Highlights include Market Buzz, where travel specialists will share insights from key international markets, sessions introducing buyers to Zanzibar’s tourism offering, and discussions on the environmental and community impact of tourism. Sports tourism will also feature, with an initiative involving Uganda’s Rwenzori Marathon.

The forum will officially open on 19 October at Diamonds Bijoux, with Zanzibar’s newly appointed Minister for Tourism and Heritage, Dr Nasra Nassor Omar, and her predecessor, Mudrik Ramadhan Soraga, expected as special guests.

“Zanzibar’s tourism growth has been impressive, and we’re pleased to bring Essence of Africa here at a time when there’s so much interest in the destination,” says Amanda Margison, Co-Founder of Essence of Africa. “We’re honoured to welcome representatives of Zanzibar’s tourism sector and introduce our international travel partners to the people and businesses behind that success.”

Zanzibar takes centre stage

The content programme opens with Destination Zanzibar, sponsored by Profitroom. Moderated by Virginia Messina, Group CEO of ATTA®, the session will bring together representatives of the Zanzibar Commission for Tourism, Zanzibar Investment Promotion Authority and ENVI Lodges to discuss tourism development, investment opportunities and how new tourism products can be brought to market.

“Zanzibar has long captured the imagination of international travellers with its turquoise waters, white sandy beaches and tropical charm,” says Hakeem Kimara, Head of Public Relations at the Zanzibar Commission for Tourism. “But beyond its celebrated coastline lies a destination offering far more: centuries of living history, authentic Swahili culture, exceptional culinary experiences, marine adventures and a growing portfolio of premium tourism products.

“For international tour operators, travel designers and luxury travel specialists attending Essence of Africa 2026, Zanzibar presents an opportunity to expand their product portfolios, reach different traveller segments and create memorable, high-value itineraries. Our message to travel buyers is simple: Zanzibar is not just a beach holiday. It is a complete travel experience waiting to be packaged, promoted and sold.”

Positive Impact explores tourism’s contribution to Zanzibar

Two Positive Impact sessions will introduce buyers to local businesses and organisations working to address environmental challenges and create opportunities for Zanzibar’s communities.

The first, sponsored by ResRequest and moderated by Joy Mbatau, Regional Hub Manager for East Africa at The Long Run, will feature Blue Impact Network, Chumbe Island, CHAKO Zanzibar and Msonge Organic Family Farm. The discussion will look at how tourism businesses are approaching conservation, waste management and local sourcing, and what their work means for the destination.

A second session, sponsored by SiteMinder, will introduce delegates to people behind some of Zanzibar’s local tourism experiences, looking at how these activities connect visitors with communities and contribute to local livelihoods.

Market Buzz brings international market insights to African suppliers

Market Buzz gives African tourism businesses the opportunity to hear directly from travel specialists selling African holidays in international and regional markets. Five sessions will examine changing customer demand, booking patterns and opportunities for African suppliers.

The Asia Pacific session, moderated by Rajay Singh, CEO of Safari Trails and Essence of Africa Advisory Panel member, will focus on India, China and Australia – discussing changing travel patterns, new demand and opportunities to attract repeat visitors. 

The Americas session will examine North America’s increasingly selective travellers and growing interest in Africa from Latin America. David DiGregorio of Re•think Travel Marketing and Andrea Landaeta of Sariri Terra will share their perspectives on these markets.

The Europe session, featuring Paddington Tucker of Travel Advance, will consider changing traveller expectations, pricing, sustainability and what African destinations need to do to remain competitive in one of their most established source regions.

The Middle East session, featuring Sadiq Dindar of AfriLuxe Tourism Advisory Services, will examine the different traveller segments within the region, including luxury and expatriate markets, and the role of air access and visas in converting interest into bookings. Using Zanzibar as a case study, he will be joined by Hafsa Mbamba, Deputy Executive Director of the Zanzibar Investment Promotion Authority, to explore the growing Muslim travel market and what it means for a destination to be Muslim-friendly.

The Africa session, moderated by Mohammed Hersi, Group Director of Operations at Pollmans Tours & Safaris and Essence of Africa Advisory Panel member, will focus on the potential of intra-African travel, bringing together perspectives from across the continent.

“Africa and the Middle East are often grouped together in tourism research, but they’re very different markets with different opportunities,” says Chris Mears, Co-Founder of Essence of Africa. “We’re really pleased to give Africa its own Market Buzz session this year. More Africans are travelling within the continent, and that’s an important market to develop, particularly as regional travel can help cushion destinations against global events that disrupt international tourism.”

Sports tourism offers opportunities for African destinations

With Africa preparing to host several major international sporting events, including the 2027 Africa Cup of Nations, the 2027 ICC Men’s Cricket World Cup and the 2029 World Athletics Championships in Nairobi, tourism businesses have opportunities to attract visiting fans and encourage them to explore the host destinations.

