The UK’s leading B2B trade event dedicated to African tourism
Experience Africa, powered by ATTA®, is the flagship annual trade show bringing together Africa’s tourism suppliers with pre-qualified international buyers in a highly curated, meeting-led format. Delivered by ATTA Group Events, the official events division of ATTA®, the event takes place each June in London and provides a focused platform for meaningful connections, commercial partnerships, and long-term business growth across the African travel industry.
Since its launch in 2018, Experience Africa has established itself as the key UK marketplace for African tourism, attracting tourism boards, DMCs, accommodation providers, and specialist service partners from across Africa and the Indian Ocean, alongside carefully selected outbound tour operators and travel buyers from the UK, Europe, and the Americas.
A curated, meeting-led format
At the heart of Experience Africa is a structured programme of pre-scheduled, match-made appointments. Buyers and exhibitors each receive a personalised diary of meetings, ensuring every conversation is relevant, productive, and commercially valuable. Over three days, delegates can participate in up to 42 one-to-one meetings, alongside networking functions and content sessions addressing key trends shaping African tourism.
This curated approach ensures quality over quantity, creating an efficient environment where meaningful relationships are built and real business is done.
Connecting the global African travel community
Experience Africa brings together the full spectrum of African tourism product, including:
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National and regional tourism boards
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Destination management companies (DMCs)
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Lodges, camps, and accommodation providers
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Activity providers and specialist operators
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Aviation, representation, and industry service partners
These exhibitors connect directly with outbound tour operators, travel designers, and agents actively selling Africa, or looking to expand their African portfolio.
More than meetings
In addition to the appointment programme, Experience Africa offers:
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Industry content sessions exploring key market developments
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Networking functions and social events designed to strengthen relationships
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The ATTA® for Action Awards, recognising excellence and positive impact across the sector
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Informal networking opportunities throughout the event programme
This combination of structured meetings and informal interaction creates a vibrant environment that reflects the collaborative spirit of African tourism.
Delivered by ATTA Group Events, part of ATTA®
Experience Africa is owned by ATTA® and delivered by ATTA Group Events, its dedicated events division. Leveraging ATTA’s extensive global network and deep industry relationships, the event brings together a carefully curated community of buyers and suppliers, playing a central role in strengthening trade relationships and supporting the continued growth of tourism to Africa.
Learn more
To find out more about participating as a buyer, exhibitor, or partner, please visit:
Are you an Agent?
Experience Africa is exclusively curated for outbound travel buyers – tour operators, travel designers, agents, and front-line sales teams based outside Africa who specialise in, sell, or are looking to expand into African travel. Whether you’re an Africa specialist deepening your portfolio or a generalist adding exceptional African products to your offerings, this event is your gateway to curated, high-quality connections.
Please note: This event is not open to African-based inbound operators in a buyer capacity.
Sammy, our Buyer Engagement Manager, hosted a webinar on the 10th of March 2026 which gives invaluable insight into the event - check it out below!
