Essence of Africa, the premier international buyers’ forum for African tourism, is launching with strategic emphasis on familiarisation (FAM) trips to drive sustainable growth and increase Africa’s share of the global tourism market.
The inaugural event at the Sarit Expo Centre in Nairobi, Kenya, from December 2-4 will provide access for pre-qualified international buyers to multi-destination FAM trips spanning six key countries: Kenya, South Africa, Tanzania, Madagascar, Uganda and Zimbabwe. This innovative approach is a cornerstone of Essence of Africa’s strategy and marks a new era in buyer engagement within the African tourism sector.
A recent survey conducted by Essence of Africa identified significant challenges within the tourism industry, notably difficulty in finding suitably qualified buyers. Essence of Africa addresses this challenge by meticulously curating its audience to ensure exhibitors connect with the right buyers. This targeted engagement maximises exhibitors' return on investment and mitigates the difficulties associated with independently identifying and reaching qualified buyers.
How FAM trips address Africa’s tourism growth challenges
Although the African travel and tourism sector is poised for significant growth – 6.5% per year over the next decade, according to the World Travel & Tourism Council in collaboration with VFS Global – there are challenges hindering accelerated development.
For instance, feedback from major source markets indicates global travel trade often lacks sufficient knowledge about Africa, impeding the ability to effectively sell the continent’s diverse offerings. FAM trips play an instrumental role in bridging this knowledge gap, exposing buyers to Africa’s landscapes, cultures and one-of-a-kind experiences firsthand so they can confidently share them with their clients.
“Ultimately, FAM trips are more than perks; they’re essential investments in growing tourism and understanding a destination’s true potential,” says Amanda Margison, Co-Founder of Essence of Africa and On Show Solutions. “Essence of Africa facilitates far-reaching connections between buyers and suppliers, ensuring long-term mutual benefits.”
Buyers often report organising effective FAM trips is a complex and resource-intensive exercise. Essence of Africa simplifies this process by offering a turnkey solution allowing buyers to build relationships with suppliers and explore business opportunities without the stress of managing logistics.
“Essence of Africa is committed to creating a platform that encourages meaningful connections and drives sustainable growth within the African tourism industry. We hope that, through our FAM trips, we empower buyers to become true ambassadors for African travel, positioning the continent as a premier travel destination on the global stage,” says Margison.
