The future of African travel



Despite being the world’s second largest continent, overflowing with incredible assets including iconic wildlife, cutting-edge culture and award-winning luxury hotels, Africa has yet to emerge on the international scene as a serious contender.


We Are Africa’s vision is to unlock Africa from tired old tropes, projecting a more modern and dynamic image. In cooperation with the continent’s best travel brands, dedicated to telling the many stories of Africa’s diverse countries and people.


The annual event in Cape Town is the culmination of this vision, giving key international buyers and press the opportunity to encounter the most extraordinary experiences Africa has to offer alongside a conference, awards ceremony and networking events.


In many ways, Cape Town is a metaphor for modern Africa. Combining breathtaking natural landscapes, pristine beaches, culinary creativity and vibrant arts and culture, the Mother City forms a natural meeting point to celebrate Africa’s diversity. We Are Africa takes place in the unconventional setting of Cape Town Stadium each year in the first week of May.


This year, 2016, Jen Flowers, Deputy Editor at AFAR, hits the We Are Africa show floor to talk trends, destinations and the future of travel in Africa with a few people who are helping to shape the industry’s development. Featuring MPS Puri from Shanti Maurice in Mauritius; Nick Crane from Simien Lodge in Ethiopia; and Anna Leidenkrantz from Stars of Africa in Sweden.


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