Who Can Attend Experience Africa

Experience Africa is for both those actively selling Africa and its surrounding islands, and those looking to expand their portfolio to include these destinations. It is 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
  • The Americas

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.

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 its surrounding 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.

Experience Africa Rates
Experience Africa thrives on meaningful, fully attended appointments, and the continued success of the event depends on commitment from both exhibitors and buyers. For 2026, we are introducing a new refundable Commitment Fee of £195 for all approved Buyers and Hosted Buyers. The fee is payable upon acceptance and will be refunded in full after the event once all appointment and attendance obligations have been met. 

If you would like to join a colleague's diary of appointments and attend all official Experience Africa events as outlined in the programme, the following fees will apply:

ATTA Member Additional Attendee - Complimentary

Non-Member Additional Attendee - £50 per day (+VAT if applicable)

What’s Included in Experience Africa 2026

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
  • 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

NON-HOSTED 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

Events Around Experience Africa

We will hold evening events after the meeting programme 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.

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 non-hosted) are required to attend a full diary of appointments for each day of their registered attendance at Experience Africa. Hosted Buyers must attend the full event, from Registration (08h00-09h00) on Monday 22 June through to the final appointment concluding at 17h30 on Wednesday 25 June. Non-Hosted Buyers must attend from Registration through to the final appointment on each of the days for which they are registered.

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.

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

• • 27 April – Meeting preferencing portal opens
  • 25 May – Meeting preferencing portal closes
  • 08 June – Final diaries delivered

Administration Fees

For any changes or last minute additions received after 25 May (4 weeks prior) an administration fee of £100 (+VAT if applicable) will apply.

Terms & Conditions and Cancellation Fees

Hosted Buyer & Non-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.

On approval of their applications, Buyers (both hosted and non-hosted) must pay a refundable Commitment Fee of £195. This will be refunded in full upon completion of all participation obligations.  If the Buyer cancels attendance after a certain date or fails to meet attendance obligations, the Commitment Fee will be forfeited. 

Hosted Buyers cancelling on or before 27 April (8 weeks prior) incur no penalty beyond the forfeiture of the Commitment Fee. Cancellations received after 27 April, or failure to attend, will incur a £350 cancellation fee (+VAT if applicable.) Hosted Buyers will also be liable for any hotel cancellation charges applied at the time of cancellation. Fees will be waived if your participation can be replaced by another suitable attendee from your organisation. 

Non-Hosted Buyers cancelling after 11 May (6 weeks prior) or who fail to attend will be charged £350 (+VAT if applicable) unless your participation can be replaced by another suitable attendee from your organisation. 

Buyers acknowledge and accept that the card details used to secure the Commitment Fee will be securely stored by our PCI-compliant payment provider and may be used to process any applicable cancellation fees or hotel cancellation charges in accordance with these Terms & Conditions.  

ATTA Group Events Ltd may cancel or withdraw participation if a Buyer's conduct is deemed inappropriate or inconsistent with event objectives. In such circumstances all fees may be forfeited, and ATTA Group Events Ltd may recover any direct costs incurred on behalf of the Buyer.

Please select your attendance option carefully. Kindly note this is NOT an application form for MEDIA attendees.

Your chosen days will be used to balance buyer numbers across the show and to generate your meeting diary. Once submitted, changes cannot be guaranteed and may incur administrative or cancellation fees as outlined in the Terms & Conditions.

If you are unsure which days you can attend, please confirm internally before selecting.

Don't want to meet DMCs?

If you select No, please note that some DMCs may still preference you based on your profile, destination focus, or past business. In these cases, you may still be allocated a meeting.

Should this happen, we kindly ask that you attend the meeting and simply advise the DMC that you are not currently seeking new partners. This ensures transparency for all parties and helps maintain a fair and respectful meeting process.