Hon. Shariff Ali Shariff, Minister of State in the President’s Office (Labour, Economy and Investment), officially opened Essence of Africa 2026 last night at Diamonds Bijoux, a Planhotel Hospitality Group hotel. Over three days, 178 pre-qualified international buyers from 40 countries are meeting 162 exhibiting companies, bringing an international travel trade audience to Zanzibar.

Speaking on behalf of the Revolutionary Government of Zanzibar, the Minister said hosting Essence of Africa supports the islands’ plans to attract more international meetings and events. It also gives Zanzibar an opportunity to introduce its tourism products to buyers from established and emerging international markets

“Zanzibar is no longer just a destination for holidays,” he said. “We are also a destination for international conferences, business meetings, entertainment, cultural celebrations and global networking.”

Opened in February 2026, Diamonds Bijoux is a five-star, all-inclusive beachfront resort on Zanzibar’s southeast coast, between Bwejuu and Dongwe. Its conference facilities add to the island’s capacity to host international business events, while Essence of Africa gives Zanzibar an opportunity to demonstrate its appeal as a meetings destination.

The government also wants visitors to explore Zanzibar beyond its beaches, with a focus on culture, food, wellness, sports, and halal and family travel.

“We want visitors to come for our beaches, but stay longer for everything else Zanzibar has to offer,” said the Minister.

The push to diversify comes as Zanzibar records its highest visitor numbers to date. According to the Minister, the islands welcomed 917,167 international visitors in 2025, up approximately 24.5% on 2024. More than 633,000 arrived between January and August 2026, including a monthly record of more than 124,000 in August.

“Our ambition is not simply to welcome more visitors. It is to ensure that every visitor contributes more to our economy and that the benefits of tourism reach more of our people,” said the Minister.

The Minister also encouraged buyers and investors to look beyond Unguja, Zanzibar’s main island, to Pemba. He said the government plans to improve infrastructure and connectivity to attract investment in ecotourism, boutique resorts, wellness retreats and marine tourism, while preserving Pemba’s distinct character.

“We do not want Pemba to become another Unguja. We want it to develop its own identity and offer visitors something different,” he said.

Zanzibar air capacity set to grow 33%

Virginia Messina, CEO of ATTA®, the African Travel and Tourism Association, said airline seat capacity into Zanzibar had grown by more than 11% over the past year and was projected to increase by 33% over the next six months.

The figures, produced by ATTA® in partnership with The Data Appeal Company, also show that seat capacity across East Africa grew by 3.6% this summer, with long-haul capacity increasing by 7%. Messina welcomed British Airways’ announcement of a new service to Kilimanjaro and Zanzibar from May 2027.

“Growth alone cannot be our measure of success. We need the right policies and frameworks to turn growth into long-term value for destinations and communities, while protecting the very things that make Africa such a wonderful place,” she said.

Largest Essence of Africa to date

Essence of Africa is a private-sector-led initiative of On Show Solutions and ATTA®, bringing African tourism businesses together with the international buyers who sell the continent.

This third edition, following Nairobi in 2024 and Malindi, Kenya, in 2025, is the largest to date. It brings together 162 exhibiting companies, up 53% since the inaugural event, and 178 international buyers from 40 countries. Almost 75% of the buyers are attending for the first time. East African businesses account for 79% of exhibitors, while Europe is the largest buyer source region at 39%, followed by the Americas at 23% and Asia-Pacific at 19%.

Jacqui Reynolds, Co-Founder of Essence of Africa, said the forum was created to give African tourism businesses direct access to international buyers who could bring them new business.

Several buyers have already taken part in familiarisation trips around Zanzibar, giving them firsthand experience of the destination before meeting exhibitors. For local tourism businesses, the event offers an opportunity to build relationships with international buyers who could include Zanzibar in future travel programmes.

“Essence has never simply been about getting bigger,” said Reynolds. “It is about getting the right people into the room. It is about the quality of the conversations that happen over the next few days, the relationships that begin here, and ultimately the business that comes back to Africa as a result.”

