Entries are now open for the 2027 WTM Africa Responsible Tourism Awards, recognising the businesses and destinations leading the way in sustainable, responsible tourism practices across the continent.

“These awards exist to shine a light on those that don’t simply claim to be sustainable or responsible, but can clearly demonstrate what they’re doing, the impact they’re achieving, and what others can learn from their approach,” said Megan De Jager, Portfolio Director at RX Africa.

The awards land at a pivotal moment for the industry. According to WTM Africa’s 2026 Africa Travel & Tourism: State of the Industry Report, the continent welcomed 81 million international visitors in 2025, an 8% increase and the fastest growth of any region globally. Yet recognition for credible responsible practice remains rare: fewer than 5% of African hospitality properties currently hold third-party sustainability certification.

Part of the ICRT Global Responsible Tourism Awards programme, the 2027 WTM Africa edition brings together an independent judging panel with deep expertise across responsible tourism, conservation, inclusion and destination management. The panel is chaired by Emeritus Professor Harold Goodwin, founder of ICRT Global and Managing Director of the Responsible Tourism Partnership.

“Those who are taking responsibility for making tourism more sustainable deserve recognition,” said Goodwin. “Every year in the Awards, we find businesses and destinations that are making tourism better. Use your Award in your PR and marketing. You deserve recognition for your contribution to making great places for people to live, because great places to live are great places to visit.”

Free to enter, nominations are open across six categories:

1. Nature Benefiting Communities – Impactful, community-centred initiatives that protect nature and biodiversity.
2. Addressing Climate Change – Substantive action to reduce emissions, build resilience and tackle the impacts of a changing climate.
3. Access for People with Disabilities – Accessible, inclusive experiences and genuine employment opportunities for people with disabilities.
4. Communicating Responsible Tourism – Authentic, transparent and compelling communication of responsible tourism practices.
5. Rebalancing Tourism and Addressing Overtourism – Destinations and businesses that work to restore a healthier equilibrium between visitors, residents and the places tourism calls home.
6. All Inclusive Can Be Responsible – All-inclusive operators and destinations demonstrating positive economic, environmental and community impact.

Entrants are welcome to apply across multiple categories. Application forms are available to download from the WTM Africa website, and completed submissions must be uploaded via the official entry portal by 31 December 2026.

The City of Cape Town’s Mayoral Committee Member for Economic Growth and Tourism, Alderman James Vos, said: “Cape Town is incredibly proud to be the host city of World Travel Market Africa, one of the signature events on our tourism calendar and an important part of our economic growth mission.

“But for us, growing tourism is also about making sure its benefits reach more people and communities. That is why the Responsible Tourism Awards are so important. They recognise those who are making a real difference and remind us that tourism success should be measured not only by visitor numbers, but also by the positive impact we create for our people and our environment.”

He added: “We look forward to welcoming Africa’s tourism champions to Cape Town in April 2027 and showcasing a destination that is committed to growing tourism responsibly, sustainably and inclusively.”

Finalists and winners will be celebrated at the Responsible Tourism Awards Ceremony on 8 April 2027, held as part of WTM Africa at the Cape Town International Convention Centre (CTICC), which runs from 7–9 April 2027.

“Don’t miss your chance to be seen,” added De Jager. “Past winners have turned a single accolade into lasting commercial credibility, unlocking access to international buyers, investors, media and the growing number of travellers who make responsible practice a deciding factor in where and how they travel.”

How to Enter

1. Download the relevant nomination form(s) from the WTM Africa Responsible Tourism Awards page.
2. Complete your application in full.
3. Upload to: rtawards.icrt.global
4. Submit by 31 December 2026.

Full category details, nomination forms and judging criteria are available at:
https://www.wtm.com/africa/en-gb/whats-on/responsible-tourism-awards.html

The 2027 edition is shaping up to be the most geographically diverse yet, bringing together an expanding roster of destinations and suppliers alongside the trends, technologies and market opportunities shaping travel across the continent and beyond.

“If you’re serious about doing business across the African travel and tourism landscape, this is where you need to be,” says Megan De Jager, Portfolio Director for Travel, Tourism and Sports at RX Africa.

