"If you want to go far, go together" African Proverb

All About Experience Africa

Our vision at Experience Africa is to create a new voice for Africa across international tourism. Going beyond just luxury, the show provides a platform to bring a refreshingly wider range of inspiring travel products and enticingly curated experiences to the forefront of the industry.


Experience Africa by Atta is a unique B2B travel show, that is dedicated to catering for both buyers and suppliers individual needs. It is a progressive departure from the expected ‘one size fits all’ model.


Taking place at CCT Venues Plus London in June, this essential B2B event connects the very best Africa product portfolios with handpicked and high-quality UK and European buyers, maximising exposure in a way never seen before in the UK.

“There has been a significant gap in the market for a dynamic annual event like this and seeing the opportunity, it was simply a logical step to launch a totally new kind of gathering to be held in the UK capital that’s both a joyful celebration of the continent and commercially relevant to all its participants, redefining other generic shows available across the globe.” Chris Mears, Chief Executive of Atta

All About Atta

Atta is the largest association serving and supporting business leaders in Africa. It has over 25 years of service in tirelessly promoting African tourism to a worldwide audience.

With over 570 members, it represents Africa’s largest network of tourism products, covering not only accommodation and travel specialists in Africa, but a formidable selection of tour operators, representation companies, as well as PR and marketing companies that promote tourism to Africa. Atta has forged Memorandums of Understanding (MOU) with similar organisations around the world, forming an unprecedented network of travel specialists.

Whether you require daily news updates, trade shows & regional events or training programmes, join Atta’s knowledgeable and experienced membership to increase awareness and visibility of your company.

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