Essence of Africa has partnered with Uganda’s Rwenzori Marathon to introduce delegates to running tourism through a 5km beach walk and 10km beach run on Wednesday, 21 October, at 6am. Rwenzori Marathon founder and Essence of Africa Advisory Panel member Amos Wekesa will lead the event and share his experience of developing a sporting event that attracts international visitors.

Essence of Africa 2026 has 162 confirmed exhibitors, up 53% since the first edition, and 178 international buyers from 40 countries. Buyers come from Europe (39%), the Americas (23%), Asia Pacific (19%), Africa (18%) and the Middle East (2%). 75% are new to the forum, giving exhibitors access to new international trade contacts. Of the exhibitors, 79% are from East Africa and 21% from the rest of the continent. Accommodation providers make up the largest group (61%), alongside DMCs, tour operators, experience providers, transport providers and tourism bodies. Seventy-seven of the buyers are taking part in pre-show familiarisation trips across Zanzibar.

~ ends

Essence of Africa’s 2026 media partners are VoyagesAfriq and Go Places Digital. Media representatives are welcome to attend at their own cost and can apply for accreditation at 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

Entries are now open for the 2027 WTM Africa Responsible Tourism Awards, recognising the businesses and destinations leading the way in sustainable, responsible tourism practices across the continent.

“These awards exist to shine a light on those that don’t simply claim to be sustainable or responsible, but can clearly demonstrate what they’re doing, the impact they’re achieving, and what others can learn from their approach,” said Megan De Jager, Portfolio Director at RX Africa.

The awards land at a pivotal moment for the industry. According to WTM Africa’s 2026 Africa Travel & Tourism: State of the Industry Report, the continent welcomed 81 million international visitors in 2025, an 8% increase and the fastest growth of any region globally. Yet recognition for credible responsible practice remains rare: fewer than 5% of African hospitality properties currently hold third-party sustainability certification.

Part of the ICRT Global Responsible Tourism Awards programme, the 2027 WTM Africa edition brings together an independent judging panel with deep expertise across responsible tourism, conservation, inclusion and destination management. The panel is chaired by Emeritus Professor Harold Goodwin, founder of ICRT Global and Managing Director of the Responsible Tourism Partnership.

“Those who are taking responsibility for making tourism more sustainable deserve recognition,” said Goodwin. “Every year in the Awards, we find businesses and destinations that are making tourism better. Use your Award in your PR and marketing. You deserve recognition for your contribution to making great places for people to live, because great places to live are great places to visit.”

Free to enter, nominations are open across six categories:

1. Nature Benefiting Communities – Impactful, community-centred initiatives that protect nature and biodiversity.
2. Addressing Climate Change – Substantive action to reduce emissions, build resilience and tackle the impacts of a changing climate.
3. Access for People with Disabilities – Accessible, inclusive experiences and genuine employment opportunities for people with disabilities.
4. Communicating Responsible Tourism – Authentic, transparent and compelling communication of responsible tourism practices.
5. Rebalancing Tourism and Addressing Overtourism – Destinations and businesses that work to restore a healthier equilibrium between visitors, residents and the places tourism calls home.
6. All Inclusive Can Be Responsible – All-inclusive operators and destinations demonstrating positive economic, environmental and community impact.

Entrants are welcome to apply across multiple categories. Application forms are available to download from the WTM Africa website, and completed submissions must be uploaded via the official entry portal by 31 December 2026.

The City of Cape Town’s Mayoral Committee Member for Economic Growth and Tourism, Alderman James Vos, said: “Cape Town is incredibly proud to be the host city of World Travel Market Africa, one of the signature events on our tourism calendar and an important part of our economic growth mission.

“But for us, growing tourism is also about making sure its benefits reach more people and communities. That is why the Responsible Tourism Awards are so important. They recognise those who are making a real difference and remind us that tourism success should be measured not only by visitor numbers, but also by the positive impact we create for our people and our environment.”

He added: “We look forward to welcoming Africa’s tourism champions to Cape Town in April 2027 and showcasing a destination that is committed to growing tourism responsibly, sustainably and inclusively.”

Finalists and winners will be celebrated at the Responsible Tourism Awards Ceremony on 8 April 2027, held as part of WTM Africa at the Cape Town International Convention Centre (CTICC), which runs from 7–9 April 2027.

“Don’t miss your chance to be seen,” added De Jager. “Past winners have turned a single accolade into lasting commercial credibility, unlocking access to international buyers, investors, media and the growing number of travellers who make responsible practice a deciding factor in where and how they travel.”

How to Enter

1. Download the relevant nomination form(s) from the WTM Africa Responsible Tourism Awards page.
2. Complete your application in full.
3. Upload to: rtawards.icrt.global
4. Submit by 31 December 2026.

