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.

The event, titled “Unlocking Regional Connectivity: Rethinking How Southern Africa Moves Its Visitors,” will take place on 13 May 2026 at the Inkosi Albert Luthuli ICC Complex in Durban, South Africa. Supported by the Department of Tourism, Republic of South Africa, and co-funded by the German Government and the European Union (EU), the dialogue is implemented by the SADC Secretariat through the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH.

Southern Africa’s tourism potential is vast and compelling, offering diverse experiences across its 16 Member States. Yet fragmented travel, limited air routes, varying visa requirements, and border inefficiencies have slowed progress. The SADC Tourism Programme 2020–2030 identifies connectivity as the foundation for growth, and this event is designed to move beyond reporting progress into dynamic, solution-driven dialogue. By uniting policymakers and private sector leaders, the session will focus on practical strategies to position Southern Africa as a seamless, multi-country destination that is easy to explore and attractive to global travellers.

The two-hour programme will open with a structured update on the SADC Tourism Programme, highlighting progress on the Univisa assessment, regional air access studies, Transfrontier Conservation Area development, and border efficiency initiatives. A government panel of Directors General and senior officials will then explore visa policy, air services agreements, and border management frameworks. This will be followed by a private sector panel where industry leaders will challenge assumptions and propose commercially viable solutions. Confirmed panellists include Mr Aaron Munetsi, CEO of the Airlines Association of Southern Africa; Ms Dimakatso Malwela of Women of Value Southern Africa (WOVSA); Ms Jillian Blackbeard of Africa’s Eden; Mr Tshifhiwa Tshivhengwa, CEO of the Tourism Business Council of South Africa (TBCSA) and Chair of the Southern Africa Tourism Alliance. Audience members will be able to participate in real time through a digital platform. Both panels will be moderated by Ms Natalia Rosa of the Southern Africa Tourism Alliance.

Ms Angele Makombo N’tumba, Deputy Executive Secretary for Regional Integration at the SADC Secretariat, emphasised: “Regional connectivity is the foundation on which the entire SADC Tourism Programme rests. This side event provides an important platform for government and private sector to engage directly on the realities of moving visitors across our region, and to identify where we can accelerate progress together.”

Ms Natalia Rosa of the Southern Africa Tourism Alliance added: “The private sector experiences the consequences of connectivity gaps every day, in lost bookings, itineraries that cannot be built, and visitors who choose other regions because Southern Africa is too complicated to navigate. This event is our opportunity to bring that commercial reality into direct conversation with policymakers. We are not here to report on progress. We are here to challenge each other on pace.”

The event is open to private sector CEOs and senior executives, national tourism association leaders, SADC Secretariat officials, Tourism Working Group members, airline and aviation stakeholders, civil aviation authorities, border management and immigration officials, development finance and investment representatives, development partners and tourism media.

For more information contact:
Ms Barbara Lopi, Head of Communication and Public Relations, SADC Secretariat – Email: blopi@sadc.int and cc: prinfo@sadc.int  or Ms Marygoreth Mushi, Programme Officer for Policy and Market Development – Email: mmushi@sadc.int  and cc: prinfo@sadc.int or Ms Natalia Rosa, Project Lead, Southern Africa Tourism Alliance – Tel: (+27) 83 449 4334, Email: natalia.rosa@thenbf.co.za

Issued by the SADC Secretariat, 7 May 2026

Exhibitor numbers have grown to 780 – a double-digit increase on 2025 – drawn from 40 countries and supported by 43 tourism boards and 65 event partners. A total of 13,500 appointments have been confirmed, a 35% increase on last year.

Perhaps the most significant story within the numbers is the breadth of new participation. Fifteen countries are represented by buyers for the first time, including Jamaica, Kazakhstan, South Korea, Pakistan, Denmark, and Portugal. This geographical spread reflects Africa’s growing appeal across entirely new source markets. On the exhibitor side, Angola, Cyprus, Djibouti, Jordan, Norway, Switzerland, the Netherlands, Germany, and the UAE are all participating for the first time.

