World Travel Market Africa 2024 reports 53% attendance increase
World Travel Market (WTM) Africa, as part of Africa Travel Week (ATW), concluded its 10th-anniversary edition in the City of Cape Town with a 53% increase in attendance compared to 2023. This surge in participation signals an optimistic future for Africa’s inbound and outbound tourism industry and the significant value of WTM Africa.
Hosted at the CTICC between 7 and 12 April, the 2024 edition saw 99 countries represented with 705 exhibiting companies and 5 752 industry professionals under one roof. Organisers are pleased to announce a further 40% increase in total buyers, with a strong representation from new markets, including the first-time destination participants of: Greece, Switzerland, Lithuania, China, Philippines, Singapore, Japan, New Zealand, Ghana and Argentina.
A total of 10 505 scheduled meetings took place between exhibitors and international buyers over three days, in addition to seven structured networking events, 106 content sessions and 123 speakers. WTM Africa 2024 further amassed the support of 53 official partners, demonstrating the collaborative spirit driving ATW and its bolt-on events, which include Tourism Investment Forum Africa, and Equal Africa, among others.
The opening day of WTM Africa was highlighted by immersive discussions on sustainable practices and responsible tourism, with a particular emphasis on ethical debates surrounding responsible animal interactions. Harold Goodwin, WTM’s responsible tourism adviser, returned to host a dedicated Responsible Tourism session where three of the five African winners from the 2023 Responsible Tourism Awards shared their inspiring stories.
The inaugural Media Awards recognised excellence in African travel journalism. This year’s winners included:
- Sustainability Feature Award: Alexander Okere – Illegal Animal Trade
- Visual Tourism Award: Kelly Hammond
- Destination Feature Award: Phoebe Smith
- Tourism News Award: Adele Mackenzie – Tourism Update
Commenting on the overall success of the 2024 edition, Carol Weaving, managing director of RX Africa, says: “We are incredibly proud to celebrate the 10th anniversary of Africa Travel Week with such a phenomenal turnout. This growth is a testament to the resilience and rising global appeal of the African tourism industry. We’re excited to contribute to the continued success and positive transformation of travel on the continent.”
Africa Travel Week 2024 serves as a testament to the continent’s vast potential in tourism, further highlighting the collective commitment to fostering growth, innovation and sustainability.
