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

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JOHANNESBURG – When FCM Meetings and Events (FCM M&E) released its 2026 Trends Report, the data was clear: 100% of bookings (across Australia and New Zealand, North America, LATAM, Africa, Europe, the Middle East and Asia) included at least one sustainability requirement. 

Lance Nkwe, Business Leader, FCM Meetings & Events South Africa says sustainability is now part and parcel of every experience. And while this includes removing notebooks and paper cups (both rarely recycled) and single-use plastics, what an event “leaves behind” is becoming increasingly important.

“Event planners are making visible strides with environmentally conscious choices in venues, catering and waste management, and there is growing interest in responsible, scalable solutions,” says Nkwe. “ESG reporting and community impact are especially important as clients look to demonstrate that their presence in an area contributes positively to local community development.”

Corporate hotel programmes are under the same scrutiny. Jessica Redinger, General Manager of Hyde Johannesburg Rosebank – which has just achieved Green Key Certification – agrees.

“Sustainability has quickly become non-negotiable in our industry. We’re seeing it come through in 100% of RFPs (request for proposals) we receive from major global companies. Green Key gives Hyde a credible, internationally recognised certification that speaks directly to that expectation. It’s a must for corporate agreements, but also for business and leisure travellers who are increasingly choosing properties based on sustainability credentials – and what they give back to their local community – not just their name or brand,” says Redinger.

In other words, sustainability has quickly moved from a nice-to-have to a procurement essential. According to a 2023 Global Business Travel Association (GBTA) survey, 76% of travel buyers were integrating or planning to integrate sustainability questions into their RFPs, and 63% were selecting or planning to select suppliers based on sustainability criteria.

In June 2024, the GBTA Foundation formalised this shift with the launch of its Sustainable Hotel Procurement Standards – a framework of 50 structured questions covering everything from carbon emissions per room per night to water use, waste management, food and beverage practices, and EV charging availability.

And as Mummy Mafojane, General Manager FCM South Africa, explains, SA’s regulatory context adds urgency. South Africa’s Climate Change Act (No. 22 of 2024) came into force on 17 March 2025. The legislation introduces carbon budgets and legal obligations to stay within defined emissions ceilings, with mandatory monitoring, reporting, and verification requirements. 

“For corporate travel managers, this has a direct implication: the hotels and venues in your programme are part of your organisation’s emissions story,” says Mafojane. “Choosing certified properties isn’t just responsible; it’s a compliance consideration.”

Behind the scenes: what certified hotels are actually doing

The most meaningful changes happening in hotels right now are largely invisible to guests. Real structural interventions, happening in the background, but making a significant difference. 

As an example, Hyde Johannesburg Rosebank’s Green Key certification, awarded by WESSA and aligned with international Green Key standards, covers energy consumption, water management, waste practices, staff training and local procurement. 

Internationally, the Radisson Hotel Group has just announced a target of 100 Verified Net Zero Hotels by 2030, with a phased 2026 roll-out beginning in Norway and the Nordics, followed by the UK and South Africa – making it the first African country to host a Radisson Verified Net Zero property. 

Mafojane says there’s a financial case to be made too. 

“Data from a 2024 HRS Green Stay Initiative found that, on average, the 25% most efficient hotels in its sustainability database offered average daily rates 17% lower than the 25% most polluting hotels – countering the widespread assumption that green costs more,” says Mafojane.

Building a sustainable travel programme

FCM Consulting’s Insights Report for H1 2026 offers a practical framework for travel managers looking to act:

• Start by ensuring you have access to reporting tools that track ESG metrics and establish clear baselines. 
• Align your travel-specific sustainability goals with your company’s broader objectives – the two need to work together, not in isolation. 
• Engage suppliers who share your ESG values, and don’t wait for legislation to land before reviewing what’s coming; organisations that have targets and baselines in place will be far better positioned when compliance becomes mandatory.

What business travellers need to do

Hotels and travel managers can build the most sustainable programme in the world. But travellers still need to pull their weight. For Mafojane, there are five changes that make a genuine difference:

1. Booking within your programme. A company’s preferred hotel list has been sustainability-vetted. Booking outside it for convenience undermines the good work the travel manager has done.
2. Skipping the daily room clean. Opting out of daily housekeeping is one of the highest-impact individual choices a traveller can make. 
3. “Hyde’s ‘Skip the Clean’ programme allows guests to opt out of daily housekeeping and earn loyalty points in return,” says Redinger. “But that single choice reduces linen washing, cleaning chemical usage, water consumption, energy use and labour – without guests feeling like they’ve made a sacrifice.”
4. Adjusting energy settings when you leave the room. Turn off the air conditioning or heating when you head out. Most properties now make this easy; some have it automated. Do it anyway.
5. Choose lower-carbon meal options where they exist. Hotel F&B is a key part of a property’s emissions footprint. Choose locally sourced dishes and ingredients.
6. Feed back to your travel manager. If a hotel had a sustainability feature worth noting – or a glaring gap – say so. That information directly shapes the next RFP cycle and helps travel management companies (TMCs) build programmes that keep improving.

