We Are Africa Pop Up 07 – 10 October 2021

Cape Town, South Africa
October 7th - 10th 2021

For 2021, We Are Africa Digital will be the 'main event' however the We Are Africa team understands that nothing beats ‘in real life’ and that many are eager to reconnect in person on African soil - so, for those who are able to travel to Cape Town, an exciting We Are Africa ‘Pop Up’ is being planned over the current October 2021 dates.

Expect a relaxed and free-flowing festival of good food, great wine and of course fabulous people in the beautiful serenity of the Cape Winelands. Spaces will be limited to the relevant restrictions so we will accept bookings on a first-come-first-serve basis.

For More information head to

We Are Africa Website

Book online now
We Are Africa Pop Up 07 – 10 October 2021


Africa often feels like tourism’s best-kept secret. Despite being the world’s second-largest continent, overflowing with incredible assets including iconic wildlife, cutting-edge culture, and award-winning luxury hotels, Africa has yet to emerge on the international scene as a serious contender.

Unbelievably, it represents less than 5% of tourism arrivals and has the second-lowest tourism growth of all regions. Equally as troubling is the outsider’s tendency to paint Africa with broad, reductive brushstrokes, polarised as either a place of war, famine and disease, or else as ‘the safari country’.

We Are Africa’s vision is to unlock Africa from these tired old tropes, projecting a more modern and dynamic image outwards and bringing a plethora of new business in. In cooperation with the continent’s best travel brands, we are dedicated to telling the many stories of Africa’s diverse countries and people.

Our annual event in Cape Town is the culmination of this vision, giving key international buyers and press the opportunity to encounter the most extraordinary experiences Africa has to offer alongside a conference, awards ceremony, and networking events. Our exclusively African travel marketplace is also the ideal complimentary marketing solution to PURE Life Experiences, which is tailored to private travel designers interested in all seven continents.


In many ways, Cape Town is a metaphor for modern Africa. Combining breathtaking natural landscapes, pristine beaches, culinary creativity and vibrant arts and culture, the Mother City forms a natural meeting point to celebrate Africa’s diversity.

We Are Africa takes place in the unconventional setting of Cape Town Stadium, a five-minute walk from the Waterfront. We aspire to do things differently on our show floor, which has previously featured pitchside ice cream vans, several gastronomic bars and a lunch market.


We Are Africa sits as part of This is Beyond Ltd‘s portfolio of events dedicated to creating genre-defining marketplaces for the high-end travel market. The masterminds behind PURE Life ExperiencesLE Miami and Conservation Lab, our founders Serge & Sarah believe in building passionate communities and dynamic forums where travel innovation and artistry are discussed and celebrated.