“Representation on the show floor is expanding, with new and returning regions adding depth and diversity to the buyer experience, along with valuable opportunities to grow their networks and forge new partnerships.”

Based on the current sales pipeline, the 2027 show is expected to feature expanded representation from the following markets. Some have participated previously and are increasing their presence, while others will be joining the event for the first time:

• North Africa: Egypt and Algeria
• West Africa: Nigeria and Benin
• East Africa and the Indian Ocean: Kenya, Tanzania, Uganda, Madagascar, Mauritius and Réunion
• Southern Africa: Botswana, Zambia, Zimbabwe, Mozambique and Angola
• The Middle East: United Arab Emirates (UAE)

For outbound travel buyers and travel technology professionals, this breadth of representation means more destinations to explore, more suppliers to meet, and more partnerships to forge, all under one roof, over three focused days.

“We are proud and excited to welcome the world’s travel and tourism community to Cape Town once again for the 2027 instalment of WTM Africa in April next year,” says Geordin Hill-Lewis, Mayor Cape Town. “As the premier travel and tourism expo on the continent, this important event creates invaluable opportunities to connect, collaborate and unlock new possibilities for African tourism. With an even broader range of destinations, suppliers and industry expertise coming together, this promises to be an exciting edition. I encourage travel buyers and tourism professionals to register now and secure their place at this important gathering in our city.”

Buyers’ Club: A smarter way to work the show

WTM Africa’s Buyers’ Club is back, and it means business. Designed exclusively for qualified buyers with genuine purchasing and contracting authority, the Club delivers a focused, high-value experience built around the connections and products that drive real commercial results.

Buyers’ Club 2027 membership includes:

• Priority access to new destinations, suppliers, and product developments.
• Exclusive networking with exhibitors and senior industry decision-makers.
• Curated content sessions covering destination trends, outbound travel, travel technology, and emerging market opportunities.
• Access to the dedicated Buyers’ Lounge, with complimentary Wi-Fi, refreshments, and lunch.

Members will also qualify for travel discounts, with details of participating offers to be announced soon.

“Buyers come to WTM Africa with clear commercial objectives, so every part of the experience is designed to make their time count,” says De Jager. “From pre-scheduled meetings and targeted networking to relevant industry content, we want buyers to leave with valuable contacts, fresh market intelligence and tangible opportunities for growth.”

Register now

Buyer registration for WTM Africa 2027 is open now. Don’t wait. Qualified travel buyers and purchasing decision-makers are encouraged to register today and start building their show experience.

WTM Africa 2027
7–9 April 2027
CTICC, Cape Town, South Africa

Register now: www.wtm.com/africa/en-gb/buyers.html

The initiative will centre on strategic skills development, supporting women across the tourism sector to build the confidence, knowledge and networks to grow their careers and contribute to the industry’s future. 

While the global share of tourism and hospitality board seats held by women doubled from 16% in 2013 to 33% in 2025, representation still thins out at the top. A recent World Travel & Tourism Council study shows that they hold just 42% of mid-management positions and only 7% of CEO or chair roles. 

“As demand accelerates globally for inclusive leadership in travel and hospitality, we’re working to ensure that the effective upliftment of women in tourism remains a priority,” said Megan De Jager, Portfolio Director for Travel, Tourism and Sports at RX Africa. 

Voted Mentor of the Year at the 2026 Women in MICE Awards, De Jager believes genuine progress in gender empowerment calls for more than creating leadership opportunities for women. It requires intentional focus on professional development and support to help them succeed when they get there. 

“Women have an enormous role to play in deciding our industry’s future, but leadership is not only about the positions we hold. It is also about having the confidence to use our voices, share our ideas, and recognise the value we bring,” she added. 

Amongst the planned highlights for WiT 2027 is “Empowering Female Leadership in Tourism”, an interactive workshop exploring high-impact topics including strategic decision-making, adaptive leadership, personal and corporate branding, mentorship and networking.  

This dedicated session will follow the Women in MICE Breakfast, welcoming women working across the meetings, incentives, conferences and exhibitions sector and providing a platform to launch new categories for the Women in MICE Awards 2027. Further details will be announced closer to the show.  