What this means for your travel programme

Sustainability in both hotel programmes and the meetings & events sector is no longer aspirational. It is structural, measurable and increasingly legislated. As Nkwe says, “Make sure your planner or TMC understands your sustainability requirements, can genuinely meet them, and has the reporting capability to prove it. In 2026, that’s a basic expectation.”

“This year, there is no compromise,” says Megan De Jager, Portfolio Director at RX Africa. “As global sustainability demands intensify, responsible tourism has shifted from a nice-to-have to a commercial and reputational imperative. It’s a non-negotiable for the future of our industry and has fundamentally shifted how we have designed this event.”

Olivia Gradidge, Marketing Manager, RX Africa, describes WTM Africa 2026 as a ‘sustainability gateway’, where every touchpoint reinforces a commitment to ethical practices and creates tangible strategies for the trade to adopt.

“The result of months of meticulous planning has culminated in a future-focused programme, with corporate social investment (CSI) driving our strategic partnerships, networking events, content workshops, and immersive on-floor activations,” she adds.

“We are excited to welcome World Travel Market Africa back to our city and I am particularly pleased with this year’s focus on sustainable and responsible tourism. Tourism is vital to Cape Town’s future, and by working together to embed sustainability at the heart of the industry, we can secure long-term opportunity and prosperity for Capetonians for generations to come,” says Geordin Hill-Lewis, Executive Mayor of Cape Town.

Responsible tourism in action

The WTM Africa 2026 responsible tourism agenda led by Harold Goodwin extends across two dedicated half-day conferences on 13 and 14 April bringing topics around wildlife tourism economics, anti-greenwashing strategies, and practical implementation models. Key sessions include “Tourism in the Wildlife Economy,” exploring both consumptive and non-consumptive tourism models and their role in conservation success, alongside discussions on green claims and certification addressing growing source market concerns around greenwashing and greenhushing. Additional sessions feature award winners sharing real-world case studies, including how Piggs Peak Hotel in Eswatini has increased community economic value whilst boosting profitability.

The conference ends with the annual  WTM Africa Responsible Tourism Awards reinforcing the show’s sustainability commitment, recognising businesses that are already delivering measurable impact while driving innovation and sustainability across the continent. Gold award winners achieve entry into the Global Responsible Tourism Awards, recognised in London later in the year. Entries remain open until the submission deadline on 20 March 2026.

The Wetu effect: certification made simple

A key focus session, presented in partnership with Wetu, will address the urgent B2B market access challenges facing African tour operators and lodges. The panel will explore how new regulations are creating pressure throughout the supply chain, from international agents to local suppliers, and how innovative certification systems can transform these challenges into competitive advantages.

The session will feature perspectives from DMCs, international European agents, and certified operators who have navigated the certification journey, alongside insights into new open-source auditing platforms that make sustainability reporting accessible to all businesses.

Waddle for a Cause, Raising awareness of the endangered African Penguin

Waddle for a Cause, Raising awareness of the endangered African Penguin Wildlife conservation takes centre stage at WTM Africa 2026 with the ongoing Waddle for a Cause campaign, developed in partnership with SANCCOB and Uthando (Love) Africa. A dedicated on-floor activation will centre on spreading awareness through artwork created by learners from Portland Primary School, with selected pieces auctioned to raise additional funds for African penguin conservation at a special post-show event.

“We spearheaded this initiative to benefit community learning while strengthening protection efforts for a species under severe threat,” saysGradidge. “African penguins are integral to the Western Cape and to African ecotourism, and we are committed to delivering sustained, year-round impact for this cause well beyond the show dates.”

Reinforcing commitment to environmental stewardship, WTM Africa continues its partnership with Painted Wolf Wines. The collaboration introduces an interactive onsite activation inviting attendees to contribute to a collective African wild dog art installation, supporting conservation efforts for this critically endangered species.

Return of the Crafters Nexus

The market-style Crafters Nexus returns as a platform championing small, local African businesses that exemplify sustainable practice and community impact. WTM Africa’s commitment to elevating local craftsmanship is further reflected in the event’s awards programmes.

