WTM Africa 2026 kicks off in Cape Town with record participation

World Travel Market Africa 2026 opened in Cape Town with a record 8,000 professionals from 63 countries, marking its largest edition yet and underscoring Africa’s rising role in global tourism.

Held at the Cape Town International Convention Centre, the event has drawn 780 exhibitors from 40 countries, along with 43 tourism boards and 65 partners. More than 13,500 pre-scheduled meetings have been lined up — a 35% jump from last year.

The 2026 edition has also expanded its global footprint, with buyers from 15 countries participating for the first time, including Jamaica, Kazakhstan, South Korea, Pakistan, Denmark and Portugal. New exhibitor countries include Angola, Cyprus, Djibouti, Jordan, Norway, Switzerland, the Netherlands, Germany and the UAE.

Notably, 81% of hosted buyers and Buyers’ Club members are attending for the first time, highlighting the event’s growing international reach.

Organised by RX Africa, the gathering comes amid shifting global travel trends, including the impact of geopolitical tensions in the Middle East on travel routes and demand patterns. Industry leaders say such in-person events are becoming increasingly important for building partnerships.

Managing Director Carol Weaving said the event reflects the importance of human connections in tourism, even as technology streamlines operations.

Local officials also pointed to tourism’s economic impact. James Vos noted the city now handles over 230 international flights weekly and supports more than 106,000 jobs through the sector, calling WTM Africa a key investment for long-term growth.

The event features over 100 speakers across 80+ sessions, covering travel technology, sustainable tourism, medical tourism, and investment opportunities, including discussions at the Africa Tourism Investment Conference.