LONDON, UK. June 23rd, 2025 – The inaugural Africa Tourism Awards (The Balearica Awards), a landmark celebration of innovation and leadership in African travel, will take place on 2 November 2025 at the Hilton London Canary Wharf. This event aims to cement Africa’s place in the global tourism spotlight, offering a hybrid experience with a live ceremony and worldwide broadcast to engage a diverse audience.
The awards will honour exceptional destinations, individuals, and initiatives driving Africa’s tourism renaissance. The winners will receive the iconic Balearica statuette, named after the Crowned Crane, one of Africa’s most amazing birds. Featuring 31 categories, from Best Tourism Board to Lifetime Achievement, winners will be selected through a rigorous, transparent process involving expert judges, site inspections, and public voting. The ceremony will convene tourism board chiefs, airline and hospitality leaders, investors, policymakers, and media, fostering collaboration and showcasing Africa’s rich heritage and untapped potential.
“These awards are a clarion call to reframe African tourism,” said Sithembile Sandla, co-founder. “They celebrate a continent brimming with cultural wealth and innovation, urging global stakeholders to invest in its boundless future.”
London, a global nexus with a vibrant African diaspora, was chosen to amplify the continent’s narrative. “Hosting in London places Africa at the heart of international tourism discourse,” said founder Efetobo Awhana. “It’s a bold statement, showcasing our industry’s global relevance and rightful prominence.”
Organised in partnership with leading travel associations and corporate sponsors, the event underscores Africa’s rising stature in tourism. It aims to catalyse investment and partnerships, amplifying success stories that resonate worldwide.
ENDS