The international World Travel Market (WTM) Africa – 11th edition, has concluded at the Cape Town International Convention Centre, showcasing significant progress in the continent’s tourism sector since its inception in 2014. Held from April 9-11, the event attracted over 742 exhibitors and saw a 27% increase in buyer attendance under the theme “Ignite Africa.”
Newcomers included six destinations: Zambia, the Netherlands, Qatar, Croatia, Sierra Leone, and São Paulo, along with 13 new buyer countries, reflecting growing global interest in African travel.
In an interview, Uganda’s Presidential Tourism Advisor, Dr. Lilly Ajarova, emphasized a vision of sustainable tourism that focuses on community engagement and technology as transformative forces. She acknowledged ongoing challenges such as inadequate infrastructure and climate change but highlighted opportunities in greenfield investments and community-based tourism.
Cape Town’s economic growth and tourism committee member, Alderman James Vos, noted the city’s recognition as the best city in the world for 2025 by Time Out. He outlined a five-point strategy to boost tourism, targeting increased international arrivals, cruise tourism, conference expansion, and diversified offerings.