Africa Showcase: Precision Networking Fuels Tourism Boom
For two decades, Africa Showcase has revolutionized how African tourism businesses connect with the world. Founded by Jacqui Reynolds and Amanda Margison, this platform has moved beyond traditional networking, offering targeted roadshows and curated market engagements that deliver tangible results for African travel professionals.
Beginning with a small roadshow in Ireland, Africa Showcase has grown into a global force, spanning continents from Europe and North America to Latin America and beyond. Their secret? Prioritizing quality over quantity. Each event features 15-20 select African exhibitors meeting with pre-qualified buyers, maximizing the potential for fruitful partnerships. This targeted approach has fueled impressive growth, with expansion into 12 international markets annually, including emerging destinations like Bucharest and Santiago.
Africa Showcase’s strategic focus sets it apart. “The match-up is critical,” explains Amanda Margison, emphasizing the platform’s commitment to helping exhibitors identify the right markets. Through extensive research and market analysis, the team ensures exhibitors target destinations where their products resonate most effectively. This precision-driven strategy has proven particularly valuable in navigating the challenges of the post-pandemic recovery, enabling African businesses to quickly re-establish connections and capitalize on emerging opportunities, especially in regions like Latin America and Central Eastern Europe.
The platform’s success is further amplified by its global network of experts, providing invaluable local insights to both exhibitors and buyers. This localized approach ensures that every event is strategically tailored to maximize impact and foster meaningful connections. “You are not going to work a day in your life if you enjoy what you do,” Margison reflects, highlighting the passion that drives Africa Showcase’s mission.
Innovation remains at the heart of Africa Showcase. In 2024, the platform launched Essence of Africa in Nairobi, a unique event centered on highly curated one-on-one meetings, offering a fresh approach to networking for African tourism professionals. Looking ahead, the Middle East is next on the horizon for expansion, as Reynolds and Margison continue their mission to position Africa as a leading global destination.