The Responsible Tourism Awards trophies will be crafted from shweshwe fabric in the shape of proteas, courtesy of African Gypsy Travel, which distributes travel curios handmade by female artisans from across South Africa. Exhibitor Stand Award trophies will also be traditionally hand-beaded by Maggs & Beads, a Black female-owned South African business.

“The opportunity to showcase my craft at WTM Africa came at the perfect moment,” says Margaret Mahlangu, Founder, Maggs & Beads. “Along with creating trophies, we were offered a stand alongside other crafters at this prestigious exhibition. This is more than a business deal; it’s a doorway to the world and stepping into a space where global networks are built, and where artisans like me can share their stories with the world.”

Gradidgehighlights how collaborating with smaller brands and community-led initiatives has become integral to WTM Africa. “Real sustainability is broad and inclusive. We have been intentional about embedding this practice across the show to exemplify how local elements can be thoughtfully woven into visitor experiences.”

Waste reduction & management

Innovation and sustainability remain firmly in focus with the introduction of Africa-shaped exhibitor and VIP pins using recycled padel balls from Amazeballs, an initiative working with local creatives to transform broken padel and tennis balls into eco-friendly products.

James Fernie, Founder of Uthando (Love) Africa, says the project creates meaningful opportunities for young people while demonstrating the value of sustainable materials. “When exhibitors wear these pins, they’re wearing a symbol of environmental care, creativity, and genuine community involvement,” he adds.

With WTM Africa 2026 taking place in the Host City of Cape Town, which is also committed to driving actionable sustainability, De Jager emphasises a positioning of the show as a practical blueprint for responsible tourism in Africa.

“As global audiences demand more responsible experiences, WTM Africa continues to redefine what sustainable tourism events can – and should – look like. By collaborating with communities and making conscious choices across our operations, we aim to lead by example and show how small actions can deliver meaningful, long-term impact,” she concludes.

Register now to attend: https://www.wtm.com/africa/en-gb/enquire.html

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.

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JOHANNESBURG – As African businesses navigate the twin pressures of economic growth and climate responsibility, artificial intelligence (AI) is quietly revolutionising how – and why – we travel for work.

In a region where fragmented infrastructure and complex travel logistics often drive up both costs and carbon emissions, AI-powered tools are stepping in to streamline routes, reduce unnecessary trips, and promote virtual alternatives.

That said, let’s be clear: air travel is inherently unsustainable, and AI isn’t a silver bullet either, given the extraordinary amounts of energy it consumes. But if designed with purpose, AI can provide both predictive power and behavioural nudges that help companies make lower-impact choices.

“The old approach was to book travel by convenience or habit,” says Mummy Mafojane, General Manager of FCM. “AI changes that by making sustainability a visible and measurable part of every decision. Greener corporate travel isn’t a distant ideal – it’s a present-day imperative. And AI is the enabler that makes it possible, measurable, and scalable.”

Here are six ways that AI is transforming the way we travel:

1. Personalised Travel Experiences

While corporate travel has always been personalised, AI takes that approach to the next level. Learning from past choices – preferred airlines, hotels, departure times or even seating selection – AI can build smarter, more relevant trips that respect both traveller preferences and organisational sustainability policies.

For Jo Lloyd, Head of Account Management & Consulting at FCM Consulting, the future is about partnership between humans and AI. “The best outcomes happen when technology is doing what it’s best at, like processing huge amounts of information quickly, and people are doing what they’re best at: making decisions, solving complex problems, and delivering care,” she says.

2. Smart Booking Solutions

AI-driven platforms now suggest the most eco-friendly route alternatives, consolidate travel to avoid repeat visits, and prioritise greener travel modes – from low-emission flights to electric car rentals and certified green hotels. By presenting these options front and centre in booking tools, AI encourages meaningful shifts in behaviour without sacrificing convenience.

Still, we have work to do. Sustainability remains low on the agenda for most business travellers – particularly when it comes to hotel bookings. We need intelligent systems that not only make greener options available but actively guide users toward them.

For Mafojane, AI presents a real opportunity to connect the dots across the travel ecosystem, ensuring that travel managers don’t just react to problems but actively predict and prevent them.

3. Automated Expense Management

Manual processes are a thing of the past. AI can now automatically track expenses, match receipts to policy, and integrate with company financial systems in real-time. This reduces errors, saves time for both travellers and finance teams, and ensures compliance with green travel policies by flagging non-compliant bookings.

For UK-based Ian Spearing, Global Travel Manager at Arcadis, it’s these “quiet, unglamorous wins” that matter. “If AI can take away repetitive manual tasks – rebooking, data entry, policy checks – we free up human teams to focus on things that really require judgement,” says Spearing.

