World Travel Market (WTM) Africa 2025 commenced today, showcasing an exceptional level of global engagement with industry professionals from a record 96 nations, all gathered under the theme “Ignite Africa.” This event marks a significant rebound and expansion in African tourism, evidenced by notable increases in both buyer and exhibitor participation.
In her inaugural speech, Carol Weaving, Managing Director of RX Africa, emphasized the remarkable growth of the event: “This year, we have representation from 96 countries, making it the largest World Travel Market Africa in the past eleven years. We are witnessing a 27% rise in buyers, with 82% of them being newcomers to World Travel Market Africa, which is fantastic news for our exhibitors.”
The eleventh edition of WTM Africa features 742 exhibitors, including six new destinations making their debut: Zambia, the Netherlands, Qatar, Croatia, Sierra Leone, and São Paulo. Additionally, the event has welcomed 13 new buyer countries, such as Peru, Algeria, Uzbekistan, Malaysia, Thailand, the Czech Republic, Azerbaijan, Latvia, Romania, Finland, Ireland, and Kuwait.
Alderman James Vos, Cape Town’s Mayoral Committee Member for Economic Growth and Tourism, greeted delegates to “the best city in the world,” highlighting that “Cape Town has been recognized as the best city globally by Time Out for 2025, advancing from its second-place position last year.”
In his speech, Vos presented a five-point strategy aimed at boosting tourism in Cape Town, beginning with the objective of securing additional flight routes. “Increasing the number of flights will lead to a higher influx of visitors and subsequently create more job opportunities,” he remarked, referencing recent discussions with airlines in India regarding the establishment of direct flights between Cape Town and various Indian cities. Similar initiatives are planned for later this year during an official trip to China.
Additionally, his strategy encompasses the enhancement of the city’s cruise industry, the promotion of conferences and events, the implementation of innovative destination marketing, and the investment in a wider array of attractions and experiences across different geographic areas.
Vos emphasized that these initiatives are supported by investments in infrastructure resilience, which include projects focused on water security, independent energy generation, improved public transportation, increased law enforcement presence, and visa reform efforts designed to facilitate better access.
“One of the primary obstacles to travel is accessibility. This is why I advocate for visa reform, aiming to simplify the process for travelers considering South Africa, particularly Cape Town,” Vos added.
Both leaders underscored the significance of tourism as a catalyst for economic growth, with Vos remarking: “Tourism transcends being merely an industry; it is a transformative force for businesses and communities. Moreover, tourism encompasses not only the destinations we explore but also the individuals we uplift.”
WTM Africa 2025 presents an extensive agenda that includes responsible tourism awards, informative sessions across five venues, travel technology exhibitions, and specialized events dedicated to business tourism, eco-tourism, and tourism investment. The event has received 38,559 appointment requests, underscoring its serious business focus.
Weaving concluded her statements by highlighting the vital human aspect that propels the success of African tourism: “The people of Africa are our greatest asset.”