Reynolds thanked the Revolutionary Government of Zanzibar and the Zanzibar Commission for Tourism for helping bring the event to the island.

Essence of Africa 2026 runs at Diamonds Bijoux until 22 October.

Highlights include Market Buzz, where travel specialists will share insights from key international markets, sessions introducing buyers to Zanzibar’s tourism offering, and discussions on the environmental and community impact of tourism. Sports tourism will also feature, with an initiative involving Uganda’s Rwenzori Marathon.

The forum will officially open on 19 October at Diamonds Bijoux, with Zanzibar’s newly appointed Minister for Tourism and Heritage, Dr Nasra Nassor Omar, and her predecessor, Mudrik Ramadhan Soraga, expected as special guests. 

“Zanzibar’s tourism growth has been impressive, and we’re pleased to bring Essence of Africa here at a time when there’s so much interest in the destination,” says Amanda Margison, Co-Founder of Essence of Africa. “We’re honoured to welcome representatives of Zanzibar’s tourism sector and introduce our international travel partners to the people and businesses behind that success.”

Zanzibar takes centre stage

The content programme opens with Destination Zanzibar, sponsored by Profitroom. Moderated by Virginia Messina, Group CEO of ATTA®, the session will bring together representatives of the Zanzibar Commission for Tourism, Zanzibar Investment Promotion Authority and ENVI Lodges to discuss tourism development, investment opportunities and how new tourism products can be brought to market.

“Zanzibar has long captured the imagination of international travellers with its turquoise waters, white sandy beaches and tropical charm,” says Hakeem Kimara, Head of Public Relations at the Zanzibar Commission for Tourism. “But beyond its celebrated coastline lies a destination offering far more: centuries of living history, authentic Swahili culture, exceptional culinary experiences, marine adventures and a growing portfolio of premium tourism products.

“For international tour operators, travel designers and luxury travel specialists attending Essence of Africa 2026, Zanzibar presents an opportunity to expand their product portfolios, reach different traveller segments and create memorable, high-value itineraries. Our message to travel buyers is simple: Zanzibar is not just a beach holiday. It is a complete travel experience waiting to be packaged, promoted and sold.”

Positive Impact explores tourism’s contribution to Zanzibar

Two Positive Impact sessions will introduce buyers to local businesses and organisations working to address environmental challenges and create opportunities for Zanzibar’s communities.

The first, sponsored by ResRequest and moderated by Joy Mbatau, Regional Hub Manager for East Africa at The Long Run, will feature Blue Impact Network, Chumbe Island, CHAKO Zanzibar and Msonge Organic Family Farm. The discussion will look at how tourism businesses are approaching conservation, waste management and local sourcing, and what their work means for the destination.

A second session, sponsored by SiteMinder, will introduce delegates to people behind some of Zanzibar’s local tourism experiences, looking at how these activities connect visitors with communities and contribute to local livelihoods.

Market Buzz brings international market insights to African suppliers

Market Buzz gives African tourism businesses the opportunity to hear directly from travel specialists selling African holidays in international and regional markets. Five sessions will examine changing customer demand, booking patterns and opportunities for African suppliers.

The Asia Pacific session, moderated by Rajay Singh, CEO of Safari Trails and Essence of Africa Advisory Panel member, will focus on India, China and Australia – discussing changing travel patterns, new demand and opportunities to attract repeat visitors.  

The Americas session will examine North America’s increasingly selective travellers and growing interest in Africa from Latin America. David DiGregorio of Re•think Travel Marketing and Andrea Landaeta of Sariri Terra will share their perspectives on these markets.

The Europe session, featuring Paddington Tucker of Travel Advance, will consider changing traveller expectations, pricing, sustainability and what African destinations need to do to remain competitive in one of their most established source regions.

The Middle East session, featuring Sadiq Dindar of AfriLuxe Tourism Advisory Services, will examine the different traveller segments within the region, including luxury and expatriate markets, and the role of air access and visas in converting interest into bookings.

The Africa session, moderated by Mohammed Hersi, Group Director of Operations at Pollmans Tours & Safaris and Essence of Africa Advisory Panel member, will focus on the potential of intra-African travel, bringing together perspectives from across the continent.

