The 3rd Association of Eastern and Southern Africa Travel Agents (AESATA) Conference transformed Harare into a vibrant meeting point for Africa’s travel and tourism leaders, blending business, culture and collaboration under one roof.
The Rainbow Towers Hotel and Conference Centre in Harare came alive from October 2 to 3, 2025, as the 3rd Association of Eastern and Southern Africa Travel Agents (AESATA) Conference unfolded in a vibrant celebration of tourism, trade and continental unity.
Under the theme “Connect, Collaborate, Co-create,” the event drew over 170 delegates from 17 countries, transforming Zimbabwe’s capital into a hub of conversation, colour and collaboration. Airlines, travel agents, tourism boards and trade partners filled the halls, eager to explore opportunities shaping the future of African travel.
The conference was officially opened by Hon. Barbara Rwodzi, Zimbabwe’s Minister of Tourism and Hospitality Industry, whose presence underscored the nation’s growing prominence as a preferred destination for meetings and conferences. Her remarks set an inspiring tone for two days of engagement that blended insight, innovation and African hospitality.
From the opening session, delegates were immersed in thought-provoking discussions on the trends redefining travel. Panels examined cross-border collaboration, aviation connectivity, digital transformation and the rising importance of the MICE (Meetings, Incentives, Conferences and Exhibitions) sector. Industry heavyweights from the Airline Association of Southern Africa to IATA shared expertise on building stronger, interconnected travel ecosystems.
The energy in the rooms was palpable. Between sessions, delegates networked over local cuisine and explored exhibitions showcasing new technologies and tourism products. Each conversation echoed the event’s theme, connecting people, collaborating across borders and co-creating a stronger African travel industry.
The Kenya Association of Travel Agents (KATA) delegation stood out among the participants, actively engaging in business forums and strategic dialogues. For KATA members, the Harare conference was more than an industry gathering; it was a gateway to new partnerships, digital innovation insights and firsthand exposure to continental market trends. Many agents left with tangible opportunities for collaboration, especially in airline partnerships, destination marketing and technology integration.
As the first day drew to a close, the evening turned elegant with a Black Tie African Style Gala Dinner held at The Meikles Hotel. Delegates traded formal discussions for laughter, dance and cultural showcases that celebrated Africa’s diversity and warmth. The camaraderie was evident, competitors at home, collaborators abroad.
The second day maintained its momentum with discussions on airline distribution, regional policy and Africa’s tourism potential. Speakers urged delegates to harness collective strength to unlock intra-African travel and position the continent competitively on the global stage.
When the final session concluded with a symbolic handover ceremony from Zimbabwe’s Association of Travel Agents to Zambia’s, it marked not just the close of an event but the continuation of a movement. AESATA’s growth, now encompassing national associations from 13 countries, was clear; its vision of a unified, digitally empowered and self-sustaining African travel community is taking shape.
An excursion to Victoria Falls capped the conference, offering delegates a firsthand taste of Zimbabwe’s natural splendor. Laughter, selfies and networking flowed freely as new friendships turned into partnerships.
By the end of the conference, one thing was certain. AESATA 2025 was more than a meeting; it was a statement of confidence in Africa’s tourism future. Zimbabwe had not only hosted the continent’s finest but also reminded the world that the spirit of collaboration and creativity continues to define Africa’s travel industry.