The energy was unmistakable as Experience Africa 2025 opened its doors today, marking a bold new chapter for tourism across the continent. With 255 international buyers, 207 exhibiting companies, and an impressive 8,000 pre-scheduled meetings packed into just three days, the event reaffirmed its position as a premier marketplace for African tourism and a catalyst for transformative ideas.

In his welcome remarks, Chris Mears, CEO of ATTA® Events, captured the essence of the gathering:

“This event is built on connection. The people in this room are shaping the future of African travel—not just by meeting, but by sharing ideas and taking action together.”

Spotlight on Sustainability: The Industry Takes a Stand

The opening keynote, helmed by Michael Jackson and Bev Hancock, brought delegates into a vibrant, co-creative space that went beyond the typical speaker-to-audience format. Using real-time polling tools like Mentimeter and engagement platform The Wire, attendees voiced a unified message:
Sustainability is no longer optional—it’s fundamental.

Drawing from research by Booking.com, Michael noted that 77% of global travellers now want to leave a destination better than they found it. The industry’s challenge, he said, is not just to meet that demand—but to lead it.

Key Takeaways from the Keynote Session:

  • Sustainability is a Commercial Advantage
    Far from being a trend, it’s now a strategic driver of profitability and brand trust. Conscious travellers are willing to pay more for ethical experiences.

  • Top Trends Identified by Delegates

    • Slow travel
    • Low-impact tourism
    • Authentic, community-first experiences
    • Transparent and traceable sustainability efforts

  • Six Forces Reshaping African Tourism (based on AI-backed research):

    1. Regenerative travel models
    2. Circular tourism economies
    3. Climate-conscious itineraries
    4. Community-centric development
    5. Next-gen traveller demands
    6. Digital enablement and smart tech adoption

Authenticity emerged as a recurring theme, with a clear demand from attendees for action over marketing spin, and for local benefit to be built into every tourism model.

Sierra Leone: Quiet Confidence and a New Narrative

A standout moment came as Fatmata Carew, General Manager of the Sierra Leone Tourism Board, delivered a heartfelt update on her country’s tourism revival.

With direct flights now operating three times a week between London Gatwick and Freetown, Sierra Leone is opening its doors with humility and purpose. Declaring 2025 the “Year of Ecotourism,” Carew spotlighted a tourism industry driven by Sierra Leoneans and grounded in cultural integrity.

Highlights from Sierra Leone’s New Approach:

  • Wildlife conservation led by sanctuaries like Tacugama, home to endangered chimpanzees
  • Cultural and historical tourism, including Bunce Island, a major transatlantic slave trade site
  • Grassroots investment in local lodges, cultural spaces, and dining
  • Accessible, unspoiled beaches near Freetown for eco-conscious travellers

“We’re not chasing mass tourism. We’re inviting mindful visitors to come and see our story—on our terms,” Carew said.

Flywire: Cutting Through Payment Chaos

Next up was a no-nonsense, high-value session by Ben Milnes, Director of Global Payments at Flywire, who offered real-world solutions to a common industry headache: international payments.

In just 15 minutes, Milnes broke down how Flywire simplifies global transactions for travel operators. The platform supports over 140 currencies, ensures same-day settlements, and reduces transaction fees by up to 50%—all with a human touch.

What Makes Flywire Different?

  • No fund holds or delayed settlements
  • Flexible, secure local payment options for travellers
  • Automated reconciliation to reduce admin time
  • Real people—not bots—for support

“If you’ve ever fought with payment gateways, FX fees, or currency mismatches, Flywire is your backstage pass to smoother operations,” Milnes said.

More info: flywire.com

Day 2 Preview: From Thought to Action

The momentum carries into Day 2, where strategic thinking gives way to hands-on innovation:

  • AI Masterclass with Pieter Geldenhuys, delivering practical AI tools for business growth
  • Digital Disruption Panel hosted by South African Tourism, exploring the evolving buyer-supplier dynamic
  • The day culminates in the ATTA® Summer Party, a key networking highlight

Delegates are actively engaging on the event app and The Wire, already shaping the future of African tourism with insights, commitments, and collaborative planning.

Experience Africa 2025 is more than an event—it’s a movement. With sustainability at the forefront, local voices leading the narrative, and technology enabling progress, Africa is not just adapting to the future of tourism—it’s defining it.