The Africa Showcase is a series of exclusive events designed to connect African tourism businesses with global markets. Organized by On Show Solutions, a leading company in roadshows and exhibitions, these events offer a unique platform for showcasing Africa’s diverse destinations, cultural experiences, and tourism services to a worldwide audience. By bringing together industry professionals, travel agents, and suppliers, the Africa Showcase fosters valuable connections and promotes collaboration, driving tourism growth and opportunities across the continent.

Africa Showcase 2025: Unlocking Global Opportunities for African Tourism

The Africa Showcase is set to make its much-awaited return in 2025, offering unique opportunities for tourism providers to connect with global markets. Organized by On Show Solutions, a leading expert in roadshows and exhibitions, this event is an essential platform for African tourism businesses to expand their reach, create valuable partnerships, and tap into profitable international markets. The Africa Showcase Southern Europe kicks off from February 2 to 7, 2025, with events in Madrid, Paris, Milan, and Rome, providing unmatched exposure to key industry professionals in these prominent European cities.

Upcoming Africa Showcase Events 2025

Upcoming Africa Showcase Events 2025: Connecting African Tourism with Key Global Markets

• Africa Showcase Latin America (March 23-28): This event will take place across Chile, Argentina, and Brazil, aiming to connect African tourism providers with Latin American travel professionals. With Latin America emerging as a significant market, the showcase offers exciting growth opportunities for African destinations.
• Africa On Show – ITB Berlin (March 4-6): The ITB Berlin pavilion provides a platform for exhibitors to present their offerings to a global audience at one of the world’s largest and most influential travel trade fairs, helping to strengthen Africa’s presence in the international tourism market.
• Africa Showcase Nordics (April 27 – May 1): Targeting the key markets of Stockholm, Oslo, and Copenhagen, this showcase focuses on these influential Nordic countries, which play a vital role in Africa’s tourism expansion.
• Africa Showcase Central & Eastern Europe (February 24-28): With stops in Prague, Bucharest, and Warsaw, this event highlights the growing opportunities in this rapidly expanding region, bringing African tourism providers closer to Central and Eastern European travel professionals.
• Africa Showcase Australia (July 21-31): This event will bring African tourism to the Australian market with stops in Perth, Sydney, Brisbane, and Melbourne. As interest in Africa’s travel experiences grows in Australia, this showcase is poised to cater to an expanding audience.

Africa Showcase: Highlighting Key European Airports Strengthening Ties with Africa

• Humberto Delgado Airport (LIS) – Lisbon, Portugal
• Also known as Lisbon Airport, this is the main international gateway to Portugal. Located about 7 km from the city center, Humberto Delgado (LIS) is a busy hub for both domestic and international flights. It’s known for its modern infrastructure, great connections to the city via public transport, and easy access to key European and global destinations. The airport often hosts events like the Africa Showcase, which promotes African travel and business opportunities between Portugal and various African countries.
• Leonardo da Vinci International Airport (FCO) – Rome, Italy
• Commonly referred to as Fiumicino Airport, FCO is the main airport in Rome and one of the busiest in Italy. Located around 32 km southwest of the city, it serves as a hub for both domestic and international flights, offering a wide range of services, modern amenities, and excellent transport links to the city and surrounding regions. Events like Africa Showcase have been held here to strengthen connections between Italy and African nations.
• Adolfo Suárez Madrid–Barajas Airport (MAD) – Madrid, Spain
• MAD is the largest and busiest airport in Spain, located about 12 km from Madrid’s city center. It serves as a primary gateway for flights between Europe and Latin America. With a vast array of terminals, it offers a mix of luxury and practical services, as well as excellent transport links via metro, buses, and taxis. The Africa Showcase is another key event hosted at Madrid’s airport to highlight trade and tourism opportunities with Africa.
• Milano Malpensa Airport (MXP) – Milan, Italy
• MXP is the main international airport serving Milan, located around 50 km to the northwest of the city. It handles both international and domestic flights and is a hub for long-haul flights, particularly to Asia and North America. With excellent transport connections to Milan and the surrounding areas, it’s a key player in European air travel. Events like the Africa Showcase at Malpensa bring attention to the importance of African connections and travel growth.
• Josep Tarradellas Barcelona-El Prat Airport (BCN) – Barcelona, Spain
• BCN is one of Spain’s busiest airports and serves as a major gateway for both business and tourism. Located about 12 km southwest of Barcelona’s city center, it is known for its large number of international connections, as well as a variety of amenities like lounges, shops, and restaurants. The airport often participates in events like the Africa Showcase to enhance links between Barcelona and Africa.
• Palma de Mallorca Airport (PMI) – Palma de Mallorca, Spain
• Located on the Balearic Island of Mallorca, PMI is a major hub for leisure travelers, especially during the summer months when the island sees a surge in tourists. The airport is about 8 km from Palma, the island’s capital, and serves as a key connection for travelers heading to Mediterranean destinations. Events such as the Africa Showcase have also highlighted Mallorca’s role in connecting African and European markets.
• Milan Linate Airport (LIN) – Milan, Italy
• LIN is Milan’s second airport, located closer to the city center (about 7 km away). It primarily handles domestic and short-haul international flights, offering a quicker, more convenient alternative for travelers headed to nearby destinations. Linate is more compact than Malpensa, which can make for a more streamlined travel experience. The Africa Showcase is another event that occasionally takes place in Milan to focus on fostering closer ties with Africa.
• Il Caravaggio International Airport (BGY) – Bergamo, Italy
• BGY serves the Milan metropolitan area, located about 45 km northeast of the city. This airport is often used by budget carriers and serves as a popular entry point for travelers heading to the northern parts of Italy, especially for those flying to ski resorts or the Lombardy region. Events such as the Africa Showcase help bring attention to the growing importance of African travel to Italy.
• Malta International Airport (MLA) – Luqa, Malta
• MLA is Malta’s only international airport, located in the village of Luqa, just 5 km from the capital, Valletta. It’s the primary gateway for travelers heading to Malta, serving both European and some long-haul flights. The airport offers modern facilities and is well-connected to Malta’s tourist attractions via transport services. Events like the Africa Showcase have helped promote Malta as a growing hub for connections between Europe and Africa.

