(Posted 02nd July 2025)
Experience Africa 2025 concluded after three days of impactful
meetings, practical knowledge-sharing and purposeful industry engagement at 155
Bishopsgate, London. With nearly 8,000 pre-scheduled appointments taking place
between 207 exhibiting companies and 255 hosted travel buyers, this year’s show set a
new benchmark for quality and commercial relevance.
The event’s content programme addressed the current challenges and evolving demands
facing the industry. Designed with implementation in mind, each session prioritised
practical tools and strategies that delegates could take back to their businesses
immediately.
“This year, Experience Africa delivered the clearest expression yet of its purpose,” said
Chris Mears, CEO of ATTA® Events. “It’s a unique, Africa-specific show intended to bring
the right buyers and suppliers together to drive tourism to the continent. It’s exciting and gratifying to see it come together so beautifully – and there’s no doubt that the thousands of meetings that took place will lead to direct bookings, new partnerships and long-term value for all who attended.”
Day 1: Sustainability Takes Centre Stage
The opening keynote, led by specialist MC Michael Jackson and supported by strategic
facilitator Bev Hancock, set the tone with a clear message: sustainability is no longer
optional – it’s a strategic advantage. Valuable insights were added from the room as
delegates unpacked six major sustainability trends, including regenerative travel, climate-
conscious itineraries, and community-first models.
Highlights of day one also included Sierra Leone’s inspiring presentation by Fatmata
Carew, showcasing the nation’s commitment to ecotourism and local empowerment, and
Flywire’s game-changing tools for simpler, faster cross-border payments.
Rounding off the day, the ATTA® for Action Awards honoured and celebrated the
industry changemakers pushing African tourism forward – from pioneers in eco-innovation
and waste reduction to community upliftment and marine conservation. A full list of
winners can be found here.
Day 2: AI, Tech and Bold New Tools
Day two was all about turning tools into transformation. Futurist Pieter Geldenhuys led an
AI masterclass that guided delegates on how to use AI when building value propositions,
tailoring campaigns, and streamlining communication. A high-energy panel followed,
demonstrating how tech is enhancing efficiency, not replacing human connection – a
critical balance in a deeply people-driven industry.
The evening concluded with the ATTA® Summer Party with Headline Destination – South
Africa.
Day 3: Future-Proofing Travel Through Risk Management
The final day delivered a sober, vital conversation about resilience in a changing world.
Experts from TRIP Group, Redpoint Travel Protection and Redpoint Resolutions discussed
how risk is reshaping high-value travel expectations, and how African businesses can
proactively respond through smart partnerships, strategic planning and transparent client
communication.
A mid-morning presentation from Uganda Airlines spotlighted new regional routes,
reinforcing the importance of connectivity in unlocking the continent’s true potential.
Summing up a successful three days, Chris Mears said:
“Experience Africa is more than a trade show. It’s a catalyst. What we saw this year is a
maturing, future-facing industry that’s grounded in purpose, strengthened by partnership, and ready to lead.”
Looking Ahead to 2026
With momentum sky-high and connections deeper than ever, planning is already underway
for next year’s Experience Africa, which will run from 22–24 June 2026.
For everyone shaping or selling African travel, the message is clear: this is where Africa
meets the world — and where operators, investors and stakeholders advance business
opportunities and industry development.
For more information, visit https://experienceafrica.travel/