This Women’s Month, the message is clear: women already represent one of tourism’s greatest resources. WTM Africa 2027 aims to create more opportunities for them to develop their skills and step forward with the confidence to contribute at every level of the industry. 

The index benchmarks destinations across safety and service quality; visas and connectivity; destination experience and infrastructure; implementation of the China Ready Programme; marketing and Chinese promotion; and arrivals and conversions.

The announcement came during a high-level panel discussion moderated by Marcus Lee, CEO of China Travel Online and founder of the China Ready® Programme, which has now launched in 55 countries across six continents, with South Africa the most recent addition.

China Ready Index had one of the highest delegates turnout among sessions during WTM Africa 2026. The session was full and some left standing without seats.

The panel included the Honourable Tongai Mafidi Mnangagwa, Deputy Minister of Tourism and Hospitality, Zimbabwe; Ephraim Balozi Mafuru, Director General, Tanzania Tourism Board; Enver Duminy, CEO Cape Town Tourism; Goabaone Taylor, Executive Manager, Marketing, Botswana Tourism Organisation; and Ashish Sharma, CEO Serena Hotels.

For Lee, China remains one of the most important – and most complex – outbound travel markets in the world. “Being ‘China Ready’ today is no longer just about marketing. It’s about the entire ecosystem: from visa access to connectivity, service delivery, digital integration and, ultimately, conversions.”

The scale of the opportunity is significant. China recorded 155 million outbound tourists pre-pandemic. And with only 10% of China’s 1.4 billion population holding a passport, the market has barely scratched its potential.

Tanzania: a blueprint for growth

Tanzania offered one of the session’s most concrete success stories. Director General of the Tanzania Tourist Board, Ephraim Balozi Mafuru, described how a China-specific campaign – Amazing Tanzania – developed in Mandarin and launched in-market, helped grow Chinese arrivals from 33,000 to over 82,000 in two years. Mafuru identified air connectivity as Tanzania’s single biggest opportunity: more flights on the national carrier and partner airlines, and seamless access to the country’s diverse destinations.

Cape Town: distance, flights and digital investment

Cape Town Tourism CEO Enver Duminy acknowledged that long-haul distance and limited direct flights remain the city’s primary challenges in attracting Chinese visitors. He pointed to the Cape Town Air Access Initiative as a key lever; alongside new digital tools tailored for the Chinese market.

On visas, Duminy noted that the Trusted Tour Operator Scheme (TTOS) and a new Electronic Travel Authorisation (ETA) system currently rolling out are expected to ease one of the most persistent friction points. For Duminy, it’s a journey, not a quick win. He explained that understanding the profile of the Chinese traveller – and designing products for the future Chinese traveller – is where the focus needs to be.

Zimbabwe: a deliberate look East

Zimbabwe’s Deputy Minister of Tourism and Hospitality Industry, Hon. Tongai Mafidi Mnangagwa, reported that the country’s early adoption of the China Ready Programme – launched before the pandemic – has paid dividends. Chinese arrivals have grown from 10,000 to 50,000, a 400% increase.

Mnangagwa spoke to doubling down on the Chinese market, engaging with the private sector around the Chinese language, culture and expectations, and pledging ongoing investment in Zimbabwe’s infrastructure.

Botswana: high-value, low-volume

Goabaone Taylor, Director of Marketing at Botswana Tourism Organisation, said Botswana’s high-value, low-volume model is well aligned with the premium segment of the Chinese market, drawn to eco-conservation experiences, exclusive luxury lodges and the country’s abundance of natural heritage. Quick wins, she said, include entering the China Ready Programme and engaging diplomatic channels. The longer-term strategy focuses on developing scalable campaigns and products for a single Chinese destination first, then expanding.

Serena Hotels: getting the journey right

Ashish Sharma, CEO of Serena Hotels Africa, which operates across six African countries, described the group’s approach as rooted in genuine cultural understanding. “We made a deliberate effort to study China’s history, culture, etiquette and expectations,” said Sharma. “Chinese travellers want structure, consistency, safety and adaptability. They want value for money. And they want to feel that the trip was worth every hour of travel.”

