VISION

Africa often feels like tourism’s best-kept secret.

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. Unbelievably, it represents less than 5% of tourism arrivals and has the second lowest tourism growth of all regions. Equally as troubling is the outsider’s tendency to paint Africa with broad, reductive brushstrokes, polarised as either a place of war, famine and disease, or else as ‘the safari country’.

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

Our 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. Our exclusively African travel marketplace is also the ideal complimentary marketing solution to PURE Life Experiences, which is tailored to private travel designers interested in all seven continents.

LOCATION

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, a five-minute walk from the Waterfront. We aspire to do things differently on our show floor, with has previously featured pitchside ice cream vans, several gastronomic bars and a lunch market.

FOUNDERS

We Are Africa sits as part of Beyond Luxury Media Ltd‘s portfolio of events dedicated to creating genre-defining marketplaces for the high-end travel market. The masterminds behind PURE Life ExperiencesLE Miami and Conservation Lab, our founders Serge & Sarah believe in building passionate communities and dynamic forums where travel innovation and artistry are discussed and celebrated.

Founders Serge Dive and Sarah Ball

CONSERVATION LAB

The all-new Conservation Lab is a progressive two-day un-conference from the creators of We Are Africa. This not-for-profit, invitation-only event brings together up to 150 key influencers from travel, business, technology and the conservation world under optimal conditions for unconventional thinking and collaborative innovation. Because if we come together as a team, we can fight our way back.

29 APRIL – 1 MAY 2017

HEADLINE PARTNER

South Africa Tourism


HOST CITY PARTNER

City of Cape Town


HOTEL PARTNERS

  • African Pride 15 On Orange Hotel
  • Belmond Mount Nelson Hotel
  • One and Only
  • The Table Bay
  • Taj Cape Town
  • The Twelve Apostles
  • The Ritz

OFFICIAL PARTNERS

  • Atta
  • Classic Portfolio
  • Classic Safari Camps of Africa
  • The Leading Hotels of the World
  • Relais and Chateaux
  • XO Private

COLLABORATIONS

  • Bean There
  • Bizcommunity
  • Boston
  • Escape + Explore
  • Grosvenor Tours
  • Grand
  • South African Airways
  • Under The Influence
  • Uthando
  • Wilderness Safaris