Experience Africa 2025: African Tourism Comes Together in London

Experience Africa 2025 opened its doors today with purpose, energy and record participation. With 255 buyers, 207 exhibiting companies, and 8,000 pre-scheduled meetings taking place over the next three days, the event continues to serve as a vital hub for building business and strengthening Africa’s presence in global tourism.

Chris Mears, CEO of ATTA® Events, welcomed delegates and acknowledged the community driving this platform forward: “This event is built on connection. The people in this room are shaping the future of African travel – not just by meeting, but by sharing ideas and taking action together.”

The Industry in Conversation

The opening keynote session, led by Michael Jackson and Bev Hancock, invited delegates to co-create the conversation using real-time polls and live feedback. The room was engaged, reflective and honest – and one theme came through loud and clear: sustainability matters.

Referring to Booking.com research revealing that 77 percent of global travellers want to leave a destination better than they found it, Michael set the tone for deeper discussion on how the industry can not only meet that demand but lead it.

Key Takeaways

• Sustainability is a Strategic Advantage
Sustainability is not a side conversation. It’s now a key driver of commercial success, with benefits that include attracting conscious travellers, supporting community upliftment, enhancing brand loyalty and justifying premium pricing.

• Live Insights from the Room
Delegates identified the most pressing trends already reshaping travel across the continent: Slow travel, low impact tourism and a call for greater authenticity and transparency

• Six Trends Defining the Future
Michael shared six industry-wide sustainability trends supported by AI-driven research and live responses: Regenerative travel, circular economy of tourism, climate conscious itineraries, community first models, the impact of next generation travellers and igital enablement.

Audience Insights

Through Mentimeter and The Wire, delegates emphasised key ideas that will carry forward into the full event report:

• Authenticity is critical – Delegates want action, not marketing
• Community upliftment remains central – Local benefit must be part of every offering
• Transparency builds trust – Certifications and honest reporting are key to credibility

Sierra Leone: A Quiet Comeback with a Clear Vision

Fatmata Carew, General Manager of the Sierra Leone Tourism Board, shared a candid and hopeful picture of a country quietly making its way back onto the travel map.

With direct flights now connecting London Gatwick and Freetown three times a week, access has become simpler — and the country is ready to be explored with fresh eyes. Fatmata spoke about a tourism industry led by Sierra Leoneans, shaped by community and culture, and powered by a new sense of ownership. Sierra Leone is not trying to be the next big thing — it’s simply inviting the right kind of traveller to come see for themselves.

What’s happening on the ground?

• 2025 has been declared Sierra Leone’s Year of Ecotourism, with a focus on community-based travel and sustainability
• Wildlife sanctuaries, like Tacugama, offer rare chances to see chimpanzees in their natural habitat
• Bunce Island, a key historical site from the transatlantic slave trade, is open to visitors
• Local entrepreneurs are investing in small lodges, restaurants and cultural spaces
• Beaches near Freetown are easy to reach and remarkably untouched

For trade materials, videos or enquiries, contact Charlotte Williams at [email protected].

Flywire: No-Faff Payments for Global Travel

Ben Milnes, Director of Global Payments at Flywire, delivered a fast, practical session on what every travel business wants — getting paid faster, easier and with less back-office stress.

In just 15 minutes, Ben unpacked the real challenges of cross-border payments and how Flywire simplifies them using one unified platform. From supporting 140 currencies to same-day settlements, Flywire is purpose-built for the travel industry — and it shows.

Key takeaways:

• Reduce transaction fees by up to 50%
• Avoid fund holds and delayed settlements
• Offer guests flexible, secure, local payment options
• Save time with smoother, automated reconciliation
• Get real support from a real person — not a chatbot

As Ben put it: “If you’ve ever wrestled with international payments, currency confusion or late settlements, this is your chance to fix it.”

For more information visit flywire.com

Looking Ahead to Day 2

Day 2 is where ideas turn into action.

Pieter Geldenhuys leads a hands-on AI masterclass, giving delegates practical tools to tackle real business challenges. Over lunch, South African Tourism hosts a tech panel exploring how digital disruption is reshaping the buyer-supplier dynamic.

The day wraps with the ATTA® Summer Party — a networking highlight and a chance to connect in a more relaxed setting.

Delegates are already lining up their schedules in the app and sharing insights on The Wire.

Wish you were here? You will.