ILTM Africa 2025 has achieved record success and has increased the interest of luxury travel with more experiences focused on buyers, exhibitors, bookings and sustainability.
Cape Town – ILTM Africa 2025 concluded the most successful edition of Cape Town's Norval Foundation (April 6-8). As an official kickoff to Africa Travel Week, ILTM Africa saw the launch of the industry status report and equipped participants with valuable insights into key trends affecting travel across the continent.
By promoting over 1,700 pre-scheduled appointments (indicating a 25% increase compared to 2024), an exclusive three-day showcase was delivered under the “Ignite Africa” theme.
Luxury travel providers and top-class international advisors from 36 countries – many have confirmed bookings and long-term partnerships.
Carol Weaving, manager director of RX Africa.
“This year's event really exceeds all expectations,” said Carol Weaving, manager director at RX Africa. “The quality of connections made, the diversity of the luxury experiences exhibited, and overwhelming feedback from both exhibitors and buyers confirm that Africa remains at the forefront of transformative luxury travel.
The fabric added: “What sets ILTM Africa apart is our commitment to curating meaningful experiences that resonate with sophisticated travelers. Our exhibitors offer journeys that change perspectives and create lasting impacts.”
This commitment was translated into wider participation this year, with exhibitors rising 38% compared to last year, representing representatives from 34 countries, both buyers and exhibitors, including buyers from 13 countries that have never been represented in the event.
Hosting ILTM Africa 2025 at the Norval Foundation in Cape Town added a strong cultural aspect to this year's edition. With support from Host City Partners (Cape Town) and venue partners NVD Property & Norval Foundation, representatives are surrounded by contemporary African art and woven into thoughtful and important programming. This encouraged deeper conversations about identity, beauty and storytelling as central pillars of modern luxury travel. Outstanding moments include a driver-driven vintage bike sidecar experience for hosted buyers (courtesy of Cape Side Curl Adventure), exclusive networking capabilities at iconic Cape Town venues, a rethinking discussion of ethical travel practices, and an immersive pop-up gallery that supports protection through art.
As part of RX Africa's ongoing sustainability drive, through operational and product curation – the representatives are also involved in eco-friendly pop-up vendors who showcase design-driven alternatives that match responsible tourism values and showcase what we value and fittings.
A particular highlight was the art from Conservation, an impactful campaign held onsite featuring original artwork by Leandri Erlank displayed throughout the interactive gallery space. The collection sheds light on endangered wild dogs in Africa, with each piece coming up at silent auctions during ILTM Africa. All proceeds have been donated directly to long-time conservation partners of painted wolfwine, who work to protect wild dog populations in South Africa. The highest bidder received unique pieces, both as memorials and as contributions to wildlife conservation efforts.
The successful conclusion of this event served as the perfect precursor for WTM Africa, closing at the Cape Town International Convention Centre. We have completed a strong week introducing Africa's diverse tourism products to the global market.
“The seamless transition from ILTM Africa to WTM Africa demonstrates Cape Town's ability to host world-class tourist events. These platforms are committed to positioning Africa as the best global travel destination and will promote sustainable growth across all segments of the market,” concluded Weaving.
Theodore is the co-founder and administrative editor of TravelDailynews Media Network. His responsibilities include planning business development and TravelDailynews' long-term opportunities.