Full category details, nomination forms and judging criteria are available at:
https://www.wtm.com/africa/en-gb/whats-on/responsible-tourism-awards.html

The 2027 edition is shaping up to be the most geographically diverse yet, bringing together an expanding roster of destinations and suppliers alongside the trends, technologies and market opportunities shaping travel across the continent and beyond.

“If you’re serious about doing business across the African travel and tourism landscape, this is where you need to be,” says Megan De Jager, Portfolio Director for Travel, Tourism and Sports at RX Africa.

“Representation on the show floor is expanding, with new and returning regions adding depth and diversity to the buyer experience, along with valuable opportunities to grow their networks and forge new partnerships.”

Based on the current sales pipeline, the 2027 show is expected to feature expanded representation from the following markets. Some have participated previously and are increasing their presence, while others will be joining the event for the first time:

• North Africa: Egypt and Algeria
• West Africa: Nigeria and Benin
• East Africa and the Indian Ocean: Kenya, Tanzania, Uganda, Madagascar, Mauritius and Réunion
• Southern Africa: Botswana, Zambia, Zimbabwe, Mozambique and Angola
• The Middle East: United Arab Emirates (UAE)

For outbound travel buyers and travel technology professionals, this breadth of representation means more destinations to explore, more suppliers to meet, and more partnerships to forge, all under one roof, over three focused days.

“We are proud and excited to welcome the world’s travel and tourism community to Cape Town once again for the 2027 instalment of WTM Africa in April next year,” says Geordin Hill-Lewis, Mayor Cape Town. “As the premier travel and tourism expo on the continent, this important event creates invaluable opportunities to connect, collaborate and unlock new possibilities for African tourism. With an even broader range of destinations, suppliers and industry expertise coming together, this promises to be an exciting edition. I encourage travel buyers and tourism professionals to register now and secure their place at this important gathering in our city.”

Buyers’ Club: A smarter way to work the show

WTM Africa’s Buyers’ Club is back, and it means business. Designed exclusively for qualified buyers with genuine purchasing and contracting authority, the Club delivers a focused, high-value experience built around the connections and products that drive real commercial results.

Buyers’ Club 2027 membership includes:

• Priority access to new destinations, suppliers, and product developments.
• Exclusive networking with exhibitors and senior industry decision-makers.
• Curated content sessions covering destination trends, outbound travel, travel technology, and emerging market opportunities.
• Access to the dedicated Buyers’ Lounge, with complimentary Wi-Fi, refreshments, and lunch.

Members will also qualify for travel discounts, with details of participating offers to be announced soon.

“Buyers come to WTM Africa with clear commercial objectives, so every part of the experience is designed to make their time count,” says De Jager. “From pre-scheduled meetings and targeted networking to relevant industry content, we want buyers to leave with valuable contacts, fresh market intelligence and tangible opportunities for growth.”

Register now

Buyer registration for WTM Africa 2027 is open now. Don’t wait. Qualified travel buyers and purchasing decision-makers are encouraged to register today and start building their show experience.

WTM Africa 2027
7–9 April 2027
CTICC, Cape Town, South Africa

Register now: www.wtm.com/africa/en-gb/buyers.html

The initiative will centre on strategic skills development, supporting women across the tourism sector to build the confidence, knowledge and networks to grow their careers and contribute to the industry’s future. 

While the global share of tourism and hospitality board seats held by women doubled from 16% in 2013 to 33% in 2025, representation still thins out at the top. A recent World Travel & Tourism Council study shows that they hold just 42% of mid-management positions and only 7% of CEO or chair roles. 

“As demand accelerates globally for inclusive leadership in travel and hospitality, we’re working to ensure that the effective upliftment of women in tourism remains a priority,” said Megan De Jager, Portfolio Director for Travel, Tourism and Sports at RX Africa. 

Voted Mentor of the Year at the 2026 Women in MICE Awards, De Jager believes genuine progress in gender empowerment calls for more than creating leadership opportunities for women. It requires intentional focus on professional development and support to help them succeed when they get there. 

“Women have an enormous role to play in deciding our industry’s future, but leadership is not only about the positions we hold. It is also about having the confidence to use our voices, share our ideas, and recognise the value we bring,” she added. 

Amongst the planned highlights for WiT 2027 is “Empowering Female Leadership in Tourism”, an interactive workshop exploring high-impact topics including strategic decision-making, adaptive leadership, personal and corporate branding, mentorship and networking.  

This dedicated session will follow the Women in MICE Breakfast, welcoming women working across the meetings, incentives, conferences and exhibitions sector and providing a platform to launch new categories for the Women in MICE Awards 2027. Further details will be announced closer to the show.  

