WTM Africa 2025 Opens with 11-Year Record: 96-Country Participation
WTM Africa's 11th edition hosts 742 exhibitors, including first-time representation from Zambia, Qatar and Sierra Leone.
The World Travel Market (WTM) Africa 2025 has officially opened, drawing industry professionals from a record 96 countries under the theme “Ignite Africa“.
This eleventh edition marks the largest event in the programme’s history, underscoring the continued recovery and growth of Africa’s tourism industry.
WTM Africa 2025 features 742 exhibitors, including first-time representation from six new destinations: Zambia, Netherlands, Qatar, Croatia, Sierra Leone, and São Paulo.
Additionally, 13 countries are attending as buyers for the first time, such as Peru, Algeria, Uzbekistan, Malaysia, and Thailand.
Cape Town’s Role as a Travel Hub
Alderman James Vos, Mayoral Committee Member for Economic Growth and Tourism in Cape Town, welcomed attendees and highlighted the city’s growing prominence in global tourism.
Cape Town was recently ranked “Best City in the World” by Time Out for 2025, moving up from second place last year.
Vos shared key statistics showcasing the city’s increasing connectivity: 226 international flights arrive weekly, connecting Cape Town to 31 destinations. 76 cruise ships are scheduled this season.
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Vos also outlined his five-point programme to further boost tourism, emphasising efforts to secure more flights, expand the cruise economy, host conferences and events, enhance destination marketing, and invest in new attractions.
He noted these initiatives are supported by infrastructure resilience projects, including water security, independent energy generation, and visa reform. “One of the biggest barriers to travel is access,” Vos said, referencing plans to improve visa processes to attract more visitors.
He added, “Tourism is more than just an industry. It’s a game changer for businesses and communities.”
Looking Ahead: WTM Africa’s Comprehensive Programme
WTM Africa 2025 also offers a diverse schedule of events, including responsible tourism awards, travel tech showcases, and content sessions across five dedicated theatres.
A total of 38,559 appointment requests have been generated, highlighting the serious business opportunities presented by the event. In her opening address, Carol Weaving, Managing Director of RX Africa, reflected on the event’s growth:
“We have 96 countries represented this year, which is the biggest World Travel Market Africa in eleven years. We have a 27% increase in buyers this year, and 82% of these are new to World Travel Market Africa, which is amazing for our exhibitors.”
Weaving concluded by highlighting the human factor behind African tourism: “Africa’s people are our superpower.”
