SOUTH AFRICA, 8 July 2026 – Lion Sands Game Reserve has been named the No. 1 Safari Lodge in Africa and the No. 4 Hotel in the World, while Cape Cadogan Boutique Hotel has been recognised as the No. 1 City Hotel in Africa and the No. 35 Hotel in the World in the 2026 Travel + Leisure World’s Best Awards. The awards are widely regarded as one of the most authoritative benchmarks in global travel. The results are featured in the August 2026 issue of Travel + Leisure and are available in full at travelandleisure.com.

Both awards are determined entirely by reader votes, making them a direct reflection of the experiences guests carry home. Lion Sands Game Reserve and Cape Cadogan Boutique Hotel are part of MORE Collection, the fourth-generation South African luxury hospitality group, which becomes the first hospitality collection to hold the No. 1 position in both categories in the same year.

“We’re incredibly grateful to every guest who has chosen to stay with us and share their experience. This recognition from Travel + Leisure belongs to every member of our team who shows up for our guests every single day. Lion Sands Game Reserve and Cape Cadogan Boutique Hotel are extraordinary places, but it is the people within them who make them what they are. This is their achievement, and we are enormously proud of them,” said Robert More, Custodian and CEO, MORE Collection.

LION SANDS GAME RESERVE | No. 1 Safari Lodge in Africa

Set along 13 miles of the Sabie River, Lion Sands Game Reserve encompasses four lodges – River Lodge, Narina Lodge, Tinga Lodge, and Ivory Lodge – two private villas, and three open-air treehouses perched above the African bush.

Each lodge offers its own character and pace, from the family-friendly warmth of Tinga Lodge to the secluded sophistication of Ivory Lodge, while sharing the same founding philosophy: that a safari should connect guests not just to wildlife, but to the land, the people, and the conservation work that sustains both.

Artist residencies, wildlife photography masterclasses through the Creative Lab, helicopter flights over the Mpumalanga escarpment, and community experiences complete an offering that goes well beyond the traditional safari itinerary.

Both River Lodge and Ivory Lodge offer dedicated kosher kitchens – Ivory’s fully accredited – with Beth Din-certified ingredients and private Mashgiach supervision available.

Across all lodges, Lion Sands accommodates a wide range of dietary requirements, including halal, vegan, and vegetarian, with advance notice.

CAPE CADOGAN BOUTIQUE HOTEL | No. 1 City Hotel in Africa

Cape Cadogan Boutique Hotel occupies a restored National Monument on Upper Union Street, in Cape Town’s Kloof Street Neighbourhood, within the suburb of Gardens – a building that dates to the early 1800s and sits within walking distance of the city’s most celebrated restaurants, galleries, and independent boutiques, with Table Mountain rising behind it.

The hotel’s 29 rooms, suites, and private villa, combine heritage architecture with contemporary comfort. The Cape Cadogan Villa offers six guests a fully private experience with a breakfast chef, concierge, and wellness and beauty treatments available on request.

The hotel’s culinary reputation is anchored next door at Upper Union Restaurant, led by Amori Burger, MORE Collection’s Group Executive Chef. Her seasonally driven menu draws hotel guests and neighbourhood locals in equal measure, earning a 2025 Eat Out Woolworths One Star and the Culinary Rising Star Award. Burger’s culinary standards and training extend across the group, shaping the food philosophy at the kitchens of MORE Collection’s safari lodges as much as Upper Union’s.

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For more information, contact Sue Kelly on pr@more.co.za | www.more.co.za
View Travel + Leisure Top 100 Hotels in the World here.

ABOUT THE TRAVEL + LEISURE WORLD’S BEST AWARDS
Each year, Travel + Leisure recognises the top hotels, islands, cities, cruise lines, airlines, spas, and more around the globe, according to the results of the Travel + Leisure World’s Best Awards 2026 readers’ survey. Additional information about methodology and criteria is available at travelandleisure.com/worlds-best/survey-methodology.

ABOUT MORE COLLECTION
MORE Collection is a fourth-generation South African hospitality company with a portfolio of luxury safari lodges, boutique hotels and exclusive-use villas across some of the country’s most remarkable destinations. Rooted in a family legacy that began in 1933, the business has evolved from protecting a single stretch of wilderness into a collection shaped by people, place and genuine hospitality.
Today, MORE Collection’s purpose – Great People. Strong Connections. – reflects its belief that exceptional hospitality begins with the relationships between guests, teams, communities and the natural environments that surround them. Across Lion Sands Game Reserve, Marataba Game Lodges, Monwana Game Lodge and Cape Cadogan Boutique Hotel, every stay is guided by thoughtful hospitality, a deep respect for place, and a commitment to creating meaningful experiences that endure long after guests leave.

Now in their third year, the awards recognise outstanding organisations and individuals driving positive environmental, social and economic impact across Africa’s tourism sector and received more than 100 entries across ten categories.

Each winner received a trophy handcrafted by the FlipFlopi Project – an East African movement dedicated to ending single-use plastic pollution through community-led circular economies. Makers of the world’s first recycled plastic sailing dhow, the FlipFlopi Project embodies the values these awards exist to celebrate. The trophies were revealed for the first time on the night.

