Inside WTM Africa 2026, its biggest edition yet

8 000+ attendees, 780 exhibitors, and record growth

Last updated: Tuesday, 12 May 2026

From 13 to 15 April 2026, World Travel Market (WTM) Africa returned to the Cape Town International Convention Centre. The continent's leading inbound and outbound B2B travel exhibition brought together 8 000 trade professionals from 63 countries, 780 exhibitors, and 43 tourism boards – its biggest edition yet. It continues to prove that Africa is the fastest-growing tourism market, with 81 million international visitors in 2025.

The continent’s leading B2B travel exhibition once again proved why it’s a key meeting point for the people, ideas and opportunities shaping African tourism. Image: WTM Africa

ONE OF THE BIGGEST TRAVEL NETWORK EVENTS

WTM Africa is part of a global portfolio of industry events hosted in cities like London, São Paulo and Dubai, with the Cape Town edition the only one focused on both inbound and outbound African travel.

The three-day programme featured over 100 speakers across more than 80 sessions, covering travel tech, AI, sustainability, investment, and niche tourism sectors like medical and sports tourism.

There were 13 500 confirmed meetings (a 35% increase from 2025), and more than 80% of hosted buyers attended for the first time. Countries like Jamaica, Kazakhstan and South Korea were newly represented, signalling growing global interest in African travel.

On the exhibition floor, first-time participants ranged from Angola to Switzerland and the UAE, reflecting both the diversity and expansion of the market. Image: WTM Africa

DEVELOPMENTS IN AFRICAN TOURISM 2026

A major moment at this year’s event was the release of the Africa Travel & Tourism State of the Industry Report. The report indicated that Africa welcomed 81 million international visitors in 2025, making it the fastest-growing tourism region globally.

The report also highlighted growing pressure on tourism businesses to adapt to AI and digital platforms. As more travellers use AI and social media to plan trips, operators who aren’t easily searchable or bookable online risk being overlooked entirely.

Lastly, it also stressed that sustainable travel is becoming harder to ignore, with stricter international regulations and travellers increasingly expecting specific green practices rather than broad claims.

If 2026 is anything to go by, the conversations started here will continue shaping African tourism long after the exhibition floor has packed up. Image: WTM Africa

WHY IT MATTERS FOR CAPE TOWN (AND BEYOND)

For Cape Town, hosting WTM Africa continues to translate into tangible impact. With over 230 international flights arriving weekly and more than 100 000 jobs supported by tourism in the city, the event plays a role far beyond its three-day run.

It’s where deals are made, partnerships are formed, and future travel demand is shaped, reinforcing the city’s position as a leading gateway to the continent.

If this year’s edition is anything to go by, African tourism is entering a more focused, competitive and globally connected phase.

WTM Africa remains the place where the direction of the industry begins to take shape. Image: WTM Africa

FOR MORE INFO ON WTM AFRICA

Find it: CTICC, Convention Square, 1 Lower Long Street
See more: Via the WTM Africa website

By Khadeeja Adams

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WORK & PLAY IN CAPE TOWN

Looking for more events? Try our 7+ things to do this week(end).  

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