Experience Africa 2026 Opens With Nearly 8,000 Business Meetings As Global Demand For African Travel Continues To Rise
Opening video here. High-res images here.
- Over 600 delegates gather in London for the UK’s largest African tourism trade event as new data points to growing international travel intent across the continent
- 269 buyer delegates representing 195 tour operators and travel agents from 20 source market countries and 205 exhibitors representing 33 countries
- Data Appeal research reveals that for summer 2026 Africa accounts for 4.28% of global international travel intent representing a year-on-year increase of 0.04 percentage points
- Cairo, Zanzibar, Johannesburg, Cape Town, Marrakech, Kilimanjaro and Nairobi among Africa’s fastest-growing destinations by travel intent
London, 22 June 2026 – Experience Africa 2026, the UK’s largest trade event dedicated exclusively to African tourism, opens today in London, bringing together 615 delegates from across the global travel industry at a time of growing international demand for travel to Africa.
Organised by ATTA® Group Events (the Events Subsidiary of ATTA® - the African Travel and Tourism Association), this year’s event welcomes 205 exhibitors from 33 countries across Africa and the Indian Ocean islands, alongside 269 buyer delegates representing 195 buyer companies from 20 countries. Over the next three days delegates will participate in 7,865 pre-scheduled business meetings, creating one of the largest platforms for African tourism business development anywhere in the world.
The event’s buyer audience is its strongest to date. With nearly half (45.9%) of the buyers either new to the event or returning after a period away, ensuring exhibitors have access to significant new business opportunities while maintaining established trade relationships.
Approximately 77% of attendees are tour operators, while more than 70% hold senior leadership, commercial, product or contracting roles, giving exhibitors direct access to decision-makers with genuine purchasing influence.
The international reach of the event continues to expand, with buyer companies attending from 20 source markets across Europe, North America, the Middle East and Oceania, including the United Kingdom, United States, Canada, Australia, United Arab Emirates, Germany, France, Spain, Italy and the Netherlands.
Chris Mears, CEO of ATTA Group Events, said:
“Experience Africa exists to create the conditions for real commercial relationships to form — and this year’s event is our strongest yet.
“Over the next three days, delegates will complete 7,865 pre-scheduled business meetings across 422 individual diaries, each one the result of a carefully managed matching process designed to connect the right buyers with the right exhibitors.
“Alongside the meetings programme, we have built a conference agenda that reflects where our industry is today — exploring AI and brand storytelling, sustainability and regenerative tourism, and Africa’s frontier destinations.
“We are proud to host Experience Africa on behalf of an industry we care deeply about and to create a platform that helps drive growth across African tourism.”
New Research
Experience Africa opens as new research from The Data Appeal Company / Almaviva Group, developed in collaboration with ATTA®, highlights growing global interest in African destinations.
According to the latest analysis, Africa now accounts for 4.28% of global international travel intent for summer 2026, representing a slight increase of +0.04 percentage points compared with the same period in 2025,.
The research identifies Cairo, Zanzibar, Johannesburg, Cape Town, Marrakech, Kilimanjaro and Nairobi among Africa’s fastest-growing destinations by travel intent, reflecting strong demand for the continent’s diverse mix of culture, wildlife, adventure, wellness and nature-based experiences.
Virginia Messina, Group CEO of ATTA®, who formally opened the event, said:
“Tourists are increasingly recognising the extraordinary breadth and diversity of experiences Africa has to offer. From vibrant cities and cultural experiences to wildlife, wellness and adventure, there is truly an Africa for every traveller.
“We are seeing strong demand from travellers seeking authentic and immersive experiences, and Africa is uniquely positioned to meet that demand. Experience Africa plays an important role in connecting that growing demand with the outstanding tourism businesses delivering world-class experiences across the continent.
“The opportunity ahead of us is enormous. African tourism has transformed over the past three decades and, by working together, telling modern African stories and opening new markets, we can take that growth even further.”
Alongside the business meetings programme, delegates will participate in conference sessions examining the future of African tourism, including the impact of artificial intelligence, destination storytelling, sustainability, regenerative tourism and emerging destinations across the continent. The programme also includes networking events and the ATTA® for Action Awards, which celebrate organisations and individuals leading positive change in African tourism.
Experience Africa remains the only UK-based B2B trade event dedicated exclusively to African tourism and continues to play a vital role in connecting African tourism businesses with buyers, media and industry leaders from around the world.
Media Contact Frances Tuke [email protected] +44 (0)203 750 1656 WhatsApp: +44 (0)7415 136001
Top 10 Trending Summer Destinations in Africa by Growth in Travel Intent
(Share of Searches Index)
- Cairo (Egypt)
- Zanzibar (Tanzania)
- Johannesburg (South Africa)
- Cape Town (South Africa)
- Marrakech (Morocco)
- Kilimanjaro (Tanzania)
- Nairobi (Kenya)
- Tunis (Tunisia)
- Seychelles
- Mauritius
Read the full global summer travel analysis here:
https://datappeal.io/summer-travel-trends-2026
* Share of Searches Index: This is a proprietary index that reflects the strength of travel demand to a destination based on the global flight searches behaviour. The assessment of the Share of Searches Index performance applies a three-point scale for increase or decrease (minor, moderate, significant), based on the magnitude of percentage point variations and their relative impact on the overall index value. For a detailed explanation of the Share of Searches Index methodology, visit: https://mabrian.com/blog/share-of-searches-index/
Media Contact: Frances Tuke [email protected] Tel: +44 203 750 1656 / WhatsApp +44 7415 136001.
About ATTA®
The African Travel and Tourism Association (ATTA®) is the leading trade association promoting tourism to Africa and the Indian Ocean islands. Through its global membership spanning the entire tourism ecosystem, strategic partnerships and internationally recognised events, ATTA® connects African tourism businesses with buyers, media and industry leaders worldwide, helping drive sustainable growth and opportunity across the continent.
Apply for ATTA® membership here: https://atta.travel/about/apply-to-become-a-member.html