This Women’s Month, the message is clear: women already represent one of tourism’s greatest resources. WTM Africa 2027 aims to create more opportunities for them to develop their skills and step forward with the confidence to contribute at every level of the industry. 

Love them or hate them, end-of-year celebrations are a staple on the corporate calendar. They’ve become an important part of team building, a way to share company results and set out plans for the new year and, more recently, a chance to bring hybrid teams together for a day (or evening) of in-person bonding. But rule of thumb? If you haven’t secured your date, venue and suppliers by end-August or beginning of September, pickings will be slim.

“Year-end remains the event South African businesses take most seriously, so it’s best to plan – and commit – as early as possible. Especially if you’re looking for a Thursday, Friday or Saturday night in November or December,” says Lance Nkwe, Business Leader at FCM Meetings & Events South Africa. “We’re already taking briefs for everything from small team lunches to three-day events.”

Peak season for year-end functions ends around 15 December, with 16 December being the Day of Reconciliation, a public holiday in South Africa. This year it falls on a Wednesday, so most companies will want to wrap up festivities by Friday 11 December before staff head off on leave. And the time always goes quicker than you think.

What companies are booking

As Nkwe explains, larger organisations are leaning into multi-part celebrations that fold several moments into one programme: a team-building session, a conference covering results and the year ahead, then awards, a gala dinner and an after-party. Leaner teams are keeping it simpler, with a team build followed by a relaxed lunch and drinks.

Format choices are firming up too. Dinners are landing as either seated or canapé, while lunches split between buffet setups, harvest tables and restaurant bookings for smaller groups.

“Some clients want the full arc across a day or two, others just want a great team build with a good meal to close,” says Nkwe. “Both work; it’s about matching the format to the team and deciding on the mood you’re after.”

The trends shaping the festive season

Importantly, it doesn’t have to be boring. The clearest shift is away from the rigid sit-down dinner towards more “immersive” formats where entertainment is built into every aspect of the programme. Locally, the return of Madame Zingara (now The Royal Countess Zingara) has raised the bar, its theatrical “tent of dreams” pairing a four-course feast with cabaret, acrobats, comedians, singers and eccentric performances delivered around and above the dining tables. The countess aside, more and more thought is being given to MCs, music and moments of spectacle. Not to mention interesting venues. Think craft breweries or speakeasys, for example, Nine Lives, which is tucked between floors four and five of Hyde Johannesburg Rosebank and known for its 1970s glamour, Asian-inspired menu and the novel thrill of having to find it first…

Of course, broader trends are playing out too. Sober-inclusive menus are maturing, with creative zero-proof cocktail bars sitting alongside premium wines and spirits rather than added as an afterthought. Sustainability remains an important consideration, with procurement teams and planners looking for eco-certified venues, seasonal local menus and a lighter touch on single-use décor.

Corporates are playing with catering too. Think food trucks, grazing tables and ice-cream stations. Increasingly, the food flows with the event, from welcome drinks through to late-night bites, rather than one fixed sitting.

Team building: all fun, zero cringe

Team building has shaken off its reputation for forced participation and “trust falls”. The move is towards experiences people actually want to show up for, often getting teams out of the boardroom and into the city.

“Amazing Race, Survivor and digi-hunt formats still land well,” says Nkwe. “But clients are definitely getting more creative with their requests.”

In Johannesburg, a tuk-tuk tour through Soweto has become a firm favourite, winding past Vilakazi Street, Mandela House and the Hector Pieterson Museum with a kota or two along the way; Lebo’s Soweto Backpackers runs group tours from around R860 a head.

In Cape Town, consider a walking tour through the Bo-Kaap or along an Apartheid-to-Freedom route. In Joburg and Cape Town, City Sightseeing SA’s iconic open-top red bus, with its hop-on hop-off routes, is another easy way to get a team out and about.

And as everyone gets more active, padel has muscled its way onto the roster. In Durban it’s now one of the most popular corporate options going, with clubs like PadelNation and Africa Padel set up to host groups. The city’s Golden Mile also lends itself to a beach-Olympics-style afternoon of friendly competition before sunset drinks.

Whatever the format, the thinking has changed. The best days focus on genuine fun, often paired with a bigger purpose, whether that’s donating a team’s prize money to a charity of their choice, packing Santa Shoeboxes or hosting a Christmas party for a worthy school. Increasingly, team building has a purpose beyond team dynamics.

Budget: cost per head is king

After a tough year, Nkwe says that many companies are now focused on cost per head. 

“Rather than an overall budget, a client will tell us they’ve got 120 people, with a budget of R350 per head for dinner, drinks and a few special touches,” he says. “We always look for a way to make a modest budget feel generous with the right details. But you have to book early.”