Sharma stressed the importance of ironing out every pain point across the full customer journey – from booking and payment to arrival and departure. Pre-arrival communication, he said, is non-negotiable. “Every customer matters. Every trip should feel like a once-in-a-lifetime experience.”

Lee echoed this with a practical example: in China, slippers are standard from two-star hotels upward. In South Africa, guests often have to request slippers from housekeeping. “These are the small things,” he said. “But they are the things that shape perception.”

One market, many Africas

Lee noted that one of the biggest perceptual challenges – and opportunities – is that many Chinese travellers see Africa as a single, homogenous destination. It’s time for tourism boards and destination management companies (DMCs) to market and differentiate their products in China.

“There is no single path to becoming China Ready,” he said in closing. “But you have to start, grow your strategy, and address all six pillars of the China Ready Index®.” He also cautioned against shortcuts: professional translation is essential (and Google Translate is not a substitute), as is China-specific social media and a China-friendly website and payment platforms.

The top 15 China Ready Index® – African Ranking:

15. Tunisia
14. Uganda
13. Ghana
12. Botswana
11. Namibia
10. Zimbabwe
9. Seychelles
8. Ethiopia
7. Rwanda
6. Mauritius
5. South Africa
4. Tanzania
3. Kenya
2. Morocco
1. Egypt

China Ready Workshop: South Africa joins the programme

The panel discussion was followed the next morning with China Ready Workshop by CBISN – a sold-out, two-hour premium paid training session held on 15 April at WTM Africa 2026, marking the first time the workshop has been staged in South Africa.

The workshop is structured across three parts – Essential Knowledge; Marketing and Digital Promotion; and Strategies and Branding – and is designed to run consecutively at WTM Africa from 2026 to 2028. Delegates who missed Part 1 are welcome to join Part 2: Marketing and Digital Promotion at WTM Africa 2027.

Attendance reflected the breadth of the industry, with registered participants spanning hotels, DMCs, attractions, wineries, transportation providers, MICE operators and luxury travel. Senior management from several tourism boards were also present, including at director general level.

Participants earn six CPD credits per session, and

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

Table of Contents

Cape Town: The WTM Africa Responsible Tourism Awards 2026 were presented today at the Cape Town International Convention Centre, recognising 22 organisations across 13 countries who are delivering measurable impact for people, places and nature.

The ceremony was MC-ed by Rachel Nxele, board member of SANParks, with special guest speaker Alderman James Vos, Mayoral Committee Member for Economic Growth at the City of Cape Town. The awards span five categories – Championing Cultural Diversity; Diversity, Equity and Inclusion; Local Economic Benefit; Nature Positive; and Regenerative Tourism – and are run in partnership with the International Centre for Responsible Tourism (ICRT).

“These awards are both celebration and evidence – recognising those organisations that are building dignity, protecting nature and honouring heritage.” – Rachel Nxele, board member, SANParks; MC, WTM Africa Responsible Tourism Awards 2026

Nxele framed the awards around a single, challenging question: can you prove it? “The awards recognise real work, real commitment and real impact,” she said. “The work that happens when no-one is watching.”

Alderman James Vos echoed that emphasis on demonstrable outcomes. The awards, he said, are “about showing impact” – because if you cannot show impact, it means “nothing to no-one”.

Vos described the awards as an important showcase of “how it can be done and how it should be done” and called on the industry to build more “tourism-preneurs” – to create greater longevity and broader economic opportunity.

THE TROPHIES

This year’s winners received trophies that are, in themselves, a statement of intent.

Gold and silver winners received handmade protea trophies crafted by Cape Gypsea, each one unique. The delicate inner petals are formed from the pages of recycled books; the bold outer petals from vibrant Shweshwe fabric, locally sourced with a focus on eco-conscious biodegradability. Together, they bring past and present into a single object – forgotten stories and living African tradition, side by side.

Organisations recognised as “One-to-Watch” received a bottle of Painted Wolf Wines, which is this year celebrating 20 years of wines for conservation. The company takes its name from Lycaon pictus – the scientific name for the African wild dog – and has donated 4% of sales to conservation since it was founded. By supporting African wild dogs, that support flows throughout the ecosystems and communities that share wild spaces across the continent.

