HELLO, NORTH AMERICA!

Due to popular demand, We Are Africa is going stateside for a sixth edition at Sundance Mountain Resort in Utah, USA. The four-day event will combine immersive, inspiring thought-leadership with carefully curated business meetings and powerful bonding experiences for tribe members who share a common purpose: to grow high-end travel from North America to Africa, as part of their continued mission to rebrand African travel.

North America is the top international source market for much of the We Are Africa tribe, offering enormous return potential; but challenges such as high in-country marketing costs and sheer geographic scale make it challenging for suppliers to cover and reach the right buyers with traditional sales calls and marketing channels.

AFRICA’S TOP TRAVEL MARKET
IS ON THE UP!

+7%

TRAVEL FROM THE USA TO AFRICA

+12%

IN TRIPS LASTING 8-15 NIGHTS

+10%

IN TRIPS LASTING OVER 15 NIGHTS

We Are Africa already hosts a considerable number of North American buyers at the annual Cape Town event; yet North America is such a vast and crucial source market that our tribe feel the need to connect with even more of the region’s highly regarded buyers.

That’s why we created a platform dedicated to the North American outbound market, where select We Are Africa exhibitors can increase their reach across the Atlantic and a previously untapped cohort of top North American buyers will finally have the opportunity to radically grow and develop their Africa business.

WHY
SUNDANCE?

Founded in 1969 by legendary actor and environmentalist, Robert Redford, Sundance Mountain Resort is a high-end hotel recognised as one of the top resort destinations in the world by both Condé Nast Traveler and Travel + Leisure.

Tucked away on 6,000 picturesque acres of wilderness in the shadow of Utah’s 12,000-foot Mount Timpanogos and home to a plethora of creative meeting spaces, outdoor activity offerings and passionate, laid-back hospitality, Sundance is a haven for discovery and inspiration. Only 50 minutes from Salt Lake City International Airport (served by direct daily flights to over 90 US cities) and 45 minutes from Park City.

WHO’S GOING
TO BE THERE

We Are Africa North America will showcase a mix of iconic, high-end travel product covering a diverse range of experiences in Africa and the Indian Ocean to the lucrative North American market, including…

Aviation Companies
Beach properties
Boating (luxury houseboats/yachts/cruises)
DMCs & inbound operators
Hotels (boutique & five-star)
Hotel collections
Lodges, retreats, camps
Private villa rentals
Rail travel

For 2025, there will be 50 spots for exhibiting available for suppliers from across Africa and the Indian Ocean, which will be allocated to create a balanced showcase of the continent.

The We Are Africa North America buyer programme will comprise a meticulously curated mix of North American travel professionals, invited on the basis of their industry influence and potential to grow bookings to Africa.

Unlike the Cape Town event, which prioritises Africa specialists, the Sundance edition will deliver a totally different profile of buyers in the form of travel agents and independent consultants demonstrating their desire to grow their product knowledge and supplier base in Africa – those expressly identified by the tribe as a vital tool in their strategy to grow high-end business out of North America.

YOUR WE ARE AFRICA
NORTH AMERICA
EXPERIENCE

With all tribe members staying onsite at Sundance Mountain Resort in either lodging rooms or private mountain homes for the duration of the event – We Are Africa North America will be a highly immersive and all-inclusive experience.