Cape Town played host to a spectacular edition of the World Travel Market (WTM) Africa last week, welcoming thousands of tourism professionals, exhibitors, media, and buyers to the Cape Town International Convention Centre for a jam-packed programme of networking, innovation, and inspiration. The show has grown to become a premier B2B exhibition in the travel space, connecting Africa’s tourism potential to the world—and this year’s edition was no exception.
Organised with remarkable precision and attention to detail, WTM Africa 2025 proved itself not just as a trade show but as a strategic convergence of visionaries, changemakers and ground-level tourism players. From the registration process to the themed mini-conferences, the experience was seamless and professional. Exhibitors and visitors alike commended the event organisers for curating an environment that was both dynamic and empowering.
One of the most compelling new features this year was the introduction of theme-based mini-conferences, offering attendees deep dives into critical topics such as Responsible Tourism, Inclusive Travel (including Accessible Tourism), and Women in Travel. These sessions created essential dialogue, equipping participants with practical tools and fresh perspectives to address evolving traveller demands.
Strong Regional Showings: Tulbagh, Paarl & Stellenbosch Step into the Global Spotlight
The Western Cape’s regional tourism bodies stood tall at this global showcase. Tulbagh Tourism, representing one of South Africa’s hidden gems nestled in the Witzenberg Valley, brought the charm of a small town bursting with character and natural beauty to the fore. With its blend of Cape Dutch architecture, historic heritage, and boutique wineries, Tulbagh presented itself as a haven for off-the-beaten-track travellers. Its scenic bike routes, farm stays, and focus on eco-tourism aligned perfectly with global trends toward sustainable and experiential travel.
Visit Paarl, meanwhile, shone a spotlight on one of the oldest towns in South Africa, known for its mountain views, cultural heritage, and award-winning wines. The tourism authority highlighted Paarl’s unique blend of outdoor experiences—from mountain biking and hiking in the Paarl Mountain Nature Reserve to culinary excellence at its numerous restaurants and wine estates. Paarl also positioned itself as a family-friendly and event-centric destination, promoting the upcoming festival calendar and cultural offerings that tie into its proud Afrikaans and Cape Dutch roots.
Equally captivating was Visit Stellenbosch, a key player in South Africa’s wine tourism economy. Stellenbosch’s presence at WTM Africa reinforced its status as a global culinary and wine destination, but with an evolving narrative that incorporates community-based tourism and local entrepreneurship. Emphasis was placed on immersive village tours, food-and-wine pairings that support small producers, and its strong partnerships with local chefs, artists, and experience providers.
These regional tourism boards not only promoted their destinations with passion and professionalism but also participated meaningfully in discussions around post-COVID recovery, community inclusion, and digital marketing, reflecting their commitment to sustainable tourism development.
KwaZulu-Natal’s Bold Tourism Agenda
One of the most impactful showcases came from the KwaZulu-Natal Tourism and Film Authority (KZNTAFA), which made a confident statement of intent at this year’s event. The authority’s campaign positioned KZN as a destination that is vibrant, accessible, and globally competitive. The Zulu Kingdom’s multi-layered tourism offering—from the warm Indian Ocean coastline and cosmopolitan Durban, to the historic Battlefields and dramatic Drakensberg—was brought to life through interactive displays and face-to-face engagements.
The KZN team also highlighted strategic efforts to improve regional connectivity, including the new direct flight between Botswana and Durban, which is set to unlock new travel corridors and enhance accessibility for both leisure and business travellers. This was complemented by updates from Durban Direct, whose ongoing efforts to secure more international flights to King Shaka International Airport were well received.
Exhibitors such as Cheetah Ridge Safari Lodge, Gwahumbe Game & Spa, and others represented the province’s rich diversity in accommodation and adventure offerings. From five-star retreats to eco-conscious rural experiences, KwaZulu-Natal successfully demonstrated how it caters to every type of traveller.
Moreover, KZN promoted its readiness to host large-scale events, with a major focus on the upcoming Africa Travel Indaba in May, which returns to Durban’s Inkosi Albert Luthuli Convention Centre. It’s a signal of confidence and capacity, proving that the province remains one of Africa’s most exciting and organised MICE (Meetings, Incentives, Conferences and Exhibitions) destinations.
A Platform of Purpose and Partnership
Beyond the glitz of the exhibition stands and the networking lounges, the real story of WTM Africa 2025 is one of collaboration and shared purpose. It’s about community-based tourism projects rubbing shoulders with established five-star hotel chains; rural experience providers learning from digital marketers; and emerging destinations being given equal space to tell their stories to a global audience.
This year’s event reaffirmed that tourism in Africa is not just about selling beautiful places—it’s about building futures, fostering inclusion, and promoting cultural exchange. Every exhibitor, whether representing a large DMO or a boutique lodge, had a stake in that vision.
From the Cape Winelands to the Zulu Kingdom, and from the mini-conference stages to the media hubs, WTM Africa delivered on its promise to showcase the best of Africa to the world.
For those who participated, it wasn’t just another expo—it was a reminder of what tourism can achieve when we work together.