Africa is no longer a distant promise
The future is here – and it’s African. It is the present and future of global opportunity, and nowhere is that more evident than in the growing strength of its middle and upper class. Over 300 million people strong, with 60 to 90 million in the affluent, mobile, and aspirational segment.
These are not tomorrow’s travelers. They are today’s delegates, decision-makers, entrepreneurs, and incentive winners. They are moving across borders, investing in meaningful experiences, and shaping the future of our Meetings, Incentives, Conferences, and Exhibitions (MICE) landscape.
Last week, at the MICE Expo at Sarit Centre in Nairobi, the message was crystal clear: intra-African tourism is not optional, it’s essential. We saw the same last year at MKTE, and earlier this year at WTM Africa.
At Destination Africa, we believe the way forward is through collaboration. That’s why we are opening conversations to share space at IBTM and other major trade shows, working hand-in-hand with partners who share a bold vision for African tourism. These platforms are more than exhibitions, they are staging grounds for unity, alignment, and scale.
We’re joined by industry leaders who understand that it’s not just about tools—but about how you use them. In the MICE space, success comes from smart systems, strategic partnerships, and thoughtful growth. It’s not just about volume, it’s about value.
One clear takeaway: we must put intra-African travel at the heart of our strategy. That means promoting regional hubs, creating cross-border business travel solutions, and curating experiences tailored for African corporates, institutions, and associations.
Let’s be honest, no one builds the future alone. We need to plug into systems that work, surround ourselves with innovators, and align with those who are scaling with purpose.
Success isn’t about showing up—it’s about shaking things up.
If you’re ready to take a seat at the table, to co-create MICE solutions, shape narratives, and position Africa as a global player, then let’s get to work. Not from the side-lines, but in the room where the decisions are made.
Destination Africa as a DMC covering East and Southern Africa is partnering with airlines and local suppliers in the accommodation and venue sector to provide a total solution. Both for agents and companies in Africa and internationally.
Together, we don’t just elevate our companies, we elevate Africa!
Rune Engstrøm
Director, Destination Africa – Business Development
We don’t just market Africa. We live it.
