On Show Solutions and Experience Africa Events – the African Travel and Tourism Association’s (ATTA) events division – has launched an innovative new meetings-driven tourism event to facilitate meaningful interactions between buyers and sellers across Africa’s tourism industry.

Essence of Africa will take place from October 2-4 at Sarit Centre in Nairobi, and is designed to be a catalyst for creating and strengthening partnerships between Africa and source markets globally.

With ATTA’s focus on pre-qualified buyers and On Show Solutions’ extensive global reach across key markets through its Africa Showcase, the new event will provide exhibitors with unique access to buyers who are serious about doing business across the continent.

“Essence of Africa facilitates discovery of tourism products from destinations across Africa. Over the course of pre-scheduled meetings, evening networking events, insightful seminars by industry leaders, and familiarisation trips organised by exhibitors, buyers have the opportunity to explore the full range of experiences Africa has to offer and match them to client needs,” says Amanda Margison, Co-Owner of On Show Solutions.

As a private-sector-led initiative, Essence of Africa is creating a platform focused on expanding the potential of tourism across Africa by bringing together the right global buyers and committed local sellers. “We want the interactions between buyers and sellers to be engaging and to encourage long-term partnerships that drive sustainable growth for tourism companies operating in the world of Africa travel,” Margison adds.

To guide the strategic direction of Essence of Africa, the organisation has assembled an esteemed advisory board featuring:

• Mohammed Hersi, Group Director of Operations at Pollmans Tours & Safaris.
• Mohanjeet Brar, MD of Gamewatchers and Porini Camps.
• Rajay Singh, CEO of Safari Trails.
• Leanne Haigh, CEO and Director of Operations at Tourvest East Africa.
• Lindelwa Mthethwa, Head of Sales and Marketing at Minor Hotels Africa.
• Amos Wekesa, Founder and MD of Great Lakes Safaris Limited.

“We are thrilled to have assembled such a well-respected advisory board for Essence of Africa, bringing together top leaders and experts from across the African tourism industry,” says Nigel Vere-Nicoll, President of ATTA.

“With decades of collective experience in areas ranging from destination marketing to tour operations, sustainable travel and beyond, these advisers will play a critical role in shaping the event to ensure it delivers maximum value for both buyers and sellers of African tourism products and services.

“Their guidance and input will make Essence of Africa a dynamic platform that fosters greater co-operation and success for all stakeholders wanting to tap into the vibrant potential of travel and tourism across this captivating continent,” Vere-Nicoll adds.

Over three days, buyers from key source markets worldwide will engage in up to 36 pre-scheduled appointments with exhibitors from across Africa to foster co-operation and explore business opportunities.

Evening networking events promise to facilitate relationship building, while a dynamic seminar programme featuring renowned industry leaders will unpack critical issues and trends shaping tourism in Africa.

According to Margison, a standout aspect of this all-Africa event will be familiarisation trips offered by exhibitors to their special part of Africa, to provide buyers with first-hand experience of destinations and products across Africa, and not limited to the host country. "Experiencing the soul of our continent is the best way for buyers to match their clients with unforgettable, authentic adventures."

Registration for Essence of Africa will open mid-February.