. Meanwhile, affluent travelers from the Czech Republic are seeking high-end safari experiences, reflecting the diversity of preferences across the region.

Louise Leach of Gondwana Collection Namibia emphasized the importance of targeting these markets to counteract seasonality challenges. “We’re looking to establish new markets to strengthen business during low seasons,” she explained. Similarly, John Wambu from Kenya reported a staggering 300% growth in just two years by focusing on the CEE region. However, participants also highlighted the need to raise destination awareness to help travel professionals in CEE better package and promote African experiences.

Bridging Knowledge Gaps

One of the main challenges identified was a lack of understanding about Africa’s geography and diversity among travel agents in CEE. Musa Ndabeni, Regional Marketing Manager of Durban Tourism, pointed out, “Many agents still don’t fully grasp Africa’s geography. Travelers visit Cape Town and assume Durban is too far, not realizing it’s just two hours away. We need to educate the market better.”

The roadshow served as a critical platform to address these gaps, equipping CEE travel professionals with firsthand knowledge of Africa’s diverse tourism offerings beyond the traditional safari narrative. Destinations like Durban, described as a “one-stop shop” by Ndabeni, showcased their ability to cater to a wide range of travelers, from outdoor adventurers to corporate visitors.

The Role of Air Connectivity

Air connectivity emerged as a key enabler of tourism development in the CEE-Africa corridor. Ethiopian Airlines was highlighted as a leader in bridging the two regions. “The airline has changed the game—affordable fares, direct flights to Addis, and smooth connections across Africa,” said Wambu. With five daily flights to Nairobi and two to Mombasa, Ethiopian Airlines is helping make African destinations more accessible to CEE travelers.

However, Leach stressed the need for increased competition in air travel to drive down costs. “Africa is a long-haul destination, and pricing remains a key challenge. We need more airlines serving the region,” she added.

Shifting Preferences Among CEE Travelers

CEE travelers are increasingly seeking experiences beyond traditional safaris. For instance, Namibia is gaining traction as an “undiscovered gem,” offering everything from rugged outdoor adventures to luxury escapes. “Namibia truly caters to all—whether you’re an adrenaline junkie or seeking refined indulgence,” Leach explained. This shift highlights the need for African tourism operators to diversify their offerings to appeal to a broader range of interests.

Challenges in Institutional Support

Despite the enthusiasm among private-sector players, concerns were raised about limited support from tourism boards and embassies. Takim called for greater government involvement, stating, “Embassies in these regions should act as ambassadors for our destinations. Their involvement would provide us with essential tools and platforms to connect more effectively with local buyers.”

Leach echoed this sentiment, emphasizing the need for collaboration: “We often feel like we’re doing this on our own. More support from institutions would maximize opportunities in these markets.”