Key Events at The Africa Showcase

The Africa Showcase is a series of events that connect African tourism providers with European professionals, fostering relationships, business opportunities, and collaborations in the tourism industry. The main events typically include:

1. Roadshows
   These are events held in various European cities, where African tourism suppliers meet directly with travel agents, tour operators, and other industry professionals to promote African destinations. Key cities often include destinations like London, Paris, Barcelona, Rome, and Berlin.
2. Trade Exhibitions
   The exhibitions allow African tourism boards, hotels, tour operators, and other service providers to showcase their products, destinations, and services to an international audience. This is a key part of the Africa Showcase, enabling face-to-face interactions between exhibitors and potential clients.
3. Networking Events
   These events are designed to create opportunities for informal discussions and relationship-building. Travel professionals, industry stakeholders, and exhibitors from both Africa and Europe come together to exchange ideas, discuss trends, and explore new partnership opportunities.
4. Workshops & Presentations
   These interactive sessions provide educational opportunities for both exhibitors and attendees, where experts in African tourism share insights, best practices, and market trends. Workshops can cover a range of topics, from promoting African destinations to understanding emerging travel trends in both Africa and Europe.
5. B2B Meetings
   The Africa Showcase often includes pre-scheduled one-on-one meetings between exhibitors and potential clients, offering a more focused and tailored opportunity for business development.

