IAAPA and AAVEA Africa Summit

In this personal and thought-provoking outlook, IAAPA Global Chair Massimiliano Freddi reflects on a year of trends, shifts, and standout moments in the attractions industry. From the emotional pulse of guest experiences to the evolving landscape of the experience economy, he offers sharp insights into what moved the industry and why it matters. This session invites you to take a step back, connect the dots, and draw inspiration from the patterns that shaped the past year.

What does the B2B customer journey look like in a world of OTAs, tour operators, and evolving international guest expectations? Philipp Gamper from Swarovski Kristallwelten in Austria shares hands-on experience navigating complex partnerships and multi-stakeholder (commercial) ecosystems. With practical examples and lessons learned, he explores how attractions can create seamless, valuable experiences not just for end visitors but also for the businesses (and revenues) that bring them.

In this session, Cape Town-based experts share practical ways to place community at the heart of your attraction. Using real-world examples, they’ll explore how to engage local audiences, form mutually beneficial partnerships, and build stronger ties with nearby businesses. Expect to come away with actionable ideas, like cross-promotions, community events, and collaborative marketing to boost resilience and ensure your attraction remains relevant year-round

Africa is the youngest continent in the world — and that’s not just a demographic fact, it’s a market reality. With over 60% of the population under the age of 25, the youth are not just future consumers; they are the current drivers of innovation, trends, and spending across sectors.

From mobile-first habits to social media influence, from brand consciousness to purpose-driven purchasing, the African youth market demands new ways of thinking about customer engagement. We'll unpack the values, aspirations, and spending patterns of this diverse group and discuss how businesses can authentically connect with and create value for this fast-growing segment.

Whether you’re a local startup or a global brand, understanding the youth is no longer optional — it’s essential. Because in Africa, the youth isn’t just part of the market — they are the market.

Join this interactive workshop to take a structured look at the current state of Africa’s visitor attractions. Using a collaborative grid exercise, participants will explore key challenges, growth drivers, and areas of innovation across the sector. Drawing on the collective insights in the room, this session encourages open dialogue and shared reflection on where the industry stands today. You’ll walk away with a clearer understanding of regional dynamics, emerging opportunities, and practical takeaways to inform future strategy.

What does it really take to succeed in South Africa’s dynamic visitor attractions market? This panel brings together an international operator building local partnerships, a homegrown business thriving on its own terms, and a speaker with experience across the continent who will unpack key intercultural differences. Together, they’ll explore the realities of doing business—from navigating regulation and operations to building trust and understanding the local context.