From January 8 to 12, 2025, the bustling city of Utrecht in the Netherlands hosted Vakantiebeurs, one of the largest travel fairs in the Benelux region. This annual event attracts over 100,000 visitors and is a premier platform for travel companies, destinations, and tourism boards to showcase their offerings to Dutch consumers. For African destinations, Vakantiebeurs 2025 was an unparalleled opportunity to inspire Dutch travelers and position the continent as a must-visit destination.
This year, African exhibitors made a significant impact, captivating visitors with their vibrant displays, cultural performances, and innovative marketing strategies. Here’s a comprehensive roundup of the African experience at Vakantiebeurs 2025.
A Strong African Presence
Africa’s participation at Vakantiebeurs 2025 was nothing short of impressive. Over 30 African countries were represented, including South Africa, Kenya, Morocco, Tanzania, Rwanda, and Ghana. The continent’s pavilion was a hive of activity, with exhibitors showcasing everything from safari adventures and beach getaways to cultural tours and eco-tourism experiences. The African pavilion was designed to immerse visitors in the continent’s diverse landscapes and cultures. From the golden dunes of Namibia to the lush rainforests of Uganda, the pavilion offered a sensory journey through Africa’s most iconic destinations.
Highlights of African Participation
1. South Africa: A Destination for Every Traveler
South Africa’s stand was a major draw, with its focus on diversity and inclusivity. The country highlighted its world-class safari experiences, pristine beaches, and vibrant cities like Cape Town and Johannesburg. Visitors were treated to virtual reality tours of Kruger National Park and wine tastings from the Cape Winelands.
South Africa also emphasized its commitment to sustainable tourism, showcasing eco-friendly lodges and community-based tourism initiatives. This resonated strongly with Dutch travelers, who are increasingly seeking responsible travel options.
2. Kenya: The Safari Capital of the World
Kenya’s exhibit brought the magic of the Maasai Mara to Utrecht. The stand featured life-sized replicas of the Big Five, cultural performances by Maasai warriors, and interactive displays showcasing Kenya’s wildlife and conservation efforts. The Kenya Tourism Board also launched a new campaign, “Beyond the Safari,” highlighting lesser-known attractions like Lamu Island, Mount Kenya, and the Great Rift Valley. This campaign was well-received, with many visitors expressing interest in exploring Kenya beyond its iconic safaris.
3. Morocco: A Blend of Tradition and Modernity
Morocco’s stand was a feast for the senses, with its vibrant colors, aromatic spices, and traditional music. The country showcased its rich cultural heritage, from the bustling souks of Marrakech to the serene blue streets of Chefchaouen. Morocco also highlighted its growing luxury tourism sector, featuring high-end resorts, boutique riads, and gourmet dining experiences. The stand’s cooking demonstrations and henna art sessions were particularly popular among visitors.
4. Rwanda: The Land of a Thousand Hills
Rwanda’s exhibit focused on its transformation into a premium tourism destination. The country’s stand featured stunning visuals of Volcanoes National Park, home to the endangered mountain gorillas, and Akagera National Park, known for its diverse wildlife. Rwanda also emphasized its commitment to sustainability and conservation, aligning with the values of Dutch travelers. The stand’s virtual gorilla trekking experience was a major highlight, drawing long queues throughout the event.
5. Tanzania: Zanzibar and Beyond
Tanzania’s stand showcased the best of the country’s mainland and island destinations. From the Serengeti’s Great Migration to the idyllic beaches of Zanzibar, Tanzania offered something for every type of traveler. The Tanzania Tourist Board also promoted its new “Tanzania Beyond the Ordinary” campaign, which focuses on unique experiences like cultural tours, hiking Mount Kilimanjaro, and exploring the Ngorongoro Crater.
6. Zimbabwe: The Adventure Seeker’s Paradise
Zimbabwe’s stand showcased the country’s breathtaking natural wonders, including Victoria Falls, one of the Seven Natural Wonders of the World. Visitors were captivated by immersive visuals of the mighty falls, as well as Zimbabwe’s rich wildlife experiences in Hwange National Park and Mana Pools.
7. Ghana: A Gateway to African Heritage
Ghana’s participation at Vakantiebeurs 2025 was a celebration of culture, history, and vibrant city life. The country’s stand emphasized its role as a leading heritage tourism destination, with strong interest in the UNESCO-listed Cape Coast and Elmina Castles, key sites of the transatlantic slave trade.
Innovative Marketing Strategies
African exhibitors at Vakantiebeurs 2025 leveraged innovative marketing strategies to capture the attention of Dutch travelers: Virtual Reality Experiences: Many stands offered VR tours, allowing visitors to explore African destinations from the comfort of the exhibition hall.
Cultural Performances: Live performances, including traditional dances and
music brought the spirit of Africa to Utrecht.
Interactive Workshops: From cooking classes to craft demonstrations, these
hands-on activities engaged visitors and left a lasting impression.
Sustainability Showcases: Exhibitors highlighted their eco-friendly
initiatives, appealing to the growing demand for responsible travel.
The Dutch Traveler: A Key Market for Africa
The Netherlands is a key source market for African tourism, with Dutch travelers known for their adventurous spirit and willingness to explore new destinations. According to the Netherlands Board of Tourism & Conventions, over 1.5 million Dutch tourists traveled to Africa in 2024, with South Africa, Kenya, and Morocco
being the top destinations. Vakantiebeurs 2025 provided African exhibitors with a unique opportunity to tap into
this market. The event’s focus on inspiration and planning aligned perfectly with the needs of Dutch travelers, who are known for their meticulous trip planning and love of unique experiences.
Challenges and Opportunities
While African destinations made a strong impression at Vakantiebeurs 2025, there are still challenges to overcome. Many Dutch travelers perceive Africa as a distant and expensive destination, with concerns about safety and accessibility. To address these perceptions, African exhibitors must continue to emphasize affordability, ease of travel, and the continent’s commitment to safety and sustainability. There is also an opportunity to promote lesser-known destinations and experiences. While iconic attractions like safaris and beaches remain popular, Dutch travelers are increasingly seeking off-the-beaten-path adventures and cultural immersion.
Conclusion: Africa’s Time to Shine
Vakantiebeurs 2025 was a resounding success for African destinations, showcasing the continent’s incredible diversity and potential. From the wildlife-rich savannas of Kenya to the cultural treasures of Morocco, Africa captivated Dutch travelers and inspired them to plan their next adventure. As the global tourism industry continues to recover, events like Vakantiebeurs play a crucial role in driving demand and building connections. For African destinations, the challenge now is to convert this interest into bookings by addressing perceptions,
enhancing accessibility, and delivering unforgettable experiences. Africa’s time to shine is now, and Vakantiebeurs 2025 proved that the continent is ready to take its place as a leading destination for Dutch travelers.
Statistics sourced from the Netherlands Board of Tourism & Conventions and Vakantiebeurs 2025 organizers.
Featured image: SA Travel Trade