The African Association of Visitor Experiences and Attractions (AAVEA), in partnership with IAAPA EMEA (Europe, Middle East & Africa), recently hosted the Africa Summit 2025 – a landmark event that concluded on a positive and forward-looking note in Cape Town and Stellenbosch, South Africa.

The Summit brought together a diverse mix of stakeholders from across Africa and around the world, united by a shared commitment to elevating the continent’s visitor attractions and experiences sector. It was more than an event – it was a transformative space of learning, connection, and collaboration. Delegates left with refreshed industry insights, strengthened networks, and concrete ideas to advance their destinations and operations.

Highlights include a thought-provoking keynote by Massimiliano Freddi, CEO of Wonderwood, who spoke on the theme of “togetherness.” His presentation, grounded in his global “life trends” research, unpacked today’s social and cultural dynamics and called on the industry to prioritise unity, emotional relevance, and authenticity in the experiences we create.

Presentations also featured in-depth discussions on sustainable growth in attractions, building resilient and future-ready teams, tech-driven storytelling, destination marketing strategies, and embracing African narratives to create more inclusive and culturally grounded experiences. Speakers brought powerful insights into current challenges and emerging opportunities – all aimed at transforming Africa’s visitor attractions industry from the inside out.

A powerful reflection from one of our delegates captured the spirit of the Summit:
“I found it incredibly valuable to gain a behind-the-scenes look at operations and meet the people who are often unseen yet essential. Hearing impactful stories from local communities and learning from one another, human to human, culture to culture, and attraction to attraction was truly enriching. It opened my eyes to how much more there is to offer in our industry.”

The Summit concluded with a series of inspiring EDUTours to some of the Western Cape’s leading attractions: Wonderdal at Hazendal Wine Estate, Table Mountain Aerial Cableway, Zeitz MOCAA, and The Cape Wheel. These visits provided practical insights into operational excellence, guest engagement, and innovative design – inspiring delegates to adapt and apply these lessons within their own unique contexts.

The Summit came to a close with a strong sense of cohesion, positive momentum, and shared ambition. Confidence is growing throughout Africa’s visitor attractions industry, as the value of its rich stories, heritage, and destinations becomes increasingly recognised on the international stage.

AAVEA extends thanks all our sponsors and partners whose generous support was instrumental in making the Summit a great success. We extend special appreciation to IAAPA EMEA and IAAPA Global for their ongoing partnership, South African Tourism for their strong support, Visit Stellenbosch for their gracious hospitality, and Bussink, our platinum sponsor. Alongside our speakers, delegates, and team members, your collaboration has truly made this event unforgettable and has advanced the growth of Africa’s visitor attractions industry.

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