“Africa and the Middle East are often grouped together in tourism research, but they’re very different markets with different opportunities,” says Chris Mears, Co-Founder of Essence of Africa. “We’re really pleased to give Africa its own Market Buzz session this year. More Africans are travelling within the continent, and that’s an important market to develop, particularly as regional travel can help cushion destinations against global events that disrupt international tourism.”

Sports tourism offers opportunities for African destinations

With Africa preparing to host several major international sporting events, including the 2027 Africa Cup of Nations, the 2027 ICC Men’s Cricket World Cup and the 2029 World Athletics Championships in Nairobi, tourism businesses have opportunities to attract visiting fans and encourage them to explore the host destinations.

Essence of Africa has partnered with Uganda’s Rwenzori Marathon to introduce delegates to running tourism through a 5km beach walk and 10km beach run on Wednesday, 21 October, at 6am. Rwenzori Marathon founder and Essence of Africa Advisory Panel member Amos Wekesa will lead the event and share his experience of developing a sporting event that attracts international visitors.

Essence of Africa 2026 has 162 confirmed exhibitors, up 53% since the first edition, and 178 international buyers from 40 countries. Buyers come from Europe (39%), the Americas (23%), Asia Pacific (19%), Africa (18%) and the Middle East (2%). 75% are new to the forum, giving exhibitors access to new international trade contacts. Of the exhibitors, 79% are from East Africa and 21% from the rest of the continent. Accommodation providers make up the largest group (61%), alongside DMCs, tour operators, experience providers, transport providers and tourism bodies. Seventy-seven of the buyers are taking part in pre-show familiarisation trips across Zanzibar.

Afrigay Travel International has launched the inaugural Afrigay LGBTQ+ Tourism Growth Symposium 2027, taking place in Cape Town on 12 January 2027.

Created as a focused tourism industry event, the symposium is designed to help South Africa better understand, serve and grow the LGBTQ+ travel market. The first edition will take place under the theme “From Welcome to Readiness”, with the broader positioning: South Africa, Africa and the Future of Inclusive Travel.

The symposium will be hosted at Mama Shelter Cape Town, with an evening networking cocktail reception hosted at The Rockefeller Hotel by Newmark. The three Cape Town-based ONOMO Hotels will sponsor the afternoon Learning Lab, a practical and interactive session designed for honest, open conversation, exploration and hands-on engagement around LGBTQ+ tourism readiness.

An optional Glitter Trail Peninsula Experience will take place on 13 January 2027, giving delegates a live example of how LGBTQ+ tourism can be packaged with personality, storytelling, hospitality and commercial appeal.

The event is aimed at tourism businesses, accommodation providers, tour operators, attractions, tourist guides, destination bodies, SMMEs, LGBTQ+-owned businesses, travel trade partners, associations and public-sector tourism stakeholders.

“This is not a Pride event or a general diversity discussion,” says Michael Gladwin, founder of Afrigay Travel International and All Stay LGBTQ+ Education. “It is a tourism growth platform. South Africa already has strong appeal as a destination, but welcome is only the starting point. The real opportunity is to help the industry become more confident, more prepared and more intentional in how it serves LGBTQ+ travellers.”

The programme will include industry insight, panel discussions, practical conversation and the Learning Lab, where delegates will explore real tourism scenarios, guest experiences and practical steps towards stronger LGBTQ+ market readiness.

The symposium also aims to support wider participation in the LGBTQ+ tourism conversation, including SMMEs, emerging tourism businesses, guides and regional tourism stakeholders.

“Cape Town is the natural host city for the first edition,” says Gladwin. “But the opportunity is much bigger than one city. South Africa has the potential to become the leading LGBTQ+ travel gateway to Africa, and this symposium is intended to help start that work in a practical, industry-focused way.”

Registrations are now open at symposium.afrigay.com.

