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Manage Profile

about us


The Africa Hub was established in 2020 during the greatest challenge the travel industry has known. In this time of crisis there was a step change in the value of online connection and learning. 

Anita Powell, Founder & MD of specialist Africa representation company, Small World Marketing and a former Chair of the African Travel & Tourism Association (ATTA®) recognised that there was an interest in continent wide, country specific destination information and the concept of The Africa Hub was born.  

Partnership is key to the project, and a continent-wide network of experts give their knowledge and experience, forming an integral part of this invaluable resource. An Advisory Panel of industry specialists help advise and shape, and future plans include a roll-out of other Hubs worldwide, including The South America Hub and The Middle East Hub.

The Africa Hub is managed by Anita and her small team, out of Bath, England.

Anita Powell
Managing Director

Catherine Armstrong
Business Development

Sammy Kelly
Head of Product Development

What we do

Essentially we are an online platform where we bring destination experts together to host webinars of a very high standard, along with pertinent, easy-to-digest content including suggested itineraries, maps and comprehensive fact-files.

We are delighted that within our first 8 months we were nominated for 2 awards, and we now have 2,450 agents from 78 countries registered (May 2022).  This is a real endorsement that there is a demand for a destination sales and marketing resource like this. We now have over 20 destinations live on the site. As well as the more mainstream destinations, this also includes more ‘off the beaten track’ destinations such as Sudan, Ethiopia, Republic of Congo.

Each destinations page offers a complete toolkit to selling that country including a recorded high-quality webinar broken down into geographical ‘bitesize’ so you can go in and quickly learn about at a certain part of that country.  Each destination page also has a photo gallery, downloadable maps, suggested itineraries, fact sheets and suggested blogs. It is the ultimate sales tool-box for selling that country & also saves a huge amount of time in trying to source images, information from lots of different sources as well as time spent training your staff.

We have also launched our hugely successful marketing toolbox for each destination which includes suggested social media images, captions and hashtags. This means that agents who are short on social media content or ideas can simply go onto that page, download an image from our social media image library, edit the suggested caption and upload with the hashtags.

In addition to the destination pages we also have a library of useful themed webinar recordings e.g. our country catch ups where our destination experts give a 5 minute overview of the situation on the ground in their country, why & how to sell the migration, accessible travel in Africa and our most recent hit, Marketing Tools: Social Media which had over 370 agents register to watch.


Check out what our members have to say about us!

"Selling a destination well depends on the perfect marriage of knowledge, confidence and insight, which is why we have always placed top priority on internal training. Africa, being complex, has always been a training challenge, so when The Africa Hub arrived - with the pedigree it has - it was, frankly, a dream come true! We use it for new starters across our global ops and for experienced sellers, for those destinations they don’t know so well. It’s a completely innovative and unparalleled one-stop training solution. 100% exceptional value for money; and 100% time exceptionally well spent."
- Harriet Whitmarsh, Scott Dunn

"TAH is designed by Africa specialists for people selling Africa. It gives it that stamp of approval that you can have faith in the information, and have security that the knowledge in there is correct.”
- Vanessa Dean, Lusso

“I really enjoyed the ‘Country Catch Up’ session yesterday . It was very helpful to get such a full picture from suppliers right across Africa. It’s brilliant idea.”
- Liberty Gilmour, Audley Travel

“Your webinars have saved me! If I can’t travel, and I can’t sell travel yet, I can at least learn and dream and your webinars have provided the perfect platform for that.”
- Sue Alstedt, Travel Counsellor

“Such a positive platform for future Africa Travel”
- Charlotte Wells, Abercrombie & Kent

“THANK YOU not only for the exposure for South Africa, but the continent as a whole”
- Craig Smith, New Frontiers Tours

“The Africa Hub is absolutely fantastic! It’s clear that a huge amount of time and effort has gone into this resource…. (It has) allowed us to feel connected and positive in times where this has otherwise been difficult, and the speakers are a fountain of knowledge”
- Sophie Hughes, Naturetrek

“As someone who is just starting their education on Africa, I was completely overwhelmed with the research I was finding on the internet. I really needed simple, yet informative, overviews and The Africa Hub is exactly that!"
- Reagen Lowry, Travel Leaders

"It’s come at a time which is needed by so many and I love the authenticity of pulling like minded suppliers and destinations together.”
- Caroline Bayly-Geldenhuys, Classic Escapes

"I’m so impressed by Africa Hub. You’ve summarised what took me 25 years of experience travelling in southern and east Africa and created an incredible resource for operators in a clean, easily navigable format."
- Carrie Hampton, Safari Tart

destination expertS

Coquille Bonheur
HBD Príncipe
Excel Travel - Egypt
Safari Destinations - Botswana
Congo Conservation Company
Crafted Africa - Malawi
Kibran Tours - Ethiopia
Morocco Unlimited
Nomad - Tanzania
Sense of Oceans - Mozambique
Thousand Hills - Rwanda
Hummingbird - Seychelles & Maldives
ITC Sudan
Bushtracks Africa - Zimbabwe
Ultimate Safaris - Namibia
Cheli & Peacock Safaris - Kenya
Zambia Ground Handlers
Great Lakes Safaris - Uganda
Madagascar Classic