Attending Experience Africa
As the UK's largest African Focused B2B trade event, Experience Africa provides tourism product from across Africa with the opportunity to meet with buyers from across the UK & Ireland, Continental Europe and North America through a diary of pre-scheduled, match-made appointments over the course of three days.
Exhibiting is open to all levels of African & Indian Ocean Islands tourism product, DMCs, activity providers, tourism boards and affiliated services wanting to connect with source market tour operators and agents.
Buyer attendance at Experience Africa is open to those actively selling Africa and those looking to expand their portfolio to include Africa and is open to both product and front-line sales teams alike. We run both a Hosted Buyer and Non-Hosted Buyer programmes and provide the opportunity for you to share a diary of appointmens with a colleague.
Media attendance at Experience Africa will be opening in November and more details to follow.
To find out more including pricing, whats included and how to apply simply click on the relevant section on this page's menu.
Exhibitors
Exhibiting
Experience Africa is open to all levels of African & Indian Ocean Islands tourism product, DMCs, activity providers, tourism boards and affiliated services wanting to connect with source market tour operators and agents.
Exhibitors do not have to be ATTA® members to attend, however preferential rates apply to ATTA® members and priority will be given to ATTA® members wanting to attend.
Feedback from previous events is closely reviewed and we aim to feature a mix of products and destinations that the buyer audience want to meet with. Key areas we will be looking to provide space for are:
- New products not featured at Experience Africa 2024
- Destinations including the Indian Ocean Islands and West Africa
- ‘Affordable Africa’
What's Included
- Exhibitor table with 4 chairs
- 1 Exhibitor badge (extra badges available for an additional fee)
- Power point
- A4 sized table branding (Artwork will need to be supplied as per our specifications)
- Access to all official Experience Africa events as detailed in the programme
- Onsite catering & refreshments including:
- Buffet breakfast
- Morning & Afternoon refreshments
- Buffet lunch
- Coffee & Tea throughout the day
- Water & soft drinks
- Diary of prescheduled appointments with 14 twenty-minute meetings slots per day with up to 42 meetings available
2025 Rates
2025 Exhibitor Rates
All rates are indicated in Pounds Sterling and are subject to UK VAT at 20% for all organisations domiciled in the UK
| Rate | ATTA Members | Non Member |
| Standard | £3,745 | £4,215 |
| Extra Exhibitor Badge | £625 | £625 |
| Premium Table | £625 | £625 |
Please Note:
- To qualify for ATTA Member pricing, membership fees for the 2024/25 membership year must be up to date
- Early booking pricing applicable to the first 100 applications
- Premium Table locations available on a first come first served basis and are limited to a maximum of 15 tables
FAQ's
Representation Companies – what can I represent?
We will no longer limit representation companies to a maximum of 3 products however should you wish to feature a wider portfolio please bear in mind that each meeting lasts 20 minutes.
Please note:
- The rates charged (ATTA® Member vs Non Member) will be determined by the Exhibitor Profile Name(s)
- A representation company may exhibit under their own name or have a MAXIMUM of 3 company names listed in the Exhibitor Profile Name
- Should you be listing more than one company name you will need to create a custom logo for the online listing, in line with event specifications.
- The company names being represented must be listed in the companies representing field in the application form
What are premium tables?
New for 2025, the event will offer premium table locations which will be located on the front row. These will be allocated on a first come first served basis and to book this, simply indicate this in your application. A maximum of 15 premium tables are available for purchase.
Should you have a portfolio / collection of products represented at Experience Africa and would like to group these together on the floor plan you will need to secure at least 1 premium table.
Events Around Experience Africa
We will hold evening events after the meeting program concludes each day as follows:
- Monday – ATTA® for Action Awards
- Tuesday – ATTA® Summer Party
- Wednesday – Experience Africa Closing Drinks
All attendees are invited to attend the evening events.
Can I host my own networking events during Experience Africa?
If as an exhibitor you would like to host your own event, please consider either Sunday evening before the show or Wednesday evening after the show wraps up.
If you would like to invite the hosted buyers to an event on Sunday evening please let the team know and we will gladly assist with the list of hosted buyers.
Where should I stay?
Experience Africa is located close to Liverpool Street Station offering excellent transport links and there are several hotels in the vicinity to book your accommodation.
Please refer to the Accommodation Options link in the Exhibitor Portal.
What is the Exhibitor Portal?
The Exhibitor Portal is your central hub from which to manage your participation at Experience Africa.
Here you will be able to upload items requested by the Experience Africa team, request additional delegate badges, view the recommended accommodation options, and explore other resources available.
What is the Event App?
