Africa has a way of reminding us that there is more... The diversity and magnificence of the African continent never ceases to amaze, and first-time travellers to the continent often find themselves returning again and again. Without a doubt, Africa leaves people captivated and wanting more.

So when it came to choosing the campaign for the milestone 10th edition of We Are Africa, we wanted something that looked to the future but also recognised how it all began… our mission to show that Africa is where you encounter the extraordinary and our desire to highlight that with Africa there is not one story… and so There is More was born.

There is More speaks to the great continent we are all so passionate about. Africa offers countless unique experiences and special sights, and is often underestimated in its ability to captivate, inspire and renew. It would be a mistake to assume that Africa doesn’t have the culture or historical significance of other continents like Europe or Asia, in fact this couldn’t be further from the truth – Africa is where it all began and is rich in culture and heritage.

Furthermore, when it comes to the properties and suppliers on the continent, we are constantly reminded that indeed, There is More. Every year, the show floor at We Are Africa is a testament to the fact that the diversity and calibre of suppliers in the high-end travel space truly is remarkable. The people at We Are Africa individually and collectively showcase a passion and purpose that truly sets high-end African travel apart.

And finally, at We Are Africa There is More. We strive to exceed – and shatter – all expectations of a trade show. We Are Africa is the time and place where the industry gathers and relationships are not just built but nurtured. With various additional networking opportunities and activities, the tribe really gets to spend quality time together and bond, well beyond the pre-scheduled meetings. Our aim is that every tribe member leaves Cape Town after the week at the show feeling inspired, empowered, connected and hopeful.

Hear it from those who’ve been with us on this journey – check out the There is More reels featuring some of our awesome 2024 tribe – who share why We Are Africa remains the unmissable event for high-end travel on the continent.

Reel 1: There’s always more.

Reel 2: More meaningful connections.

Reel 3: More high-impact business.

Reel 4:  More ways to showcase the best of Africa to the world.

Melisa Harvey