4 - 9 May 2026, CAPE TOWN

WHAT IS
WE ARE AFRICA

HEADLINE PARTNER

South Africa Tourism

WE ARE AFRICA is the world’s most vibrant gathering of high-end African travel brands, the finest buyers and top international press.

With a shared mission to transform and rebrand African travel for the global luxury market, the We Are Africa tribe celebrates the continent’s wildly diverse nature, infinite beauty and bountiful opportunity.

WE ARE AFRICA 2026 is set to be extraordinary – get ready tribe!

WHY ATTEND
WE ARE AFRICA

Africa is the continent where you truly get to encounter the extraordinary. The unique experiences, culture, art, landscapes, wildlife, cuisine and more!


WE ARE AFRICA is the time and place where the most extraordinary exhibitors, buyers and press championing African travel continue to gather.


Every year the tribe come together to catch-up, connect, share stories and do what we do best – collaborate in our shared passion to elevate this awe-inspiring continent!

 

We Are Africa is ready to bring the wild spirit of this continent to life for one unforgettable week!

 

 

I’M AN
EXHIBITOR

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I’M A
BUYER

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I’M
MEDIA

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“Best show this year and I’ve been to almost all of them!”

Lionel Adams – Babylonstoren

“Loved every bit of it. What a tribe, the nicest people in the travel industry.”

Angelika Vater – Fregate Island Private

“Simply excellent all round. Lots of new buyers made it so worthwhile.”

Colin Bell – Natural Selection Safaris

“Everything was well planned and well executed. The quality of the agents was great. Great ROI for us. “

Rishi Urjoon – One&Only Le Saint Geran Mauritius

“It was absolutely amazing, as a first timer I was blown away by the organization and friendliness of everyone.”

Nadia Premeji - Daunara Safari Camp

“We Are Africa is a world class event in Cape Town, that feels like a Family affair!”

Pieter Brundyn – In Residence by Pieter Brundyn

“It’s a highlight of the year… meeting new buyers and networking with industry partners. “

Lee-Anne Kurtz – Leeu Collection

“We Are Africa delivers suppliers with a high level of buyers from around the world – and vice-versa – All in one place!”

Tim Valentine-Golds – Nomad Tanzania

“We Are Africa continues to be a cornerstone trade show for us.”

Hilton Walker – Great Plains Conservation

“It was the best edition I’ve had the pleasure to attend. Great buyers, great meetings and the pace was perfect!”

Natalia Niznik – Zanzibar White Sand Luxury Villas & Spa

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