World Travel Market (WTM) Africa unpacked

Where 6 000+ industry professionals and over 500 exhibitors meet

Last updated: Tuesday, 24 March 2026

This is where the engine underneath tourism becomes visible. Where you see the people, the jobs, and the vast opportunities that fuel the destination. This year, over 6 000 industry professionals will attend World Travel Market (WTM) Africa, the continent’s leading B2B exhibition for African tourism. 

Whether you’re a business owner, blogger, creator, or student, it’s where you discover the latest travel trends, products and businesses with events like the first-ever China Ready Workshop and the Africa Tourism Investment Conference. 

WTM Africa will take place at the Cape Town International Convention Centre from 13 - 15 April 2026. As a proud media partner, CapeTownMagazine.com encourages you to join this incredible networking opportunity. 

It’s the hub of travel ideas and networking in the city. Image: WTM Africa 

ONE OF THE BIGGEST TRAVEL NETWORK EVENTS   

WTM Africa is one of six exhibitions in the WTM portfolio, with others hosted in London, São Paulo, Dubai, Penang and Cannes. It’s Africa’s leading and only business-to-business (B2B) exhibition for both the inbound and outbound African travel and tourism markets. 

WTM is the hub of travel ideas and networking in the city: Visitors (and exhibitors) can generate sales leads, launch new products, raise brand awareness, and develop and maintain relationships all under one roof. 

With interest in African tourism higher than ever, this year’s numbers are expected to beat 2025’s record-breaking 38 559 meeting requests and 27% increase in buyers.

PROGRAMME FOR WTM AFRICA 2026  

The three-day schedule is packed with excellent presentations and panel discussions. 

A highlight of the programme is the Africa Tourism Investment Conference (ATIC) on 14 April. Presented in partnership with global investment leader JLL Africa and led by respected strategist Gillian Saunders, ATIC is a full-day forum designed to drive sustainable tourism development across the continent. 

Expect panel discussions like “Over-Tourism – Can There Be Too Much Investment?” and “African Governments and an Enabling Environment for Tourism & Hospitality Investments”.

Three days of networking and excellent panel discussions. Image: WTM Africa

FIRST EVER CHINA READY WORKSHOP 

Additionally, for the first time, WTM will present its China Ready Workshop in partnership with China Business Intelligence Service Network (CBISN). Taking place on 15 April, this expert-led session includes 25+ informative modules and is designed for tourism businesses looking to tap into this lucrative tourism market. 

Other key sessions include “Tourism in the Wildlife Economy,” exploring tourism models and their role in conservation success, alongside discussions on green claims and greenwashing. The conference ends with the annual WTM Africa Responsible Tourism Awards, recognising businesses that are driving innovation and sustainability across the continent. 

For more information and other programme details, see the WTM Africa conference programme.

WHY SHOULD I VISIT WTM AFRICA IN 2026?  

WTM Africa allows you to put your brand and business in front of hundreds of buyers, influencers and potential customers. The opportunities to network are also wonderfully fruitful.

This year’s exhibitor list is diverse and dynamic, so you’ll be able to discover and network with all kinds of professionals and businesses. South African 2026 exhibitors include Knysna Elephant Park, Africamps Boutique Glamping, Benguela Cove, Neighbourgood, and so much more. 

There’s plenty of exciting and diverse events at WTM Africa 2026. Image: WTM Africa

HOW TO REGISTER AS VISITOR 

You can register online or on the day. Until 12 April 2026, it’s R900, with on-site registrations costing R1 265. To register as an industry visitor for this year’s WTM Africa, visit the WTM Africa visitor registration page.

You will need to provide some of your personal details as well as your role and interest in the market. If you’d like to register as a buyer, see the WTM Africa buyer registration page.

FOR MORE INFO ON WTM AFRICA

WTM Africa is happening: 13 -15 April 2026
Cost: From R900
Find it: CTICC, Convention Square, 1 Lower Long Street
See more: Via the WTM Africa website

By Julia Rowley

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