The event app is available to be installed on your smartphone, tablet, or desktop.
It contains a variety of useful information, including the event programme, your meeting diary, a list of attendees, a connection hub (allowing you to exchange contact details with delegates) and many other resources to help you achieve the most out of your show attendance.
What are split desk tables?
New for 2025, if you would like to share a table and split the number of meetings available with a co-exhibitor you can apply under the Split Desk rate whereby each company has their own exhibitor profile and diary of appointments with 50% of the available slots (up to 21). Please contact us for more details on how to manage the split of appointments.
Please note the split desk arrangement doesn't allow for an extra delegate to attend meetings alongside the co-exhibitors.
How much is a split desk?
| Rate | ATTA Members | Non Member |
| Split Desk | £2,800 | £3,160 |
Please note
- Rate is applicable per exhibitor
- All rates are indicated in Pounds Sterling and are subject to UK VAT at 20% for all organisations domiciled in the UK
Meeting Selection & Diaries
Experience Africa runs on a pre-scheduled appointment format with a total of 42 pre-scheduled diary slots available with each exhibitor having access to 1 diary of appointments. All attendees are required to create a wishlist of buyers they would like to meet with at Experience Africa during the preferencing window. After the preferencing window closes, our meeting software will create a diary of appointments based on this wishlist.
To receive a guaranteed minimum of 36 meetings, exhibitors must create a wishlist of no less than 10 VIP and 80 Standard buyer preferences.
Please note:
- Guaranteed minimum number of meetings refers to the number of meetings in your diary on the date that the final diaries are released
- Experience Africa cannot be held responsible for any buyer no-shows or last-minute cancellation however we will endeavour to replace any last minute cancellations
- Should the final diary have fewer pre-scheduled meetings than the guaranteed minimum Experience Africa will pay a refund of £50 per empty meeting slot below the guaranteed minimum
- Guaranteed minimum only applies to exhibitors signing up to a full diary of appointments
When do I collect my badge?
Exhibitor badges will be available for collection at registration on the Monday morning at 08h00.
The Experience Africa team will be at the venue on Sunday 22 June for a limited time, should you wish to collect your badge then. Further details to follow.
What time is the event?
09h00 – 17h30 daily
Please note registration opens at 08h00 on the Monday and 08h30 on Tuesday and Wednesday.
Please refer to the event programme for evening function timings.
Buyers
Buyers
Experience Africa is for both those actively selling Africa and those looking to expand their portfolio to include Africa and open to both product and front line sales teams alike. If you would like to share a diary of appointments with a colleague then there will be a small daily charge payable on confirmation see rates for more detail.
Please note, we are primarily focussing on buyer from travel businesses registered in the following regions:
- The UK & Ireland
- Continental Europe
- North America
If you are not based in any of these geographical regions please either contact our team ahead of applying to attend or, we will contact you to discuss options on receipt of your application.
Whats Included
- Access to all official events as detailed in the event programme
- Onsite catering & refreshments including:
- Buffet breakfast
- Morning & Afternoon refreshments
- Buffet lunch
- Coffee & Tea throughout the day
- Water & soft drinks
- Diary of prescheduled appointments with 14 twenty-minute meetings per day with up to 42 meeting slots available
What is the format of the event?
Experience Africa is a tabletop event bringing buyers and exhibitors together for one-to-one meetings through a diary of pre-scheduled appointments.
A total of 42 pre-scheduled diary slots available with each buyer having access to 1 diary of appointments. All attendees are required to create a wishlist of exhibitors they would like to meet with at Experience Africa during the preferencing window. After the preferencing window closes, our meeting software will create a diary of appointments based on this wishlist.
In addition to the pre-scheduled meetings, there is opportunity to join daily content sessions at the start of the day, mid-morning and afternoon networking sessions during coffee breaks, and evening functions to wrap up your day.
Who will I meet at Experience Africa
The exhibitor profile includes:
- Activity provider, Day Tour, Cultural Tour
- Aviation
- Group Tour / Overland Tour Operator (inbound)
- Destination Management Company (DMC) / Inbound Tour Operator
- Accommodation (Hotels, Lodges, Resorts, Camps)
- Accommodation Exclusive (Villas, Private Homes)
- Representation / Marketing Company
- Tourism Board & Tourism Organisation
A full list of exhibitors once confirmed will be published on the event website
Is there a registration fee for Experience Africa
Experience Africa does not charge a registration fee for buyers or hosted buyers to attend the show if taking their own diary of appointments.
Should you cancel your participation in Experience Africa after 19 May then you will be liable for a cancellation fee of £350 unless your participation can be replaced with another suitable attendee from your company.
