World Travel Market Africa (WTM Africa) concluded its 2024 edition with unprecedented attendance, showcasing a significant spike in global interest for African travel and tourism. This year marked a 40% increase in buyers from last year, reinforcing WTM Africa’s status as the continent’s premier travel trade show. The event attracted 705 exhibitors and 5 752 industry professionals from 99 countries, including strong representation from emerging markets such as Greece, the Philippines, Switzerland, Singapore, Lithuania, New Zealand, Ghana, China, Japan, and Argentina. This diverse buyer turnout contributed to a record-setting 10 505 pre-scheduled meetings, signalling a burgeoning investment and heightened global awareness of African destinations.
Innovative programmes and awards
WTM Africa 2024 was not only about business but also celebration and innovation. The event hosted the inaugural African Media Awards, recognising exceptional journalism in tourism, travel, and hospitality across the continent. Simultaneously, the esteemed Responsible Tourism Awards, backed by the V&A Waterfront, honoured organisations committed to sustainable and ethical travel practices. The awards reflect WTM Africa’s dedication to responsible tourism, with trophies crafted by Ngwenya Glass. Another highlight was the introduction of the Brain Box – a space for interactive sessions and hands-on learning, enhancing the practical engagement for attendees.
Looking Forward: WTM Africa 2025
With an eye on the future, WTM Africa 2025 aims to continue fostering business opportunities, building meaningful connections, and showcasing the diverse and vibrant travel experiences available across Africa. Carol Weaving, Managing Director of RX Africa, emphasised the success of this year’s event and the commitment to driving innovation in the African tourism sector. The introduction of the African Journalism Awards and Brain Box, along with established programmes, underscores WTM Africa’s ongoing mission to elevate the travel industry on the continent.
