Surging Interest in African Tourism: WTM Africa 2024 Sets New Records
WTM AFRICA ’24 SEES A SURGE IN GLOBAL INTEREST TOWARDS AFRICAN TOURISM WITH RECORD-BREAKING NUMBERS. DIVERSE REPRESENTATION, AWARDS RECOGNIZING EXCELLENCE, AND INNOVATIVE ADDITIONS HIGHLIGHT THE EVENT’S SUCCESS.
World Travel Market Africa (WTM Africa) concluded its 2024 edition with record-breaking numbers, showcasing a remarkable surge in global interest towards African travel and tourism. This year, buyer attendance surged by 40% compared to 2023, reaffirming WTM Africa’s status as the continent’s premier travel trade show.
The event hosted 705 exhibitors and welcomed 5,752 industry professionals from 99 countries, demonstrating a diverse representation of African destinations. Notably, emerging markets like Greece, Philippines, Switzerland, Singapore, Lithuania, New Zealand, Ghana, China, Japan, and Argentina were strongly represented. This influx of new buyers contributed to a significant increase in pre-scheduled meetings, totaling 10,505 during the event.
WTM Africa 24: Recognition of Excellence and Sustainability
In addition to facilitating business connections, WTM Africa 2024 celebrated excellence in journalism with the inaugural African Media Awards, recognizing the crucial role of media in promoting African tourism. Furthermore, the event honored businesses committed to sustainability through the Responsible Tourism Awards, sponsored by the V&A Waterfront. These awards, along with the trophies provided by Ngwenya Glass, underscore WTM Africa’s dedication to driving positive change and promoting responsible tourism across the continent.
New elements like the Brain Box sessions provided interactive and practical learning opportunities, enriching the attendee experience. Sponsored by LIFT, the comprehensive speaking program featured industry leaders from Cape Town Tourism, Weeva, Singita, the TBCSA, and more, sharing insights and expertise. However, these additions, along with the established programs, demonstrate WTM Africa’s commitment to driving innovation and elevating the African travel industry.
Looking Ahead to Future Opportunities
As WTM Africa reflects on its success in 2024, the event remains steadfast in its mission to facilitate business opportunities, foster meaningful connections, and showcase the diverse and captivating travel experiences that Africa has to offer. Moreover, with a focus on innovation and excellence, WTM Africa continues to drive positive growth and opportunities for the continent’s tourism sector.