For Nkwe, tighter budgets needn’t mean a flat event. Activity-led gatherings often land better than a formal seated dinner, weekday or off-peak dates unlock better rates, and drawing on your own team’s interests and passion projects often keeps the costs down while feeling personal.

But his advice remains: If year-end matters to your team, get it in the diary today. Then build an event that your whole team will love and wouldn’t miss for the world.

“Be it Bafana Bafana, the Proteas, or the Springboks, our sheer love of the game and unyielding appetite for gees continues to mobilise us,” says Antoinette Turner, GM at Flight Centre South Africa.

That sentiment applies to the upcoming Emirates Dubai Sevens, taking place from the 27^th to the 29^th of November 2026. With interest building ahead of the 2027 Rugby World Cup in Australia, this event, combining elite rugby, cricket, netball, and padel in a destination that does it all, is firmly on the radar. For anyone who has been saying they will get to Dubai eventually, this is the reason to finally go.

According to Flight Centre data, Dubai bookings amongst South African travellers jumped 83% between March and April, rose a further 31% in May, and grew another 14% in June. By the end of June, bookings had recovered to almost three times March levels. In short, the city’s revival is most certainly underway.

With local sports fans frothing for their next fix and confidence in Dubai travel officially climbing, here’s everything you need to know to time your trip with the Emirates Dubai Sevens.

More than just rugby

The Emirates Dubai Sevens has evolved into one of the Middle East’s largest multi-sport festivals, with fan villages, entertainment zones, and live concerts extending the experience well beyond the pitch. More importantly, for savvy South African travellers, it’s the centrepiece of a broader holiday opportunity.

“This is a chance to build an entire trip around a world-class sporting event during the best time of year to be in Dubai,” says Turner. “November brings warm days, comfortable evenings, and ideal conditions for exploring TopGolf, Deep Dive Dubai, and Danube Sports World.”

For those eager to lace up, the Dubai Run, the world’s largest free community run, takes place on 22 November. This annual mass-participation event, which welcomed over 307,000 participants last year, transforms Sheikh Zayed Road into a car-free running track, taking runners past iconic landmarks like the Museum of the Future, Emirates Towers, and the Burj Khalifa.

The booking window matters

One of the most common mistakes sports tourists make is assuming they can organise everything closer to departure.

“Large-scale sporting events create concentrated demand, and the Dubai Sevens is no different,” says Turner. “Thousands of people are heading to the same destination on the same dates, so travellers who book early get more choice, better pricing, and accommodation closer to the event.”

For South Africans, Dubai appears deceptively easy to organise independently. The city is well developed, and information is widely available online. However, Turner highlights that major events are one of the areas where booking online independently can leave you exposed.

“Flights, hotels, transfers, travel insurance, and visa requirements all need to align around fixed dates, and if something goes awry, having an expert in your corner matters.”

She offers this specific note on visas: “South African passport holders are still required to obtain a pre-approved United Arab Emirates (UAE) tourist visa, usually processed within 3 – 5 working days. Recent reports about UAE visa-on-arrival arrangements apply only to South African nationals residing abroad who meet specific qualifying requirements, not to those travelling directly from South Africa for leisure.”

Preparing for potential travel shifts

Considering recent disruptions, the Emirates Dubai Sevens organisers are continuously monitoring the regional situation in consultation with local authorities. A formal review takes place during the week of 12 October 2026. Full refunds are available if the event is cancelled entirely, or if a participating team’s country issues official travel advice between 12 and 16 October 2026.

“What’s encouraging is travellers showing a willingness to book ahead,” says Turner. “Flight Centre’s share of Dubai bookings for 2027 departures increased from just 1.5% in March and April to 5.4% in May and 3.4% in June. Still a relatively small portion of overall bookings, but people committing more than a year out tells us something real about where confidence sits right now.”

Turner highlights Flight Centre’s Dubai holiday packages carrying a Moneyback Guarantee. Should plans change, travellers can cancel more than 24 hours before check-in for a full refund, no questions asked.

“The Dubai Sevens has evolved into a complete travel experience, and the key to making the most of it really is to cover all your bases and start planning sooner than you may think,” says Turner. “As the FIFA World Cup recently proved, you’ve got to be ‘Rassie-level’ organised to execute a holiday centred around a major sporting event. Book too late, and you pay for it. Flights dry up. Accommodation prices climb. Securing event tickets is only one part of the puzzle,” she concludes.

When discussions turn to Africa’s small and medium-sized enterprises (SMEs), the conversation almost always lands on the same subject: funding. Access to finance is a persistent problem but treating it as the defining obstacle misses something bigger. Most businesses aren’t held back by capital alone. They’re held back by a lack of access to buyers, to distribution networks, to strategic partners, and to the international markets where real growth occurs.