This increased efficiency enhances not just operations, but employee wellbeing – an often-overlooked factor in sustainable workplace cultures.

4. Real-Time Travel Assistance

Flight cancelled? Weather disruption? AI tools are already scanning the horizon – literally. AI platforms monitor flight paths, climate patterns, and regional disruptions to proactively provide real-time support and alternative solutions.

Daniel Senyard, SVP of Commercial Platforms and Innovation at FCM, explains:

“We’re seeing AI flag potential disruptions before they happen – for example, recognising a storm pattern that might affect flights and proactively suggesting alternate plans. It’s not just about efficiency – it’s about resilience.”

Empowered with instant rebooking capabilities and route suggestions, travellers face less stress, avoid unnecessary overnight stays, and reduce the environmental impact of last-minute detours.

5. Carbon Footprint Tracking

Sustainable travel isn’t just about reducing travel volume – it’s also about making travel as clean as possible. AI can calculate the exact carbon emissions from each trip, considering the transport mode, air carrier performance, fuel efficiency, and route distance. It then determines the necessary offset and, in advanced systems, facilitates the purchase of carbon credits.

Tools such as FCM Extension – a simple browser plugin – provide enhanced decision-making support by generating notifications at the point of search. These nudges alert travellers to carbon outputs, company policy initiatives, and sustainable travel alternatives.

6. Green Accountability

As ESG reporting becomes a board-level concern, AI plays a vital role in generating seamless, accurate reports tailored to meet investor, customer, or regulatory expectations. These reports help enhance brand reputation, build stakeholder trust, and keep companies accountable on their journey to net zero.

“Sometimes the real return is in things you can’t measure easily,” says Spearing. “Like the trust you build with travellers when they see the company going the extra mile to make their journey smoother.”

Starting Small, Scaling Fast

The good news? “You don’t have to overhaul your entire travel programme overnight,” says Spearing. “Pick one process, like trip approvals or disruption management, and run a pilot. You’ll learn a lot about your data, your workflows, and your tolerance for automation.”

By starting small and proving early wins, organisations can quickly build momentum and foster internal buy-in.

No Longer Business as Usual

The corporate world must understand its travel-related emissions. Suppliers should be chosen not just for cost-efficiency, but for their tangible efforts to address their own carbon footprints. And critically, travellers need to embrace a new philosophy – one where travel is purposeful, not habitual.

“We’ve seen corporate travel programmes get better results when they position AI as a driver of overall business performance,” says Senyard. “If your sales team spends less time stuck in airports and more time with clients, that’s a productivity gain – and AI can play a direct role in making that happen.” As Mafojane explains, ‘business as usual’ is no longer good enough – we have to innovate, and with the right policies, the right tools, and plenty of education and internal buy-in, a better way of travelling is possible.

“Wellness and sustainability often go hand-in-hand, as guests recognise that all efforts to produce seasonal, sustainable menus, reduce plastic, save energy or purify the air at events actually have a direct impact on their health and well-being too,” says Weaving.

In terms of sustainability, Weaving believes that environmental consciousness is moving from being a ‘nice-to-have’ to being part and parcel of today’s events. Common practices include waste reduction (for example, by using digital platforms to share information rather than printing reams of information), using recyclable materials as much as possible, and prioritising energy-efficient technologies. “Environmental credentials are an important part of the venue selection process, and then it’s over to the event management team to make sure we’re implementing eco-conscious practices wherever we can,” says Weaving. “The MICE industry is obviously under the microscope as events do use energy, produce waste and add to carbon emissions. That is why an eco-friendly approach is paramount.”

Llewellyn du Plessis, RX Africa Trade Marketing & Hosted Buyer Manager: Business and Technology, says that wellness remains a key trend. “It’s important because well-rested and comfortable delegates are better engaged and this leads to more meaningful conversations and stronger connections,” says du Plessis, explaining that event planners are increasingly incorporating dedicated wellness zones, healthy food options (including vegetarian, vegan and allergen-free choices), guided meditation and mindfulness sessions, onsite massages, hydration stations, and relaxation areas with ergonomic seating, charging stations and quiet zone into their event programmes and setups.

Megan De Jager, Portfolio Director at ILTM Africa, which will be held at the Norval Foundation in Cape Town in April 2025, says the team prioritises wellness by curating multi-sensory experiences designed for both relaxation and engagement.

“Our pop-up exhibitors provide opportunities to connect with their senses through tastings and stunning luxury product activations. Each year, we thoughtfully select a tranquil setting for the show, one that highlights the beauty and luxury of our country while offering visitors and staff the chance to stroll through the gardens and immerse themselves in nature, helping to refresh and reset the senses.”

