An International Buyers Forum connecting Africa’s tourism suppliers with the global travel trade
Essence of Africa is an International Buyers Forum designed to connect Africa’s tourism suppliers with carefully selected international buyers in a highly curated, meeting-led environment. Delivered as a collaboration between ATTA Group Events and On Show Solutions, the event takes place annually in Africa, rotating between leading destinations to provide buyers with direct insight into the continent’s diverse tourism offering.
Focused on quality, relevance, and meaningful engagement, Essence of Africa brings together a refined collection of tourism boards, destination management companies, lodges, camps, and specialist operators with outbound tour operators and travel designers from key global markets. By hosting the event within Africa itself, buyers gain first-hand exposure to the destinations, strengthening their product knowledge and ability to confidently sell Africa.
A curated, meeting-led format
At the heart of Essence of Africa is a structured programme of pre-scheduled one-to-one meetings, carefully matched to ensure strong commercial alignment between buyers and suppliers. Each participant receives a personalised diary of appointments, creating an efficient and productive environment for building valuable business relationships.
The forum is complemented by networking events, destination experiences, and educational sessions, providing additional opportunities for engagement and deeper understanding of Africa’s tourism landscape.
This highly curated approach ensures meaningful connections, long-term partnerships, and tangible business outcomes for all participants.
Connecting Africa's most distinctive tourism experiences with global buyers
Essence of Africa brings together a carefully selected group of suppliers, including:
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Destination management companies (DMCs)
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Boutique lodges, camps, and accommodation providers
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Tourism boards and destination authorities
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Specialist activity and experience providers
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Representation companies and tourism service partners
These suppliers meet with international buyers and travel designers specialising in bespoke, experiential, and high-value travel to Africa and the Indian Ocean.
Hosted within Africa’s leading destinations
A defining feature of Essence of Africa is its rotational format, with each edition hosted in a different African destination. This enables buyers to experience the destination first-hand, strengthening their product knowledge and creating deeper connections with local partners.
By bringing the international travel trade directly to Africa, Essence of Africa supports local tourism economies while showcasing the breadth, diversity, and quality of the continent’s tourism offering.
Delivered as a collaboration between ATTA Group Events and On Show Solutions
Essence of Africa is delivered as a collaboration between ATTA Group Events and On Show Solutions. Combining ATTA’s global industry network and reach with On Show Solutions’ extensive experience delivering events across Africa, the International Buyers Forum provides a trusted platform for meaningful commercial connections, long-term partnerships, and the continued growth of tourism across the continent.