Held from 6-8 April at the stunning Norval Foundation in Cape Town, the International Luxury Travel Market (ILTM) Africa returned as a high-end, invitation-only showcase. Housed within the art museum and sculpture garden, ILTM Africa offered something refreshingly different: a boutique, one-on-one meeting experience where genuine connections weren’t rushed but thoughtfully cultivated.
The Norval Foundation, known for its modern African art and sculpture gardens, couldn’t have been a more fitting venue. Art and travel go hand in hand, and this space created an atmosphere that allowed attendees to connect beyond the usual boardroom setup.
One of my favourite moments was the picnic lunch in the garden surrounded by nature and sculptures. Here, over glasses of chilled local wine and delicious packed lunches, I had the opportunity to chat with fellow writers, travellers, and exhibitors in a way that felt personal and warm. The setting made it easy to talk about business and creative partnerships, but also about life and inspirations, which, let’s be honest, is how the best collaborations usually begin.
Carol Weaving, Managing Director at RX Africa, highlighted that what sets ILTM Africa apart is its dedication to crafting meaningful experiences tailored to the discerning traveller. The exhibitors showcased journeys designed to transform perspectives and leave a lasting impression. This year’s edition of the event surpassed all expectations, reinforcing its status as a premier platform for luxury travel.
The show itself brought together top-tier luxury travel brands and suppliers from across the continent. In my exclusive Interview with Megan De Jager, Portfolio Director for Africa Travel Week, she shared, “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.”
It was wonderful to network with iconic lodges, beach retreats, wellness resorts, desert escapes, and even exclusive experiences. The diversity of offerings was staggering, and the in-depth meetings were designed to understand each brand’s story, philosophy, and the kind of traveler they’re trying to reach.
With over 90% of buyers being first-timers and participation from 34 countries, this year’s travel trade show was buzzing with a fresh wave of ideas, connections, and opportunities. One of the key highlights was the ‘In Conversation With’ series, a thoughtfully curated segment that brought together industry leaders, visionaries, and changemakers. These sessions focused on pressing and relevant topics such as ethical travel, sustainability, and the growing connection between art and tourism.
Another standout was the ‘Africa’s Whistle Stop Tour’, an exclusive session crafted especially for hosted buyers. This high-impact program offered practical insights on promoting and packaging African travel so as to cover everything from multi-country itineraries to destination storytelling and niche experiences like safaris, cultural immersions, and adventure tourism. For many international buyers unfamiliar with the nuances of the African travel market, the session served as a crash course in regional logistics, consumer behavior, and hidden gems waiting to be explored.
ILTM Africa is small in scale compared to global giants, but that’s precisely its strength. It’s boutique, thoughtfully curated, and built around genuine connection.
WTM Africa 2025: Africa’s Biggest Travel Marketplace
WTM Africa 2025 has once again proven why it’s one of the continent’s most powerful and influential travel trade events. Hosted at the Cape Town International Convention Centre from 9–11 April, the eleventh edition under the theme, “Ignite Africa,” brought together a dynamic mix of industry professionals, media, tourism boards, iconic hotels, business services, medical tourism, and destination marketers, all under one roof.
With over 740 exhibitors, the event served as a true melting pot of cultures and commerce. Carol Weaving, Managing Director of RX Africa, highlighted the event’s impressive growth: “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.”
Newcomers like Malaysia, Czech Republic, Thailand, Finland, Kuwait added a refreshing global insight to the already diverse African tourism scene. With over 400 wonderful hospitality brands and 38,559 overall pre-scheduled meetings, networking here was about building long-term relationships. I personally had engaging conversations with representatives from Namibia, St. Helena Island, Tanzania, Kenya, and Sierra Leone, all eager to share what’s new and what’s next for their destinations.
The content programme this year was equally enriching. From panels on sustainability and climate resilience to tech showcases and women-led travel brands, the sessions were practical, forward-thinking, and deeply relevant. The Responsible Tourism Awards celebrated businesses that are actively making a positive impact through ethical and environmentally friendly practices.
I also met travel advisors and operators from India who are curating bespoke African holidays for Indian luxury travellers. From wildlife-rich experiences in Botswana, honeymoon escapes in the Seychelles, or vineyard journeys through South Africa, the India-to-Africa corridor is growing fast, and WTM Africa is playing a huge role in building that bridge.
As African tourism evolves, WTM Africa will continue to serve as a powerful catalyst, driving the continent’s growing presence and influence in the global travel market.
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