2026 ATTA® for Action Award Winners

• ATTA® Purpose & People Award — TAMàNA (Madagascar)
• ATTA® Earthkeepers Award — Gamewatchers Safaris (Kenya)
• ATTA® Eco-Innovation Award — Porini Safari Camps, Gamewatchers Safaris (Kenya)
• ATTA® Zero Waste Trailblazer Award — Sirikoi Lodge (Kenya)
• ATTA® Community Upliftment Award — Nomad Tanzania (Tanzania)
• ATTA® Marine Impact Award — andBeyond (South Africa)
• ATTA® Collaborative Impact Award — The Safari Collection (Kenya)
• ATTA® Traveller Education and Awareness Award — Blood Lions and Marine Dynamics (South Africa) (joint winners)
• ATTA® Media Voice for Action Award — Marco Barneveld, Wide Oyster Media (Netherlands)
• ATTA® Emerging Changemaker Award — Travel4Purpose (Kenya)

Each award category was assessed against rigorous criteria designed to identify organisations delivering measurable impact. From ethical wildlife experiences and marine conservation initiatives to community empowerment programmes, circular economy innovations and traveller education campaigns, the awards recognise leadership that goes beyond aspiration and demonstrates tangible outcomes.

The joint award in the Traveller Education and Awareness category – shared by Blood Lions and Marine Dynamics – was a direct reflection of the quality of entries. The judges recognised the two organisations as excelling in distinct but equally vital dimensions of the same challenge: one for advocacy and policy change, the other for direct traveller engagement and measurable conservation outcomes.

This year also marks the first time in the awards’ history that a single organisation has won across two categories in the same year. Gamewatchers Safaris and their Porini Safari Camps claimed both the Earthkeepers and Eco-Innovation Awards – a result that speaks to the depth and consistency of a conservation model nearly three decades in the making. In 2024, the inaugural year of the awards, they were recognised for their collaborative approach. TAMàNA, meanwhile, returns as a multi-year winner, claiming the Eco-Innovation Award in 2025 and, this year, recognised for heritage tourism leadership in an entirely different category. Marine Dynamics similarly becomes a two-time winner across the awards’ history, previously recognised for marine conservation and this year for traveller education – a testament to the breadth of their work.

Virginia Messina, Group CEO of ATTA®, said: “The ATTA® for Action Awards exist to celebrate the organisations and individuals proving that tourism can be one of Africa’s most powerful forces for positive change. Across the continent, we continue to see extraordinary leadership in conservation, community empowerment, cultural preservation and environmental innovation. In many ways, African tourism businesses have been pioneering responsible tourism practices for decades, often developing solutions that the wider global industry is only now beginning to embrace.

“As an association, we will continue to champion evidence-based responsible tourism, showcase innovation from across Africa, and provide our members with the knowledge, tools and inspiration they need to thrive in a rapidly changing landscape. The future of African tourism depends on protecting the very people, places and wildlife that make the continent so extraordinary, and these winners are showing what that future can look like.”

The ATTA® for Action Awards form part of ATTA®’s broader commitment to advancing responsible tourism across Africa and supporting members in creating measurable, positive impact for people, places and the planet.

For a full list of winners and finalists, visit: https://awards.atta.travel/winners-finalists-2026/

ENDS

High res images can be found here

ABOUT ATTA®

The African Travel and Tourism Association (ATTA®) is the leading trade association promoting tourism to Africa and the Indian Ocean islands. Through its global membership spanning the entire tourism ecosystem, strategic partnerships and internationally recognised events, ATTA® connects African tourism businesses with buyers, media and industry leaders worldwide, helping drive sustainable growth and opportunity across the continent. 
For more information, visit atta.travel.

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Issued by: Big Ambitions Brenda Walters
Email: brenda@bigambitions.co.za
Tel: +27 76 061 3114

Munetsi gave the figure at a side event co-convened by the SADC Secretariat and the Southern Africa Tourism Alliance (SATA) at Africa’s Travel Indaba 2026 in Durban. Visas, border efficiency and air access were all on the agenda, three angles on the same challenge. As SATA Project Lead Natalia Rosa told delegates, “Regional connectivity is the single most important strategic conversation the tourism sector should be having right now. Every other conversation, about brand, about positioning, about the growth of our visitor economy, is downstream of it.”

The machinery to achieve the goals set out in the SADC Tourism Programme 2020-2030 is moving. The SADC UniVisa is working through the inter-ministerial process towards the Heads of State Summit in August, a border post audit begins in July, and the air access study is complete and under review.

What industry is asking for

The private sector used the session to table proposals. Munetsi called for aviation policy, taxation and pilot licensing to be aligned across the region. Jillian Blackbeard, CEO of Africa’s Eden Tourism Association, proposed a SADC-wide border training programme with dedicated tourist channels and consistent procedures at crossings, the kind of standard the July audit could adopt.

