World Travel Market (WTM) Africa 2025 officially opened under the theme ‘Ignite Africa’, with unprecedented global participation, signalling a strong recovery and growth in African tourism, with significant increases in both buyer and exhibitor numbers.
In her opening address, Carol Weaving, Managing Director of RX Africa, highlighted the event’s impressive growth: “We have 96 countries represented this year. We have a 27 per cent increase in buyers this year and 82 per cent of these are new to World Travel Market Africa, which is amazing for our exhibitors.”
This year WTM Africa boasts 742 exhibitors, with first-time participation from six new destinations: Zambia, Netherlands, Qatar, Croatia, Sierra Leone and São Paulo. The event has also attracted 13 new buyer countries, including Peru, Algeria, Uzbekistan, Malaysia, Thailand, Czech Republic, Azerbaijan, Latvia, Romania, Finland, Ireland, Chilli and Kuwait.
Alderman James Vos, Cape Town’s Mayoral Committee Member for Economic Growth and Tourism, welcomed delegates to “the best city in the world,” noting that “Cape Town was now ranked as the best city in the world by Time Out for 2025.”
Vos went on to share key statistics that reflect Cape Town’s growing role as a travel hub, with 226 international flights land weekly, connecting Cape Town to 31 destinations, and 76 cruise ships are scheduled this season. Targeted marketing campaigns reached over 68 million people in India alone – with more than 130 million page impressions within just one month.
During his address, Vos outlined his five-point program to drive tourism growth in Cape Town:
- More flights: “The more flights we land, the more visitors we attract, the more jobs we create,”
- Expanding the city’s cruise economy,
- Increasing conferences and events,
- Implementing clever destination marketing, and
- Investing in more attractions and experiences with geographic spread.
WTM Africa 2025 features a comprehensive program including responsible tourism awards, content sessions across five theatres, travel tech showcases, and specialised events focused on business tourism, eco-tourism, and tourism investment. The event has generated 38,559 appointment requests, reflecting its serious business nature.
Key Stats & Highlights from WTM Africa 2025
- 96 countries represented — the largest number in WTM Africa’s 11-year history.
- 13 new countries attending for the first time
- 27% increase in buyers compared to previous years
- 82% of these buyers are new to WTM Africa, indicating both strong outreach and expanding global interest
- 28% increase in media attendance, supporting increased visibility for exhibitors and destinations
- 742 total exhibitors
- Representation from 6 new exhibiting destination
- 38,559 appointment requests made, reflecting heightened buyer-supplier engagement and B2B activity.