The African Continental Free Trade Area (AfCFTA) is gradually changing the trading environment, but opening borders doesn’t automatically connect businesses with the opportunities on the other side. The question is no longer whether opportunity exists, but how we can get more businesses in front of it.

Part of the answer lies in live exhibitions and trade shows. At RX, we run over 400 recurring events across 43 sectors in 22 countries, giving us a rare perspective on how businesses succeed in the right environment. What we’re also seeing consistently is how exhibitions are evolving from marketing platforms into one of the most effective and practical tools available for accelerating SME growth at scale.

Closing the access gap

For decades, exhibitions were regarded primarily as brand-building exercises. Useful for visibility, but peripheral to serious commercial strategy. That perception no longer holds, and the numbers from our own portfolio make the case: 70% of RX exhibitors are SMEs arriving to engage directly with decision-makers, test new markets, and accelerate relationships that might otherwise take years to build through conventional channels.

Zooming out, UFI’s 2026 Global Exhibition Industry Statistics confirms Africa’s exhibition industry attracts around 2.1 million visitors and 45,000 exhibiting companies annually, generating an estimated €1.3 billion (approximately US$1.5 billion) in economic output and supporting more than 21,000 jobs across the continent. Those figures speak to the industry’s scale, but they don’t fully capture what happens in the spaces between stands, in the scheduled meetings and corridor conversations where commercial relationships are actually forged.

The value of a single well-placed conversation should not be underestimated. A brief exchange between a supplier and a regional distributor can open the door to an agreement, an export contract, or an investment relationship that changes a business’s trajectory entirely. For an entrepreneur who has exhausted local demand, that is not just useful, it’s transformational.

Funding alone isn’t enough

This dynamic is especially significant in Africa, where access challenges run deeper than balance sheets. The informal sector accounts for nearly 40% of the continent’s GDP, according to the African Development Bank’s African Economic Outlook 2026. Many of these businesses will never access traditional funding channels, but they can still benefit enormously from direct exposure to customers, buyers, and commercial networks, and that is precisely the gap trade events are positioned to help close.

Funding gaps are vast and well-documented, which is precisely why access infrastructure matters so much. The global shortfall for formal SMEs stands at US$5.7 trillion, according to the Alliance for Financial Inclusion. Africa’s share is estimated at approximately US$331 billion. In South Africa, a market with a relatively sophisticated financial system and strong levels of private sector credit, the gap is believed to sit between R350 billion and R386 billion.

These numbers are often treated as the whole story. But they only tell half of it. Even where financing gaps close, a business with no route to buyers, distributors or export markets still won’t grow. Capital without customers is inert. Growth rarely happens in isolation. It happens at the point of connection, and that is the piece the finance conversation consistently leaves out.

Supporting Africa’s growth agenda

Across Nigeria, Kenya, and South Africa alone, there are an estimated 52 million SMEs contributing up to 50% of national GDPs and employing as much as 93% of the workforce in some markets. These businesses are the backbone of African economies, driving innovation, creating jobs, and supporting local communities. Yet many continue to struggle to scale.

Africa’s entrepreneurs are not lacking in talent or determination. What many lack is the infrastructure of opportunity – the channels, networks, and platforms that connect potential to growth.

Exhibitions are not a panacea, and we don’t position them as one. They do not replace the need for better financing mechanisms, improved infrastructure, or more enabling policy environments. But they offer the ability to bring entire business ecosystems into a single space, at a single moment, at scale, which is something no funding programme or regulatory reform can fully replicate. The trade show floor has always been where business relationships begin. Increasingly across Africa, it is also where the continent’s SMEs are finding their next customer, their first export order, and their path to growth.

Home to South Africa’s largest concentration of award-winning restaurants, celebrated wine estates, visionary chefs and artisan producers, Stellenbosch once again invites visitors to experience why it is recognised as the country’s leading food and wine destination.

Some destinations are known for great restaurants. Stellenbosch is something else entirely.

Here, award-winning chefs, passionate winemakers, artisan producers, farmers and welcoming hosts come together to create a destination where every meal tells a story. Whether it is an intimate chef’s table, a long table feast among the vines, an innovative tasting menu or a leisurely brunch that turns into an afternoon, food is not simply something you enjoy. It is how you experience Stellenbosch.

It is this extraordinary concentration of chefs, winemakers, farmers, cheesemakers, bakers, distillers, olive producers and hospitality experiences, all within minutes of one another, that makes Stellenbosch unlike anywhere else in South Africa. Every meal begins long before it reaches the table, rooted in exceptional local produce, generations of craftsmanship and a culture that celebrates creativity, collaboration and genuine hospitality.

Recognised by the Eat Out Awards, Gourmet Guide and the World’s 101 Best Steak Restaurants, Stellenbosch continues to set the benchmark for culinary excellence in South Africa. Home to some of the country’s most celebrated restaurants and wine estates, the destination has earned a reputation for delivering world-class food and wine experiences that are authentic, innovative and deeply connected to place.