De Jager, du Plessis and Weaving are also excited by tech developments – and how AI and related tools will shape the MICE industry in 2025 and beyond. A sentiment shared by Reante Naidoo, Buyer & digital Director for Travel, Tourism & Creative Industries at RX Africa who says tech-driven personalisation is transforming attendee experiences.

“As an example, we can tailor attendee experiences through AI-driven matchmaking, custom itineraries and targeted content,” says Naidoo. “This is especially important as today’s attendees are looking for meaningful networking opportunities and relevant content.”  For Naidoo, real-time analytics also give more insight into attendee engagement allowing organisers to fine-tune their event and content delivery on the fly.

In addition, augmented reality (AR) provides dynamic and immersive demonstrations, which is particularly valuable at shows like the Africa Automation Technology Fair (AATF), which is set to take place at the Gallagher Convention Centre in Johannesburg, South Africa from 6-8 May 2025.

And what are the RX Africa team seeing more of in the MICE space? Weaving and du Plessis agree that the following trends are gaining traction:

1. Digital ‘twins’ for venues, whereby event organisers create a virtual replica of the event space so attendees can explore and plan their visit ahead of time.
2. Gamification, where games and challenges are incorporated in the event programme to engage attendees and reward participation. For example, hosting a scavenger hunt across exhibitor booths or introducing gamified training workshops.
3. Edutainment, which combines education and entertainment to deliver dynamic content, interactive panels, live demonstrations or themed exhibitions.
4. Micro-experiences, or events within events, that allow organisers to create niche, tailored events for small groups within a much larger expo or event.
5. Wearable tech, where smart badges or bracelets track engagement and facilitate contactless networking, lead capturing and data sharing.

“The MICE industry in 2025 will be marked by its adaptability and foresight, embracing trends that prioritise wellness, accessibility, and innovation,” says Weaving. “As digital solutions integrate more deeply and sustainable practices become the norm, event experiences will become more inclusive, customisable, and rich in content. For stakeholders, these trends offer pathways to thrive in an ever-evolving landscape, ensuring meetings, incentives, conferences and events are meaningful, engaging, and successful.”

Fresh industry data reveals the scale of potential benefits. Organisations using green hotels have reduced their carbon footprint by 27% this year whilst spending 17% less on accommodation compared to traditional options, according to the latest HRS corporate travel report. In today’s economic climate, these savings are garnering serious attention.

“What’s encouraging is that sustainability and cost savings are perfectly aligned,” says Rategang Moroke, Operations Manager of Corporate Traveller. “Companies are seeking both environmental responsibility and competitive pricing from their accommodation partners, and the market is responding brilliantly.”

Hotels are embracing sophisticated technology to enhance their green credentials. Major chains are implementing AI-powered energy management systems that optimise heating, ventilation, and air conditioning in real-time. Smart water management systems using sensors detect leaks and monitor usage, while IoT devices in rooms control lighting and temperature based on occupancy. Some properties have introduced digital check-in options to reduce plastic keycard waste, and smart mirrors displaying sustainability information are replacing printed materials.

While load shedding concerns have eased recently, the resilience of green hotels remains a key consideration for corporate travel planners. Properties investing in solar power, water recycling systems, and energy-efficient operations offer peace of mind should power challenges resurface. Some hotels are even converting organic waste into biogas for electricity generation, reducing reliance on traditional power sources.

Price naturally remains a key factor in hotel selection, spurring technological innovations in the corporate travel sector. “We’ve recently launched Hotel Source, which brings all hotel content into one platform for our travel managers,” explains Moroke. “By incorporating inventory from Booking.com, Expedia, GDS systems and more, we ensure companies never miss out on value whilst meeting their sustainability goals.”

Whilst more firms are requesting sustainability reporting, many are still finding their feet with the data. Travel managers are increasingly partnering with travel management companies (TMCs) that offer detailed environmental metrics through reporting tools, helping to track and improve their environmental performance over time.

Moroke suggests several steps for organisations looking to maximise the benefits of green hotels:

• Review current accommodation data to identify opportunities for switching to sustainable properties
• Engage with TMCs to understand available sustainability reporting tools and metrics
• Consider implementing a sustainable hotel policy that balances environmental impact with cost
• Educate travellers about the benefits of choosing green hotels
• Benchmark performance against industry standards and peer companies

“The next phase is helping companies move from measuring to meaningful action,” says Moroke. “When organisations can easily access sustainable options at competitive rates, making environmentally responsible choices becomes natural. It’s about empowering to make better decisions for both their bottom line and the planet.”

