The doors have officially opened today (13 April) on World Travel Market (WTM) Africa 2026, marking the start of a three-day showcase running until 15 April at the Cape Town International Convention Centre. Bringing together thousands of travel professionals from across the globe, this year’s edition is being hailed as the event’s most ambitious programme to date—combining innovation, sustainability, and high-level networking opportunities.
A bold, future-focused agenda
WTM Africa 2026 positions itself firmly at the forefront of industry transformation, with a programme built around responsible tourism, innovation, and market access. Organisers have described this year’s event as a “future-focused programme,” reflecting the growing urgency for sustainability across global tourism.
At the heart of the agenda is an expanded Responsible Tourism programme, featuring dedicated half-day conferences on 13 and 14 April. These sessions tackle critical topics such as wildlife tourism economics, anti-greenwashing strategies, and practical implementation models for sustainable operations.
The programme culminates in the prestigious Responsible Tourism Awards, celebrating businesses that are delivering measurable impact and innovation across Africa.
What visitors can expect on the show floor
Across the exhibition halls, visitors can expect a dynamic mix of:
Global exhibitors and destinations showcasing products, services, and experiences from across Africa and beyond
Pre-scheduled business meetings and networking sessions designed to generate deals and partnerships
Immersive activations, including conservation-focused initiatives like the “Waddle for a Cause” campaign supporting African penguins
The return of the Crafters Nexus marketplace also highlights the event’s commitment to community-led tourism, giving local artisans a platform to connect with international buyers.
Key conferences and must-attend sessions
This year’s programme introduces several standout events and content tracks:
Africa Tourism Investment Conference (14 April): A full-day forum exploring investment trends, development opportunities, and infrastructure across the continent
China Ready® Workshop (15 April): A new addition aimed at helping businesses tap into the growing Chinese outbound travel market
Wine Tourism and Stellenbosch Experience sessions: Exploring niche travel segments and experiential tourism offerings
In addition, visitors can attend sessions covering AI in travel, traveller psychology, LGBTQ+ tourism, and authenticity in experiences, reflecting the breadth of trends shaping the industry.
Networking, awards and evening events
WTM Africa is as much about connections as it is about content. The programme includes:
Official Opening Ceremony (13 April): Welcoming global delegates and setting the tone for the event
Africa Travel Week Media Awards: Recognising excellence in travel journalism and storytelling
Hosted Buyer networking events and evening receptions, creating informal spaces for deal-making and relationship building
With over three days, attendees have ample opportunity to build partnerships, explore new markets, and engage with industry leaders.
A platform for growth and opportunity
As Africa’s leading B2B travel trade event, WTM Africa continues to serve as a critical meeting point for inbound and outbound tourism markets, connecting destinations, suppliers, buyers, and media under one roof.
From sustainable tourism strategies to cutting-edge innovation and global market insights, the 2026 edition reinforces the event’s role as a catalyst for growth across the continent’s travel sector.
Show timings
13–14 April: 10:00 – 18:00
15 April: 10:00 – 16:00
As the show gets underway today, WTM Africa 2026 promises not just conversations—but concrete action—shaping the future of tourism in Africa and beyond.