“Taste Stellenbosch is more than a celebration of exceptional food and wine. It is a celebration of the people, passion and craftsmanship that have shaped Stellenbosch into South Africa’s leading food and wine destination,” says Annemie Liebenberg, CEO of Visit Stellenbosch.

“Every chef, winemaker, farmer, artisan producer and host contributes to a culinary story that is uniquely Stellenbosch. Here, remarkable experiences begin with extraordinary ingredients, are brought to life by talented people and shared around tables that inspire conversation, connection and discovery. Taste Stellenbosch invites visitors to slow down, savour every moment and experience a destination where every meal becomes a lasting memory. We hope every visitor leaves inspired, already planning their return, because the very best way to discover Stellenbosch is one unforgettable meal at a time.”

This year’s programme celebrates the remarkable breadth and diversity of Stellenbosch’s culinary landscape. From intimate chef collaborations and immersive food and wine pairings to vineyard feasts, long table gatherings, heritage dining experiences and menus created exclusively for the season, every experience has been thoughtfully curated to showcase the creativity, generosity and unmistakable sense of place that define South Africa’s leading food and wine destination.

“Taste Stellenbosch is an invitation to experience the extraordinary diversity of our destination,” says Daniel Kriel, Chairman of Taste Stellenbosch.

“Whether it is an intimate chef’s table, a vineyard feast, a long lunch with friends or discovering a hidden culinary gem for the first time, every experience has been thoughtfully created by passionate people who love sharing Stellenbosch. Visitors won’t simply enjoy exceptional food and wine. They’ll discover the warmth, creativity and generosity that make this destination so memorable and leave with every reason to return.”

Highlights of Taste Stellenbosch 2026 include:

• De Warenmarkt’s interactive Test Kitchen and Pinotage & Venison Winemakers’ Dinner with Beyerskloof.
• 96 Winery Road Restaurant’s nostalgic four-course celebration of 30 years of Good Food, Good Wine and Good Times.
• HŌSEKI at Delaire Graff Estate’s Nihon Jūdan, an elegant culinary journey through regional Japanese flavours.
• Muratie Farm Kitchen’s Story Room Experience, where exceptional wines, slow-cooked cuisine and heritage storytelling come together.
• Pink Valley Restaurant’s Pink Drinks & Petite Plates experience, pairing rosé wines with beautifully crafted tasting plates.
• Warwick Wine Estate’s signature gourmet slider and wine pairing.
• Lanzerac’s guided Taste Lanzerac experience and Family Style Sundays.
• Klein Joostenberg Bistro’s spectacular long table farm brunch celebrating seasonal produce, artisan charcuterie, oysters and sparkling wine.

But Taste Stellenbosch doesn’t end at the table.

Some places deserve more than a day

Exceptional seasonal accommodation experiences at boutique guesthouses, luxury hotels, vineyard estates and countryside retreats invite visitors to slow down and stay a little longer. Wake up among the vineyards, linger over another breakfast, discover another cellar, book another table and give yourself the greatest luxury of all: another day to experience the flavours, people and unexpected moments that make Stellenbosch unforgettable.

Because the best meals are never rushed. Neither is Stellenbosch.

Taste Stellenbosch accommodation highlights include:

• 10 Alexander B&B: Stay for two nights and savour a third night free at the #1-rated Tripadvisor B&B in Stellenbosch.
• Rozenburg Guesthouse: Stay within walking distance of Stellenbosch’s historic village centre, top restaurants and wineries, and enjoy 30% off your accommodation.
• Spier Wine Farm: Book two nights or more and receive R1,600 credit to indulge across dining, wine and spa experiences.

Discover the full range of participating accommodation at: taste.visitstellenbosch.org/accommodation/

Come hungry. Leave inspired. Return soon.

Taste Stellenbosch runs from 1 August to 20 September 2026.

Discover the full programme of dining experiences, accommodation packages and seasonal inspiration at: taste.visitstellenbosch.org

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About Visit Stellenbosch

Visit Stellenbosch is the official destination marketing organisation for Stellenbosch, working in partnership with tourism businesses, local government and industry stakeholders to position Stellenbosch as one of South Africa’s leading year-round leisure, lifestyle and business events destinations. Through strategic destination marketing, visitor services and industry collaboration, Visit Stellenbosch inspires travellers to discover the region’s exceptional wine, award-winning culinary experiences, rich heritage, vibrant culture and breathtaking natural landscapes.

