WTM Africa 2024 Sees 53% Attendance Surge

WTM 2024
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WTM AFRICA 2024 CELEBRATED A 53% INCREASE IN ATTENDANCE, SIGNALLING A BRIGHT FUTURE FOR AFRICA’S TOURISM INDUSTRY.

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World Travel Market (WTM) Africa 2024 concluded its 10th anniversary with a remarkable 53% increase in attendance compared to 2023. This rise highlights the promising future of Africa’s tourism industry and underscores WTM Africa’s value.

Held at the Cape Town International Convention Centre (CTICC) from April 7 to 12, the event saw participation from 99 countries. With 705 exhibiting companies and 5,752 industry professionals, the event marked a significant milestone. Organizers reported a 40% increase in total buyers, with strong representation from new markets like Greece, Switzerland, Philippines, Singapore, Japan, New Zealand, Ghana, Argentina, Lithuania, and China.

Record-Breaking Participation and Networking

Over three days, exhibitors and international buyers scheduled 10,505 meetings. Additionally, the WTM 2024 featured seven structured networking events, 106 content sessions, and 123 speakers. The support from 53 official partners highlighted the collaborative spirit of Africa Travel Week (ATW).

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Key discussions on sustainable practices and responsible tourism marked the opening day. Harold Goodwin, WTM’s Responsible Tourism Advisor, led a session where three African winners from the 2023 Responsible Tourism Awards shared their stories. These discussions emphasized ethical tourism and responsible animal interactions at WTM 2024 event.

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WTM 2024: Recognizing Excellence in African Travel Journalism

The inaugural Media Awards celebrated outstanding African travel journalism. Winners included Alexander Okere for the Sustainability Feature Award, Kelly Hammond for the Visual Tourism Award, Phoebe Smith for the Destination Feature Award, and Adele Mackenzie for the Tourism News Award.

Carol Weaving, Managing Director of RX Africa, expressed pride in the event’s success. She stated, “We’re proud to celebrate the 10th anniversary of Africa Travel Week with such a phenomenal turnout. This growth highlights the resilience and global appeal of the African tourism industry.”

Future of African Tourism

Africa Travel Week 2024 showcased the continent’s tourism potential, emphasizing growth, innovation, and sustainability. The event underscored the collective commitment to advancing Africa’s tourism industry.

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