Industry News

ATTA®’s Experience Africa returns to london – buyer registration IS NOW open

Registration is now open for Experience Africa 2024, the leading B2B platform connecting African suppliers and relevant international buyers.

This premier show, scheduled from 1-3 July in the heart of London at the stylish 155 Bishopsgate venue, is not just an event; it’s the bridge between Africa’s most vibrant tourism suppliers and the most influential buyers from the UK, Europe, and beyond.

With demand for African travel accelerating globally, Chris Mears, Chief Executive of Experience Africa Events, says this is a prime opportunity for motivated buyers to explore a wide range of inspiring travel solutions, meticulously curated to meet the evolving demands of today’s travellers.

“Africa leads in delivering the regenerative, authentic experiences next-generation travellers seek. Experience Africa 2024 showcases the best of African tourism for buyers looking to meet premier suppliers and capitalise on growing interest in conscious African adventures,” says Mears.

With up to 42 pre-scheduled appointments with quality ATTA®-vetted exhibitors from 26 African countries, morning and afternoon coffee breaks, networking lunches, a bumper speaker programme and evening social events, this is #ThePlaceToConnect for industry professionals seeking to expand their African travel offerings.

Almost 160 exhibitors have already confirmed and approximately 180 are expected. As such, attendees will gain access to a broad range of suppliers spanning key sectors like hospitality, transportation, destination marketing and more.

Confirmed exhibitors include in-demand brands such as Zambian Ground Handlers, St Helena Tourism Board, Natural Selection, Cheli & Peacock and Desert & Delta Safaris, alongside emerging innovators.

New to this year’s event are the inaugural ATTA® Awards, recognising excellence in African tourism. This is in addition to an exciting offsite networking event and closing reception, which are sure to foster meaningful connections that will drive the growth of your business.

Experience Africa 2024 offers two options for buyer participation – Buyer and Hosted Buyer. Both provide excellent opportunities to discover new African product and meet new contacts. Registration is now open, with criteria and commitments varying by package.

The Buyer ticket offers event access, networking events, meals, and a schedule of pre-arranged supplier meetings. To register, Buyers should hold a senior decision-making tourism role, have experience selling long-haul destinations, and commit to a minimum number of appointments and post-event feedback.

For enhanced value, the Hosted Buyer package includes up to 4 nights’ accommodation. Ideal for senior buyers from target markets like the UK, Europe, North America, Latin America, and Asia, it demands a more significant commitment. Hosted Buyers are required to attend all functions, 40 meetings and provide feedback on the event.

“Meet your next partner in African tourism at the nexus for connection and discovery in the African tourism industry. This is not just an event; it’s the epicentre for transformative connections and invaluable market insights within the African tourism sector. We urge buyers to register promptly to ensure their participation in our event,” Mears concludes.

For registration details and event updates, please visit:

About Experience Africa Events:

Experience Africa Events by ATTA® is the foremost platform for connecting African suppliers with top international buyers at a variety of shows. Promoting an expansive range of travel products and unique experiences from across Africa, Experience Africa Events hosts B2B events that are not just a meeting ground but a catalyst for forging essential industry connections, making these #ThePlaceToConnect for the African tourism industry.

For more information about Experience Africa Events by ATTA®, please visit

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