Experience Africa 2026, the UK’s largest trade event dedicated exclusively to African tourism, was held over three days this week in London, bringing together 615 delegates as global demand for travel to Africa continues to grow.
Organised by ATTA® Group Events, the event welcomed 205 exhibitors from 33 African and Indian Ocean destinations alongside 269 buyers from 195 companies across 20 international markets. Delegates took part in 7,865 pre-scheduled business meetings, making it one of the world’s largest platforms for African tourism trade.
The buyer audience is the strongest yet, with 45.9% attending for the first time or returning after a break, creating significant new business opportunities. Around 77% of delegates are tour operators, while more than 70% hold senior commercial, product or contracting roles.
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. Alongside 7,865 carefully matched meetings, our conference programme explores AI, destination storytelling, sustainability, regenerative tourism and Africa’s frontier destinations.”
During the event statistics from The Data Appeal Company / Almaviva Group, developed with ATTA®, revealed how Africa now accounts for 4.28% of global international travel intent for summer 2026, up slightly on 2025.
The fastest-growing destinations include Cairo, Zanzibar, Johannesburg, Cape Town, Marrakech, Kilimanjaro and Nairobi, reflecting demand for culture, wildlife, adventure and nature-based experiences.
Opening the event, Virginia Messina, Group CEO of ATTA®, said: “Travellers increasingly recognise the extraordinary diversity of experiences Africa offers. Experience Africa plays a vital role in connecting that growing demand with outstanding tourism businesses across the continent.”
Alongside business meetings, delegates attended sessions with speakers from tech giants such as Trip Advisor and Meta, networking events and the ATTA® for Action Awards.
