The highly anticipated return of the Africa Showcase to Central Eastern Europe (CEE) is set to take place from February 24 to 28, 2025. This strategic roadshow will traverse three key cities—Prague, Warsaw, and Bucharest aiming to enhance Africa’s visibility in one of the fastest-growing outbound travel markets. This initiative provides African tourism stakeholders with invaluable opportunities to engage directly with leading buyers in the region.
The CEE region has experienced a notable surge in interest towards African destinations, driven by increasing air connectivity and shifting traveler preferences. The success of the 2024 edition of Africa Showcase underscored this trend, reflecting the region’s growing appetite for diverse travel experiences. It also highlighted Africa’s commitment to improving infrastructure and service delivery to cater to the needs of CEE travelers.
With over 100 attendees expected at the three events, this roadshow will gather key industry players, including leisure companies focused on long-haul and exotic destinations, Meetings, Incentives, Conferences, and Exhibitions (MICE) agents, and representatives from major tour operators facilitating charter travel to Africa. Organized in collaboration with Travel Advance, a leader in destination marketing, the event aims to foster meaningful connections between African tourism suppliers and the CEE market.
Paddington Tucker, CEO of Travel Advance and a prominent figure in the CEE travel sector, emphasized the importance of this engagement: “Following our successful Africa Showcase in Southern Europe, where African tourism businesses connected with key markets in Madrid, Paris, Milan, and Rome, we are now targeting Central Eastern Europe. The region is actively exploring Africa’s diverse offerings, and tour operators are keen to identify destinations that resonate with their clients.”
Unlocking the untapped potential of the CEE market requires a nuanced understanding of its unique dynamics and traveler preferences. Tucker added, “By embracing demographic shifts, diversifying offerings, and leveraging key insights, African tourism companies can establish lasting partnerships and create pathways for mutual growth in this evolving outbound travel market.”
CEE has emerged as a crucial source market for popular African destinations such as Kenya and Tanzania, supported by charter connections to Mombasa and Zanzibar. Forecasts indicate an increase in flight frequencies for the 2025/26 season, further solidifying the region’s significance in Africa’s tourism landscape. Ethiopian Airlines’ direct service from Warsaw to Addis Ababa has opened new travel possibilities, allowing access to East Africa, Namibia, Victoria Falls, and Cape Town, enhancing affordability and accessibility.
Travelers from CEE tend to be younger and more adventurous, aligning perfectly with Africa’s growing adventure tourism segment. The MICE sector is also on the rise, with companies incorporating international travel into their incentive programs more frequently. While the luxury travel market in CEE is still smaller compared to Western Europe, economic growth in Poland, the Baltic States, Czechia, and Romania is accelerating demand for premium travel experiences in Africa.
The upcoming Africa Showcase will mark its third edition in CEE and the inaugural event in Bucharest, reflecting the increasing interest from Romanian buyers. Tucker further noted: “This market is eager for meaningful connections within the industry and is still refining its approach to selling Africa. Now is the perfect time for African destination management companies and hospitality representatives to engage with CEE trade professionals and forge enduring partnerships.”
As Africa Showcase expands its reach, it continues to play a vital role in connecting African tourism suppliers with dynamic global markets, reinforcing the continent’s position as a premier travel destination. The event not only promotes African tourism but also paves the way for sustainable growth and collaboration in the travel industry.
