Why co-locate the Festival with the Africa Hotels & Travel Expo and Africa Beauty & Wellness Show?
Better Experience for Attendees, Better Logistics & Return for Sponsors & Exhibitors
The co-location of the AFMASS Food & Drink Festival, the Africa Beauty & Wellness Show and the Africa Hotels & Travel Expo creates a powerful platform that brings together three highly interconnected sectors of the economy — food & beverage; beauty, wellness and lifestyle; hospitality, tourism, foodservice, retail and consumer experiences.
The joint hosting of the three events is designed to unlock business synergies, deepen industry collaboration, accelerate innovation and create a more comprehensive marketplace for exhibitors, investors, buyers and consumers across Africa and beyond.
The beauty, wellness, hospitality, tourism and food & beverage industries are naturally interconnected.
Hotels, resorts, restaurants, cafés, airlines, lodges, travel companies and entertainment venues depend heavily on food and beverage & beauty, wellness and lifestyle product suppliers, equipment manufacturers, technology providers and service companies to deliver memorable customer experiences.
At the same time, food and beverage brands rely on hotels, restaurants and tourism establishments as critical channels for market access, visibility and growth.
By bringing the three events together under one platform, the organisers create a complete ecosystem that reflects how the industries operate in real life — integrated, collaborative and experience-driven.
The co-location also responds to key market trends shaping Africa’s future, including:
- The rapid growth of domestic and regional tourism across Africa
- Rising investment in hotels, resorts, serviced apartments and leisure destinations
- Rising investments and innovations in beauty, wellnes and lifestyle products
- Increasing consumer demand for beauty, wellness and lifestyle products as well as the need for quality dining, travel and lifestyle experiences
- Expansion of modern retail, quick service restaurants and café culture
- Growth in food manufacturing, imports, exports and hospitality supply chains
- Increasing adoption of hospitality technologies and smart tourism solutions
- The emergence of experiential travel, culinary tourism and destination branding
Together, the three events provide a unified marketplace where stakeholders across the beauty, hospitality, tourism and food value chains can meet, showcase innovations, generate business opportunities and shape the future of consumers and the economy in Africa.
Advantages of co-locating the Expo, Show & Festival
AFMASS Food & Drink Festival, Africa Beauty & Wellness Show and the Africa Hotels & Travel Expo together create far more than three parallel exhibitions — they establish a strategic business and lifestyle platform that reflects the future of hospitality, tourism, wellness, food and consumer experiences in Africa.
By uniting these interconnected sectors, the events unlock new opportunities for trade, investment, innovation, partnerships and destination development, while delivering a vibrant and highly engaging experience for exhibitors, visitors and stakeholders from across the continent and the world.
Creation of a Complete Industry Ecosystem
The co-hosted events create a one-stop platform covering the entire beauty and wellness; travel, hospitality and food & beverage value chain, including:
- Hotels and resorts
- Restaurants and cafés
- Airlines and travel companies
- Tour operators and destinations
- Food and beverage manufacturers
- Manufacturers and distributors of beauty, wellness and lifestyle products
- Commercial kitchen and catering equipment
- Interior design and hospitality fit-outs
- Technology and payment solutions
- Logistics and supply chain companies
- Investors and developers
- Training and talent institutions
This integrated ecosystem enhances the relevance and value of the event for all participants
Increased Visitor Traffic and Business Opportunities
Co-location significantly expands the visitor profile and increases foot traffic for exhibitors. Participants gain exposure to a broader and more diverse audience that includes:
- Hotel owners and operators
- Restaurant chains and chefs
- Tourism boards and destination marketers
- Food manufacturers, retailers and distributors
- Manufacturers and distributors of beauty, wellness and lifestyle products
- Investors and developers
- Procurement and supply chain managers and professionals
- Travel agents and tour operators
- Consumers seeking lifestyle and travel experiences
This broader audience increases opportunities for sales generation, strategic partnerships, distribution deals, investment opportunities, brand awareness and market expansion for sponsors, exhibitors and partners.
Stronger Networking and Cross-Industry Collaboration
The combined event encourages collaboration between sectors that rarely meet under one roof at scale. This creates opportunities for:
- Hospitality procurement partnerships
- Culinary tourism collaborations
- Hotel supply agreements
- Joint destination marketing campaigns
- Wellness and lifestyle product innovations and experiences
- Retail and foodservice partnerships
- Technology integration across industries
The event becomes a strategic meeting point for decision-makers shaping Africa’s beauty and wellness, travel, hospitality and food & beverage economy.
Enhanced Experience for Sponsors, Exhibitors & Attendees
Visitors benefit from a richer and more engaging experience by accessing multiple industries within one venue. Attendees can:
- Discover new food and beverage products
- Discover the latest beauty, wellness and lifestyle products, services and technologies
- Explore travel destinations and tourism experiences
- Attend industry conferences and live demonstrations
- Experience chef competitions and culinary showcases
- Learn about hospitality technologies and design trends
- Participate in networking forums and investment discussions
The combination of business, education, networking and entertainment creates a dynamic and memorable event experience.
Promotion of Culinary Tourism and Destination Marketing
Food is one of the most powerful drivers of tourism. The co-hosting of the events highlights the growing importance of culinary tourism in Africa by connecting:
- Local cuisines and cultural experiences
- Food service, restaurants and hospitality brands
- Tourism and travel destinations
- Food producers and manufacturers
- Chefs and culinary innovators
This helps position African destinations as attractive travel and lifestyle hubs while promoting local food heritage and innovation.
Cost Efficiency and Greater Return on Investment for Sponsors & Exhibitors
For sponsors, exhibitors and visitors, participating in the co-located event offers stronger value for money through:
- Shared infrastructure and logistics
- Access to multiple industries through one event
- Reduced travel and operational costs
- Larger audiences and wider exposure
- More networking opportunities within a single trip
The consolidated format maximises impact while improving efficiency for all stakeholders.
AFMASS Food & Drink Festival is the leading exhibition for the food & beverage, hospitality and travel industries, hosted in Kenya, with plans for similar events across Africa.