WTM Africa 2026 unveils its most ambitious program yet at the opening of the show | News
The doors officially opened today (April 13) at World Travel Market (WTM) Africa 2026, marking the start of a three-day showcase running until April 15 at the Cape Town International Convention Centre. This year’s edition brings together thousands of travel professionals from around the world and is hailed as the event’s most ambitious program to date, combining innovation, sustainability and high-level networking opportunities.
A bold, forward-looking agenda
WTM Africa 2026 positions itself firmly at the forefront of industry transformation, with a program built around responsible tourism, innovation and market access. Organizers have described this year’s event as a “forward-looking programme”, reflecting the growing urgency for sustainability in global tourism.
Central to the agenda is an extensive Responsible Tourism programme, with special half-day conferences on April 13 and 14. These sessions cover crucial topics such as the economics of nature tourism, anti-greenwashing strategies and practical implementation models for sustainable activities.
The program culminates in the prestigious Responsible Tourism Awards, which recognize companies that deliver measurable impact and innovation across Africa.
What visitors can expect on the exhibition floor
In 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-planned business meetings and networking sessions designed to generate deals and partnerships
Immersive activations, including conservation-focused initiatives such as the ‘Waddle for a Cause’ campaign in support of African penguins
The return of the Crafters Nexus marketplace also underlines the event’s commitment to community-led tourism, giving local artisans a platform to connect with international buyers.
Important conferences and sessions not to be missed
This year’s program introduces several notable events and content tracks:
Africa Tourism Investment Conference (April 14): A full-day forum exploring investment trends, development opportunities and infrastructure across the continent
China Ready® Workshop (April 15): A new addition aimed at helping companies tap into China’s growing outbound travel market
Wine Tourism and Stellenbosch Experience Sessions: exploring niche travel segments and experiential tourism offerings
In addition, visitors can attend sessions on AI in travel, traveler 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 program includes:
Official Opening Ceremony (April 13): Welcoming international delegates and setting the tone for the event
Africa Travel Week Media Awards: Recognizing excellence in travel journalism and storytelling
Hosted buyer networking events and evening receptions, creating informal spaces for closing deals and building relationships
Over more than three days, participants will have ample opportunity to build partnerships, explore new markets and connect with industry leaders.
A platform for growth and opportunities
As Africa’s leading B2B travel trade fair, WTM Africa continues to serve as a crucial meeting point for inbound and outbound tourism markets, connecting destinations, suppliers, buyers and media under one roof.
From sustainable tourism strategies to breakthrough innovation and global market insights, the 2026 edition reinforces the event’s role as a catalyst for growth in the continent’s travel sector.
Show times
April 13–14: 10am – 6pm
April 15: 10 a.m. – 4 p.m
As the show kicks off today, WTM Africa 2026 promises not just conversations – but concrete action – that will shape the future of tourism in Africa and beyond.