Crucially, 81% of hosted buyers and Buyers’ Club members are entirely new to WTM Africa, a remarkable statistic that points to an event rapidly expanding its global footprint.

The timing of this year’s event carries particular significance. As the travel industry continues to navigate the ripple effects of conflict in the Middle East, which is disrupting established travel corridors, shifting source markets, and forcing a global reassessment of destination strategy, face-to-face trade events have become vital. 

Carol Weaving, Managing Director of RX Africa, said in the opening event: “Africa Travel Week has evolved into a powerful in-person event where technology handles the heavy lifting, and humans focus on the relationship building that defines this industry. Our people are our superpower.”

The industry’s own research reinforces this human-centred approach. This year’s State of the Industry Report, commissioned for Africa Travel Week, highlights that the path forward for African tourism is rooted in empathy and genuine human connection: “It’s how you interact with the traveller as a human being and understand where their specific needs are.”

The tangible economic value of these connections was highlighted by Alderman James Vos, who noted that Cape Town’s international flights have surged to over 230 per week, with tourism now supporting over 106,000 jobs in the city. 

“As a City government, we made a deliberate decision to host WTM Africa,” Vos said during his opening address. “It is an investment that delivers real economic returns. With over 100 countries represented here and 8,000 trade professionals doing deals on this floor, the impact goes far beyond these few days. It translates into future bookings, sustained demand, and long-term growth. Tourism is a team sport. When travellers choose South Africa, they are choosing an experience that no single destination can deliver alone.”

Beyond the exhibition floor, WTM Africa 2026 features a comprehensive content programme of 101 speakers across 82 curated sessions, spanning travel tech, responsible tourism, adventure tourism, medical tourism, golf tourism, and sports and events tourism. The Africa Tourism Investment Conference (ATIC), taking place on Tuesday 14 April, brought together investors, policymakers, and tourism leaders to interrogate the continent’s infrastructure ambitions and investment pipeline.

“Africa, the time is now, and the growth is palpable,” said Weaving, extending special thanks to the host city of Cape Town and Alderman James Vos for the city’s continued commitment to positioning the Mother City as Africa’s premier events destination.

Sandton City from 19 to 22 February 2026

After a six-year absence, Flight Centre’s popular Travel Expo is back – pop-up style — and this time, it’s bringing the best of travel to Sandton City.

From 19 to 22 February 2026, Sandton City will transform into South Africa’s premier retail travel destination as the Flight Centre Travel Group invites top suppliers and partners, including airlines, hotels and cruise lines, to share new products and exclusive deals in a pop-up expo format.

“If you’re planning a trip in 2026, you need to join us at the Travel Expo,” says Antoinette Turner, General Manager at Flight Centre South Africa. “We have 16 stands and over 40 brands showcasing over the four days, so not only will there be buckets of inspiration and experts on hand to answer all your questions, but there’ll be expo specials and travel deals that you simply won’t be able to get anywhere else.”

The four-day expo will feature exclusive packages from Flight Centre’s global network of travel partners, alongside consultations with Flight Centre’s travel experts – who will help you design your dream trip, from honeymoons, tours and cruises to all-inclusive beach packages, African safaris, bucket-list adventures and sports packages.

Why attend?

• Exclusive expo-only deals available across flights, accommodation, tours and cruise packages.
• Face-to-face consultations with Flight Centre’s travel experts.
• Travel inspiration for your 2026 (and beyond) adventures.
• Competitive pricing backed by trusted brands.
• Engage directly with travel suppliers (airlines, hotels, and tour operators).

“We’re seeing strong demand for 2026 travel as South Africans explore new destinations and reconnect with old favourites,” says Turner. “The Travel Expo is designed to build confidence: think more value, more expert guidance, and more ways to travel well.”

The expo coincides with peak travel planning season, when families and professionals map out their year ahead, secure dates and accommodation for peak times, explore shoulder season deals, or simply gather information and inspiration for future trips.  

Travel Expo 2026 Details:

• Dates: 19–22 February 2026
• Venue: Sandton City, Johannesburg
• Admission: Free

“Stop dreaming and start planning,” says Turner. “Come down to the expo, meet our suppliers, get inspired, and make 2026 the year you finally go!”