THE 2026 RESPONSIBLE TOURISM WINNERS

The 2026 WTM Africa Responsible Tourism Award Gold winners are:

Ele Collection Zimbabwe – Nature Positive
Plastic waste is transformed into construction grade aggregate, reducing extraction pressure on natural systems while providing income to community collectors and educating visitors through factory tours. The judges praised the circular model for turning a major environmental threat into longterm infrastructure value while strengthening community livelihoods.

RuralRevive Namibia – Regenerative Tourism
RuralRevive’s “Building a Desert Based Economy Initiative” is conceptualised and driven by the Wolwedans Foundation. It is transforming the tourism economy around Maltahöhe through climate appropriate horticulture, local enterprise development and systems that reconnect tourism with community livelihoods. The judges recognised Rural Revive for addressing deep-rooted structural challenges by rebuilding local food systems, restoring dignity through work and creating a resilient desert based economy.

Saruni Basecamp Kenya – Regenerative Tourism
A community conservancy model has generated more than 1.5 million dollars for 6,605 landowners, conserved more than 414,000 hectares and embedded regenerative food systems and women’s economic empowerment across 13 camps. The judges commended Saruni Basecamp for demonstrating how long-term lease agreements and bed night fees can secure large and connected landscapes for wildlife, while strengthening local livelihoods.

Table Mountain Aerial Cableway Company South Africa – Local Economic Benefit
Local procurement has increased from 29 percent in 2017 to 89 percent today, supporting more than 150 small businesses and providing mentorship and certification support to 67 SMMEs. The judges highlighted TMACC’s commitment to developing suppliers beyond the Cableway itself, helping entrepreneurs strengthen operations and access wider tourism markets.

Traditional African Homestays Southern Africa – Championing Cultural Diversity
A fast-growing network of heritage homestays enables visitors to become part of village life while ensuring most fee income stays within communities, with expansion now reaching Eswatini and Botswana. The judges noted the remarkable year-on-year growth, with more than R6 million generated and 70–80 percent of income remaining in host communities, demonstrating a scalable model of cultural preservation and community empowerment.

V&A Waterfront Academy Cape Town – Local Economic Benefit
Since 2023, 315 young people have been placed into employment, with 90 percent securing fulltime jobs for the first time and 15 small businesses supported through the Watershed craft market. The Academy’s model addresses a critical gap by supporting both young workers and the businesses that hire them during the fragile first six months of employment.

The 2026 WTM Africa Responsible Tourism Award silver winners are:

Elephant Human Relations Aid Namibia – Regenerative Tourism
Human elephant conflict incidents have fallen from 92 in 2023 to just 12 so far in 2026, with no elephants shot as problem animals in 2025, across more than 2 million hectares.

Graskop Gorge Lift Company South Africa – Nature Positive
A zero impact access system protects critically endangered species such as the Graskop cliff aloe while sourcing most procurement within 100 kilometres.

Green Planet & TUI Care Foundation Egypt– Championing Cultural Diversity
The Colourful Cultures programme supports artists, artisans and community hosts through training in hospitality, storytelling and entrepreneurship, connecting them to tourism markets through hotel, tour operator and online partnerships.

Imvelo Safari Lodges – Regenerative Tourism
Longterm coexistence work includes water management, antipoaching deterrence and the successful reintroduction of white rhinos.

LUX Marijani Zanzibar – Local Economic Benefit
Local suppliers are embedded into the resort’s value chain, generating consistent income for fishers, farmers, transport providers and women’s cooperatives.

Saruni Wild Kenya – Diversity, Equity and Inclusion
A structured internship programme has shifted staff representation from an allmale team in 2015 to nearly one third women today, including a female Assistant Manager and equal gender representation among interns.

TUI Futureshapers North Africa – Local Economic Benefit
The programme supports more than 180 young entrepreneurs across Egypt, Morocco and Tunisia, strengthens local value chains and creates jobs through locally led tourism businesses.

