We Are Africa

What We Are Africa does

We Are Africa is a privately-held, Cape Town-headquartered B2B trade-show operator dedicated to the high-end African travel market, incorporated in the UK as part of This is Beyond Ltd's portfolio of luxury travel events (alongside PURE Life Experiences, LE Miami, and Conservation Lab). The company produces three primary event properties: an annual flagship gathering in Cape Town (11th edition, scheduled May 3-7, 2027 at DHL Stadium), a North America edition at Sundance Mountain Resort, Utah (seventh edition, October 5-9, 2026), and We Are Africa Local, a 1.5-day pre-event programme launched in 2025 for African-based travel professionals. Its core product is a curated three-sided marketplace connecting approximately 308 African travel exhibitors (luxury lodges, safari camps, hotels, DMCs, tour operators, aviation, and beach properties) with 300+ qualified international buyers and 25 international travel editors, facilitated by a pre-scheduled appointment system delivering up to 45 face-to-face meetings per delegate.

The underlying technology stack is intentionally lean: We Are Africa operates on This is Beyond Ltd's events platform for buyer/exhibitor registration and appointment scheduling, complemented by dedicated Exhibitor Hub, Buyer Hub, and Media Hub portals. Supporting digital channels include the company website (weareafricatravel.com), Facebook, LinkedIn, Instagram, YouTube, Vimeo, and email/newsletter communications. Adjacent IP includes the curated We Are Africa Guest List directory (308 brands), the We Are Africa Awards (five categories: Ignite, Inspire, Empower, Conserve, Champion Africa), and the Open House thought-leadership day featuring keynotes, masterclasses, Spark Talks, and DISCUSS sessions. The company does not disclose proprietary technology, AI/ML capabilities, patents, or APIs.

The revenue model combines three streams: (1) exhibitor registration fees across tiered packages (Extra Small, Small, Medium, Large) for both Cape Town and North America events, with 308 Cape Town exhibitors and 50 North America exhibitor spots; (2) buyer delegate fees, with the North America all-inclusive package publicly priced at GBP 899 per participant (4 nights accommodation, networking meals, and up to 34 pre-scheduled meetings); and (3) sponsorship and partnership revenue across tiered official partners including Leading Hotels of the World, Xo Private, ATTA, Relais & Châteaux, and host-city/hotel partners such as DHL Stadium, Belmond Mount Nelson, One&Only Cape Town, and Sundance Mountain Resort. GTM is event-driven and sales-led, with curated guest lists, pre-scheduled appointments, and hosted accommodation underpinning the high-touch marketplace model. Founded in 2014 (per firmographics; first Cape Town edition circa 2015), the company is led by CEO & Founder Serge Dive and MD & Co-Founder Ryan Wallace, with an 18-person team based primarily in Cape Town.

Name

We Are Africa

Legal name

This is Beyond Ltd

Website

https://weareafricatravel.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

We Are Africa operates curated annual B2B trade shows (Cape Town flagship and North America edition) that connect approximately 308 high-end African travel brands with international luxury buyers and 25 international press through pre-scheduled appointments, networking, and thought-leadership programming under parent This is Beyond Ltd.

Ownership category

akta.pro rank

Product category

Travel Trade Events

NAICS

Convention and Visitors Bureaus (561591)

akta.pro primary industry

Industry-Specific B2B Trade Show Organizers (THAHABAB)

Keywords

• Luxury travel events
• Travel trade shows
• Hosted buyer programs
• African tourism market
• B2B travel networking

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Others, Infrastructure

Revenue model

1. Exhibitor Registration Fees: High-end African travel brands pay to exhibit at the annual Cape Town event and North America edition, with various package sizes available. Over 300 African suppliers attend annually.
2. Buyer Delegate Fees: Travel professionals pay to attend the event, with packages including accommodation, networking meals, and pre-scheduled meetings. North America event costs GBP 899 per participant for the full package.
3. Sponsorship & Partnerships: Companies sponsor the event at various tiers, with official partners including Leading Hotels, XO Private, and others. Host city partners and hotel partners provide venue and accommodation support.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

We Are Africa organises annual hosted-buyer B2B travel trade events that bring together vetted African luxury travel suppliers (lodges, tour operators, DMCs, tourism boards) with qualified international travel buyers and travel media. The portfolio includes the flagship Cape Town event, a North America edition, and the We Are Africa Local programme that supports year-round regional engagement.

