Megan De Jager, Portfolio Director of Africa Travel Week, which encompasses ILTM Africa and WTM Africa, has spent the past decade with RX Africa witnessing the evolution of two of the continent’s most influential travel trade shows.

“It’s been amazing to watch both ILTM and WTM Africa grow year after year,” says De Jager. “This year, we’re completely sold out for both events, which is just incredible. Being the platform that connects buyers and exhibitors—helping make people’s lifelong travel dreams come true—is what drives me. That’s what makes me excited to wake up every morning.”

De Jager’s passion for the travel industry and her commitment to creating a space for meaningful, global connections continue to define the success of Africa Travel Week.

In this exclusive interview with Pooja Amritkar, she talks about the growth of the events and the importance of meaningful global connections.

Q: How did the ILTM concept originate?

A: The ILTM (International Luxury Travel Market) concept originated with our flagship event, ILTM Cannes, which takes place every December in France. Over time, the success of Cannes led to the creation of “geoclones”—regionally focused to specific markets. These shows are more boutique in nature, offering highly curated, one-on-one networking experiences that allow for intimate and meaningful business connections.

ILTM Africa was launched around twelve years ago, recognizing the continent’s immense potential as a luxury travel destination. What began as a South Africa-centric event has since evolved significantly. This year marks our biggest and most diverse edition yet, showcasing the region’s growing prominence in the global luxury travel market. We proudly welcome representatives from across the continent, including Kenya, Tanzania, Seychelles, Namibia, Zimbabwe, Egypt, and Morocco. The growth of ILTM Africa aligns perfectly with the global boom in luxury travel, and we are excited to continue being a key platform for connecting the world with Africa’s premium travel experiences.

Q: What are the major highlights of ILTM Africa this year?

A: One of the standout highlights this year is our brand-new venue, the Norval Foundation. It’s a space deeply rooted in art and immersive experiences, which aligns perfectly with one of the key luxury travel trends: art travel. It’s no longer about simply viewing art in galleries, today’s travellers want deeper engagement such as meeting the artists, interacting with curators, and being part of the story. That’s why this venue is such a fitting choice for ILTM Africa.

We have also introduced a new feature called ‘In Conversation With’, which includes thought-provoking discussions led by industry experts. Two major sessions this year are focused on ethical travel and the intersection of art and tourism.

Another exciting addition is Africa’s Whistle Stop Tour, designed specifically for our hosted buyers. It’s an insightful session led by a seasoned expert on African destinations, offering practical tips on how to package and promote travel across the continent. Attendees will walk away with a curated guide packed with quick tips and insights into various African countries.

Q: Sustainability is the buzzword. How is ILTM Africa promoting ecotourism among its exhibitors and partners?

A: Traditionally, events have had a significant environmental footprint, I am talking about piles of printed brochures and single-use materials. At ILTM Africa, we have introduced a dedicated event app, eliminating the need for physical brochures and collateral. We actively encourage our exhibitors to do the same, to go paperless and rethink the way they present their brands.

You will also notice our event setup reflects these ethics. Instead of elaborate builds, we use reusable tabletop structures and boards, reducing waste and allowing for a more eco-conscious approach.

Additionally, we’re proud to drive ethical and sustainable tourism conversations through education and recognition. A great example is the Responsible Tourism Awards, held during WTM Africa. All ILTM and WTM exhibitors are invited to participate. These awards celebrate those leading the way in responsible, ethical travel, because at the end of the day, promoting sustainability is not just a word but a responsibility we all share.

Q: Why do you feel ILTM is a must-attend event, especially for luxury travel players?

A: ILTM Africa is truly a niche, boutique event that is all about meaningful connections and new business opportunities. This year, we are excited to welcome 90% new buyers, which means the potential for fresh leads and partnerships is huge.

We are hosting participants from 34 different countries, giving attendees the opportunity to connect with a wide variety of markets in three days. It is incredibly efficient and impactful for any luxury travel brand looking to expand its global reach. What also sets ILTM Africa apart is the personal touch. Unlike massive expos where time is limited, we focus on one-on-one meetings and curated networking that ensures you connect with the right people. We also balance business with experience—our eight networking events foster both formal and informal interactions, which is where many of the best partnerships truly begin.

Q: Post pandemic, there has been a notable shift in family family-friendly luxury trend. So how is ILTM Africa facilitating this trend, and what opportunities does it present for African destinations?

A: At ILTM Africa, we have seen a strong uptick in demand for family-friendly luxury experiences. As an invite-only event, we carefully assess what international buyers are looking for when we recruit them. If we identify that there’s strong interest in family-focused travel, we ensure we have the right mix of exhibitors, whether it’s properties, lodges, airlines, or experiences and we cater to all of their needs.

Essentially, we act as a strategic matchmaker. We connect the right buyers with the right African products and experiences. This creates direct opportunities for our exhibitors to tap into a growing and high-spending segment, while also positioning Africa as a top-tier family travel destination.

Q: How does ILTM Africa add value to the exhibitor’s brands?

A: The key value we bring to our exhibitors is direct access to carefully selected international buyers. This year, as I mentioned, 90% of our buyers are new, and we have buyers from 13 new countries that weren’t in attendance last year. That is a significant expansion in market reach. It’s our mission to make sure that all of our exhibitors are tapping into key source markets and also emerging markets.

Q: Is there a limit for exhibitors or buyers at ILTM Africa?

A: Yes, there is. At ILTM Africa, our USP is 65. We host a maximum of 65 exhibitors, and this year we have 66 carefully selected buyers to maintain a one-on-one meeting ratio. This setup ensures that each exhibitor receives focused, high-value engagement. Our event is intentionally limited and exclusive to foster deeper relationships and real business opportunities.