Unexplored Cape Town – Championing Cultural Diversity
Inclusive, community rooted food tours take guests into neighbourhood kitchens and markets, supporting small vendors and welcoming travellers with disabilities while showcasing diverse African and diaspora food cultures.

The 2026 WTM Africa Responsible Tourism Award one-to-watch winners are:

AgroTourism Park by Eco Terra Vista Tours Rwanda – Local Economic Benefit
A grassroots model integrating smallholder farming, cultural heritage and tourism ensures revenue stays in rural communities historically excluded from tourism value chains.

Cape Tourist Guides Association South Africa – Diversity, Equity and Inclusion
Recognised for strengthening representation by ensuring guides reflect South Africa’s cultural, linguistic and socioeconomic diversity.

Desert & Delta Safaris Botswana – Championing Cultural Diversity
The Okavango Marathon Project offers an immersive cultural journey through remote communities along the Okavango Panhandle, meeting fishermen, travelling by mokoro with community guides and engaging with the San community at Tsodilo.

Green Safaris Zambia and Malawi – Regenerative Tourism
Mukuni Organic Farm and hydrological restoration using cascading check dams demonstrate a regenerative approach to restoring degraded land.

Jacada Travel Zimbabwe – Diversity, Equity and Inclusion
A Female Guides of the Future initiative supports women to access high-level guiding roles through training, mentorship and career pathways in partnership with the Wilderness Trust.

Spekboom Southern Africa – Nature Positive
A tour company offering an automated split payment model channels 2.5 per cent of every booking directly to conservation or community causes at no extra cost to guests.

TUI Care Foundation Field to Fork Tanzania – Regenerative Tourism
Strengthens regenerative food systems, supports local farmers and links sustainable agriculture with tourism markets. One of nine projects worldwide.

TUI Turtle Aid and Project Diversity, Cape Verde – Nature Positive

More than 1.2 million endangered turtle hatchlings have been protected  since 2017 by TUI with local partner Project Biodiversity.

THE JUDGES

The judges of the WTM Africa Responsible Tourism Awards were chaired by Emeritus Professor Harold Goodwin, managing director of the Responsible Tourism Partnership and founder ICRT global and included Glynn O’ Leary Transfrontier Parks Destinations and ICRT Southern Africa, Ruth Crichton regional head Southern Africa the Long Run and ICRT Southern Africa, Adama Bah, Institute of Travel and Tourism of The Gambia (ITTOG) and ICRT West Africa, Martin Brackenbury formerly IFTO and UN Advisor, Kerry Carmichael founder of Echo and Tiomóid Foley, net zero tourism manager, business development and intermediary marketing at Visit Scotland

Debbie Hindle, chair of the International Centre for Responsible Tourism Global, closed the proceedings by congratulating all the winners –and in particular the gold winners, who now have the opportunity to compete in the Global Responsible Tourism Awards and take their stories to the international stage.

Olivia Gradidge, marketing manager WTM Africa and ILTM Africa said: “At WTM Africa, we’re proud to shine a light on these inspiring organisations. It’s truly an honour to recognise the outstanding work of the winners and witness the innovative strides our industry is making every year. This highlight on our events calendar reflects our commitment to championing responsible tourism that benefits people, places, and nature.”  

Full citations for all winners are available at www.icrt.global.

Table of Contents

Third annual Media Awards celebrate excellence in African travel journalism across five categories.

Cape Town: Africa Travel Week (ATW) has announced the winners of its 2026 Media Awards, honouring the journalists, photographers and content creators bringing Africa’s travel and tourism stories to global audiences.

Now in its third year, the ATW Media Awards received a record number of entries – over 170 across five categories: Sustainability Feature Award, Visual Tourism Award, Tourism News Award, Destination Feature Award and the Young Talent Award. All were evaluated by a world-class judging panel comprising wildlife photographer and Canon ambassador Ellie Rothnie, Kojo Bentum-Williams of VoyagesAfriq, Barry Nield of CNN Travel, Divia Thani of Condé Nast Traveller and Tom Hall of Lonely Planet.