Dimakatso Malwela, President of Women of Value Southern Africa, took the conversation somewhere it usually does not go. Her proposal, a supply development pilot across three to five member states, would bring women-led businesses into the tourism value chain and report measurable results inside twelve months. Her point was that connectivity moves visitors, but it does not decide who earns from them.

A live delegate poll showed where the consensus lay. New intra-regional air routes and one-stop posts at the busiest crossings were named as the changes most likely to shift things within two years.

The case for Team Tourism

“Team Tourism” kept coming up, because the reforms now under way only work when government and industry pull in the same direction. Governments can set the visa frameworks, the border procedures and the aviation policies, but none of it reaches a visitor unless the private sector is ready to act on it: itineraries built, operators briefed, agents able to sell the region as one place, not one country at a time.

Tshifhiwa Tshivhengwa, CEO of the Tourism Business Council of South Africa and SATA Chair, put the obligation on both sides. “Apex bodies across SADC must commit to coordinated action,” he said. “Governments cannot respond to fragmented briefs.”

On the UniVisa, the ICT systems, legal frameworks and revenue-sharing models are built, benchmarked against the KAZA UniVisa and the East African Tourism Visa. The founding group of Angola, Mozambique, Namibia, South Africa and Zimbabwe provides a strong foundation for a pilot, and the August Summit is one of several moments where the pilot could be formalised.

A shared visa already makes travel between Zambia and Zimbabwe easier, so the model is proven. Scaling it is a step only government can take. The UniVisa needs an implementation roadmap and a go-live date. The air access study needs a public position on what proceeds, and by when. The July border audit is the moment to ensure training translates into consistent regional standards.

The private sector is getting ready, which is why SATA will keep pressing for all three together. A visa with no routes behind it, or open borders with no air access to use them, helps no one. Move them as one, hold every party to its part, and Southern Africa finally connects itself.

The recognition in Indaba’s Inspirational Awards rounds off a landmark 12 months for the EcoTraining team.

In the past year, EcoTraining became the first and only field guidetraining provider in South Africa to offer university-level NQF5 qualifications accredited by the Council on Higher Education.

In September, it was named Best Education Study Abroad Provider at the 2025 Global Youth Travel Awards in Lisbon.

Now, South African Tourism has recognised the organisation for innovation in conservation education through its Inspirational Awards.

Bringing the bush to a global audience

Over 33 years, EcoTraining has trained more than 17,000 people from 33 countries at its immersive, unfenced camps in South Africa, Botswana and Kenya. Its graduates lead safaris across the continent. Close to a thousand have come from China alone, returning home as guides and guardians of the African wilderness.

The Indaba judges recognised the way EcoTraining is opening the world of conservation to people who can’t always reach the bush. In 2023, it launched the Online Field & Trails Guide Programme, making FGASA-accredited training available anywhere through virtual classrooms, live lectures and field videos, with the option to follow up with an immersive in-camp practical.

Other online courses, including the newly launched Inside the Pride, which explores the evolution, ecology and behaviour of lions, allow guides, wildlife enthusiasts and conservationists to broaden their knowledge and safeguard Africa’s vulnerable species and natural heritage – alongside courses in ecology, wildlife photography, birding and tracking, designed for travellers who want to add more onto a traditional Big-5 safari.

Recognition with a wider message

The Indaba Inspirational Awards honour innovation, inspiration, empowerment, and excellence across African tourism, and the recognition means a great deal to the entire team.

“Three achievements in a single year tell us something bigger is happening,” says EcoTraining’s MD, Anton Lategan. “People want travel that means something. They want to understand the places they visit and leave them better than they found them. Our job is to keep building the courses, camps, guides and advocates that make that possible.” EcoTraining has delivered guide training in eight countries over the last year and is honoured to train the safari guides of A&K Sanctuary, Londolozi, Great Plains Botswana, the Female Nature Guide Training Programme of African Bush Camps Foundation, and many other top safari organisations. Alongside this, EcoTraining’s wider course range continues to grow, with career courses for school leavers, guides, career-changers, gap year students, mature learners and lifelong conservationists, online and in the bush.

Cape Town: Africa Travel Week, built by RX Africa, has released its annual State of the Industry Report. The comprehensive, data-driven report examines the forces transforming travel and tourism across the continent, from aviation access and AI-driven distribution to sustainability compliance, inclusion and the next generation workforce.

The report arrives at a pivotal moment. Africa welcomed 81 million international visitors in 2025 – 8% growth, the fastest of any region globally – and aviation capacity surged 13.7% to 182.4 million departure seats. Yet the headline numbers mask a more fractured reality: Central and Western Africa recorded 0% aviation growth while Eastern Africa surged 24.3%; fewer than 5% of African hospitality properties hold third-party sustainability certification, despite the EU’s greenwashing ban activating in September 2026; and 72% of Gen Z now use AI to plan travel, meaning operators without machine-readable inventory are invisible before the conversation even begins.

“This report explores current themes and trends,” said Olivia Gradidge, Marketing Manager, WTM Africa & ILTM Africa. “Including trust, AI and travel tech, traveller psychology, sustainability and authenticity.”

