Experience Africa 2025 will bring together over 188 top-tier exhibitors and a curated audience of global travel buyers, offering an unparalleled platform to connect, collaborate and learn.
Experience Africa 2025 content programme
This year’s content format has been thoughtfully designed to be collaborative and immersive, creating an intimate setting that encourages meaningful dialogue and idea exchange. The programme is structured around three core themes:
- Sustainability: As a business enabler and market differentiator
- Artificial Intelligence: Tools and approaches helping businesses streamline and evolve
- Risk Management: Building resilience into operations, planning, and traveller protection
“These three themes – sustainability, AI, and risk management – were chosen very intentionally,” says Chris Mears, CEO of ATTA Events. “They represent both the pressures and the possibilities facing our industry right now. Whether you’re a DMC, buyer, tour operator, or destination authority, you’re having to rethink how you make decisions, deliver value, and protect your business.”
Key speakers and sessions include:
Michael Jackson – Opening keynote on sustainability as a transformational business strategy
Fatmata Mida Hamid Carew, Sierra Leone National Tourist Board – Destination innovation and repositioning case study
Pieter Geldenhuys, Itsi – AI in action: a hands-on masterclass for applying emerging tech
Lloyd Figgins, The TRIP Group and Clint Meyers, Redpoint Travel Protection – Risk management frameworks for diverse travel markets
The programme is supported by curated networking opportunities and a series of brand-led pop-up sessions, including activations from Flywire, Headline Destination South African Tourism, and Uganda Airlines.
Experience Africa 2025 will also host the second annual ATTA for Action Awards, celebrating individuals and organisations driving positive change across the continent. The winners will be announced during a dedicated awards event on 23 June 2025, live at Experience Africa.
Tags: Chris Mears, African Travel and Tourism Association (ATTA), Experience Africa 2025, annual ATTA for Action Awards
