New markets show interest in Africa

In recent years, there has been a marked shift in the demographics of visitors flocking to Africa’s shores. While traditional tourist markets like Europe and the United States remain significant, emerging markets in countries such as India, China, the Middle East and other regions are rapidly gaining traction.

This shift was highlighted at the inaugural three-day buyer forum, Essence of Africa, in Nairobi, Kenya, earlier this month (December), which gathered 360 tourism professionals from 37 countries.

The event connected 130 pre-qualified international buyers with 125 African exhibiting companies through more than 4 200 scheduled meetings.

“We aimed to provide a comprehensive range of experiences by dividing the markets into…