The World Travel Market (WTM) Africa 2025 officially opened today with an unprecedented global participation that welcomes industry experts from 96 countries based on the theme of “Ignite Africa.” The event shows a strong recovery and growth in tourism in Africa, with a significant increase in both buyers and exhibitors.
Carol Weaving, managing director of RX Africa, highlights the impressive growth of the event. “This year, 96 countries are the largest global travel market in 11 years, and this year it has grown by 27%, with 82% new to the global travel market in Africa.
The 11th edition of WTM Africa features 742 exhibitors, with first-time participation from six new destinations (Zambia, the Netherlands, Qatar, Croatia, Sierra Leone and Sao Paulo). The event attracted 13 new buyer countries, including Peru, Algeria, Uzbekistan, Malaysia, Thailand, the Czech Republic, Azerbaijan, Latvia, Romania, Finland, Ireland and Kuwait.
Mayor James Foss, a member of Cape Town's Mayor's Committee on Economic Growth and Tourism, welcomed representatives to “the world's best city,” saying, “Cape Town is currently ranked as the world's best city in its 2025 timeout, rising from second place last year.”
VOS continued to share key statistics that reflected the growth of Cape Town's role as a travel hub.
226 international flights land weekly, linking Cape Town to 31 destinations. A total of 76 cruise ships are scheduled for this season. The targeted marketing campaign has reached over 68 million people in India alone, with over 130 million pages of impressions within just a month.
In his speech, VOS outlined his five-point program to promote tourism growth in Cape Town, starting with landing more flights. “The more flights we land, the more visitors we have, the more jobs we create,” he said, citing recent engagement with Indian airlines about launching a direct route between Cape Town and Indian cities. Similar efforts will be made later this year during the official visit to China.
His plans include expanding the city's cruise economy, increasing conferences and events, implementing clever destination marketing, and investing in more attractions and experiences on geographical spread.
VOS stressed that all of these efforts are supported by investments in infrastructure resilience, including water security projects. Independent energy generation; expansion of public transport. Enhanced law enforcement deployment. Visa Reform Initiatives aimed at improving access:
“One of the biggest barriers to travel is access. So I'm defending visa reforms. It's easy for visitors to choose South Africa, and ultimately Cape Town.”
Both leaders emphasized the importance of tourism as an economic driver, which VOS states: “Tourism is more than just an industry. It's a game changer for businesses and communities. And tourism isn't just the place we visit.
WTM Africa 2025 features comprehensive programs including responsible tourism awards, content sessions at five theatres, travel technology showcases, professional events focused on business tourism, ecotourism and tourism investment. The event generated 38,559 booking requests, reflecting the serious nature of its business.
Weaving concluded her remarks by highlighting the human element that promotes the success of African tourism: “The people of Africa are our superpowers.”
Key Statistics and Highlights for WTM Africa 2025
Global reach and expression
96 countries are represented – the largest number in WTM Africa in 11 years history. 13 13 new countries including Peru, Algeria, Uzbekistan, Malaysia, Thailand, the Czech Republic, Azerbaijan, Latvia, Romania, Finland, Ireland and Kuwait.
Buyer Growth
A 27% increase in buyers compared to the previous year. 82% of these buyers are first for WTM Africa, indicating both strong outreach and growing global interest.
The existence of media
Media attendance increases by 28%, helping to improve visibility of exhibitors and destinations.
Exhibitor expansion
Total exhibitors of 742. Expressions from six new exhibition destinations: Zambia, the Netherlands, Qatar, Croatia, Sierra Leone and São Paulo (Brazil).
The business opportunity has resulted in a record 38,559 booking requests, reflecting the growing engagement and B2B activity of buyer suppliers.