In a bold move underscoring South Africa’s fight against climate change, President Cyril Ramaphosa has signed the Climate Change Bill into law. Passed on 25 April 2024, this new legislation tightens the reins on greenhouse gas emissions, including those from corporate travel.

Bonnie Smith, GM of Corporate Traveller, offers insight into the Bill’s impact: “This legislation marks a turning point for business travel in South Africa. Companies must now consider their travel practices as part of their broader Environmental, Social, and Governance strategies.”

Understanding the Climate Change Bill

The Climate Change Bill is set to shake up business operations in South Africa. Here’s what companies need to know:

First, the Bill establishes a framework for managing climate change nationwide, with climate forums at provincial and local levels. If your business operates in multiple regions, engaging with these forums could become necessary.

Next, and critically for businesses, the Bill tightens how South Africa tracks and reports greenhouse gas emissions. Companies, especially large ones, will face stricter reporting requirements. The government will use this data to set emission targets across different sectors.

Big emitters will be assigned carbon budgets—essentially caps on how much greenhouse gas they can release. This could directly impact operations, including travel practices.

In short, businesses need to start thinking about their carbon footprint now. Evaluate every aspect of your operations, including business travel, and look for ways to cut emissions. Those who act early to go green may gain a competitive edge as these new regulations take hold.

Smith stresses that business trips aren’t going away—they’re just becoming smarter and more sustainable. “We’re witnessing a paradigm shift,” she says. “Companies are now asking not only about travel costs but also about its environmental impact. They want to know how to reduce their carbon footprint without compromising business goals.”

How travel management companies are adapting

As businesses navigate these new regulations, Travel Management Companies (TMCs) are stepping up to meet evolving client needs. “We’re no longer just booking flights and hotels,” says Smith. “TMCs are now strategic partners, helping companies fine-tune their travel plans to cut emissions and stay compliant with the new laws.”

TMCs are rolling out a range of tools and services to promote sustainable travel. For instance, FCM has introduced carbon reporting, enabling companies to track their travel-related carbon footprint. This kind of transparency is vital for businesses aiming to manage their environmental impact.

“These reports give a detailed look at the emissions generated by corporate travel, tracking everything from flights to accommodations. With this data, companies can pinpoint where they can cut back on emissions. It helps businesses make smarter travel decisions, set and track sustainability goals, and align with CSR initiatives,” says Smith.

TMCs are also aiding clients by identifying and promoting greener travel options, such as lower-emission transportation and eco-friendly accommodations. “By clearly presenting these choices during the booking process, we empower travellers to make informed decisions,” Smith notes.

Another key area of support is carbon offsetting. While offsetting doesn’t directly cut emissions, it’s a valuable piece of a broader strategy to manage travel-related carbon footprints.

“We’ve partnered with South Pole, a leading expert in climate action, to offer carbon offsetting to our clients,” explains Smith. “We calculate travel emissions, then clients can choose from 12 global projects to offset their impact. These range from forest conservation to renewable energy initiatives. It’s a straightforward way for companies to support environmental projects and meet their sustainability goals, while still conducting necessary business travel.”

Perhaps the most impactful support TMCs provide is in policy development. “We’re helping companies draft travel policies that align with the new regulations,” Smith explains. “This could mean setting criteria for when travel is necessary, prioritising lower-emission options, or incorporating carbon budgets into travel planning.”

The business case for sustainable travel

While the new regulations might seem overwhelming, there’s a silver lining for businesses. “Sustainable travel practices often lead to cost savings,” Smith points out. “By optimising travel routes, cutting unnecessary trips, and choosing more efficient transportation, companies can reduce both their carbon footprint and travel expenses.”

Additionally, adopting sustainable travel can boost a company’s reputation, opening doors to new opportunities in an increasingly eco-conscious market. This aligns perfectly with the Bill’s goal of capitalising on the global shift towards a green economy.

However, the Bill’s success hinges on overcoming significant challenges. The government will need to implement strong enforcement mechanisms, including meaningful penalties for companies that exceed their carbon budgets.

The era of unrestricted business travel with little regard for environmental impact is over. What will emerge instead is a more thoughtful, efficient, and sustainable approach to corporate travel.

“This law is just the start,” Smith concludes. “We anticipate more regulations and incentives promoting sustainable business practices in the coming years. Companies that adapt now will be ahead of the curve.”