Table of Contents

Cape Town, South Africa – IBTM Africa, which takes place alongside WTM Africa, is fast positioning itself as a critical platform for Africa’s MICE sector, bringing together international buyers, leading suppliers, and a dedicated business events programme at the Cape Town International Convention Centre (CTICC) from April 13-15, 2026.

Reante Naidoo, Buyers & Digital Director for WTM Africa says IBTM Africa is now a core pillar of the show.

“Over one-third of WTM Africa’s hosted buyer programme has direct MICE influence,” explains Naidoo. “Significantly, of those MICE buyers, 99% are senior decision makers who directly influence or control purchasing decisions. They’re coming to Cape Town, from both traditional and emerging source markets, to explore new products, establish new relationships and experience what South Africa, and Africa, has to offer.”

Of the confirmed MICE buyers who will be in attendance, there is strong representation from the United States, United Kingdom, Germany, Kenya, United Arab Emirates, Italy, Tanzania, Egypt, India, Spain, Australia, Uganda, Turkey, Netherlands and South Africa.

“IBTM Africa provides MICE suppliers with access to the buyers who matter,” says Naidoo. “And with an extended programme of events, including a ‘Women in MICE’ breakfast, a leadership workshop, and dedicated speaker sessions, there is plenty of opportunity to network and engage.”

Women in MICE Breakfast

The Women in MICE breakfast takes place on 15 April from 08:00 to 10:00 at the CTICC. The session brings together industry professionals to discuss leadership, inclusivity, and collaboration in the business events sector. Interested parties can register by emailing Antois-Leigh Nepgen on antois-leigh@4mal.co.za.

Space is limited and early registration is recommended.

Women in MICE Workshop, in partnership with Women in Tourism

Open to all exhibitors and taking place on the event floor on 15 April from 10:30, this workshop looks at tourism leadership, and specifically practical tools, proven strategies and real-world insights to empower organisations, women leaders, and entrepreneurs across the tourism value chain.

China Ready® Workshop

With China’s outbound travel market projected to soar to 200 million trips by 2028 (according to digital marketing and research firm, China Trading Desk) and South Africa’s Trusted Tour Operator Scheme coming in to play,  there is no better time for South Africa’s inbound tourism sector – including MICE – to familiarise themselves with the needs of the Chinese market. WTM Africa’s China Ready® Workshop gives interested exhibitors the chance to equip themselves with the knowledge and tools to cater to Chinese travellers.

For more information visit: https://www.wtm.com/africa/en-gb/whats-on/china-ready-workshop.html

Again, space is limited and booking a seat in advance is essential.

Sports Events & Tourism Exchange in partnership with Nielsen Sports

The Sports and Events Tourism Exchange (SETE) brings together businesses from across the spectrum of sports, events and industries – with a full programme running on Wednesday, 15 April 2026.

“The global sports events sector is growing quickly,” says Olivia Gradidge, Marketing Manager, WTM Africa. “It presents a massive opportunity for South Africa. We encourage anyone up and down the supply chain to attend – and help position South Africa as a major player when it comes to hosting world-class, international events.”

Africa Tourism Investment Conference

The Africa Tourism Investment Conference (14 April, CTICC) is a crucial event for the MICE industry. It provides businesses with essential investment insights, networking opportunities, and access to key decision-makers.

This conference is the ideal platform for MICE professionals to drive growth and capitalise on emerging trends in tourism investment. To view the full programme, please visit https://www.wtm.com/africa/en-gb/whats-on/tourism-investment-forum-africa.html.

Pre-registration is essential.

Invitation to Join Diverse Exhibitor Base

Currently, 40% of exhibitors attending WTM Africa in April have a strong MICE element to their business, with representation from established hotel groups including Southern Sun Hotel Interests, Tsogo Sun Casinos Management Company, Minor Hotels, City Lodge Hotels, and specialist venues like Kievits Kroon Gauteng Wine Estate.