Where will I collect my badge
Badges will be collected at morning registration at the venue
Hosted Buyers
Experience Africa is for both those actively selling Africa and those looking to expand their portfolio to include Africa and open to both product and front line sales teams alike. If you would like to share a diary of appointments with a colleague then there will be a small daily charge payable on confirmation see rates for more detail.
Please note, we are primarily focussing on buyer attendance from the following regions:
- The UK & Ireland
- Continental Europe
- North America
If you are not based in any of these geographical regions please either contact our team ahead of applying to attend or, we will contact you to discuss options on receipt of your application.
What's Included
- Up to 4 nights accommodation at one of our appointed hosted buyer hotels on a single occupancy basis including breakfast Access to all official events as detailed in the event programme
- Onsite catering & refreshments including:
- Buffet breakfast
- Morning & Afternoon refreshments
- Buffet lunch
- Coffee & Tea throughout the day
- Water & soft drinks
- Diary of prescheduled appointments with 14 twenty-minute meetings per day with up to 42 meeting slots available
Is there a registration fee for Experience Africa?
Experience Africa does not charge a registration fee for buyers or hosted buyers to attend the show if taking their own diary of appointments.
Those cancelling their participation in Experience Africa after 01 May will be liable for hotel cancellation fees unless your participation can be replaced with another suitable attendee from your company. From 19 May, hosted buyers will also be liable for the event cancellation fee of £350 unless your participation can be replaced by a suitable replacement from your company.
Whats is expected of hosted buyers at Experience Africa
Meeting Attendance:
Experience Africa runs on a pre-scheduled appointment format with a daily total of 14 pre-scheduled appointments. All hosted buyers are expected to attend a full diary of appointments for each day at Experience Africa. All attendees are required to create a wishlist of exhibitors they would like to meet with at Experience Africa during the preferencing window. After the preferencing window closes, our meeting software will create a diary of appointments based on this wishlist.
Attend Networking Events and Content Sessions:
The ATTA® for Action Awards and ATTA® Summer Party both promise to facilitate relationship building opportunities, while the daily Industry in Conversation sessions will unpack critical issues and trends shaping tourism in Africa.
Where will I stay in London?
Experience Africa has secured rooms at two 4* hotels within walking distance of 155 Bishopsgate. You will be able to select your preferred choice, subject to availability, through the Buyer Portal.
Is my accommodation included for the duration of Experience Africa
Complimentary accommodation is available for up to 4 nights, from Sunday 22 June until Thursday 26 June.
Hosted Buyers are advised to arrive on the Sunday as Experience Africa registration begins at 08h00 on the Monday.
Departure on the Wednesday is possible but only after the final meeting has been completed at 17h30.
You will be able to make your selection in the Buyer Portal.
Are all my meals included?
Hotel accommodation is booked on a Bed & Breakfast basis.
At the event, onsite catering will include buffet breakfast, morning & afternoon refreshments, buffet lunch, coffee & tea throughout the day, water & soft drinks.
Catering will be provided at the ATTA® for Action Awards (Monday) and ATTA® Summer Party (Tuesday.)
The Sunday and Wednesday evenings are at leisure – for your own expense.
Are transfers included?
No. Travel arrangements to get to the hotel are for your own account.
What is the format of the event?
Experience Africa is a tabletop event bringing buyers and exhibitors together for one-to-one meetings through a diary of pre-scheduled appointments.
A total of 42 pre-scheduled diary slots available with each buyer having access to 1 diary of appointments. All attendees are required to create a wishlist of exhibitors they would like to meet with at Experience Africa during the preferencing window. After the preferencing window closes, our meeting software will create a diary of appointments based on this wishlist.
In addition to the pre-scheduled meetings, there is opportunity to join daily content sessions at the start of the day, mid-morning and afternoon networking sessions during coffee breaks, and evening functions to wrap up your day.
What official events do I need to attend?
Hosted buyers are expected to attend the ATTA® for Action Awards on the Monday night and ATTA® Summer Party on the Tuesday night.
Who will I meet at Experience Africa
The exhibitor profile includes:
- Activity provider, Day Tour, Cultural Tour
- Aviation
- Group Tour / Overland Tour Operator (inbound)
- Destination Management Company (DMC) / Inbound Tour Operator
- Accommodation (Hotels, Lodges, Resorts, Camps)
- Accommodation Exclusive (Villas, Private Homes)
- Representation / Marketing Company
- Tourism Board & Tourism Organisation
A full list of exhibitors once confirmed will be published on the event website
Where will I collect my badge
Badges will be collected at morning registration at the venue
Media
Launching January 2025