“Sustainability is at the core of our ‘Charting the Course’ strategy, which is built on four key pillars: people, product, platform, and performance, all deeply rooted in the foundation of our Sail & Sustain programme. We understand that the success of our business is inextricably linked to the health of our planet and communities, and that’s why we are dedicated to holistically integrating sustainability into our business strategy,” said Harry Sommer, President and CEO of Norwegian Cruise Line Holdings Ltd. “Our commitment to sustainability drives us to maintain high standards of operational excellence, achieve results responsibly, and create lasting value for our business and stakeholders.”

The 2023 Sail & Sustain Report highlights key advancements and commitments across the five pillars of Sail & Sustain: Reducing Environmental Impact, Sailing Safely, Strengthening Our Communities, Empowering People, and Operating with Integrity and Accountability.

Norwegian Cruise Line Holdings has received recognitions for its advancements through the “Sail & Sustain” programme, earning accolades such as the ESG Leader Gold Award at the 2024 ESG Shipping Awards, as well as being listed in Forbes’s Best Employer Lists in 2023 and 2024.

Key highlights from the 2023 Report under each pillar:

Reducing Environmental Impact:

• Active Steps Toward Climate Action: In 2023, Norwegian Cruise Line Holdings introduced short- and near-term GHG intensity reduction targets to guide its path toward net zero by 2050. The net zero ambition applies to shipboard and shoreside operations (Scopes 1 & 2) and the value chain (Scope 3) including supply chain, well-to-wake fuel emissions, business travel, and more. Short- and near-term targets include reducing GHG intensity[1] by 10% by 2026 and 25% by 2030, compared with a 2019 baseline.
• Expanding Shore Power Capabilities: By the end of 2023, the Company achieved its 2024 target of equipping 50% of the fleet with shore power technology and remains on track to equip ~70% by 2025.
• Exploring Alternative Fuels: In 2023, we achieved our goal to test 20% of the fleet with a biodiesel blend by expanding tests to four ships throughout the year. Our new target is for 40% of the fleet to test biodiesel by 2024.
• Boosting Onboard Water Production: In 2023, the Company consumed ~7.6 million cubic meters of fresh water on board, with ~89% produced on board through evaporators and reverse osmosis plants, reducing the need to bunker fresh water. The target is to reduce bunkering by 4% by 2025, compared with 2019.
• Improving Waste Management: The Company is committed to reducing onboard waste, successfully recycling, incinerating, or donating ~48% of total ship waste in 2023 through innovative technologies, staff training, and stringent recycling programmes.
• Enhancing Greenhouse Gas Emissions Reporting: Annually, the Company’s Scope 1, Scope 2, and relevant Scope 3 emissions are measured, estimated, and independently verified. Since 2019, emissions data and other climate-related information have been disclosed to the CDP, with the most recent submission earning a climate change score of “B,” higher than the Marine Transport Sector, North America, and global averages.
• Sourcing Responsibly: In 2023, supplier diversity efforts allowed more than $635 million to be spent with small businesses and businesses with minority, veteran, or economically disadvantaged qualifications.

Sailing Safely:

• Strengthening Health and Safety Oversight: The Health Safety Environment & Security Committee oversees the implementation of established standards for safe ship operations, pollution prevention, and security.
• Maintaining Robust Public Health Protocols: Norwegian Cruise Line Holdings operates a comprehensive public health programme with a 24/7/365 compliance culture, including external and internal public health professionals who regularly visit each ship.
• Providing Excellent Medical Care: Each ship is equipped with a state-of-the-art medical center staffed by highly qualified doctors and nurses, providing high-quality care for guests and crew.

Strengthening Our Communities:

• Committing to Charitable Giving: In 2023, the Company gave nearly $1.6 million in cash, cruise, and other in-kind donations to various causes. This includes significant contributions to disaster relief efforts, such as for the wildfires in Maui, and support for local communities.
• Recognising Educators through the Giving Joy Programme: Norwegian Cruise Line’s Giving Joy Programme honored 20 educators with a free weeklong cruise for their dedication to education and expanded the programme to provide discounts and onboard credits for teachers.
• Supporting Military Families: The Norwegian Military Appreciation Programme extends exclusive cruise fare discounts to military members, veterans, and their spouses, with over 220,000 registered since the programme’s launch in 2022.
• Supporting Renewable Energy Projects: We successfully purchased 3 million carbon offsets, contributing to 16 projects globally. The offsets not only support our decarbonisation journey but invest in cleaner energy sources and local job creation in these communities.

