Experience Africa 2026

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:

National and regional tourism boards
Destination management companies (DMCs)
Lodges, camps, and accommodation providers
Activity providers and specialist operators
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:

Industry content sessions exploring key market developments
Networking functions and social events designed to strengthen relationships
The ATTA® for Action Awards, recognising excellence and positive impact across the sector
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.