Whether you’re considering applying, returning after a break, or already confirmed for 2026, this session will give you a clear overview of what to expect from Experience Africa in London (22–24 June 2026).
Experience Africa is a curated, meeting-led forum bringing together 180+ African exhibitors - including DMCs, accommodation providers, activity specialists and representation companies - with outbound buyers actively selling Africa.
In this briefing, Sammy will cover:
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Who the event is best suited for
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What’s new and evolving for 2026
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The exciting list of exhibitors attending
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How the pre-scheduled appointment system works
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How to approach your diary strategically to maximise relevance
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Key timelines and practical next steps
If Africa forms part of your product portfolio - or you’re looking to strengthen your supplier relationships - this session will help you decide whether to attend and how to get the most out of the experience.
Samantha Kelly
Samantha (Sammy) Kelly is the Buyer Engagement Manager for ATTA Group Events, bringing over 20 years’ experience across the African travel trade, luxury tour operations, representation, and international B2B events.
She began her career at 19 in Zambia’s safari lodges before moving into tour operations, where she helped establish and grow Jacada Travel’s Africa department into a core part of the business. She later joined This Is Beyond (formerly Beyond Luxury Media), managing European buyer recruitment for PURE Life Experiences, We Are Africa and Further East, before moving into African representation with Perowne International, working closely with top-tier UK tour operators and iconic safari properties across East and Southern Africa.
Most recently, as Head of Product Development at The Travel Hub Collection, Sammy helped transform the platform from start-up phase to an award-winning industry resource. She was instrumental in launching the Travel Hub brand, overseeing two major website builds, delivering more than 110 trade webinars, and leading partnerships with tourism boards, DMCs, technology partners, and global trade shows.
Known for her relationship-centred approach, operational clarity, and deep understanding of both buyer and supplier needs, Sammy is passionate about strengthening commercial connections and championing long-term collaboration across the African tourism community.
- Email:
- [email protected]
- Phone:
- +447946078182
- LinkedIn:
- https://uk.linkedin.com/in/sam-jane-kelly