Cape Town, 9 October 2024 – The highly anticipated International Luxury Travel Market Africa (ILTMA) has unveiled exciting plans for its 2025 event, which will take place at the renowned Norval Foundation in Cape Town from 6 to 8 April 2025. This move from Kirstenbosch Gardens marks a significant shift, positioning art and culture as central elements of luxury tourism, with the theme ‘Ignite Africa with Luxury Travel.’
Cape Town’s Mayor Geordin Hill-Lewis expressed his enthusiasm for the new venue and the upcoming ILTMA event:
“We cannot wait to welcome the world’s luxury tourism industry to Cape Town for the 2025 International Luxury Travel Market Africa gathering. And in the Norval Foundation in Tokai, this event will have an incredible venue to showcase Cape Town’s artistic side. Long known for our natural splendour, our food and our wine, Cape Town is also one of the world’s great art cities, and delegates at ILTM are in for a treat at this beautiful contemporary art museum and sculpture garden.”
The luxury tourism sector plays a crucial role in Cape Town’s economy, and hosting ILTMA 2025 at the Norval Foundation adds another layer of allure to the city’s global appeal. The Norval Foundation, with its world-class art museum and sculpture garden, perfectly complements the growing trend of cultural immersion in the luxury travel space.
Art as a Core Component of Luxury Travel
Highlighting the rise of art in luxury tourism, Megan De Jager, Portfolio Director at ILTM Africa, notes:
“Art is fast becoming the new culinary tourism. Cultural immersion is now a core element of the luxury tourism experience. The Norval Foundation, with its captivating art museum and sculpture garden, provides the perfect setting to explore this exciting trend and ignite new ideas about African luxury travel.”
This year’s ILTM Africa event will not only facilitate networking and appointment opportunities but will also feature a new addition—‘In Conversation’, a relaxed space designed to foster thought-provoking discussions and exchange ideas that inspire innovation in luxury travel.
The Norval Foundation: A Fusion of Art and Nature
Situated in Tokai, the Norval Foundation is a stunning venue that combines contemporary African art with the natural beauty of Cape Town’s landscape. The museum’s curated exhibitions and outdoor sculpture garden offer unique opportunities for delegates to explore and discover while conducting business in an inspiring setting.
Caroline Greyling, Museum Director of the Norval Foundation, shared her excitement:
“As an art museum which prides ourselves on amplifying African art and artists, we are very pleased to be able to introduce a new audience of international guests to our museum and art offering, creating an introduction to some of the incredible talents our country and continent have to offer. As we work to celebrate African artists on a global stage and support art education, this partnership serves to support this mission with guests from around the world.”
Collaborating with Local Artisans
ILTMA 2025 will also highlight local artisans, offering a unique platform for them to showcase their talents to luxury travel industry leaders. This initiative aligns with the Norval Foundation’s commitment to promoting African art and creativity while fostering meaningful connections between luxury tourism and the continent’s rich cultural heritage.
ILTMA 2025 is set to deliver an unparalleled experience that intertwines art, culture, and luxury travel, showcasing the finest in African creativity and luxury tourism.
