When Storm Napier and Allie Hunt launched OurAfrica.Travel during the pandemic in 2020, few could have predicted how this virtual platform would transform African tourism networking. Now, as they prepare for their 2025 edition scheduled for February 17-21, the platform stands as the continent’s premier virtual travel trade show.
“The show was born through the pandemic when we were looking for ways to connect Africa and the Indian Ocean islands back to the wonderful trade around the world,” explains Hunt during our exclusive interview. What started as a crisis response has evolved into an innovative solution for connecting African tourism suppliers with global buyers.
“African tourism has shown remarkable resilience,” notes Napier. “This virtual show isn’t about replacing traditional trade shows – it’s about complementing them. We’re creating additional touchpoints that strengthen existing relationships and forge new ones.”
The 2025 edition promises enhanced interactivity, maintaining the platform’s unique selling point – allowing participants to connect from their preferred location and time zone through carefully scheduled 20-minute meetings. This format has proven particularly effective for bridging the geographical divide between African suppliers and international buyers.
A notable addition to this year’s program is the pre-show Spotlight Webinar Week. “We’re tackling crucial industry topics,” Napier shares. “From the role of AI in travel to the power of storytelling in tourism marketing, these sessions will equip participants with insights and tools to navigate the evolving tourism landscape.”
The 2025 show will connect exceptional African and Indian Ocean Island suppliers with global buyers, facilitating strategic discussions and updates in a convenient, accessible format. For an industry that once relied heavily on physical trade shows, OurAfrica.Travel demonstrates how digital innovation can create new opportunities for tourism growth and collaboration.
Recent trends in African travel have shown a marked shift towards more purposeful journeys. “We’re seeing a surge in active holidays and conservation-focused experiences,” Hunt explains. “Travelers aren’t just visiting Africa; they’re engaging with its wildlife, contributing to conservation efforts, and seeking meaningful connections with local communities.”