Exploring European Airlines’ Role in Africa’s Growth Through the Africa Showcase

• Ryanair
• Ryanair is an Irish low-cost carrier known for its affordable fares and extensive European network. It operates hundreds of routes across Europe and beyond, including destinations in North Africa. Ryanair’s business model focuses on short-haul, no-frills flights, making it one of Europe’s most popular budget airlines. The airline has occasionally participated in events like the Africa Showcase, which highlights opportunities for growth in African destinations and connections with European hubs.
• EasyJet
• EasyJet is a UK-based low-cost airline that serves numerous destinations across Europe and North Africa. With its distinctive orange livery, EasyJet has become synonymous with affordable, convenient travel. The airline offers both leisure and business travelers a wide range of routes, often emphasizing efficiency and customer experience. EasyJet has also taken part in the Africa Showcase, aiming to strengthen the connections between Europe and Africa, particularly in key tourist markets.
• Vueling
• Vueling is a Spanish low-cost airline that operates primarily out of Spain and serves a vast network across Europe, the Middle East, and North Africa. Known for its flexible fare options and a variety of routes, Vueling connects major European cities to popular destinations in Africa. The airline actively participates in events like the Africa Showcase, promoting tourism and business relations between Europe and African countries.
• Iberia
• Iberia is Spain’s flagship carrier and one of Europe’s largest airlines. It serves a wide range of international destinations, including many in Latin America and Africa. Iberia operates long-haul flights to major African cities like Casablanca, Lagos, and Johannesburg. The airline is involved in events such as the Africa Showcase, where it highlights its strong African connections and promotes deeper cultural and business ties between Spain and African nations.
• Volotea
• Volotea is a Spanish low-cost airline focused on connecting medium-sized cities across Europe. While the airline is predominantly European, it has expanded its reach to some North African destinations as well. Known for offering convenient connections to secondary airports, Volotea has also participated in the Africa Showcase event, focusing on enhancing travel options between Spain and the African continent.
• Aegean Airlines
• Aegean Airlines is Greece’s largest airline, with a strong network throughout Europe and the Eastern Mediterranean. It also serves some key destinations in North Africa, including Egypt and Tunisia. Aegean Airlines has been a supporter of the Africa Showcase, engaging in efforts to increase tourism and trade between Greece, Europe, and Africa by promoting its African routes.
• Alitalia (now ITA Airways)
• Alitalia was Italy’s national carrier until it was replaced by ITA Airways in 2021. ITA Airways continues to serve several international routes, with a notable presence in both Europe and Africa. The airline operates flights to key African cities like Cairo, Addis Ababa, and Tunis. ITA Airways participates in events such as the Africa Showcase, emphasizing Italy’s connections to African markets and supporting business and tourism opportunities.
• TAP Portugal
• TAP Portugal is the national airline of Portugal and has an extensive network of flights to Africa, particularly in countries such as Angola, Mozambique, and Cape Verde. As a key carrier between Europe and Africa, TAP has long been involved in connecting Portuguese-speaking African countries with the rest of the world. TAP Portugal is a regular participant in the Africa Showcase, where it highlights its important role in facilitating trade, tourism, and cultural exchange between Europe and Africa.
• Air Malta
• Air Malta is the national airline of Malta and serves destinations across Europe, the Middle East, and North Africa. The airline focuses on connecting Malta with various African hubs, such as Tunis and Cairo. Air Malta’s participation in the Africa Showcase highlights the role of Malta as a growing aviation hub connecting Europe and Africa, especially as the airline continues to expand its African routes.

Hotel Options for Attending the Africa Showcase:

• Líbere Córdoba Patio Santa Marta
• Líbere Córdoba Patio Santa Marta offers a warm, welcoming environment perfect for travelers looking for a mix of comfort and convenience. Located in the heart of Córdoba, this property is known for its relaxed atmosphere, allowing guests to unwind in a cozy space. With amenities such as free Wi-Fi, breakfast options, and a pet-friendly policy, it’s a great choice for both business and leisure travelers. The hotel’s proximity to major attractions makes it a great option for those attending events like the Africa Showcase, where tourism professionals and African destinations come together to forge new connections.
• Best Western Plus Embassy Hotel
• Best Western Plus Embassy Hotel, a 4-star property, offers a blend of comfort and luxury. The hotel’s prime location allows easy access to key attractions, making it a great choice for both business travelers and tourists attending international events. The hotel’s excellent service, combined with amenities such as free breakfast, fitness facilities, and a well-regarded restaurant, ensures a comfortable and memorable stay. Its connection with events like the Africa Showcase highlights its importance in hosting international guests and fostering relationships between Europe and Africa in tourism and business.
• Hotel Story
• Hotel Story is a versatile, family-friendly hotel offering a central location in a vibrant area. With spacious rooms and a warm atmosphere, it caters to both business and leisure travelers. The hotel’s services, including a restaurant, airport shuttle, and child-friendly amenities, make it an ideal choice for families and those looking to explore the area. Its active participation in international events like the Africa Showcase allows it to play a significant role in fostering tourism and trade connections between Europe and Africa.
• Muthu Clube Praia da Oura
• Muthu Clube Praia da Oura is an ideal destination for families or larger groups, offering apartment-style accommodations with plenty of living space. Located near beautiful beaches, the property provides easy access to local attractions. With its self-catering options, it’s perfect for those looking for a more independent stay while still enjoying the amenities of a resort. This property is also a great option for guests attending events such as the Africa Showcase, where tourism and travel professionals from across Europe and Africa converge to discuss and expand their networks.
• La França Travellers Adults Only
• La França Travellers Adults Only offers a sophisticated, adults-only environment, making it ideal for those looking to relax and unwind. The spacious house, with multiple bedrooms and bathrooms, caters to groups looking for both privacy and comfort. Located in a serene setting, it also provides easy access to key areas of interest. Its participation in events such as the Africa Showcase helps showcase its role in the hospitality industry, as it provides luxury accommodations tailored to those looking for unique, high-end experiences.
• SKS
• SKS is a cozy and well-equipped apartment that’s perfect for small groups or families. With modern amenities and a convenient location, it offers a comfortable stay with easy access to local attractions. The apartment’s close proximity to public transportation and popular sites makes it an excellent choice for travelers attending events like the Africa Showcase, where connections between Europe and Africa are fostered, and business and tourism professionals gather.
• SUITE 31
• SUITE 31 offers a quiet, intimate setting ideal for couples or solo travelers. Its modern design and efficient use of space make it a perfect retreat for those looking for comfort and privacy. With close proximity to key attractions, it is an excellent choice for those attending events such as the Africa Showcase, where tourism professionals gather to build business connections and promote travel opportunities between Europe and Africa. Its peaceful ambiance and central location create the perfect base for exploring the area while participating in international tourism events.

