Insights from the Africa's Eden European Roadshow

SATSA's COO, Hannelie du Toit, is currently flying the Southern African tourism flag on a whirlwind four-city tour as part of Africa's Eden Europe Roadshow. Making stops in Barcelona, Madrid, Milan, and Prague, this roadshow brings together Southern African tourism businesses and European buyers, giving our region a competitive edge in key European markets.

 

Creating Valuable Business Connections

The roadshow has been buzzing with productive meetings across Southern Europe. Hannelie reports engaging primarily with B2B tour operators who work with DMCs in Southern Africa, along with several B2C operators who deal directly with European travellers. 

This fast-paced tour combines meetings and training sessions designed to spark meaningful business connections with Southern European buyers. Each stop targets a diverse range of African specialists, putting members in front of qualified buyers who are genuinely interested in what Southern Africa has to offer.

Feedback from the European Market

Europe continues to be both a land of opportunity and challenge for Southern African tourism. Safari experiences still top the must-do list for European visitors – our wildlife and natural beauty remain unbeatable drawcards. That said, Kenya is giving us a run for our money with shorter, cheaper flights from Europe, though we counter with more competitive pricing, products and experiences once travellers arrive.

South Africa's Inbound Recovery:

- Overall: 81% (2019 versus 2024 full year)

- Spain: 75%

- Italy: 78%

- Czech Republic: 83%

A key insight from the tour? Spanish-speaking guides are in high demand across Southern Africa. While Cape Town, Johannesburg, and Durban have decent Spanish language coverage, there's a clear opportunity to improve this offering in other destinations.

Partnerships That Pack a Punch

This roadshow showcases the power of partnership with Africa's Eden. Fully paid members of Africa's Eden and SATSA qualified to exhibit at this exclusive four-day event, with over 70 qualified trade buyers. This select approach ensures maximum visibility and networking opportunities for every exhibitor.

By connecting face-to-face with European tourism players, the roadshow helps members:

- Put Southern African tourism products directly in front of eager buyers

- Build lasting relationships with European market movers and shakers

- Get real-time feedback on what European travellers want

- Stand out from competitors through personal connections

- Create immediate business opportunities in a focused B2B environment

Keen to join the next event? Check out future Africa's Eden Events here.

The Africa's Eden Show - Africa Edition is taking place in Livingstone, running from 28 March to 2 April.

Don't miss the SATSA Tourism Industry Calendar for a complete picture of industry events throughout 2025. Access the calendar here.