Commissioned to Big Ambitions, RX Africa’s content, communications and marketing agency, the report draws on contributions from more than 25 industry leaders, academics, and practitioners across the continent, including environmental expert Dr Louise de Waal, director of the Blood Lions campaign to end commercial captive lion breeding and canned hunting, Judy Kepher Gona, founder and executive director at Sustainable Travel and Tourism Agenda (STTA), and Luckson Zambuko, Founder of the African Youth in Tourism and Hospitality Association. 

“What struck us most when compiling this report was not the scale of the opportunity – that has always been evident – but the specificity of what is now required to capture it,” said Dorine Reinstein, Content Director, Big Ambitions. “The operators and destinations that are winning in 2026 are not the ones with the best product, but the ones with the best proof. Proof of access, proof of trust, proof of sustainability, proof of welcome. That shift– from aspiration to verification – is the defining commercial reality this report addresses.”

The full report, including a ten-point manifesto for African tourism stakeholders, is available at https://soi2026.yop.co.za/ – required reading for every operator, investor, policymaker, and destination marketer with a stake in the future of African tourism.

It was introduced by Carol Weaving, Managing Director of RX Africa, with a video at the opening ceremony of WTM Africa on Monday, 13 April, and supported by a panel discussion on the Future Stage on Wednesday, 15 April. 

The panel, sponsored by LIFT and moderated by Dorine Reinstein, included David Frost, CEO of SATSA; Judy Kepher Gona, Director of Sustainable Travel & Tourism Africa; Kwakye Donkor, CEO of Africa Tourism Partners; Liesel van Zyl, Head of Positive Impact and Product Development at Go2Africa; and Rashid Toefy, Deputy Director-General for Economic Operations at the Western Cape Department of Economic Development and Tourism.

The full video can be found here: WTM Africa 2026: ATW State of the Industry Report Launch

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Issued by: Big Ambitions 

Contact: Sonnette Fourie

Tel: +27 81 072 2869 

Email: sonnette@bigambitions.co.za 

Notes to editors:

About CBISN
CBISN is a leader in market intelligence and capacity-building services for those engaging with the Chinese outbound tourism market. Their partnership with WTM Africa aims to provide African stakeholders with actionable insights and tools to welcome and serve Chinese visitors more effectively.

Now in its 33nd year, Arabian Travel Market (ATM) is the leading international travel and tourism event in the Middle East for inbound and outbound tourism professionals. Held annually at the Dubai World Trade Centre, ATM 2024 spanned 12 halls, making it the largest edition to date. The event attracted over 47,000 attendees and more than 35,000 visitors (including 6,000+ high-value buyers) and over 2,550 exhibitors and representatives from over 161 countries. In 2025, ATM will expand to 13 halls, growing across all sectors, and will continue to be a crucial gathering for the global travel and tourism industry. Arabian Travel Market is part of Arabian Travel Week. #ATMDubai

ATM takes place from 4 – 7 May 2026, at the Dubai World Trade Centre, Dubai.
https://www.wtm.com/atm/en-gb.html

Arabian Travel Week is a week-long festival of events alongside Arabian Travel Market 2025. Providing a renewed focus for the Middle East’s travel and tourism sector, it includes Start-Up Competition, Influencers’ Event, GBTA Business Travel Forums, and ATM Travel Tech. The event also features ATM Buyer Networking and a series of country forums.

https://www.wtm.com/arabian-travel-week/en-gb.html

About RX

RX is a global leader in events and exhibitions, leveraging industry expertise, data, and technology to build businesses for individuals, communities, and organisations. With a presence in 25 countries across 42 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people. RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For more information, visit www.rxglobal.com.

About RELX

RELX is a global provider of information-based analytics and decision tools for professional and business customers. RELX serves customers in more than 180 countries and has offices in about 40 countries. It employs more than 36,000 people over 40% of whom are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York stock exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX. *Note: Current market capitalisation can be found at http://www.relx.com/investors

World Travel Market (WTM) Portfolio comprises leading travel events and online portals across four continents. The events are Arabian Travel Market, WTM London, WTM Latin America and WTM Africa.

WTM London is the world’s most influential travel & tourism event for the global travel community. The show is the ultimate destination for those seeking a macro view of the travel industry and a deeper understanding of the forces shaping it. WTM London is where influential travel leaders, buyers and high-profile travel companies gather to exchange ideas, drive innovation, and accelerate business outcomes.

Next event: 3 to 5 November 2026 at ExCel London

http://london.wtm.com/

WTM Latin America is held annually in São Paulo and attracts more than 29,000 tourism professionals during the three-day event. The event offers a qualified content combined with networking and business opportunities. In its most recent edition, in 2024, WTM Latin America maintained its focus on the effective generation of business and managed to secure the early scheduling of more than six thousand meetings that were held between buyers, travel agents, and exhibitors.  WTM Latin America contents are available in English, Spanish and Portuguese.

Next event: 14 to 16 April 2026, Expo Center Norte, São Paulo, Brasil
latinamerica.wtm.com

WTM Africa launched in 2014 in Cape Town, South Africa. In 2024, WTM Africa facilitated more than 10 thousand unique pre-scheduled appointments, an increase of more than 8% compared to 2023 and welcomed more than 10 thousand visitors (unaudited), 25% more than 2023.

