As Africa’s tourism sector continues to redefine its position on the global stage, few events have played a more influential role than We Are Africa. In May, Cape Town will once again host more than 1,000 travel trailblazers for the 10th edition of this landmark gathering — a week-long celebration dedicated to showcasing the very best of high-end African travel.
Over the past decade, We Are Africa has evolved into far more than a traditional trade event. It has become a powerful platform for relationship-building, storytelling and commercial growth, designed specifically to connect Africa’s leading travel brands with the world’s most influential buyers and media. As the event marks its tenth anniversary, its relevance has never been stronger.
Africa today represents one of the most exciting frontiers in global travel. Demand for authentic, experience-led journeys is rising, and travellers at the top end of the market are increasingly seeking destinations that offer cultural depth, meaningful connection and a sense of purpose. We Are Africa sits squarely at the intersection of these trends, providing a curated environment where Africa’s diversity, creativity and sophistication can be experienced first-hand.
At the heart of the event is its carefully curated buyer programme. For exhibitors, access is not about volume, but value. Up to 325 global buyers will attend We Are Africa 2025, representing more than 50 emerging and mature international markets. Each buyer is individually vetted to ensure they cater to the top seven per cent of the global travel market — those designing bespoke, high-value itineraries for discerning travellers.
This rigorous selection process is what sets We Are Africa apart. By removing the noise often associated with large-scale trade shows, the event creates space for meaningful conversations and long-term partnerships. Every meeting is designed to be relevant, productive and commercially focused, allowing African suppliers to engage directly with decision-makers who understand and appreciate the continent’s premium travel offering.
The week-long format further enhances this experience. Beyond the structured one-to-one meetings, We Are Africa weaves together a dynamic programme of networking events, thought-leadership sessions and immersive experiences. From curated social gatherings to an awards ceremony celebrating excellence in African travel, the event fosters genuine connection in an atmosphere that reflects the creativity and warmth of the continent itself.
Cape Town provides the ideal backdrop. Consistently ranked among the world’s most desirable destinations, the city embodies many of the qualities We Are Africa seeks to highlight: world-class hospitality, natural beauty, cultural richness and a confident, contemporary identity. Hosting the event in South Africa’s Mother City reinforces Africa’s ability to deliver exceptional experiences on a global level.
For African travel brands, participation in We Are Africa represents a strategic investment in long-term growth. The event offers unparalleled visibility within the international luxury travel trade, helping suppliers position themselves not only as destinations or properties, but as brands with compelling stories and clear value propositions. In an increasingly competitive market, this differentiation is critical.
Equally important is the role We Are Africa plays in reshaping global perceptions. By bringing buyers and media directly into contact with Africa’s most innovative travel experiences, the event challenges outdated narratives and replaces them with a more nuanced, modern and confident image of the continent. From design-led boutique hotels and wellness retreats to conservation-focused lodges and cultural journeys, Africa is presented as diverse, sophisticated and forward-looking.
The tenth edition of We Are Africa also comes at a time when collaboration across the industry is more important than ever. As destinations navigate changing traveller expectations, sustainability demands and economic pressures, the ability to share insights and build partnerships is essential. The event’s conference sessions and informal discussions provide a valuable forum for addressing these challenges collectively, while identifying new opportunities for innovation and growth.
For international buyers, We Are Africa offers a rare opportunity to deepen their understanding of the continent. Rather than engaging with Africa as a single destination, attendees gain insight into its many regions, cultures and travel styles. This depth of engagement enables buyers to sell Africa with greater confidence and creativity, ultimately benefiting both clients and suppliers.
As We Are Africa celebrates its 10th anniversary, the event stands as a testament to what is possible when Africa tells its own story — on its own terms, and at the highest level. It is a reminder that the continent is not a niche or emerging option, but a vital part of the global luxury travel landscape.
With over 1,000 industry leaders set to gather in Cape Town this May, We Are Africa 2025 promises to be its most impactful edition yet. For those looking to build relationships, elevate their brand and unlock new business opportunities at the top end of the market, this spectacular showcase of African travel is not to be missed.
If you want to be part of the conversation — and at the centre of Africa’s most influential travel marketplace — now is the time to engage. Connect with the We Are Africa team and confirm your place at We Are Africa 2025 today.