The exhibitor base spans 17 countries across Africa and beyond, including South Africa, Tanzania, Kingdom of Eswatini, Ethiopia, Madagascar, Uganda, Seychelles, Namibia, Botswana, and international destinations such as Singapore, Switzerland, Jordan, and Saint Helena.

National tourism authorities, airlines, venues and ground transport providers will showcase Africa’s business events infrastructure and capabilities, demonstrating the continent’s readiness to host international meetings, incentives, conferences, and events.

“IBTM Africa connects global demand with Africa’s growing business events sector,” says Carol Weaving, MD of RX Africa, which hosts Africa Travel Week, including WTM Africa and IBTM Africa, each year. “This is a warm invitation to Africa’s MICE sector to join us in Cape Town for three focused, valuable days. The buyers are confirmed, the programme is set, and the opportunity is real. We look forward to welcoming exhibitors who are ready to do business.” Learn more & register your interest: IBTM Africa

As climate pressures intensify and global audiences demand more responsible experiences, Africa’s events industry is reshaping what sustainable events can – and should – look like, and for RX Africa, the business behind events like WTM Africa, ILTM Africa, FAME Week Africa, Comic-Con and Decorex, the future of event sustainability is proudly, unashamedly, and unapologetically African.

“As a continent, we have long embraced resourcefulness and resilience,” says Carol Weaving, Managing Director of RX Africa. “But now, sustainability for us means so much more – it’s about driving systemic change in the communities we reach. We need to enable regeneration, not just mitigate harm.”

This is sustainability with African context and African purpose at its core – deeply practical, grounded in lived realities, and shaped by long-standing community relationships. And while it aligns with the direction of the global events industry, what is happening in Africa is driven by local voices, creativity, and priorities.

Regenerative Events: More Than Just Green

While carbon-cutting or waste reduction remain core to sustainable event delivery, RX Africa is helping shape a regenerative model – one that uplifts communities and builds lasting economic opportunity.

A good example is WTM Africa’s Responsible Tourism Awards, where each handcrafted trophy tells a story of circularity. Made by children in partnership with Uthando SA and using recycled corks donated by conservation-driven Painted Wolf Wines, the awards themselves acknowledge Africa’s craft heritage, build local skills, and keep money circulating in community economies.

This community-first approach extends across RX Africa’s 15-year partnerships with local NPOs like Oliver’s Village, which supports more than 600 people daily through education, healthcare, and food access initiatives. Partner organisation 18twenty8 offers university scholarships and mentorship to young women in tourism and PR – deliberately seeding leadership in historically underrepresented spaces.

The Business Case for Local Innovation

The Crafters Nexus, hosted within WTM Africa, gives small-scale artisans a platform to connect with the international travel trade. The results are remarkable: one local business signed a lucrative international contract to design custom bag covers. Others made critical industry connections that would otherwise be out of reach in global supply chains dominated by mass manufacturing.

FAME Week Africa – an annual showcase of Africa’s film, television, animation, music, fashion, and entertainment technology industries – demonstrates similar impact. At the event’s African Fashion Forum Theatre, ethical stylist Tracy-Lee Rosslind’s “Overflow” installation spotlighted the 6,000 kilograms of textile waste discarded every 45 minutes in the Western Cape. Now, she’s taking her mission global, hosting the African Fashion and Arts Awards in Abuja and leading sustainability talks with Nigeria’s next-gen designers.

The result is that African design thinking and creativity are being brought directly into business conversations and trade agreements.

Designing Cleaner Footprints, One Show at a Time

RX Africa contributes to parent company RX Global’s wider commitment to reach net zero by 2040. This work is supported by a unified global framework that provides clear guidance, practical tools, and cross-regional collaboration.

“Our global commitment to net zero is only possible because of the collective action of our teams around the world,” says Helen Sheppard,RX Group Sustainability Director. “We’re working closely across regions to provide the training, tools, and support needed to turn our shared sustainability goals into meaningful progress on the ground.”

