CAPE TOWN – World Travel Market (WTM) Africa 2026 has opened at the Cape Town International Convention Centre (CTICC), welcoming 8,000 trade professionals from 63 countries in its largest and most internationally diverse edition to date.
Exhibitor participation has reached 780, representing a double-digit increase compared to 2025, with companies from 40 countries, supported by 43 tourism boards and 65 event partners. A total of 13,500 pre-scheduled appointments have been confirmed, marking a 35% increase year-on-year.
The event also reflects a significant expansion in global participation. Fifteen countries are represented by buyers for the first time, including Jamaica, Kazakhstan, South Korea, Pakistan, Denmark and Portugal. On the exhibitor side, Angola, Cyprus, Djibouti, Jordan, Norway, Switzerland, the Netherlands, Germany and the UAE are participating for the first time.
Notably, 81% of hosted buyers and Buyers’ Club members are new to WTM Africa, indicating the event’s expanding international reach.
The 2026 edition takes place amid ongoing global travel market shifts, including the impact of geopolitical developments in the Middle East, which are affecting travel corridors, source markets and destination strategies. In this context, in-person trade events are seen as increasingly important for industry engagement.
Carol Weaving, Managing Director of RX Africa, said: “Africa Travel Week has evolved into a powerful in-person event where technology handles the heavy lifting, and humans focus on the relationship building that defines this industry. Our people are our superpower.”
According to the State of the Industry Report commissioned for Africa Travel Week, the future development of African tourism is closely linked to human interaction and personalised traveller engagement.
Alderman James Vos highlighted the economic contribution of tourism to Cape Town, noting that the city now hosts over 230 international flights per week and that the sector supports more than 106,000 jobs.
“As a City government, we made a deliberate decision to host WTM Africa,” he said. “It is an investment that delivers real economic returns. With over 100 countries represented here and 8,000 trade professionals doing deals on this floor, the impact goes far beyond these few days. It translates into future bookings, sustained demand, and long-term growth. Tourism is a team sport. When travellers choose South Africa, they are choosing an experience that no single destination can deliver alone.”
WTM Africa 2026 also features an extensive content programme with 101 speakers across 82 sessions, covering areas such as travel technology, responsible tourism, adventure tourism, medical tourism, golf tourism and events tourism. The Africa Tourism Investment Conference (ATIC) brought together investors, policymakers and industry leaders to discuss infrastructure development and investment opportunities across the continent.
Carol Weaving added: “Africa, the time is now, and the growth is palpable.”
Tags: Cape Town International Convention Centre WTM Africa 2026