Product overview

We Are Africa operates as a unified event platform comprising its flagship annual Cape Town event (May 3-7, 2027 at DHL Stadium), the regional North America edition (October 5-9, 2026 at Sundance Mountain Resort, Utah), and the We Are Africa Local programme (May 4-5, 2026). The platform also includes supporting services such as the Guest List directory of over 300 exhibitors, the Open House pre-event day with keynotes and masterclasses, and the We Are Africa Awards ceremony. The event connects African travel brands with global buyers and international press through a pre-scheduled appointment system offering up to 45 face-to-face meetings per delegate, supplemented by networking lunches, evening events, and thought-leadership programming. Supporting infrastructure includes Exhibitor Hub, Buyer Hub, and Media Hub portals for registered delegates.

Differentiator

Problem solved

Functional benefit

Brands

• We Are Africa Local: Pre-show day and a half event for African-based travel professionals to connect with exhibitors
• We Are Africa North America

Products and services

• We Are Africa Cape Town Annual flagship hosted-buyer B2B trade show held in Cape Town that convenes vetted African luxury travel suppliers (lodges, camps, tour operators, DMCs, tourism boards) with qualified international travel buyers and travel trade media through pre-scheduled one-to-one meetings, networking sessions and an experiential programme.
• We Are Africa North America North American edition of the We Are Africa hosted-buyer trade event that brings African luxury travel suppliers directly to US/Canadian travel advisors and tour operators in their home market; next edition scheduled October 5-9, 2026.
• We Are Africa Local Year-round regional engagement programme under the We Are Africa brand that supports African travel suppliers with curated, smaller-scale buyer-engagement activities in local source markets, extending the value of the annual Cape Town and North America editions.

Quantifiable outcome

• Over 300 African suppliers and 25 international travel editors attend annually
• +3 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

29 partnerships are on record, tiered core, major and supporting.