Next event: 13 to 15 April 2026 – Cape Town International Convention Centre, Cape Town http://africa.wtm.com/

About ATW Connect:  Africa Travel Week’s digital arm, is a virtual hub packed to the seams with interesting content, industry news and insights, and the opportunity to hear from experts on a variety of topics in our new monthly webinar series. All with the aim to keep all of us in the travel and tourism industry connected. ATW Connect focuses on inbound and outbound markets for general leisure tourism, luxury travel and the MICE/business travel sector as well as travel technology.
https://atwconnect.com/

WTM Global Hub, is the WTM Portfolio online portal created to connect and support travel industry professionals around the world. The resource hub offers the latest guidance and knowledge to help exhibitors, buyers and others in the travel industry face the challenges of the global coronavirus pandemic. WTM Portfolio is tapping into its global network of experts to create content for the hub. https://hub.wtm.com/

The boutique travel event, held at the Norval Foundation in Cape Town, recorded a 37% increase in attendance compared to 2025, with 87% of buyers attending for the first time, drawn from 32 countries. Appointments increased by 29% year-on-year, reflecting a surge in commercial intent from luxury buyers actively seeking African experiences.

The results are striking given the broader context of global uncertainty. According to the newly released State of African Tourism 2026 report, the continent is successfully “selling certainty in an anxious world.” Because high-end safaris and luxury itineraries are typically booked 12 to 18 months in advance, and demand for established destinations remains resolute, the region’s tourism industry is not expected to be materially affected by ongoing disruptions in the Middle East. Instead, discerning luxury travellers are increasingly looking to Africa not as an alternative, but as a trusted destination of first choice.

Africa’s hotel development pipeline tells its own story: with 55% of the entire continental pipeline currently under construction, investor confidence in African luxury hospitality is at an historic high. The infrastructure is being built, and ILTM Africa’s record buyer numbers suggest the demand is ready to meet it.

The 87% new buyer figure is perhaps the most telling statistic of all. As the State of African Tourism report highlights, the post-pandemic “revenge travel” wave has crashed, replaced by a more informed, discerning traveller for whom trust is the new currency. This influx of new buyers suggests that ILTM Africa is actively converting these new markets, translating directly into fresh commercial pipelines and relationships for exhibitors that did not exist twelve months ago.

Carol Weaving, Managing Director of RX Africa, the organiser behind ILTM Africa, noted: “The travel sector has always been a people industry selling high-value, high-stakes experiences. Africa Travel Week has evolved into a powerful in-person event where technology handles the heavy lifting, and humans focus on the relationship building that defines this industry.”

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Issued by: Big Ambitions 

Contact: Sonnette Fourie

Tel: +27 81 072 2869 

Email: sonnette@bigambitions.co.za 

ABOUT:

ILTM Africa gives leaders in the African luxury travel market every opportunity to re-connect, build relationships and grow their business. An invitation-only event, the very best travel agents from across the globe meet Africa’s most spectacular luxury travel experience providers.

Next event: 10 to 12 April 2026 – Norval Foundation, Cape Town https://www.iltm.com/africa/en-gb.html

WTM Africa launched in 2014 in Cape Town, South Africa. In 2025, WTM Africa facilitated more than 60 000 appointment request from 70 countries with a 30% increase in exhibitors from 2024.

Next event: 13 to 15 April 2026 – Cape Town International Convention Centre, Cape Town http://africa.wtm.com/

ATW Connect:  Africa Travel Week’s digital arm, is a virtual hub packed to the seams with interesting content, industry news and insights, and the opportunity to hear from experts on a variety of topics in our new monthly webinar series. All with the aim to keep all of us in the travel and tourism industry connected. ATW Connect focuses on inbound and outbound markets for general leisure tourism, luxury travel, LGBTQ+ travel and the MICE/business travel sector as well as travel technology.
https://atwconnect.com/

RX: is a global leader in events and exhibitions, leveraging industry expertise, data, and technology to build businesses for individuals, communities, and organisations. With a presence in 25 countries across 42 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people.  RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For more information, visit www.rxglobal.com. 

 
RELX: is a global provider of information-based analytics and decision tools for professional and business customers. RELX serves customers in more than 180 countries and has offices in about 40 countries. It employs more than 36,000 people over 40% of whom are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York stock exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX.

*Note: Current market capitalisation can be found at http://www.relx.com/investors

As the gap widens between ‘marketing sustainability’ and ‘operational reality,’ these awards identify the trailblazers who are turning responsible tourism principles into measurable, scalable business assets.

Important Dates and Entry Information

• Entry Deadline: 17 April 2026
• Awards Ceremony: 22 June 2026 at Experience Africa, London
• Cost: Free to enter
• Limit: Applicants may enter a maximum of two categories.

Following a surge in high-calibre entries in 2025, the 2026 programme retains its ten established categories spanning the full spectrum of regenerative travel, from marine conservation and climate innovation to community empowerment and ethical storytelling. This is a deliberate strategic move. By keeping the criteria consistent, ATTA® is establishing a year-on-year yardstick.