Key European Destinations Hosting the Africa Showcase

• Florence
• Florence is a historic city in Italy known for its art, architecture, and cultural heritage. It serves as a major tourist destination and a hub for art lovers and history enthusiasts. The city’s appeal attracts many international events, including trade and tourism shows like the Africa Showcase, which highlights the city’s role in connecting Europe to global destinations like Africa.
• Athens
• Athens, the capital of Greece, is rich in history, home to ancient landmarks like the Parthenon and the Acropolis. It’s an essential cultural hub in Europe. Athens is frequently involved in events such as the Africa Showcase, which aims to strengthen the links between Greece and African countries through tourism and trade exhibitions.
• Venice
• Venice is an iconic city in Italy, renowned for its canals, architecture, and vibrant cultural scene. As a world-famous tourist destination, it often hosts events that explore international connections, including those in tourism. The Africa Showcase has been held in Venice to showcase Africa’s growing tourism potential and highlight connections to European markets.
• Barcelona
• Barcelona, located on the northeastern coast of Spain, is famous for its modernist architecture, art, and Mediterranean culture. It is a significant European hub for international events. The Africa Showcase regularly includes Barcelona, providing an opportunity for African tourism providers to present their products and destinations to European travelers and industry professionals.
• Rome
• Rome, Italy’s capital, is one of the world’s most important historical cities, with landmarks such as the Colosseum, the Roman Forum, and the Vatican. As a city that hosts numerous international events, Rome is an ideal setting for the Africa Showcase, which promotes African tourism, business opportunities, and cultural exchange with Europe.
• Santorini
• Santorini, a Greek island in the Aegean Sea, is famous for its stunning views, whitewashed buildings, and crystal-clear waters. Known for its beauty, it attracts millions of tourists each year. The Africa Showcase sometimes makes stops in Santorini, reflecting the island’s role in connecting Europe to Africa’s tourism market, especially for travelers seeking Mediterranean destinations.
• Alhambra
• The Alhambra is a majestic palace and fortress complex located in Granada, Spain. A UNESCO World Heritage site, it is a symbol of Spain’s Moorish history and attracts millions of visitors annually. The Africa Showcase event has occasionally highlighted the significance of such cultural sites in fostering deeper connections between Europe and Africa.
• Colosseum
• The Colosseum in Rome is one of the most iconic symbols of Ancient Rome, drawing visitors worldwide for its historical significance. As a center of history and culture, the Africa Showcase sometimes includes the Colosseum in its discussions, connecting the world’s shared history and promoting travel and cultural exchanges between Europe and Africa.
• Acropolis of Athens
• The Acropolis of Athens is a UNESCO World Heritage site and one of the most important ancient monuments in the world. It remains a key point of interest for tourists and scholars alike. The Africa Showcase often emphasizes the historical and cultural ties between Europe and Africa, with Athens as a meeting point for international trade and tourism.

The 2025 Africa Showcase is set to be a key event for African tourism providers, offering valuable opportunities to connect with global markets and build partnerships. Kicking off in Southern Europe, it will provide direct access to influential industry leaders across cities like Madrid, Paris, Milan, and Rome. With additional roadshows planned for Latin America, the Nordics, Central Eastern Europe, and Australia, as well as a presence at ITB Berlin, the Africa Showcase will further boost Africa’s tourism visibility and business growth in high-demand regions.

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