Event details

Event: Afrigay LGBTQ+ Tourism Growth Symposium 2027
Theme: From Welcome to Readiness
Date: 12 January 2027
Venue: Mama Shelter Cape Town
Evening Cocktail Reception: The Rockefeller Hotel by Newmark
Optional Day 2: The Glitter Trail Peninsula Experience, 13 January 2027
Website: symposium.afrigay.com

More weekend and festive-season choice from Johannesburg

The airline is now operating a third daily return service between Johannesburg and Lusaka every Friday, Saturday, and Sunday, supplementing its existing services throughout the week. It will also operate 54 additional flights on the route during the December 2026 and January 2027 holiday period.

The additional weekend services between Johannesburg and Lusaka began on Saturday, 19 September. The new evening flight departs Johannesburg at 18:25 and arrives in Lusaka at 20:25. The return service departs Lusaka at 15:30 and arrives in Johannesburg at 17:30. The expanded schedule gives South African business travellers, holidaymakers, and people visiting friends and relatives more flexibility when planning weekend and festive-season travel.

Cape Town gains a new Friday connection

Cape Town travellers will also gain a new Friday service from 11 December, joining Proflight Zambia’s existing Monday, Wednesday, and Saturday flights.

The Friday flight will depart Cape Town at 15:55 and arrive in Lusaka at 20:10. The return service will depart Lusaka at 10:40 and arrive in Cape Town at 15:05.

Operating via Livingstone with a brief stopover, the service gives Cape Town travellers a fourth weekly connection to Lusaka and a fourth weekly direct link to Livingstone. It also improves access to destinations across Zambia through Proflight Zambia’s domestic network.

The Friday schedule connects with morning services from Ndola, Solwezi, Kalumbila, and Mfuwe, making it easier for passengers travelling between Cape Town and Zambia’s key business and leisure destinations to complete their journeys through a single airline network.

Captain Josias Walubita, Director of Government and Industry Affairs at Proflight Zambia, said: “Air connectivity works best when a schedule reflects how people actually travel. The Johannesburg additions provide greater choice over the weekend, while the Friday Cape Town service has been timed to connect with flights from key destinations across Zambia. Rather than simply adding seats, this expansion is about building a more useful regional network that supports the business relationships, family ties, and tourism links between Zambia and South Africa.”

Full schedules are available at flyzambia.com. All flights are bookable through flyzambia.com, Proflight Zambia’s sales offices, and travel trade partners. No flights will operate on Christmas Day, 25 December.

The acquisition increases the airline’s Jetstream 41 fleet from four to seven aircraft. For South African business and leisure travellers, the expanded fleet will support more dependable regional travel and smoother onward connections from Lusaka and Livingstone to key destinations across Zambia.

Proflight Zambia currently connects South Africa and Zambia through services between Johannesburg/Cape Town and Lusaka, and Cape Town and Livingstone. Once in Zambia, passengers can connect onwards to destinations including Mfuwe, home to South Luangwa National Park; Livingstone, gateway to Victoria Falls; Ndola in the Copperbelt; and other important commercial and leisure centres.

The additional aircraft will allow Proflight Zambia to increase frequency and capacity across its domestic network while supporting improved schedule reliability and passenger convenience. They also create the potential for new domestic and international routes next year.

Crucially, the larger fleet provides greater operational redundancy. This gives the airline more flexibility when aircraft undergo scheduled or unplanned maintenance, helping to protect flight schedules and reduce disruption for passengers travelling between South Africa and Zambia or connecting onwards within the country.

“Proflight Zambia welcomes the additional three BAE Jetstream 41 29-seat turboprop aircraft, which have now been flown home to Lusaka by our very own crew,” said Captain Josias Walubita, Proflight Zambia’s Director Government and Industry Affairs.

“The purchase of these aircraft will enable the airline to meet growing local demand and support our commitment to providing safe and reliable connectivity across Zambia, even as the country targets 20 per cent growth in domestic tourism in 2026. We are extremely proud of our flight and maintenance crew, who successfully ferried the three aircraft from North Lincolnshire in the UK to Lusaka, Zambia.”