Chris Mears, CEO of ATTA Group Events, explained the shift in expectation:

“By keeping our categories consistent, we are challenging the industry to show us progress. We want to see how last year’s emerging ideas have become this year’s business models. An initiative might look good on paper, but we need to question how it actually changes a life, contributes to saving a species, or alters a supply chain. We encourage all organisations to enter, from small eco-lodges to major operators. If you have a blueprint that works, the industry needs to see, model, and celebrate it.”

Nigel Vere-Nicoll, ATTA® Honorary President, emphasised that these awards are designed to separate those saying the right things from those doing the hard work.

“Africa is setting itself apart as a world leader in regenerative tourism, and these awards are the mechanism by which we validate that claim.”

The awards apply a double check process on scoring with a selected group of judges. “We have assembled a judging panel that combines historical industry knowledge with the fresh, uncompromising perspective of young changemakers,” added Vere-Nicoll.  

“Beyond recognition, these awards provide a platform for organisations to position themselves as leaders in the eyes of international buyers actively seeking purpose-led partners. Entering is an opportunity to validate their team’s hard work on a global stage,” Vere-Nicoll concluded.

To enter and view full criteria, visit: https://awards.atta.travel/

For further information please contact: chris@attagroup.events

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ABOUT ATTA®

ATTA® (The African Travel and Tourism Association) is the leading pan-African trade association promoting tourism to Africa and the Indian Ocean islands. Known as the “Voice of African Tourism,” ATTA® serves over 900 member businesses, including accommodation providers, tour operators, and travel specialists. It provides accurate industry news, hosts networking events and trade shows, and delivers valuable member training and resources. For more information, visit atta.travel.

Join the ATTA® Media Network to gain access to news about tourism in Africa, access to spokespeople and thought leaders and other media benefits. Email media@atta.travel for details.

About ATTA® Group Events:

ATTA® Group Events is the foremost platform for connecting African suppliers with top international buyers at various shows. Promoting an expansive range of travel products and unique experiences from across Africa, ATTA® Group Events hosts B2B events that are not just a meeting ground but a catalyst for forging essential industry connections, making these #ThePlaceToConnect for the African tourism industry.

“This year, there is no compromise,” says Megan De Jager, Portfolio Director at RX Africa. “As global sustainability demands intensify, responsible tourism has shifted from a nice-to-have to a commercial and reputational imperative. It’s a non-negotiable for the future of our industry and has fundamentally shifted how we have designed this event.”

Olivia Gradidge, Marketing Manager, RX Africa, describes WTM Africa 2026 as a ‘sustainability gateway’, where every touchpoint reinforces a commitment to ethical practices and creates tangible strategies for the trade to adopt.

“The result of months of meticulous planning has culminated in a future-focused programme, with corporate social investment (CSI) driving our strategic partnerships, networking events, content workshops, and immersive on-floor activations,” she adds.

“We are excited to welcome World Travel Market Africa back to our city and I am particularly pleased with this year’s focus on sustainable and responsible tourism. Tourism is vital to Cape Town’s future, and by working together to embed sustainability at the heart of the industry, we can secure long-term opportunity and prosperity for Capetonians for generations to come,” says Geordin Hill-Lewis, Executive Mayor of Cape Town.

Responsible tourism in action

The WTM Africa 2026 responsible tourism agenda led by Harold Goodwin extends across two dedicated half-day conferences on 13 and 14 April bringing topics around wildlife tourism economics, anti-greenwashing strategies, and practical implementation models. Key sessions include “Tourism in the Wildlife Economy,” exploring both consumptive and non-consumptive tourism models and their role in conservation success, alongside discussions on green claims and certification addressing growing source market concerns around greenwashing and greenhushing. Additional sessions feature award winners sharing real-world case studies, including how Piggs Peak Hotel in Eswatini has increased community economic value whilst boosting profitability.

The conference ends with the annual  WTM Africa Responsible Tourism Awards reinforcing the show’s sustainability commitment, recognising businesses that are already delivering measurable impact while driving innovation and sustainability across the continent. Gold award winners achieve entry into the Global Responsible Tourism Awards, recognised in London later in the year. Entries remain open until the submission deadline on 20 March 2026.

The Wetu effect: certification made simple

A key focus session, presented in partnership with Wetu, will address the urgent B2B market access challenges facing African tour operators and lodges. The panel will explore how new regulations are creating pressure throughout the supply chain, from international agents to local suppliers, and how innovative certification systems can transform these challenges into competitive advantages.

The session will feature perspectives from DMCs, international European agents, and certified operators who have navigated the certification journey, alongside insights into new open-source auditing platforms that make sustainability reporting accessible to all businesses.

Waddle for a Cause, Raising awareness of the endangered African Penguin Wildlife conservation takes centre stage at WTM Africa 2026 with the ongoing Waddle for a Cause campaign, developed in partnership with SANCCOB and Uthando (Love) Africa. A dedicated on-floor activation will centre on spreading awareness through artwork created by learners from Portland Primary School, with selected pieces auctioned to raise additional funds for African penguin conservation at a special post-show event.

