What’s Included in Experience Africa 2025

Experience Africa provides the opportunity for members of the travel trade to attend either as a Hosted Buyer for the full 3 days of the show or as a standard Buyer for either 2 or 3 days.

HOSTED BUYERS

• • Up to 4 nights accommodation at one of our appointed hosted buyer hotels on a single occupancy basis including breakfast
  • Access to all official events as detailed in the event programme
  • Onsite catering & refreshments including:
    • Buffet breakfast
    • Morning & Afternoon refreshments
    • Buffet lunch
    • Coffee & Tea throughout the day
    • Water & soft drinks
  • Diary of prescheduled appointments with 14 twenty-minute meetings per day with up to 42 meeting slots available

BUYERS

• • Access to all official events as detailed in the event programme
  • Onsite catering & refreshments including:
    • Buffet breakfast
    • Morning & Afternoon refreshments
    • Buffet lunch
    • Coffee & Tea throughout the day
    • Water & soft drinks
  • Diary of prescheduled appointments with 14 twenty-minute meetings per day with up to 42 meeting slots available

Who Can Attend Experience Africa as a Buyer / Hosted Buyer

Experience Africa is for both those actively selling Africa and those looking to expand their portfolio to include Africa and open to both product and front line sales teams alike. If you would like to share a diary of appointments with a colleague then there will be a small daily charge payable on confirmation see rates for more detail.

Please note, we are primarily focussing on buyer attendance from the following regions:

• • The UK & Ireland
  • Continental Europe
  • North America

If you are not based in any of these geographical regions please either contact our team ahead of applying to attend or, we will contact you to discuss options on receipt of your application.

Experience Africa Rates

Experience Africa does not charge a registration fee for buyers or hosted buyers to attend the show if taking their own diary of appointments.

As a buyer, should you cancel your participation in Experience Africa after 19 May then you will be liable for a cancellation fee of £350 unless your participation can be replaced with another suitable attendee from your company. 

Hosted buyers cancelling their participation in Experience Africa after 01 May will be liable for hotel cancellation fees unless your participation can be replaced with another suitable attendee from your company. From 19 May, hosted buyers will also be liable for the event cancellation fee of £350 unless your participation can be replaced by a suitable replacement from your company.

If you would like to join a colleague’s diary of appointments and attend all official Experience Africa events as detailed in the programme then the following fees will apply.

ATTA Member Additional Attendee - Complimentary

Non Member Additional Attendee - £50 per day

Administration Fees

For any changes or last minute additions received after 26 May an administration fee of £100 will apply.

Terms & Conditions and Cancellation Fees

Buyer and Hosted Buyer Terms & Conditions are available here. You will receive a copy of these via email with confirmation of your application and, should your application be approved, you will also receive a copy of these on approval. Once your application has been approved you will be bound by the terms and conditions. Should you wish to discuss any elements of the Terms & Conditions, please contact our team directly.

While we do not charge a registration fee for buyers holding their own diaries to attend Experience Africa, should you cancel your participation after 19 May a cancellation fee of £350 for buyers and hosted buyers will apply. Hosted buyers will also be liable for any hotel cancellation charges levied by the hotel after 01 May. 

Experience Africa Events will raise an invoice and failure to pay this invoice may impact your attendance at future Experience Africa shows, ATTA® organised events or other African Industry events.

Meeting Selection & Diaries

Experience Africa runs on a pre-scheduled appointment format with a daily total of 14 pre-scheduled appointments. All buyers (both hosted and standard) are expected to attend a full diary of appointments for each day at Experience Africa. All attendees are required to create a wishlist of exhibitors they would like to meet with at Experience Africa during the preferencing window. After the preferencing window closes, our meeting software will create a diary of appointments based on this wishlist.

You will need to select a minimum number of exhibitors to meet with during the preferencing window, if this minimum number is not met, we will give you the opportunity to add more preferences or the team will top your preferences up based on your geographical preferences listed in your initial application.

Hosted buyers and 3-day attendance buyers:  10 VIP and 74 Standard exhibitor preferences

2-day attendance buyers: 10 VIP and 46 Standard exhibitor preferences

Meeting Preferencing Timeline

• • 28 April – Meeting preferencing portal opens
  • 26 May – Meeting preferencing portal closes
  • 09 June – Final diaries delivered

Events Around Experience Africa

We will hold evening events after the meeting program concludes each day as follows:

• • Monday – ATTA® for Action Awards
  • Tuesday – ATTA® Summer Party
  • Wednesday – Experience Africa Closing drinks

Please plan your travel arrangements accordingly.

ATTA® Members are able to invite one guest to the ATTA® Summer Party without charge – pre-registration is required

Exhibitors Attending Experience Africa

Experience Africa is committed to delivering a vibrant and dynamic show and we give careful consideration around the overall exhibitor mix with product from across the African continent and Indian Ocean Islands at all levels including tourism product, DMC’s, activity providers, tourism boards and affiliated services. Confirmed exhibitors will be published on the website - www.experienceafrica.travel coming soon.

Split Attendance

With 180 exhibitors at Experience Africa 2025, single day attendance (maximum of 14 meeting slots) doesn't provide adequate time to fully engage with the diverse range of tourism product and services in attendance. However, we recognise that balancing time away from the office and productive meetings can be challenging.

As a Buyer, should you wish to split your attendance at the event with a colleague or colleagues, we have created a "split attendance" registration type. Each delegate will have their own meeting diary and buyer profile (available to exhibitors during the Meeting Preferencing process.)

Please follow the below instructions should you wish to register a Split Attendance :

1. 1. 1. Select the buyer registration covering the days that you and your colleague plan to share
      2. Select the "Buyer - split attendance" field
      3. Identify those days you will be at Experience Africa
      4. On submission of the application, you will receive an email to forward to your colleague who will be required to complete a registration form. 

Additional Attendee

Should you wish to have a member of your team shadow you at Experience Africa 2025, please select the appropriate field below. 

As an additional attendee, this person will sit in on your meetings, and have access to the same networking and social events as detailed in the event programme. 

ATTA® Members can take advantage of their membership benefit allowing a complimentary additional attendee. Non-Members wishing to bring an additional attendee will be charged as follows:
Additional badge costs £50 per day.
VAT @ 20% is applicable to all companies domiciled in the UK.

If you are attending as a Hosted Buyer, booking an additional attendee does not qualify for an extra hotel room. Experience Africa can offer you a complimentary twin room on the Hosted Buyer programme, or assist with an additional room at a charge. Please feel free to discuss your requirements with a member of the team on buyers@experienceafrica.travel

Once your application has been processed, the Experience Africa team will contact you to collect additional attendee details and secure payment. 

We appreciate you taking the time to complete this section. Your submissions assist the Experience Africa team in selecting and delivering an appropriate mix of exhibitors at the event and retaining the show's dynamism from year to year.