As the Jetstream 41 is already an established part of Proflight Zambia’s fleet, the airline has the operational, maintenance and crew capability to integrate the additional aircraft smoothly into its existing operations. Before departing the UK, all three aircraft received the necessary regulatory approvals and were successfully placed on the Zambian register and issued their 9J registrations.

The investment comes as Zambia continues to attract South African visitors travelling for business, holidays, safari experiences and visits to friends and relatives. By strengthening its domestic operation, Proflight Zambia is making it easier for travellers to connect from South Africa and explore more of Zambia through a single airline network.

The resort will reopen on November 1, 2027, with an upgraded lobby, new signature dining experiences including the new Beach Rouge and EAST restaurants, as well as refreshed guestrooms and public spaces. 

The reopening will take place in phases, with the resort launching seven new villas on February 1, 2028.

For upcoming reservations that fall within the closure period, TLC Vacations will facilitate a relocation to another resort within the LUX* portfolio on the island.

The workshop was convened by the SADC Secretariat and brought together senior personnel from the five partner states, Angola, Botswana, Namibia, Zambia and Zimbabwe, alongside representatives from South Africa in its current capacity as SADC chair.

On the second day, the Southern Africa Tourism Alliance (SATA) delivered its Tourism-Focused Customer Service Training for Border Officials. SATA piloted the course through a train-the-trainer programme in 2024, building a facilitator curriculum, delegate manuals, and role-plays drawn from real border scenarios.

The training was delivered in support of the SADC Tourism Programme 2020-2030, which aims to build a sustainable regional tourism industry and reduce the non-tariff barriers that slow travel between member states. Victoria Falls holds a key position as a gateway to the Kavango Zambezi tourism circuits, where many itineraries cross several national borders. The training recognised that effective border management balances security with empathy, enabling stakeholders to respond professionally to the diverse needs and expectations of travellers.

“Every visitor’s experience begins with the people they encounter on arrival,” said Natalia Rosa, SATA tourism project lead, who facilitated the workshop in Victoria Falls. “For many, the border provides both the first and last impression of a destination, making these stakeholders the gatekeepers of our regional reputation.”

While border officials are primarily recognised for safeguarding national borders, the programme recognised their equally important role in representing the region to visitors. Sessions covered verbal, non-verbal and cross-cultural communication, alongside practical conflict de-escalation techniques for those working in pressured situations. Throughout the training, participants explored how customer service strengthens effective border management without compromising security.

The training also highlighted the wider role tourism plays in supporting the SADC region’s economies. Every visitor who crosses the border supports a network of accommodation providers, restaurants, guides, transport operators and attractions. Participants were encouraged to recognise that the welcome visitors receive at the border can influence whether they return, recommend the destination or choose to explore more of the region in future.

“One of the programme’s greatest strengths was bringing together the people who lead border operations across the region,” Rosa said. “By building a shared understanding of the dual role border stakeholders play as custodians of national security and ambassadors for the region, participants can reinforce that approach within their own teams. That consistency benefits travellers, supports effective border management and strengthens regional tourism.”

Munetsi gave the figure at a side event co-convened by the SADC Secretariat and the Southern Africa Tourism Alliance (SATA) at Africa’s Travel Indaba 2026 in Durban. Visas, border efficiency and air access were all on the agenda, three angles on the same challenge. As SATA Project Lead Natalia Rosa told delegates, “Regional connectivity is the single most important strategic conversation the tourism sector should be having right now. Every other conversation, about brand, about positioning, about the growth of our visitor economy, is downstream of it.”

The machinery to achieve the goals set out in the SADC Tourism Programme 2020-2030 is moving. The SADC UniVisa is working through the inter-ministerial process towards the Heads of State Summit in August, a border post audit begins in July, and the air access study is complete and under review.

What industry is asking for

The private sector used the session to table proposals. Munetsi called for aviation policy, taxation and pilot licensing to be aligned across the region. Jillian Blackbeard, CEO of Africa’s Eden Tourism Association, proposed a SADC-wide border training programme with dedicated tourist channels and consistent procedures at crossings, the kind of standard the July audit could adopt.

