ABOUT

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

Despite being the world’s second biggest continent and overflowing with incredible assets including pristine beaches, historical and natural wonders, unbeatable wildlife, a diverse cultural heritage, exciting wines 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 the tourism region.

At Beyond Luxury we want to unlock Africa from the tired old tropes that obscure its true potential. We passionately want to generate a movement that will promote a more modern, dynamic and positive image outwards of Africa and bring a plethora of new business in. A travel trade show that understands the vital importance of defying the existing clichés was needed to allow Africa to compete on a global scale.

By rebranding Africa in cooperation with the continent’s best travel brands, We Are Africa is creating a groundbreaking show where key international travel trade buyers can be confident that they will encounter the most extraordinary experiences that Africa has to offer.

We Are Africa is the ideal complimentary marketing solution to PURE Life Experiences (for those operating in the high-end experiential travel market), which is tailored to private travel designers interested in all 7 continents and sourcing global experiences for high net worth individuals. We Are Africa will then invite and host different buyers, who have significant interest in Africa and the Indian Ocean specifically and who are expecting the ultimate, exclusively Africa travel marketplace.