World Travel Market (WTM) Africa 2025 kicked off today with a remarkable global presence, drawing industry professionals from a staggering 96 countries. The theme for this year’s event is “Ignite Africa,” signaling a resurgence and expansion in African tourism. The surge in both buyer and exhibitor numbers demonstrates the growing interest and potential in the African travel industry.
Carol Weaving, the Managing Director of RX Africa, highlighted the substantial growth of the event in her opening speech. She proudly announced that this year’s WTM Africa boasts the largest number of countries represented in its eleven-year history. The event has seen a 27% increase in buyers, with an impressive 82% of them being first-time attendees. This influx of new buyers is a fantastic opportunity for exhibitors to showcase their offerings to a fresh audience.
The eleventh edition of WTM Africa features a total of 742 exhibitors, including six new destinations participating for the first time: Zambia, Netherlands, Qatar, Croatia, Sierra Leone, and São Paulo. The event has also attracted 13 new buyer countries, such as Peru, Algeria, Uzbekistan, Malaysia, and more, expanding the global reach of the event.
Alderman James Vos, Cape Town’s Mayoral Committee Member for Economic Growth and Tourism, welcomed delegates to the event in what he proudly proclaimed as “the best city in the world.” Cape Town’s recent accolade as the top city in the world by Time Out for 2025 further solidifies its status as a premier travel destination. Vos shared some key statistics highlighting Cape Town’s growing prominence as a travel hub, including the impressive number of international flights landing weekly and the robust cruise ship schedule for the season.
Vos outlined a five-point programme to drive tourism growth in Cape Town, focusing on initiatives such as increasing the number of flights, expanding the city’s cruise economy, and enhancing destination marketing efforts. He emphasized the importance of investing in infrastructure resilience to ensure sustainable growth in tourism.
Both Vos and Weaving underscored the significance of tourism as an economic driver, not just for businesses but also for empowering communities. WTM Africa 2025 offers a comprehensive programme that includes responsible tourism awards, content sessions, travel tech showcases, and specialized events catering to various aspects of the tourism industry.
The event has garnered significant attention with a record-breaking 38,559 appointment requests, indicating a strong focus on business engagement and collaboration. Weaving concluded by emphasizing the pivotal role of Africa’s people as the driving force behind the success of the continent’s tourism industry.
In summary, WTM Africa 2025 has set the stage for a dynamic and prosperous future for African tourism, with a diverse range of participants and exciting opportunities for growth and collaboration. The event’s global reach and expanding representation highlight the immense potential of the African travel market, making it a must-attend event for industry professionals looking to ignite new opportunities in the region.
