Hotel & Hospitality Expo Africa

What Hotel & Hospitality Expo Africa does

Hotel & Hospitality Expo Africa is a trade-only B2B exhibition serving the hotel and hospitality sector across sub-Saharan Africa. Founded in 2017 and organized by dmg events (a global event organizer headquartered in London with 80 events across 11 offices worldwide), the show operates from the Cape Town International Convention Centre (CTICC) and runs annually. The event aggregates 150+ exhibitors from 20+ countries and 5,000+ hospitality professionals each edition, covering ten curated product categories including interiors, kitchens, bathrooms, hospitality technology and security, bedding, food service equipment, operating supplies, lighting, wellness, and sports and fitness. The 10th edition is scheduled for 22–24 June 2027.

The exhibition is co-located with the Africa Food Show, providing exhibitors and visitors cross-vertical access to F&B buyers from retail, wholesale, and hospitality sectors under a single venue footprint. Revenue derives from three primary streams: exhibition stand bookings (quote-based, multi-year contracts), topline and media sponsorship packages (with 15+ named topline sponsors including Santam, Hisense, Sheraton, Unilever Professional, and Kwikot), and visitor registration (free entry for trade visitors, including bundled free access to Africa Food Show). Pricing for stand bookings and sponsorship tiers is not publicly disclosed.

The event sits within dmg events' broader African portfolio of 14 events spanning construction, infrastructure, coatings, mining, transport, food and beverage, trade, and hospitality, which collectively engages more than 30,000 professionals annually. dmg events holds memberships in global and regional exhibition industry associations including UFI, SISO, AEO, AAXO, and SACEOS. The dedicated team is small (6 staff) with named personnel covering event management (Margaret Peters), sales leadership (Jean-Pierre De Carvalho), senior sales (Belinda Wewege), and marketing (Yaseen Dalvie).

Name

Hotel & Hospitality Expo Africa

Legal name

Hotel & Hospitality Expo Africa

Website

https://thehotelshowafrica.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Hotel & Hospitality Expo Africa is a trade-only B2B exhibition serving the hotel and hospitality sector across sub-Saharan Africa, organized by dmg events at the Cape Town International Convention Centre, connecting 150+ exhibitors with 5,000+ hospitality professionals annually.

Ownership category

akta.pro rank

Product category

Trade Show and Exhibition Services

NAICS

Convention and Trade Show Organizers (56192)

akta.pro primary industry

Consumer & Public Shows (B2C) Organizers (THAHABAC)

Keywords

• Hospitality trade exhibitions
• B2B trade shows
• Exhibition stand booking
• Event sponsorship packages
• Hospitality industry networking

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Others

Revenue model

1. Exhibition Stand Bookings: Companies pay to book exhibition stands to showcase their products and services to hospitality professionals attending the event.
2. Sponsorship Packages: Topline and media sponsorship packages offered to brands seeking visibility at the event, including logo placement and brand recognition opportunities.
3. Visitor Registration Fees: Trade visitors register online or on-site to attend; free entry is offered for the co-located Africa Food Show.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Hotel & Hospitality Expo Africa is an annual trade-only B2B exhibition held at the Cape Town International Convention Centre that connects hospitality suppliers and manufacturers with buyers from hotels, restaurants, lodges, and guesthouses across sub-Saharan Africa. The event spans ten curated product categories and is co-located with the Africa Food Show, providing exhibitors with paid stand bookings and sponsorships and offering free trade-visitor registration.

Differentiator

Problem solved

Functional benefit

Products and services

• Hotel & Hospitality Expo Africa (Annual Trade Exhibition)
• Exhibition Stand Bookings
• Sponsorship Packages

Quantifiable outcome

• 5000+ hospitality professionals in attendance
• +3 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

28 partnerships are on record, tiered minor, moderate and core.

