Fair Trade Tourism (FTT) is hosting a roadshow to northern Europe in November to promote Africa’s leading responsible tourism products to what it calls ‘sustainability savvy’ buyers.

The roadshow will take place between November 11 and 15, and will target operators in Denmark, Sweden, Belgium and The Netherlands. Several of the buyers are official FTT partners, or are Travelife certified, meaning they seek out responsible tourism products to support. It will be hosted in collaboration with sustainability marketing expert, Emilie Hagedoorn, of Green Heart Tourism.

Acting GM of Swedish Africa specialist Sydafrikaresor, Manne Bsoul, says: “We welcome FTT roadshows because they take into account the softer values, not just the wow factor of going to Africa.”

Masa Yamawaki, Market Manager for Scandinavia at Tourvest DMC, an FTT member, says there is growing awareness in the Nordic market about the need for responsible tourism, especially as South Africa is a long-haul destination. “Participating in the Fair Trade roadshow is part of our strategy as a tour operator to be a leader in this drive,” she says.

The FTT roadshow will include dedicated tour operator marketing sessions in Copenhagen, Antwerp and Utrecht, with about 30 hand-picked buyers attending each session. Buyers will comprise Africa specialists, long-haul and adventure travel companies and travel agents with a particular interest in Africa and responsible tourism.

For more information, email shona@fairtrade.travel. European tour operators and travel agents who would like to attend one of the evening events can email emilie@greenhearttourism.com .