The Cape Town International Convention Centre (CTICC) – one of the few venues in South Africa to formally sign the Net Zero Carbon Events pledge – is also playing a leading role. As an NZCE signatory, CTICC has committed to reducing event-related emissions in line with global best practice, reinforcing RX Africa’s efforts to host cleaner, lower-impact shows. Their commitment also highlights the importance of strong collaboration across the value chain – from venues and suppliers to organisers and local communities – as stakeholders work together to accelerate sustainable event delivery.

Beyond venue partnerships, event organisers are introducing low-waste initiatives too, including digital-only catalogues, seed-paper badge holders, and recycled-plastic lanyards. At Decorex, there’s growing momentum toward modular, re-usable area builds. The aim? To cut down on construction waste and lengthen the life cycle of design infrastructure across multiple shows. Other simple but effective shifts – like reusing event lanyards, fabric-based signage for registration walls, and eliminating plastic bottles – are already in motion across multiple RX events.

Weaving explains that the new “Events Sustainability Scorecard”, launched in November across the RX portfolio, strengthens this approach by helping teams track and report on the sustainability actions expected for every show.

“More than a checklist, the scorecard serves as a practical decision-making tool, opening early conversations with venues, suppliers, and partners across core focus areas: energy, production, food and beverage, logistics, and travel and accommodation,” says Weaving. “It ensures that sustainability is not an afterthought, but a guided, intentional part of how events are planned and delivered.”

Setting the Standard for 2026

For Weaving, real sustainability is broad and inclusive.

“It’s not just energy efficiency. It’s education, representation, economic access. It’s giving people the tools to build something that lasts long after the event ends,” concludes Weaving.

Sustainability in Africa delivers a practical, contextual, and community-driven model that can’t be borrowed from the Global North. The work is far from over, but Africa’s voice is leading the way.

Johannesburg, South Africa, 22 August 2025 – FCM Meetings & Events (FCM M&E), the global meetings and events division of FCM Travel, has unveiled its cutting-edge Reporting & Analytics Tool for clients in the meetings, incentives, conferences and exhibitions (MICE) space.

FCM launched its South African Meetings & Events operation in April 2025 to better support MICE clients with venue sourcing, event planning, meeting coordination, big-stage productions, and complex group travel.

“It’s an exciting time for the MICE sector in South Africa,” says Mummy Mafojane, GM FCM Meetings and Events. “According to Allied Market Research, the South African MICE industry was valued at 6.6 billion US dollars in 2023 and is projected to grow significantly over the next five to 10 years. Africa – and South Africa – offers incredible opportunities in terms of venues, accommodation, activities and downtime or leisure opportunities. It’s the perfect place to innovate and we’re here to set a new standard for business gatherings.”

FCM M&E’s Reporting & Analytics Tool, which will be introduced in a phased roll-out over the next few months, will enhance operational functionality, deliver measurable savings, enable informed decision-making, and ensure comprehensive peace of mind for clients across the globe.

“The MICE space is dynamic,” says Mafojane. “Often plans need to come together at pace, decisions are made quickly, and clients need solutions and tools that can keep up. The new platform brings all your meetings and events data together in one simple dashboard, so you can stop wrestling with manual spreadsheets and focus on what really matters – running your business.”

In addition to the Reporting & Analytics Tool, FCM M&E will introduce venue sourcing and event requests into the existing FCM Platform.

“The core version of FCM Venue Finder and the new Meeting Request Form will be available to new and existing customers, and the integration provides a centralised hub for venue selection, streamlined processes, and improved collaboration – on top of the Reporting & Analytics Tool,” explains Mafojane.

Data from FCM M&E’s inaugural Global Trends Report 2025 (covering North America, Latin America, Europe, Asia, Australia, New Zealand, the Middle East and Africa) revealed that almost 40 per cent of respondents do not have a clear view of their meetings and events budget for this year.

“Whether you’re planning an annual team get-together, massive event or major conference, budget visibility is crucial,” said Mafojane. “When costs are unclear, event planners can’t make smart decisions. Our new tool gives clients complete visibility over their budgets and spending, so they always know where they stand financially.”