“These awards exist to shine a light on the storytellers who shape how the world sees Africa,”says Olivia Gradidge, Marketing Manager (WTM Africa & ILTM Africa) at RX Africa, the host and architect of Africa Travel Week. “The quality of entries this year reflects the depth of talent working in African travel media, and we congratulate every finalist and winner.”

2026 ATW Media Awards Winners

Sustainability Feature Award

Gold: Bella Falk, BBC Wildlife Magazine – Dog Stars: On the Trail of African Wild DogsSilver: Savanna Strauss, Rewilding Southern Africa – Rewilding Giants

Bronze: Tafadzwa Mwanengureni, Minority Africa – They Escaped Their Husbands. Then They Took on Poachers.

Visual Tourism Award

Gold: Wiktoria West, Rewilding Southern Africa – Eastern Chimpanzee

Silver: Bella Falk, Passports & Pixels – Ugandan Group of Dancers

Bronze: Aaron Fishbein – The Basotho Herdsman

Tourism News Award

Gold: Jane Gatwiri, NTV Kenya – Twigas on Transit

Silver: Morgan Barnard, Social Safari Africa – Marriott International was preparing to open its new Ritz-Carlton Safari Camp in Kenya’s Maasai Mara

Bronze: Dale Hes, Tourism Update – AI’s Gatekeeper Role: A Threat to African Tourism

Destination Feature Award

Gold: Sam Kemp, National Geographic Traveller UK – Sierra Leone: After the Storm

Joint Silver: Charlotte Wigram-Evans, National Geographic Traveller – Uganda:We are One

Joint Silver: Lorna Parkes, National Geographic Traveller UK – Kenya: Natural OrderBronze: Victor Ayeni, Punch Newspapers – Nigeria: Sango’s Festival Where Ancient Rites Ignite Fire, Thunder

Young Talent Award

Gold: Shereefdeen Ahmad, The Liberalist – How Schengen Visa Denials Are Shutting Africans Out of the Global Stage

Silver: Savanna Strauss, Rewilding Southern Africa – Is Silence Going Extinct?

Bronze: William Muthama, K24 Digital – List of KWS Parks and Reserves You Can Visit for Free on Saturday

“In a media environment flooded with AI-generated content and deepfakes, what we saw in these entries was a reminder of why real journalism still matters,” says Dorine Reinstein from Big Ambitions, ATW’s PR partner. “”The 2026 winners represent the very best of that community: writers, photographers and journalists producing pieces that were grounded, well-researched and honestly told.”

The 2026 ATW Media Awards were presented at the end of Day 1 of WTM Africa during Africa Travel Week.

For media enquiries, contact Sonnette Fourie on +27 81 072 2869 or sonnette@bigambitions.co.za

“This year’s content agenda reflects the most pressing trends and opportunities influencing Africa’s tourism sector,” said Olivia Gradidge, Marketing Manager at RX Africa. “Each session is designed as a resource for attendees to learn, share knowledge, and better understand where their next big opportunities or pitfalls lie.”

Among the headline additions to this year’s programme is the Wine Tourism Track, developed in partnership with the Wine Tourism Conference, with dedicated sessions exploring how destinations can position themselves in this high-value and fast-growing segment. The track culminates in the premiere launch of a Blaauwklippen documentary, complete with a curated Visit Stellenbosch wine tasting experience on 14 April at 17:00.

“We are proud to showcase not just our wines, but the full experience of Blaauwklippen, where heritage meets modern hospitality, and every guest becomes part of our story,” said Craig Bester, Chief Brand Executive at Blaauwklippen Wine Estate.

IBTM Africa returns with a focused examination of the MICE sector, while the relaunch of SETE (Sports & Events Tourism Exchange), in partnership with Nielsen Sports, reinforces Africa’s growing role in global sports tourism. NextGen Ready sessions, developed in partnership with the African Youth in Tourism & Hospitality Association, address tourism’s emerging skills gap and the hybrid roles combining technology with human talent. WiT Africa and Innovation City Cape Town will host the WiT Next Generation Leaders Roundtable on 13 April, powered by Booking.com. Confirming this year’s theme of ‘Leadership Qualities in the Age of AI’, WiT Founder Yeoh Siew Hoon said: “We’ll welcome industry coaches and mentors with under-35 rising stars in Africa to brainstorm the skills and traits they need to thrive as travel enters a new, tech-enabled and human-led phase.”