• Leading Hotels of the WorldcoreStrategic or Co-development PartnerOfficial partner providing luxury hotel association backing for the We Are Africa event and community.
• Xo PrivatecoreStrategic or Co-development PartnerLuxury travel network partner collaborating with We Are Africa tribe.
• DHL StadiumcoreChannel Partner/ Reseller/ DistributorHost venue partner for the main Cape Town event, unconventional venue setting for trade show.
• Sundance Mountain ResortcoreChannel Partner/ Reseller/ DistributorHost venue for North America edition in Utah, high-end resort recognized by Condé Nast Traveler and Travel + Leisure.
• Belmond Mount Nelson HotelmajorChannel Partner/ Reseller/ DistributorHotel partner providing luxury accommodation for Cape Town event attendees.
• One&Only Cape TownmajorChannel Partner/ Reseller/ DistributorHotel partner providing luxury accommodation for Cape Town event attendees.
• Cape Cadogan Boutique HotelsupportingChannel Partner/ Reseller/ DistributorHotel partner providing boutique accommodation options.
• Radisson Collection Hotel Waterfront Cape TownsupportingChannel Partner/ Reseller/ DistributorHotel partner providing accommodation for event attendees.
• InterContinental Table Bay Cape TownsupportingChannel Partner/ Reseller/ DistributorHotel partner providing luxury accommodation.
• Southern Sun The CullinansupportingChannel Partner/ Reseller/ DistributorHotel partner providing accommodation options.
• Taj Cape TownsupportingChannel Partner/ Reseller/ DistributorHotel partner providing luxury accommodation.
• The ColesupportingChannel Partner/ Reseller/ DistributorBoutique hotel partner.
• Africa.comsupportingGTM or Marketing PartnerOfficial partner providing media and marketing support for African travel content.
• Asilia AfricasupportingGTM or Marketing PartnerEast African operator and official partner.
• ATTA (African Travel and Tourism Association)majorGTM or Marketing PartnerIndustry association partnership for African travel trade community.
• Classic Safari AfricasupportingGTM or Marketing PartnerSafari specialist partner.
• Escape+ExploresupportingGTM or Marketing PartnerTravel content and experiences partner.
• FlywiresupportingTechnology or IntegrationPayment technology partner for event transactions.
• Great Plains ConservationsupportingGTM or Marketing PartnerConservation and safari operator and official partner.
• Inspirational Places AfricasupportingGTM or Marketing PartnerAfrican travel content partner.
• The JoinerysupportingGTM or Marketing PartnerAfrican tourism platform partner.
• ProfitroomsupportingTechnology or IntegrationHotel technology and booking solutions provider.
• Relais & ChâteauxmajorGTM or Marketing PartnerGlobal hospitality association partnership for luxury properties.
• Rescue.cosupportingStrategic or Co-development PartnerEmergency rescue services partner for African travel.
• ResRequestsupportingTechnology or IntegrationReservation and booking technology for African lodges.
• ShimanskysupportingGTM or Marketing PartnerSouth African jewelry and lifestyle brand partner.
• Smart Operator AIsupportingTechnology or IntegrationAI-powered operator solutions for travel businesses.
• Uthando (Love) South AfricacoreStrategic or Co-development PartnerOfficial Community Development Partner, a non-profit company and Responsible Tourism initiative creating links between tourism and community development projects in Cape Town townships.
• This is Beyond LtdcoreStrategic or Co-development PartnerParent company and founder of We Are Africa. Also runs PURE Life Experiences, LE Miami, and Conservation Lab. Serge Dive is the CEO & Founder.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• World Travel Market (WTM) London: One of the world's largest general travel trade shows run by RX. Comparable B2B matchmaking model but at much broader scale and lower luxury focus.
• ITB Berlin: Global travel trade exhibition covering all segments and geographies. Comparable buyer-exhibitor marketplace mechanics but We Are Africa is a focused niche alternative.

Direct peers

• ILTM (International Luxury Travel Market): Reed Travel Exhibitions' flagship portfolio of luxury travel trade events (ILTM Cannes, ILTM Asia Pacific, ILTM Americas). Directly comparable as a B2B luxury travel trade show connecting high-end suppliers with global buyers via pre-scheduled appointments.
• PURE Life Experiences: Sister brand under This is Beyond Ltd targeting experiential luxury travel designers. Closely comparable curated community, B2B matchmaking model and shared production infrastructure.
• Traveller Made: Members-only global community of luxury travel designers and DMCs with curated supplier connections. Comparable B2B luxury travel matchmaking and community model.
• Africa Travel Week / WTM Africa: Africa-focused travel trade exhibition run by RX (Reed Exhibitions). Directly overlaps on geographic category and exhibitor base, though less luxury-curated than We Are Africa.
• LE Miami: Another This is Beyond Ltd portfolio event focused on Latin America luxury travel. Closely comparable curated marketplace format and shared operational playbook.

Regional players

• Arabian Travel Market (ATM): Middle East-focused travel trade exhibition. Comparable regional B2B travel trade show structure serving a different geography with similar exhibitor-meets-buyer dynamics.

Others

• IBTM World: Global meetings, incentives, conferences and events (MICE) trade show. Comparable event-organizer model and buyer matchmaking infrastructure, though focused on corporate events rather than leisure travel.
• IMEX America: North American trade show for the global meetings and events industry. Comparable in operating large-scale appointment-based B2B trade events for the experiential industry.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/WeAreAfricaTravel
• Facebookfacebook.com/WeAreAfricaTravel
• LinkedInlinkedin.com/company/we-are-africa
• Instagraminstagram.com/weareafricatravel
• Xx.com/we_are_africa

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about We Are Africa