Key Features of the FCM M&E Reporting & Analytics Tool:

• Operational efficiency: Reduces time spent on compiling and merging reports with a consolidated dashboard for all meetings and events data
• Verified savings: Instantly quantifies missed savings opportunities by visualising supplier and event-level spending against budgets
• Stronger negotiating power: Offers data and proof points to secure better supplier rates, with filters for detailed drilling into reports by event, market, and department
• Smarter decision-making: Provides trends and insights to guide purchasing strategies, supported by intuitive charts and reports for easy identification of trends and next steps
• Peace of mind: Ensures timely and reliable data with a secure platform featuring role-based access and a daily refresh schedule.

The tool is an exciting development for the South African market.

Mafojane – who is keeping a close eye on the global rollout – believes the tool will redefine how businesses manage their MICE portfolios.  “Our customers will not only gain fresh insights, but they’ll be better positioned to leverage those insights for strategic growth,” says Mafojane. “Importantly, companies now want more flexibility, better technology, sustainable options, and unique, engaging solutions. We’re ready to deliver all that and more.”

In her opening address, Carol Weaving, Managing Director of RX Africa, highlighted the event’s impressive 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.”

The eleventh edition of WTM Africa features 742 exhibitors, with first-time participation from six new destinations: Zambia, Netherlands, Qatar, Croatia, Sierra Leone and São Paulo. The event has also attracted 13 new buyer countries, including Peru, Algeria, Uzbekistan, Malaysia, Thailand, Czech Republic, Azerbaijan, Latvia, Romania, Finland, Ireland, and Kuwait.

Alderman James Vos, Cape Town’s Mayoral Committee Member for Economic Growth and Tourism, welcomed delegates to “the best city in the world,” noting that “Cape Town was now ranked as the best city in the world by Time Out for 2025, moving up from the second place last year.”

Vos went on to share key statistics that reflect Cape Town’s growing role as a travel hub:

• 226 international flights land weekly, connecting Cape Town to 31 destinations.
• A total of 76 cruise ships are scheduled this season.
• Targeted marketing campaigns reached over 68 million people in India alone – with more than 130 million page impressions within just one month.

During his address, Vos outlined his five-point programme to drive tourism growth in Cape Town, starting with landing more flights. “The more flights we land, the more visitors we attract, the more jobs we create,” he said, citing recent engagements with airlines in India about launching direct routes between Cape Town and Indian cities. Similar efforts will be made later this year during an official visit to China.

His plan also includes expanding the city’s cruise economy, increasing conferences and events, implementing clever destination marketing, and investing in more attractions and experiences with geographic spread.

Vos stressed that all these efforts are underpinned by investment into infrastructure resilience – including water security projects; independent energy generation; expanded public transport; enhanced law enforcement deployment; and visa reform initiatives aimed at improving access:

“One of the biggest barriers to travel is access. That’s why I champion visa reform – to make it easier for visitors to choose South Africa – and ultimately Cape Town.”

Both leaders highlighted the importance of tourism as an economic driver, with Vos stating: “Tourism is more than just an industry. It’s a game changer for businesses and communities. And tourism isn’t just about the places we visit. It’s also about the people we empower.”

WTM Africa 2025 features a comprehensive programme including responsible tourism awards, content sessions across five theatres, travel tech showcases, and specialised events focused on business tourism, eco-tourism, and tourism investment. The event has generated 38,559 appointment requests, reflecting its serious business nature.

Weaving concluded her remarks by emphasising the human element driving African tourism success: “Africa’s people are our superpower”.

Key Stats & Highlights from WTM Africa 2025

Global Reach & Representation

• 96 countries represented — the largest number in WTM Africa’s 11-year history.
• 13 new countries attending for the first time, including:
  • Peru, Algeria, Uzbekistan, Malaysia, Thailand, Czech Republic, Azerbaijan, Latvia, Romania, Finland, Ireland, Kuwait.

Buyer Growth

• 27% increase in buyers compared to previous years.
• A striking 82% of these buyers are new to WTM Africa, indicating both strong outreach and expanding global interest.

Media Presence

• 28% increase in media attendance, supporting increased visibility for exhibitors and destinations.