• Auto & GeneralminorOthersTopline sponsor of the Hotel & Hospitality Expo Africa 2025. Provides insurance and automotive products/services relevant to hospitality operators.
• FlexocladminorOthersTopline sponsor offering flexible cladding solutions for hospitality interiors and design.
• MobelliminorOthersTopline sponsor providing furniture and furnishing solutions for hospitality establishments.
• Robin SprongminorOthersTopline sponsor offering design and décor solutions for hospitality interiors.
• Retail and Commercial Kitchen SolutionsminorOthersTopline sponsor specialising in kitchen equipment for hospitality and food service operations.
• Johnson Health TechminorOthersTopline sponsor providing fitness and wellness equipment solutions for hospitality properties.
• KwikotminorOthersTopline sponsor offering water heating and bathroom solutions for hotels and hospitality.
• SantamminorOthersTopline sponsor providing insurance solutions tailored for the hospitality industry.
• HisenseminorOthersTopline sponsor offering electronics and appliances for hospitality establishments.
• Foodserv SolutionsminorOthersTopline sponsor providing food service equipment and solutions for hospitality operators.
• EurobathminorOthersTopline sponsor offering bathroom and hygiene products for hospitality properties.
• Ambius South AfricaminorOthersTopline sponsor providing interior landscaping and ambience solutions for hospitality venues.
• Apollo InstrumentationminorOthersTopline sponsor offering smart hospitality technology including access control and asset tracking systems (AuthenTIC'8™ and TRAC'8).
• Unilever ProfessionalminorOthersTopline sponsor providing professional cleaning and hygiene solutions for hospitality.
• SheratonminorOthersTopline sponsor, a major international hotel brand participating in the event.
• Travel and Tour WorldminorGTM or Marketing PartnerMedia partner providing travel and tourism industry coverage and promotion for the event.
• To BuildminorGTM or Marketing PartnerMedia partner covering construction and building industry news.
• RoveminorGTM or Marketing PartnerMedia partner providing hospitality and lifestyle content.
• Global Africa NetworkminorGTM or Marketing PartnerMedia partner focused on African business and trade news.
• Poland FruitsminorGTM or Marketing PartnerMedia partner covering food and beverage industry news.
• HozpitalityminorGTM or Marketing PartnerMedia partner focused on hospitality industry news and trends.
• DesigningwaysminorGTM or Marketing PartnerMedia partner covering interior design and décor for hospitality.
• UFI (Global Association of the Exhibition Industry)moderateStrategic or Co-development Partnerdmg events is a member of UFI, the global association representing exhibition organisers, venue operators, and exhibition supply chain partners.
• SISO (Society of Independent Show Organisers)moderateStrategic or Co-development Partnerdmg events is a member of SISO, the society supporting independent show organisers.
• AEO (Association of Event Organisers)moderateStrategic or Co-development Partnerdmg events is a member of AEO, the UK-based association for event organisers.
• AAXO (Association of African Exhibition Organisers)moderateStrategic or Co-development Partnerdmg events is a member of AAXO, supporting exhibition industry development in Africa.
• SACEOS (Singapore Exhibition & Convention Association)minorStrategic or Co-development Partnerdmg events is a member of SACEOS, the Singapore exhibition industry association.
• dmg eventscoreStrategic or Co-development Partnerdmg events is the organiser of Hotel & Hospitality Expo Africa. It is a leading organiser of face-to-face events with 80 events managed across 11 offices worldwide, including 14 events in Africa.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• RX Global (Reed Exhibitions): One of the world's largest B2B exhibition organizers, running hundreds of trade shows globally including in hospitality and travel. Comparable as a broader incumbent with global scale, deeper event portfolio, and established hospitality event brands competing in adjacent markets.
• dmg events: Parent organizer of Hotel & Hospitality Expo Africa, operating 80 face-to-face events across 11 offices globally and 14 events across multiple sectors in Africa. Comparable as the parent platform and operator, with a much broader industry portfolio beyond hospitality.

Direct peers

• FHA-Food & Beverage (Food & Hotel Asia): Asia's leading hospitality and food & beverage trade show held in Singapore, addressing hotels, restaurants, and F&B buyers. Comparable audience (hospitality decision-makers, F&B sourcing) and similar co-location model with adjacent F&B verticals.
• The Hotel Show Saudi Arabia: Another dmg events hospitality trade show, operating in Saudi Arabia with the same exhibit format, sponsorship tiers, and target buyer base. Closely comparable in business model, scale, and category, only differentiated by geography (MENA vs sub-Saharan Africa).
• HOST Milano: International B2B hospitality industry exhibition held in Milan, covering hospitality equipment, F&B, and hotel supplies. Comparable as a flagship trade show serving hospitality buyers and suppliers, with broader global exhibitor reach than the Africa edition.
• Sirha Lyon: Biennial hospitality and food service trade exhibition in Lyon, France, focused on F&B, hotel, and restaurant suppliers. Comparable as a B2B trade event connecting hospitality suppliers with buyers across categories including kitchen, interiors, and operating equipment.
• EquipHotel Paris: Major biennial B2B hospitality trade show held in Paris covering hotel, restaurant, and F&B suppliers. Comparable in targeting hospitality decision-makers for sourcing interiors, equipment, and services, though at a much larger scale and primarily European reach.
• Africa Travel Week: African travel and tourism trade event portfolio organized by dmg events, hosting multiple co-located shows. Comparable as dmg events Africa-anchored B2B exhibition, but oriented to inbound/outbound tourism rather than hotel supplier sourcing.
• WTM Africa (World Travel Market Africa): Sister dmg events travel trade show in Africa, bringing together tourism suppliers, buyers, and destinations. Comparable in being a dmg events Africa B2B trade exhibition, though focused on travel and tourism rather than hotel supplier sourcing.
• The Hotel Show Dubai: Sister hospitality trade show organized by dmg events in Dubai, featuring a similar mix of hotel suppliers, F&B exhibitors, and hospitality buyers. Most directly comparable peer as it shares the same organizer, brand family, and B2B trade exhibition model targeting the hotel sector.

Market position

Strengths1 record

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/dmgeventsglobal
• Facebookfacebook.com/dmgeventsglobal
• LinkedInlinkedin.com/company/the-hotel-show-africa

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Hotel & Hospitality Expo Africa