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

All About Experience Africa

Experience Africa by Atta is a unique B2B travel tradeshow, 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.

Our vision at Experience Africa is to create a new voice for Africa across international tourism. Going beyond just luxury, this show provides a platform to present a refreshingly wider range of inspiring travel products to the forefront of the industry. By striving toward this vision, we achieve our key objective – to build awareness for African travel and increase engagement and traffic to Africa as a destination. 

Taking place in London, this essential one-stop tradeshow 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.

Experience Africa enters a crowded marketplace of tradeshows to embrace the changes already happening in our industry. We understand that time is money and recognise that buyers, suppliers and media all have different objectives when attending a tradeshow. As the Experience Africa team, we work hard to cater to these various needs and ensure your time here is efficient and productive. We put buyer and supplier interaction at the heart of the show, as we believe face to face is the best way to do business. ” Byron Shirto, Event Director

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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“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