Sustainability remains central to the programme through the Responsible Tourism Conference and Awards, while Speed Networking, sponsored by SimplyBiz Nedbank, also returns by popular demand.

As Host City, Cape Town is ready to welcome the travel and tourism professionals, buyers, and industry leaders converging on the CTICC from across the globe. “This is where the real work happens – on the floor, through conversations, and in the partnerships that drive our visitor economy,” said James Vos, Mayoral Committee Member for Economic Growth. “Travel professionals from every corner of the world come to Cape Town for WTM Africa, and that global gathering is what makes this event so powerful. Tourism is a team sport, and we grow it together.”

Gradidge confirmed that the three-day programme is built for connection and commercial impact. “WTM Africa 2026 is where the conversations that matter most to this industry will happen, and where the connections made will translate into real business. Three days, one room, and an agenda built to move the industry forward. If you’re not yet registered, now is the time.”

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

View the full programme: www.wtm.com/africa/en-gb/whats-on/programme.html#/sessions

Free to enter and open to companies of all sizes, including emerging startups and individual entrepreneurs, the awards spotlight initiatives solving real challenges and shaping the future of tourism in Africa. Winners will be announced on 14 April in the Host City of Cape Town at the Cape Town International Convention Centre (CTICC) during WTM Africa 2026.

“Established in 2004, these prestigious annual awards remain a leading platform for championing responsible tourism businesses that are not just talking about sustainability, but driving it,” says Megan De Jager, Portfolio Director at RX Africa. “It’s a celebration of those inspiring action, and paving the way for a more inclusive and transformative industry.”

“We are very excited for the upcoming World Travel Market Africa Responsible Tourism Awards, and I am looking forward to seeing the range of entries representing the travel and tourism practitioners who are making a positive difference in our country, and particularly here in Cape Town,” says Geordin Hill-Lewis, Executive Mayor of Cape Town.

“As a city that has built such a strong global reputation as a travel destination, we understand very well the value that tourism holds for our economy. But it is equally important that this tourism is managed sustainably, that local communities benefit, that we celebrate the full spectrum of our cultural diversity, and that we preserve our natural resources for generations to come. That’s why these awards are so important to us, and I have no doubt we will see some very deserving winners next year,” concludes Hill-Lewis.

Registrants can apply for the following six categories:

1. Local Economic Benefits – Supporting local businesses and keeping tourism spend in local hands
2. Diversity, Equity & Inclusion – Empowering underrepresented voices in tourism
3. Nature Positive – Protecting biodiversity and natural heritage
4. Championing Cultural Diversity – Promoting dignity, pride and understanding in communities
5. Adapting to Climate Change – Building resilience through innovation and preparedness
6. Regenerative Tourism – Restoring and renewing communities and ecosystems

Entries will be judged by a panel of respected industry leaders, including travel professionals, association heads, government representatives and independent media. Gold and Silver awards will be presented, along with a special ‘One to Watch’ accolade recognising innovative concepts already demonstrating early impact.

“Each year we ‘discover’ businesses and destinations making tourism better, and we promote them,” says Professor Harold Goodwin, WTM Responsible Tourism Advisor.

“If you don’t enter, you can’t be recognised! Gold winners announced at WTM Africa 2026 are automatically entered into the Global Awards, placing Africa’s leading changemakers on the world stage alongside peers from Latin America, Europe, the Indian Subcontinent and Southeast Asia.”

Winners can also link directly to their citation on the ICRT.global website, providing credible third-party validation and powerful marketing collateral.

“Don’t miss your chance to be seen,” adds De Jager. “Winning, or even being named a finalist, delivers more than global recognition. It strengthens your brand credibility and connects you with industry leaders from around the world.”

With the deadline fast approaching, now is the time to act. Apply before 20 March to showcase your impact, gain international recognition and position your business at the forefront of responsible tourism. Nomination forms and full category details are available on the WTM Africa website. All completed applications must be submitted online here.

“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