“We spearheaded this initiative to benefit community learning while strengthening protection efforts for a species under severe threat,” saysGradidge. “African penguins are integral to the Western Cape and to African ecotourism, and we are committed to delivering sustained, year-round impact for this cause well beyond the show dates.”

Reinforcing commitment to environmental stewardship, WTM Africa continues its partnership with Painted Wolf Wines. The collaboration introduces an interactive onsite activation inviting attendees to contribute to a collective African wild dog art installation, supporting conservation efforts for this critically endangered species.

Return of the Crafters Nexus

The market-style Crafters Nexus returns as a platform championing small, local African businesses that exemplify sustainable practice and community impact. WTM Africa’s commitment to elevating local craftsmanship is further reflected in the event’s awards programmes.

The Responsible Tourism Awards trophies will be crafted from shweshwe fabric in the shape of proteas, courtesy of African Gypsy Travel, which distributes travel curios handmade by female artisans from across South Africa. Exhibitor Stand Award trophies will also be traditionally hand-beaded by Maggs & Beads, a Black female-owned South African business.

“The opportunity to showcase my craft at WTM Africa came at the perfect moment,” says Margaret Mahlangu, Founder, Maggs & Beads. “Along with creating trophies, we were offered a stand alongside other crafters at this prestigious exhibition. This is more than a business deal; it’s a doorway to the world and stepping into a space where global networks are built, and where artisans like me can share their stories with the world.”

Gradidgehighlights how collaborating with smaller brands and community-led initiatives has become integral to WTM Africa. “Real sustainability is broad and inclusive. We have been intentional about embedding this practice across the show to exemplify how local elements can be thoughtfully woven into visitor experiences.”

Waste reduction & management

Innovation and sustainability remain firmly in focus with the introduction of Africa-shaped exhibitor and VIP pins using recycled padel balls from Amazeballs, an initiative working with local creatives to transform broken padel and tennis balls into eco-friendly products.

James Fernie, Founder of Uthando (Love) Africa, says the project creates meaningful opportunities for young people while demonstrating the value of sustainable materials. “When exhibitors wear these pins, they’re wearing a symbol of environmental care, creativity, and genuine community involvement,” he adds.

With WTM Africa 2026 taking place in the Host City of Cape Town, which is also committed to driving actionable sustainability, De Jager emphasises a positioning of the show as a practical blueprint for responsible tourism in Africa.

“As global audiences demand more responsible experiences, WTM Africa continues to redefine what sustainable tourism events can – and should – look like. By collaborating with communities and making conscious choices across our operations, we aim to lead by example and show how small actions can deliver meaningful, long-term impact,” she concludes.

Register now to attend: https://www.wtm.com/africa/en-gb/enquire.html

JOHANNESBURG, SOUTH AFRICA – February 21, 2026 (World Pangolin Day) – Pangolin.Africa today announced a coordinated campaign to achieve the approval of a pangolin emoji with the Unicode Consortium, marking a renewed effort following a rejection of an application in 2019.

The Unicode Consortium, the non-profit organisation responsible for approving new emojis, requires specific, quantifiable evidence of public interest. Petitions and social media campaigns are explicitly not accepted. Instead, Unicode evaluates:

• Google Search volume and trends
• Google Video Search metrics
• Website traffic data
• Comparative analysis with approved animal emojis

“Unicode’s requirements are rigorous, and rightfully so,” notes Toby Jermyn, Director of Pangolin.Africa. “They need proof that people will actually use a pangolin emoji. Our campaign is designed to build exactly that proof – transparently, measurably, and in accordance with their documented standards.”

The campaign launches on World Pangolin Day (21^st February 2026) with a call for global audiences to search for “Pangolin” on Google and alternative search engines to build the quantifiable public interest metrics that Unicode requires for emoji approval.

“A pangolin emoji was proposed to Unicode in 2019 and was summarily declined,” says Emma Bracher, Programme Director at Pangolin.Africa. “Then COVID-19 hit, and suddenly everyone was searching for pangolins because of the virus’s suspected origins. Search traffic spiked dramatically. But we can’t rely on a global pandemic to generate awareness. We need sustained, organic interest—and we’re building that now.”

The Case for Pangolin Representation

Pangolins occupy a unique position among endangered species: they are simultaneously real animals facing extinction and creatures of almost mythical quality in popular imagination. Their distinctive scales, long tongues, and solitary nature make them unlike any other mammal on Earth.

Yet while dragons, unicorns, and other mythical creatures have emoji representation, pangolins do not. Even extinct animals like the dodo and dinosaurs are represented in emoji keyboards worldwide.

“There is a genuine incomprehension as to why pangolins don’t have an emoji,” explains Jermyn. “They’re visually distinctive. They’re culturally significant across Africa and Asia. They’re critically endangered and need awareness. And they have all the characteristics that make for compelling emoji use. The only thing missing has been demonstrated public interest.”

Emoji Design Competition

Following the awareness campaign, Pangolin.Africa will launch a design competition open to anyone who has completed the Pangolin Guardians Course. Participants will create Unicode-compliant emoji designs (curled-up and walking poses) for submission.