Dimakatso Malwela, President of Women of Value Southern Africa, took the conversation somewhere it usually does not go. Her proposal, a supply development pilot across three to five member states, would bring women-led businesses into the tourism value chain and report measurable results inside twelve months. Her point was that connectivity moves visitors, but it does not decide who earns from them.

A live delegate poll showed where the consensus lay. New intra-regional air routes and one-stop posts at the busiest crossings were named as the changes most likely to shift things within two years.

The case for Team Tourism

“Team Tourism” kept coming up, because the reforms now under way only work when government and industry pull in the same direction. Governments can set the visa frameworks, the border procedures and the aviation policies, but none of it reaches a visitor unless the private sector is ready to act on it: itineraries built, operators briefed, agents able to sell the region as one place, not one country at a time.

Tshifhiwa Tshivhengwa, CEO of the Tourism Business Council of South Africa and SATA Chair, put the obligation on both sides. “Apex bodies across SADC must commit to coordinated action,” he said. “Governments cannot respond to fragmented briefs.”

On the UniVisa, the ICT systems, legal frameworks and revenue-sharing models are built, benchmarked against the KAZA UniVisa and the East African Tourism Visa. The founding group of Angola, Mozambique, Namibia, South Africa and Zimbabwe provides a strong foundation for a pilot, and the August Summit is one of several moments where the pilot could be formalised.

A shared visa already makes travel between Zambia and Zimbabwe easier, so the model is proven. Scaling it is a step only government can take. The UniVisa needs an implementation roadmap and a go-live date. The air access study needs a public position on what proceeds, and by when. The July border audit is the moment to ensure training translates into consistent regional standards.

The private sector is getting ready, which is why SATA will keep pressing for all three together. A visa with no routes behind it, or open borders with no air access to use them, helps no one. Move them as one, hold every party to its part, and Southern Africa finally connects itself.

Cape Town: Africa Travel Week, built by RX Africa, has released its annual State of the Industry Report. The comprehensive, data-driven report examines the forces transforming travel and tourism across the continent, from aviation access and AI-driven distribution to sustainability compliance, inclusion and the next generation workforce.

The report arrives at a pivotal moment. Africa welcomed 81 million international visitors in 2025 – 8% growth, the fastest of any region globally – and aviation capacity surged 13.7% to 182.4 million departure seats. Yet the headline numbers mask a more fractured reality: Central and Western Africa recorded 0% aviation growth while Eastern Africa surged 24.3%; fewer than 5% of African hospitality properties hold third-party sustainability certification, despite the EU’s greenwashing ban activating in September 2026; and 72% of Gen Z now use AI to plan travel, meaning operators without machine-readable inventory are invisible before the conversation even begins.

“This report explores current themes and trends,” said Olivia Gradidge, Marketing Manager, WTM Africa & ILTM Africa. “Including trust, AI and travel tech, traveller psychology, sustainability and authenticity.”

Commissioned to Big Ambitions, RX Africa’s content, communications and marketing agency, the report draws on contributions from more than 25 industry leaders, academics, and practitioners across the continent, including environmental expert Dr Louise de Waal, director of the Blood Lions campaign to end commercial captive lion breeding and canned hunting, Judy Kepher Gona, founder and executive director at Sustainable Travel and Tourism Agenda (STTA), and Luckson Zambuko, Founder of the African Youth in Tourism and Hospitality Association. 

“What struck us most when compiling this report was not the scale of the opportunity – that has always been evident – but the specificity of what is now required to capture it,” said Dorine Reinstein, Content Director, Big Ambitions. “The operators and destinations that are winning in 2026 are not the ones with the best product, but the ones with the best proof. Proof of access, proof of trust, proof of sustainability, proof of welcome. That shift– from aspiration to verification – is the defining commercial reality this report addresses.”

The full report, including a ten-point manifesto for African tourism stakeholders, is available at https://soi2026.yop.co.za/ – required reading for every operator, investor, policymaker, and destination marketer with a stake in the future of African tourism.

It was introduced by Carol Weaving, Managing Director of RX Africa, with a video at the opening ceremony of WTM Africa on Monday, 13 April, and supported by a panel discussion on the Future Stage on Wednesday, 15 April. 