Empowering People:

• Promoting Diversity, Equity, and Inclusion: The Company launched a Corporate Leadership Diversity Initiative to reinforce inclusive hiring practices. In 2023, of the new hires and promotions in shoreside positions, 51% and 62%, respectively, were women. Additionally, the Company supports five Team Member Resource Groups (TMRGs) to connect and support employees.
• Enhancing Employee Benefits: Benefits include fully paid maternity, paternity, and adoption leave, and family planning assistance for full-time U.S. shoreside team members. In 2023, the Company’s team member cruise benefit programme was revamped to include new deeply discounted rates at Norwegian Cruise Line and interline rates at Regent Seven Seas Cruises.

Operating with Integrity and Accountability:

• Maintaining Diverse Board Composition: 50% of the Board of Directors’ seats are held by women and/or underrepresented minorities.
• Upholding Ethical Conduct: Norwegian Cruise Line Holdings emphasises conducting business legally and ethically, requiring all team members, executives, and directors to adhere to the Code of Ethical Business Conduct at all times.

[1] GHG intensity is measured by MTCO₂e on a per Capacity Day basis. The short- and near-term targets cover the Company’s emissions from its fleet of ships, islands and facilities (Scopes 1 & 2) as well as upstream fuel- and energy-related activities, including well-to-tank emissions (portion of Scope 3). Capacity Days is defined as berths available for sale multiplied by the number of cruise days for the period for ships in service.

Cape Town – WTM Africa, Africa’s leading B2B tourism trade event, is proud to announce its commitment to sustainability at this year’s show, running from 03 – 05 April 2024 at the Cape Town International Convention Centre (CTICC).

“The expansion of our sector must go hand in hand with responsible choices to ensure its longevity and lasting impact on the world,” says Megan De Jager, Portfolio Director – Travel, Tourism at RX Africa.

“This year, we’re bringing it to the forefront, with heightened efforts in reducing our carbon footprint, minimising waste, and promoting accessible eco-friendly practices businesses at all levels can implement.”

Celebrating sustainable tourism has remained a green thread throughout the show’s ten-year history. Their 2024 partnership with the City of Cape Town, one of Africa’s leading responsible tourism destinations, reinforces this commitment.

“So much of what we do in the City of Cape Town relies on maximising our economic potential as a tourism destination, but this can’t come at an unaffordable cost to our environment,” adds Geordin Hill-Lewis, Executive Mayor of Cape Town.

“It is wonderful to see that sustainable tourism will be front and centre of the WTM Africa agenda this year. I applaud all efforts to promote impactful changes and to ensure that we can grow this sector without leaving a harmful footprint.”

Notable eco-initiatives at WTM Africa 2024 include:

• Continued collaboration with host venue, the CTICC, which operates with a stringent environmental policy and an environmental action plan
• Introduction of a WTM Africa app to reduce paper waste throughout the show
• Recyclable badges manufactured from 100% biodegradable Kraft paper, reusable show bags – 100% cotton, and the implementation of digital and fabric signage.
• Recycled PET plastic lanyards, courtesy of local eco-friendly product manufacturer, E’Yako Green.
• Introduction of the Sustainability Village. A walk-through hub bringing together artisans, and thought leaders to highlight responsible tourism in action, including Uthanda and Wild Survivors.
• On-site Crafters Nexus showcasing local crafters as potential business partners for delegates.
• Collaboration with All About Africa Founder, Melissa Foley to establish resources for attendees outlining actionable sustainable changes in their businesses.

Along with the Responsible Tourism Awards, spotlighting travel suppliers and their sustainability successes, WTM Africa 2024 is partnering with several impactful initiatives. This includes Recycled Flip Flop Sculptures Studio (RFFSS), a Cape Town-based studio founded by Davis Ndungu that upcycles discarded flip flops into art.

To further emphasise sustainable choices in business decision-making, Dunia Designs was selected to dress the show’s principal stage venue: the Inspire Theatre, powered by FNB PayPal.

“Based in Tanzania, Dunia Designs is an eco-conscious company dedicated to transforming waste into wonder by crafting unique, high-quality from recycled materials,” says Alexis Cronin, Dunia Designs Founder.

“By merging local craftsmanship with a commitment to green practices, we not only address deforestation, plastic waste management, and job creation but provide a cost-effective supply chain solution to the hospitality industry.”

As an extension of RX Africa, De Jager highlights WTM Africa’s responsibility to use their platform to demonstrate how small yet thoughtful changes lead to a significant and measurable impact in the long run.

“It’s time to challenge ourselves to think outside the box and explore new ways of inspiring greater accountability and local impact. We’re thrilled to announce that WTM Africa 2024 is set to be the most sustainable edition yet,” she concludes.

To attend WTM Africa 2024 and bolt-on events visit: https://www.wtm.com/africa/en-gb.html