In an unparalleled demonstration of digital innovation and collaborative spirit, the fifth annual OurAfrica.Travel digital trade show has officially concluded, marking its most successful iteration yet. Spanning from February 5th to 9th, 2024, this year’s event shattered records, facilitating a staggering 8,510 meetings between 222 exhibitors from Africa and the Indian Ocean Islands and 479 tour operators, travel agents, and 23 travel trade media representatives from across the globe.

The platform buzzed with activity, registering over 10,000 profile views and witnessing the exchange of 44,291 messages through its networking chat. This surge in engagement represents nearly 2,000 more meetings than the previous year, highlighting the growing importance and appeal of virtual showcases in the travel industry. Furthermore, the event became a news hub with over 30 stories shared by exhibitors, enriching participants with the latest insights and developments.

Organized by Storm Napier and Allie Hunt, OurAfrica.Travel 2024 continued its tradition of extending the meeting days to include additional networking opportunities, laying the groundwork for fruitful collaborations. A week of agent destination training, spearheaded by The Africa Hub, prefaced the show, ensuring participants were well-prepared for the discussions ahead. Esteemed industry partners such as Wetu, ATTA®, Africa’s Eden, Nightsbridge, and Umlingo Travel PR, alongside key sponsors like Destination Africa, We Are Africa, Bahia Mar, and Tourplan, played pivotal roles in this year’s success.

The event stood out not only for its operational excellence but also for its commitment to sustainability and community engagement. Embodying the spirit of ubuntu, OurAfrica.Travel maintained its accessible, inclusive approach while boasting a carbon-neutral footprint. This year, the show took a significant step towards driving sustainable tourism by inviting participants to nominate and vote for their favourite charities and grassroots projects. As a result, 32 causes were spotlighted, with two winners receiving donations of R12,000 each, underscoring the event’s dedication to making a tangible difference.

The community cause winner, With My Own Two Hands, aims to provide sustainable clean water and agricultural solutions in East Africa, fostering socio-economic opportunities for a fairer world. On the conservation front, HERD (Hoedspruit Elephant Rehabilitation and Development) captured hearts, especially with the story of little Phabeni, an orphaned elephant symbolising the cause’s importance.

As a gesture of appreciation for the enthusiastic participation, exhibitors donated 36 accommodation prizes, rewarding some of the most engaged buyers. These prizes, drawn from a pool of the top 150 participants on the leader board, offered winners stays at some of Africa’s most prestigious hotels and lodges. Special recognition went to Dagmar Jacisinova from Village Travel in Massachusetts, who won a US$75 gift voucher for her captivating meeting photo with Edwin Steyn from Anderson and Harvey Luxury Safari Outfitters, shared on Instagram.

OurAfrica.Travel 2024 not only sets a new benchmark for digital travel trade shows but also reinforces the power of unity, innovation, and sustainability in shaping the future of the travel industry. As we look forward to future editions, the event’s success story serves as a beacon of inspiration and a testament to the resilience and dynamism of the global travel community.

Written by: My Thanh Pham

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