The panel, sponsored by LIFT and moderated by Dorine Reinstein, included David Frost, CEO of SATSA; Judy Kepher Gona, Director of Sustainable Travel & Tourism Africa; Kwakye Donkor, CEO of Africa Tourism Partners; Liesel van Zyl, Head of Positive Impact and Product Development at Go2Africa; and Rashid Toefy, Deputy Director-General for Economic Operations at the Western Cape Department of Economic Development and Tourism.

The full video can be found here: WTM Africa 2026: ATW State of the Industry Report Launch

Since its launch in 2021 by Preferred Travel Group, Beyond Green has emerged as a leading force for positive change across the global travel industry. Beyond Green has experienced a steady growth of diverse hotels, resorts, and lodges that each uphold rigorous sustainability standards across environmentally friendly practices, support for natural and cultural heritage, the social and economic wellbeing of local communities, and sustainable tourism management. 

Building on a strong foundation of 24 founding members, Beyond Green has nearly tripled its footprint through a carefully considered approach to expansion. The brand has developed its strategic partnerships, deepening its collaboration with industry leader andBeyond and aligning with prominent non-profit organizations such as The Travel Foundation, 1% For The Planet and Travalyst to strengthen sector-wide impact and amplify collective progress. At the same time, Beyond Green has evolved into a more comprehensive platform for sustainable travel, bringing together its global portfolio, Beyond Green Hotels, with the advisory expertise of Beyond Green Consulting, while expanding engagement with destinations, partners, and global coalitions to advance responsible tourism worldwide.

“As we celebrate five years of Beyond Green, we’re honoring a growing global community united by a shared belief: that travel can and should be a catalyst for positive impact,” said Philipp Weghmann, President, Beyond Green. “This milestone reflects the collective commitment of our members and marks the beginning of an ambitious new chapter focused on deeper collaboration, expanded services, and measurable results.”

To commemorate the anniversary, Beyond Green is launching “Impact in Five” a series of purpose‑driven programs and announcements rolling out throughout 2026. These initiatives highlight the brand’s evolution, its expanding global footprint, and its commitment to advancing sustainable travel through collaboration, innovation, and data‑driven impact. 

To mark the start of these initiatives, I Prefer Hotel Rewards, Beyond Green’s loyalty program, is relaunching I Prefer Points for Good.Members are invited to use their I Prefer points to support meaningful action that benefits the planet, from nurturing resilient communities and conserving wild places to advancing impactful conservation and sustainable community development initiatives. When members donate their I Prefer points to Wild Impact, the nonprofit partner of Beyond Green member andBeyond, their contributions directly support efforts to protect wild landscapes, partner with local communities, and create long‑term, positive change where it matters most.

For more than 30 years, the nonprofit Wild Impact has worked alongside andBeyond to support the conservation of wild landscapes and seascapes, and the sustainable development of the partner communities that live in and adjacent to them. The organization’s work spans a range of focus areas across the regions it serves, including supporting resilient, biodiverse landscapes and seascapes; developing community education and healthcare infrastructure; unlocking new‑generational talent and the potential of young leaders by expanding access to tertiary opportunities and impactful environmental education; and improving climate resilience, building enterprise capacity, and boosting youth employment. 

Designed to inspire responsible travel, the offer highlights meaningful, locally grounded experiences that reflect Beyond Green’s commitment to protecting nature, celebrating culture, and supporting communities. To further amplify impact, I Prefer will match every point donated, up to one million points, effectively doubling each contribution. Point donations are accepted in select increments from April 22 through May 31, 2026. Funds raised will support Community and Conservation Rangers in the Okavango Delta, who work at the intersection of people, wildlife, and the environment. They deliver environmental education lessons in schools, support communities affected by human-wildlife conflict, and lead climate resilience initiatives focused on food security and water access.

To find out more about I Prefer Points for Good, travelers are invited to visit iprefer.com/beyond-green/points-for-good and to explore the Beyond Green portfolio via the brand website staybeyondgreen.com.