Surging Interest in African Tourism Evident in Record-breaking WTM Africa 2024

World Travel Market Africa (WTM Africa) 2024 concluded with a bang, setting new records and showcasing the growing interest in African travel and tourism. The highlight of the event was the inaugural African Media Awards, which recognized outstanding reporting on tourism, travel, and hospitality in Africa. The awards aimed to acknowledge the vital role journalists play in promoting the continent’s destinations and experiences.

This year’s WTM Africa saw a remarkable 40% increase in buyers compared to the previous year, solidifying its position as the leading travel trade show in Africa. With 705 exhibitors and 5,752 industry professionals from 99 countries, the event attracted a diverse range of buyers, including representatives from emerging markets like Greece, Philippines, and China.

The event facilitated over 10,000 pre-scheduled meetings, indicating a significant boost in investment and awareness for African destinations globally. Carol Weaving, Managing Director of RX Africa, expressed her delight at the growing confidence and interest in Africa as a compelling travel destination.

In addition to the African Media Awards, the Responsible Tourism Awards, sponsored by the V&A Waterfront, honored businesses and initiatives prioritizing sustainable practices in the travel sector. The event also featured the Trends Report, providing valuable insights into industry developments, and the Brain Box, offering interactive learning opportunities for attendees.

Looking ahead to 2025, WTM Africa remains committed to fostering business opportunities, building connections, and showcasing the diverse and captivating travel experiences that Africa has to offer. With its successful 2024 edition, the event continues to drive innovation and elevate the African travel industry to new heights.