Experience Africa 2026 was officially inaugurated in London and brought together hundreds of tourism professionals, buyers, exhibitors and industry leaders from across the globe. It was a three-days event of networking, business meetings and discussions that focused on the future of African travel and tourism.
Organised by the African Travel & Tourism Association (ATTA), the annual trade event has attracted over 600 delegates who represented destinations, tourism boards, hotels, lodges, camps, destination management companies (DMCs) and tourism experiences from across Africa and the Indian Ocean islands.
The 2026 edition features 195 exhibitors and over 200 buyer companies, with over 8,000 pre-arranged meetings which are expected to take place throughout the event. The gathering serves as a key platform for strengthening partnerships, exploring emerging opportunities and promoting African tourism on the global stage.
Industry stakeholders described the event as an opportunity to celebrate the people, places and experiences that will continue to drive the growth and evolution of African tourism.
Highlights Diversity of Africa
The opening day began with an inspiring film presentation that set the tone for the discussions ahead. The first opening address by ATTA Group Chief Executive Officer (CEO) Virginia Messina said that the film highlighted the diversity, innovation and opportunities that define modern African tourism.
It showcased landscapes ranging from coastlines and wilderness areas to vibrant communities and conservation initiatives. The presentation underscored Africa’s evolving tourism story and its growing appeal to international travellers.
Messina described African tourism as part of an “epic tale” built on collaboration, ambition and a shared commitment to shape future of the sector. She emphasised that the continent offers a world of opportunities for travellers who are seeking authentic and transformative experiences.
Sustainability Takes Centre Stage
Sustainability was followed as a major theme during the opening day, with delegates also participating in a panel discussion titled “Seeing Far: Building Tourism That Lasts.”
The panel discussion was moderated by the Managing Director of Experience Africa – Michael Jackson. The session explored how the tourism sector can move beyond sustainability commitments and will translate them into measurable action and long-term impact.
The discussion featured Head of Communications at Nawiri Group – Kate Waite; Head of Brand, Marketing and Communications at The Long Run – Rosie Stubbs; and Customer Experience and Impact Advisor at Baotree – Rebecca Cook.
Panelists at the discussion examined the growing importance of regenerative tourism, responsible growth strategies and cross-sector collaboration in supporting local communities, protecting natural environments and ensuring the long-term viability of tourism destinations. Speakers further stressed that sustainable tourism is increasingly becoming a business necessity, rather than an aspirational goal, with travellers, investors and governments placing greater emphasis on environmental and social responsibility.
Calls for Greater Industry Collaboration
During the ongoing event, Messina reflected on the remarkable transformation of African tourism since ATTA was founded in 1993. She noted that international visitor arrivals to Africa have increased from 19 million visitors annually to over 80 million now, which illustrated the sector’s significant growth over the past three decades.
According to Messina, travel and tourism is currently contributing approximately US$228 billion to Africa’s economy while supporting over 30 million jobs and livelihoods across the continent. She highlighted that African tourism is expected to grow by over 5% annually over the next decade, outpacing many other regions worldwide.
Despite the positive outlook, Messina stressed that the continuous growth will depend on stronger collaboration among industry stakeholders. She identified improved connectivity, expanded market access and more effective storytelling about modern Africa as essential priorities for the sector. She expressed confidence that Africa has the potential to become one of the world’s leading tourism destinations if industry players continue working together towards common goals.
ATTA For Action Awards Celebrate Tourism Changemakers
The first day of Experience Africa 2026 concluded with the presentation of the ATTA For Action Awards. The honour recognises individuals and organisations who are making significant contributions to responsible and sustainable tourism across Africa.
The award demonstrate leadership in conservation, community development, environmental stewardship and innovation. Among the winners announced during the ceremony were:
- TAMàNA, which received the Purpose & People Award
- Gamewatchers Safaris & Porini Camps, winner of the Earthkeepers Award
- Porini Safari Camps, recipient of the Eco-Innovation Award
- Sirikoi Lodge for the Zero Waste Trailblazer Award
- Nomad Tanzania for the Community Upliftment Award
- Beyond Travel for the Marine Impact Award
- Safari Collection received the Collaborative Impact Award
- Blood Lions and Marine Dynamics Shark Tours jointly won the Traveller Education & Awareness Award
- Travel journalist Marco Barneveld was recognised with the Media Voice for Action Award
- Travel4Purpose received the Emerging Changemaker Award
Organisers said the winners reflected the growing momentum behind responsible tourism initiatives across Africa and demonstrated how partnerships between communities, conservation groups and tourism operators can create meaningful and measurable impact.
Looking Ahead
Experience Africa 2026 continues over the coming days and delegates are expected to participate in thousands of business meetings. They networking opportunities and thought leadership sessions focused on the future of African tourism.
In coming days of the event sustainability, innovation and collaboration will emerge as central themes. As the event is reinforcing Africa’s position as one of the most dynamic and promising tourism destinations in the world.
The industry leaders will remain optimistic that through continued partnership and investment, African tourism can unlock even greater economic, social and environmental benefits for communities across the continent.