Experience Africa 2024

Experience Africa will be back in London in 2024 and registration is now OPEN! 

History of the show

Experience Africa by ATTA® – the premiere platform for African travel trade – has been uniting suppliers from across the continent with active buyers from the UK, Europe, and  other international destinations since 2018. 

Since its inaugural event, Experience Africa has become #ThePlaceToConnect as it offers strategic networking events and a market for buyers and sellers who want to add inspiring travel products to their portfolios.

Experience Africa 2024 will be held at 155 Bishopsgate, London, from 1-3 July, and will once again provide exhibitors and buyers with an opportunity to forge new partnerships, share insights, celebrate African tourism, and drive business growth.

The pioneering B2B platform continues to evolve, allowing unparallelled access to a global network of buyers keen to expand their Africa-focused travel offerings.

Why Attend Experience Africa?

Exhibitors and attendees can make a wealth of new connections by attending appointments, networking events, and the inaugural ATTA® Awards at Experience Africa. 

Experience Africa showcases a refreshingly wide range of inspiring travel products and enticingly curated experiences, all being sold right now across the incredible continent. This essential B2B event will present the very best Africa product portfolios, assuring connectivity between key International buyers and handpicked quality exhibitors, maximising exposure in a way never seen before in the UK.

This year, Experience Africa is taking a tech-forward approach: the panel discussions will use real-time audience polling and analysis, offering attendees meaningful market insights and immediate feedback on emerging trends. 

The annual event is a highlight on the travel and tourism calendar, promising to help you diversify and enrich your business portfolio while revitalising your understanding of the African travel market. 


Experience Africa continues to grow, attracting an even wider audience of high-caliber international buyers. Don't miss this opportunity to generate valuable leads, launch new products or services, and reinforce your brand's presence in the African market. Building on the success of previous years, Experience Africa 2024 is set to be the biggest and best yet.


At Experience Africa, buyers gain access to a wide spectrum of suppliers from across 26 African countries, with up to 42 twenty-minute meetings over three days. Our matchmaking process connects buyers with relevant products and services. Buyers will also enjoy a host of exclusive benefits, including daily breakfast, coffee breaks, and lunches, as well as evening networking functions to foster valuable connections.  Experience Africa 2024 presents a great opportunity to discover innovative offerings, forge lasting partnerships, and position your brand for success.

Industry Partners & Sponsors

Our industry partners and sponsors play a key part in making Experience Africa a success. If you would like to get involved? Please contact us for more information


For me, the quality of suppliers was very good, and I could easily have had more meetings. I managed to catch up on the networking time with suppliers, but good to have the 20-minute slots. Fantastic vibrant atmosphere at the show and thoroughly worthwhile attending.

Jennifer Morris, Abercrombie & Kent

Huge thank you for helping co-ordinate for our six sales team members to attend. They all loved it and I’ve received incredible feedback from them. Experience Africa is passionate and engaged with Africa! Overall brilliant event and we will be back!

Dagmar Marrocco, Alfred& by Kuoni

A great platform and time of year to meet with fellow African specialists. Experience Africa must be on everyone's 'must attend' list if you are serious about promoting travel to Africa.

Karl Parkinson, African Bush Camps

Every agent I met was relevant and interested in the Elewana product and I can honestly say there wasn’t minute of business time wasted. A first for me!

Liz Harper, Elewana Collection

Experience Africa is so easy; great quality meets with no fuss and no surprises! Highly recommend it.

Cindy Sheedy-Walker, Extraordinary

What a great show! Wow, 2023 was next level. We have signed up again this year. Please say a massive thanks to your team, we so appreciate all you do for us. Already looking forward to 2024!

Helen Bolton, New Frontiers

Every step of the lead up to Experience Africa is handled with detail and care. As an exhibitor, I felt informed and excited as the count down to the event was hitting single digits. The longer (golden) time slots per meeting ensured that you could have a productive meeting with all levels of buyers. Additionally, the carefully curated tea, lunch and post-meeting day events ensured for fun interaction between all attendees with meaningful networking opportunities. Thank you, Experience Africa team I am your biggest fan, this has been a great investment for the aha brand.

Deidre Ward, aha Hotels & Lodges

Experience Africa has quickly become the key UK event for the African travel industry to connect on an annual basis. In a disjointed world of working from home, where many companies now don’t have offices, this is a key platform for me to see our key operators and agents face-to-face and also make new connections. This show delivers good quality meetings; I’m 100% behind it and am looking forward to the 2024 show.

