Experience Africa 2026, the UK’s largest trade event dedicated to African tourism, kicked off this week with more than 600 delegates in London.
Organised by ATTA Group Events, Experienced Africa welcomed 205 exhibitors from 33 countries across Africa and the Indian Ocean. The event’s buyer audience is its strongest to date with 45.9% either new to the event or returning after a period away. Buyers represent 20 source markets across Europe, North America, the Middle East and Oceania. Approximately 77% of attendees are tour operators while more than 70% hold senior leadership, commercial, product or contracting roles.
New research
According to the latest research conducted by the Data Appeal Company, developed in collaboration with ATTA, Africa now accounts for 4.28% of global international travel intent for the northern summer 2026. This represents a slight increase of 0.04 percentage points compared with the same period in 2025.
The research identifies Cairo, Zanzibar, Johannesburg, Cape Town, Marrakech, Kilimanjaro and Nairobi among Africa’s fastest-growing destinations by travel intent.
Virginia Messina, Group CEO of ATTA, said: “Tourists are increasingly recognising the extraordinary breadth and diversity of experiences Africa has to offer. Experience Africa plays an important role in connecting that growing demand with the outstanding tourism businesses delivering world-class experiences across the continent.”
