PanAfrica goes ITB – innovative fair trade marketing


The ITB 2014 was for the team of PanAfrica the best way to get to know African tourism companies and to introduce our new website. Karsten Palme, Henriette Stieger and I made ​​a journey in the Africa halls across the African continent. From Morocco past Egypt, Central and East Africa, Tanzania and Zimbabwe to South Africa and Sierra Leone in West Africa, we got to know interesting, friendly people from the tourism industry.

PanAfrica at the ITB

PanAfrica at the ITB

Since the Africa halls have long been overbooked and we were not able to rent an own booth, we have made a virtue out of necessity and designed a “mobile booth”. With great success: our PanAfrica luggage cart is certainly one of the most photographed motifs in the Africa halls and was even used by the ITB as a “teaser” for their own Facebook Post!

PanAfrica is both a network for tourism companies across Africa as well as an information platform for interested travelers. You want to explore the continent and get to know exciting new cultures and people? PanAfrica offers you the opportunity to go on a virtual tour through Africa and you can find information about destinations and hotels or tour operators.

At the same time PanAfrica provides destinations, local tour operators, safari operators and hotels the opportunity to answer the questions of curious travelers. This enables the companies to get in direct contact with German tourists and on the other hand the prospective African traveler gets information at first hand.

PanAfrica - globetrotter equipment

PanAfrica – globetrotter equipment

For small unknown African destinations this is the chance to put one foot in the German market – an interface for the African Tourism Market with the German outbound travel market.

The many exciting conversations with the Africans, the overwhelming hospitality and positive feedback made ​​the work at the ITB a personal highlight for me.

Since a couple of years COMPASS conducts also the Trade Fair Marketing for Destinations for other destinations like Uganda and Burundi.

Author: Annika Kliewer

I am studying tourism management. Actually, I am working for Compass since September 2013 as a scientific officer. In this function, I am main responsible for the project PanAfrica.

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