Simon Beck, Cheli & Peacock

Exceptional quality of buyers and a really excellent platform to reengage with industry colleagues and friends.

Belinda McIntyre, Hemmingways Collection

A great show, well organised and will definitely recommend it and return this year.

Iain Cottam, African Sensations

Lankester White Safaris is a small operation so three days out the office really has to count. And it did; it’s 100% worthwhile. 

Jo Lankester, Lankester White Safaris

I enjoyed the show and would like to say thank you for my invitation: three fabulous days of interacting with like-minded people talking all things Africa is my kind of work heaven. See you in 2024!

Zoe Carroll, Lusso Travel

Very well organised. Great venue. Good cross-section of attendees.

Lisa Paterson, Green Pangolin Safaris

Overall, it’s a great show and wonderful to have so many African partners over in London. Thank you for all the hard work putting it together!

Liberty Gilmour, Audley Travel

The Team

The Experience Africa team is dedicated to delivering a successful event for all attendees. We are here to help you make the most of your time at the show, whether you are an exhibitor, buyer, or media representative.

Chris Mears (CEO, Experience Africa Events)

Chris joined ATTA® as COO in January 2017, bringing a wealth of experience from his previous role running the Cape Town office for long-time ATTA® member Acacia Adventure Holidays, where he spent 10 years living in South Africa. ...Read More

In January 2018, Chris took the helm as CEO of ATTA®, drawing on his deep-seated passion for African tourism developed through extensive travel across the continent, including an overland journey from London to South Africa. His experience encompasses all aspects of the industry, from reservations and sales to marketing and product development.

Now, as Chief Executive of Experience Africa Events, Chris oversees ATTA®'s entire events portfolio, including trade shows, networking events, and the flagship Experience Africa held annually in London each June. With his proven track record of leadership and his unwavering commitment to the African tourism sector, Chris is well-positioned to drive the continued growth and success of Experience Africa. ...View Less

Kirstine Vercoe (Project Manager, Experience Africa Events)

Kirstine joined the team at Experience Africa Events in 2023, working alongside CEO Chris Mears to deliver the highly anticipated Experience Africa 2024. ...Read More

Drawing on her extensive industry experience, Kirstine is committed to helping connect global buyers and suppliers in this dynamic marketplace. Kirstine previously served as the Director of Authentic Portfolio, representing Africa’s finest luxury lodges and camps. With a focus on sustainable tourism and authentic experiences, she has developed strong relationships across the continent, driving increased sales and growth for her clients.

Her diverse background also includes roles as an Account Director at Kamili and a Business Development Manager at Luxury Representation Collection. With her wealth of industry knowledge and a passion for the African travel sector, Kirstine is poised to make a valuable contribution to the success of Experience Africa Events. ...View Less

Angela Dizon (Membership & Exhibitions Manager, ATTA®)

Born in Hungary, Angela moved to the UK after completing her studies, bringing a wealth of hospitality experience to her role at ATTA® since 2015....Read More

As Membership & Exhibitions Manager, Angela plays a key part in ATTA®'s global network of over 500 members across 26 countries. Her deep industry knowledge and passion for connecting businesses make her an invaluable asset, contributing to the success of ATTA®'s events and member services....View Less

Blessing Bello (Membership, Events and Marketing Executive, ATTA®)

Blessing joined ATTA® in July 2023, shortly after completing her MSc in International Hospitality and Tourism Management from Bournemouth University. ...Read More

Prior to this, she worked as a PR Manager/Travel Guide for a Nigerian travel agency, where she developed a passion for African tourism and brand marketing. In her current role, Blessing's experience covers fostering brand awareness, driving business growth, creating compelling communication strategies, building stakeholder relationships, and delivering exceptional event experiences. She is excited to leverage these skills to elevate the ATTA® brand, engage members, and achieve measurable marketing objectives - all while gaining invaluable experience for a successful career in tourism....View Less


Operating in close partnership with ATTA®, Experience Africa Events provides a dynamic platform that connects buyers and suppliers of African tourism products and services. Our symbiotic relationship with ATTA® allows us to leverage their vast network and industry expertise to curate a diverse array of events tailored to the needs of ATTA® members and the broader tourism community. ...Read More

From trade shows and networking gatherings to partner roadshows, dinners, and cutting-edge digital events, Experience Africa Events offers a multi-format approach to fostering meaningful connections, sharing knowledge, and driving business growth within the vibrant African tourism landscape. ...View Less

For more information don't hesitate to get hold of the Experience Africa team - info@experienceafrica.travel