Exhibitor Expansion

• 742 total exhibitors.
• Representation from 6 new exhibiting destinations:
  • Zambia, Netherlands, Qatar, Croatia, Sierra Leone & São Paulo (Brazil).

Business Opportunities A record-breaking 38,559 appointment requests made, reflecting heightened buyer-supplier engagement and B2B activity.

This approach is unique because most tourism conferences still rely on disconnected panel discussions a, making it difficult for attendees to piece together a full picture of key industry challenges and solutions.

By structuring content into cohesive learning journeys, WTM Africa 2025 ensures that delegates can explore a topic in depth, follow a clear narrative, and gain actionable insights rather than just hearing fragmented viewpoints. This model mirrors the way professionals actually learn – through context, continuity, and engagement – rather than isolated soundbites.

“African tourism faces complex challenges that can’t be addressed in isolated conversations,” said Megan De Jager, Portfolio Director at RX Africa. “By clustering related sessions, we’re creating spaces where solutions can emerge.”

Mayor Hill-Lewis said, “This restructured approach will give tourism professionals the context they need to truly understand complex challenges. Tourism has the power to drive economic transformation, and these focused discussions will certainly help inform the future of the industry.” He highlighted the Host City of Cape Town’s role: “Tourism is about job creation, infrastructure, and economic transformation. Cape Town is proud to provide the stage for discussions that will shape Africa’s future in global travel.”

WTM Africa 2025 runs from 9 to 11 April 2025 and will feature more than 100 experts participating in the content programme.  The event spans three stages plus an interactive Brain Box for hands-on workshops and the innovative Super Reality Dome for selected sessions.

The flagship Africa Tourism Investment Conference on April 10 anchors the event’s economic development focus, bringing financial institutions, developers and government officials together for a full day of structured dialogue. JLL Africa CEO Wayne Godwin will moderate discussions examining what investors seek from African tourism projects, with participation from Nedbank’s Warrick Haskell, the IDC’s Ken Ogwang, and safari industry leaders.

“Growing African tourism requires targeted capital – this summit directly connects projects with potential funders,” said De Jager. “We expect real business conversations to happen here.”

A dedicated Aviation Focus on April 10 confronts the continent’s persistent connectivity challenges, with AASA CEO Aaron Munetsi and FlySafair’s Kirby Gordon tackling pricing barriers and visa restrictions.

The Media & Narrative mini conference on April 9 examines how perception shapes destination success, featuring a frank panel discussion titled “Can African Destinations Thrive When Headlines = Headwinds?” with Wesgro’s Monika Iuel and international journalist Omololu Olumuyiwa, followed by the Africa Travel Week Media Awards where the best African journalists will be recognised.

Responsible Tourism programming spans over two half days under the guidance of global expert Dr. Harold Goodwin, culminating in the WTM Africa Responsible Tourism Awards on April 10. Sessions address climate adaptation, greenwashing prevention, and nature-positive tourism models with Grootbos founder Michael Lutzeyer.

The Inclusivity & Diversity theme features TEDx speaker Ruth Rathblott’s keynote on “Unhide & Seek: Building Inclusion and Belonging in Travel,” alongside practical workshops on creating sensory-friendly African experiences and capitalising on diversity markets.

The highly anticipated State of the Industry panel on April 11 will be moderated by global travel intelligence leader Skift, whose Director of Insights Michelle Gounden will lead a data-driven discussion on African tourism’s current position and future trajectory. The session will leverage comprehensive research from Euromonitor International, whose analyst Christy Tawii will present key findings on market trends, consumer behaviour and growth projections that will shape destination strategies in the coming years.

Wine Tourism emerges as a dedicated track on April 11, examining the sector’s evolution and business potential with experts including Creation Wines’ Carolyn Martin and Weltevrede’s Steyn Fullard, complemented by tastings in a special Wine Activation area.

Southern Sun Hotels returns as the official hospitality partner for WTM Africa’s Hosted Buyer Programme, sponsoring the exclusive welcome evening and networking events designed to connect international buyers with key industry stakeholders. Full programme details available at https://www.wtm.com/africa/en-gb/conference-programme/programme.html#/sessions