Pangolin.Africa will open submissions for design entries from 15 March 2026. A full design brief with details of the Unicode specifications, is available on the Pangolin.Africa website.

The winning designer receives international recognition and the distinction of creating the first pangolin emojis, with designs submitted to Unicode during May 2026.

The Conservation Context

Pangolins are the world’s most illegally trafficked mammals, with over one million individuals stolen from the wild in the past decade. All eight pangolin species – four in Africa and four in Asia – are threatened with extinction due to poaching for their scales (used in traditional medicine despite having no medicinal value) and meat.

Despite this critical conservation status, pangolins remain largely unknown to the general public. Digital representation through emojis would provide a tool for everyday conservation conversations, much as elephant , rhinoceros , and gorilla emojis have done for those species.

“When people can text about pangolins as easily as they can text about elephants, pangolins become part of our cultural conversation,” says Bracher. “That visibility drives awareness. Awareness drives action. Action drives conservation outcomes.”

The COVID-19 Precedent

In early 2020, search interest in pangolins surged dramatically as scientists investigated the virus’s origins and potential wildlife reservoirs. Google Trends data showed a spike in “pangolin” searches that persisted for several months.

(Google Trends Data)

“That spike proved people were interested. But it was driven by a global health crisis, not by genuine conservation engagement,” explains Jermyn. “What we’re building now is sustainable, education-based interest. People aren’t searching because they’re afraid. They’re searching because they want to learn, understand, and help.”

Call to Action

Individuals worldwide are encouraged to:

1. Search “pangolin” on Google (web search, image search, video search)
2. Visit Pangolin.Africa to learn about the species and conservation efforts
3. Complete the FREE 15-minute Pangolin Guardians Educational Course

Media organisations can support the campaign by:

• Covering pangolin conservation and the emoji campaign
• Including pangolin imagery in World Pangolin Day coverage
• Linking to Pangolin.Africa educational resources
• Explaining the trafficking crisis and conservation needs

For more information about the campaign, to access educational resources and imagery, or to complete the Pangolin Guardians Course, visit pangolin.africa

View video by Toby Jermyn here on the Pangolin Emoji Campaign.

Media Contact

Nikki Evans
Marketing Manager, Pangolin.Africa
Email: nikki@pangolin.africa
Phone: +27 082 578 3602
Website: www.pangolin.africa

About Pangolin.Africa

Pangolin.Africa is a South African based registered non-profit organisation (Reg. No. 2018/380634/08) dedicated to the survival of the most highly trafficked wildlife species on Earth – the African pangolin. Through Pangolin.Africa’s three-pronged approach of publicity, participation, and protection, its projects enable global partners in tourism, conservation, and business to contribute to research, protection, and rehabilitation of this vulnerable species.

The decision to host the 2026 edition in Zanzibar aligns with growing global interest in the island, which recorded a 10% increase in international tourist arrivals in December 2025. As a tropical island just a short flight from popular safari circuits and adventure hubs, Zanzibar offers international buyers the opportunity to explore how Africa’s varied tourism experiences can be woven into seamless, multi-stop itineraries.

“After working closely with the Diamonds team in Malindi to deliver an exceptional experience in 2025, we’re excited to see this collaboration evolve into a true strategic alliance and to extend the growth of Essence of Africa across the continent,” says Amanda Margison, Co-Founder of Essence of Africa.  “The launch of their new property in Zanzibar provides a perfect setting for another distinctive destination for our international buyer forum, and their investment in their people and products reflects a shared commitment that delivers real value for both buyers and African exhibitors.”

“Essence of Africa is designed to move across the continent, and bringing the forum to Zanzibar reflects both the rotational nature of the show and the growing importance of Africa’s island and coastal destinations,” says Chris Mears, Co-founder of Essence of Africa. “Zanzibar offers a unique contrast to traditional safari experiences, combining natural beauty, culture and a strong sense of place in a way that resonates deeply with international buyers. By hosting Essence of Africa here, we’re giving the global travel trade the opportunity to experience first-hand how destinations like Zanzibar elevate and enrich African itineraries.”

Essence of Africa 2026 builds on the success of the previous year’s edition in Malindi, where 158 international buyers from 39 countries met with 150 African exhibitors in over 5,600 pre-scheduled meetings.

Curated by On Show Solutions and ATTA® Group Events, the forum continues to focus on facilitating commercially meaningful connections between buyers and Africa’s tourism suppliers, supported by immersive destination experiences and in-depth content sessions.

Registration for exhibitors opens 16 February with favourable early bird rates available. Interested buyers can review information and apply on the website https://essenceofafrica.travel

About Essence of Africa: 
Essence of Africa is a private, sector-led initiative designed to connect international buyers with African tourism suppliers. The event features pre-scheduled meetings, networking events, educational seminars, and familiarisation trips, providing a comprehensive platform for business development and collaboration. 

Contact: 
Big Ambitions: Brenda Walters
Email: brenda@bigambitions.co.za
Cell: +27 76 061 3114