Africa Showcase 2025 concluded its most ambitious North American tour to date, delivering four energizing events in Atlanta, New York, San Diego, and Vancouver from November 11–19. The showcase once again proved itself to be the continent’s premier platform for meaningful trade connections, product education, and strengthening Africa’s presence in the North American market.
This year’s roadshow drew over 300 qualified buyers—a strong mix of top-producing travel advisors, Africa specialists, and product managers from leading luxury and specialty agencies across the U.S. and Canada. Their engagement underscored the continued and growing appetite for African destinations among North American travelers.
Hosted at the Ritz-Carlton Atlanta, New Yorker by Lotte Hotels, Hilton La Jolla Torrey Pines, and the Pan Pacific Vancouver, Africa Showcase 2025 brought together a diverse and notable collection of exhibitors from across the continent, including national tourism boards, airlines, boutique safari lodges, luxury hotel groups, DMCs, and conservation-focused travel brands. Among the many standouts this year were South African Tourism, Namibia Tourism Board, Natural Selection, Motsamayi Tourism Group, Miracle Experience, Airlink, and a rich representation of safari operators and lodge groups from East, Southern, and West Africa.
42 companies from 19 African countries participated including— Angola 🇦🇴, Botswana 🇧🇼, Eswatini 🇸🇿, Kenya 🇰🇪, Lesotho 🇱🇸, Madagascar 🇲🇬, Malawi 🇲🇼, Mauritius 🇲🇺, Mozambique 🇲🇿, Namibia 🇳🇦, Nigeria 🇳🇬, Rwanda 🇷🇼, Seychelles 🇸🇨, Sierra Leone 🇸🇱, South Africa 🇿🇦, Tanzania 🇹🇿, Uganda 🇺🇬, Zambia 🇿🇲, and Zimbabwe 🇿🇼.
Event Highlights
Structured B2B Meetings
Buyers participated in targeted rotations designed to match their interests—whether Southern Africa, East Africa, or multi-country itineraries—resulting in productive conversations and actionable business leads.
Tourism Board Updates
Destination experts shared timely intelligence and new developments, helping both seasoned advisors and newer Africa sellers deepen their destination knowledge.
Genuine African Hospitality
Evening networking receptions brought everyone together in a relaxed setting, complete with warm hospitality and an atmosphere that encouraged relationship building.
Prize Draw & Best-Dressed Tradition
Exhibitors generously contributed a range of travel prizes, and the beloved “touch of Africa” Best-Dressed competition once again added style and fun to the evening.
Leadership Reflections
“Africa Showcase continues to be one of the most effective ways for the continent’s tourism industry to connect with North America,” said Jane Behrend of Re•think Travel Marketing. “This year, the quality of conversations and the level of buyer engagement were exceptional. You could feel the momentum behind Africa as a top long-haul destination.”
David DiGregorio of Re•think Travel Marketing added: “The enthusiasm across all four cities was inspiring. Advisors are eager for new product, emerging regions, conservation stories, and more meaningful experiences. It’s clear that Africa is resonating with North American travelers in a deeper and more diverse way than ever before.”
Looking Ahead
Africa Showcase 2025 was delivered in partnership with On Show Solutions and Re•think Travel Marketing, continuing a long-standing collaboration to elevate African tourism in one of the world’s most important source markets.
For more information or to express interest in future events, please contact:
Jane Behrend: jane@rethinktravel.marketing
David DiGregorio: dave@rethinktravel.marketing