Media enquiries

Roland Muller: roland@bigambitions.co.za

Madalene Manuel: madalene@bigambitions.co.za

For more information about Taste Stellenbosch, visit taste.visitstellenbosch.org

Stellenbosch, South Africa, 7 July 2026: Stellenbosch Wine Routes celebrates an important milestone this year, marking 55 years of championing South African wine tourism and the wines of Stellenbosch. The centrepiece of this occasion is Wine Town Stellenbosch, which brings together wine producers, restaurants, accommodation establishments and visitors for nine days of exceptional wine and food experiences across the region, from 25 July to 2 August.

This year’s programme also incorporates the milestone anniversary through a number of special experiences, collaborations and anniversary events.

Whether you’re a regular to the region or a complete newbie, Wine Town Stellenbosch and the Stellenbosch Wine Festival will be worth your while, serving up outstanding experiences and rare tastings. Best of all – the event prides itself on pitching the broadest insight to Stellenbosch lifestyle, to experienced connoisseurs, newcomers and everyone in between, and completely over-delivering on value.  

If you’ve ever wanted an all-encompassing way to learn about South Africa’s capital of wine and experience the Stellenbosch lifestyle, Wine Town Stellenbosch is it. All in all, this is the attraction: the chance to stay and enjoy the setting of street cafés, galleries, luxurious stays, vineyards, outdoor adventures, a pedestrian-friendly town and most memorable food and wine.

Wine Town Stellenbosch comprises a nine-day programme of experiences taking place across the region that culminates in the Stellenbosch Wine Festival, an all-inclusive walk-around tasting at the City of Oaks’ historic town hall. On offer are specialised wine tours, workshops and curated vertical tastings as well as winemaker lunches and dinners, specials at restaurants around town and tastings hosted exclusively for the run of the event. 

Wine Town officially gets underway on Saturday, 25 July, with an inaugural Wine Town Run/Walk at Dornier Wine Estate, hosted in partnership with Runventure. Participants can choose between a scenic run or walk over 10km or 5km through the vineyards.

As part of the 55th anniversary, Stellenbosch Wine Routes has also introduced Celebrate With Us, a special Wine Town campaign in partnership with selected restaurants. Diners will be welcomed with a complimentary glass of Stellenbosch wine with their meal, inviting guests to raise a toast to over half a decade of exceptional wines, memorable dining and the stories shared around social tables.

The programme, with detailed information for bookings and prices, is available now at https://winetown.wineroute.co.za/.

Wine events for everyone

A host of events is on offer during Wine Town Stellenbosch, and all are popular. If you’re keen to go, best to book early as reservations are limited.

Wilder as die Wildtuin brings together chefs Bertus Basson, Drikus Brink and Michael Fuller for an extraordinary nod to South African venison, featuring game personally hunted by Bertus, paired with Stellenbosch wines and hosted alongside the winemakers for an unforgettable evening of storytelling, food and wine.

Take a Journey into Chenin Blanc, exploring the nuance of terroir at DeMorgenzon Wine Estate. DeMorgenzon’s predominantly south-facing vineyards create cooler microclimates that give rise to finely poised, ethereal Chenin Blanc — and this daily tasting experience is a chance to explore exactly why.  

Discover the magic of Muratie during its Retro Rouge Winter Wine Fest. This much-loved get-together is a celebration of Muratie’s history through vintage wine, featuring food, wine, smooth company and live music.

Simonsig hosts Vintage Day where many of its older wines are available for tasting and buying. This year, marks the 55^thanniversary of its Kaapse Vonkel, to be celebrated with food, wine and live music. Simonsig’s winemakers spend days tasting and selecting the wines to showcase, with only vintages at the peak of their maturation making the cut.

Sip and Paint Experience at Clos Malverne Restaurant while looking at wine from a different perspective! Enjoy a relaxed, creative afternoon pairing canvas and brushes with Clos Malverne’s wines. Guidance and all painting essentials are included.

Delheim Wine Estate puts on its Live Music and Cheese Fondue Sundays in its cosy downstairs tasting cellar where snug with low ceilings and rustic, candlelit tables set the scene for families and friends to huddle around fondue pots, with the cheese swirled to an authentic Swiss recipe. Live music keeps it all in festive mood.

Morgenster, one of the Helderberg’s historic estates, hosts a fun, midweek Quiz Night. Teams of six go head-to-head over a night of trivia and wine. It’s a sociable way to experience Morgenster beyond the tasting room, with the estate’s refined Italian-influenced setting providing a memorable backdrop. 

Join Narina Cloete, Blaauwklippen winemaker celebrating a decade with the estate this year, for brunch at one of Stellenbosch’s oldest farms. The event offers a rare opportunity to sit down with the person behind the wines, ask questions, and enjoy a meal in exceptional company.

All the info on the Stellenbosch Wine Festival

 The highlight of Wine Town Stellenbosch and the region’s annual calendar is Stellenbosch Wine Festival. The historic event and South Africa’s oldest of its kind, has been held in various formats since the early 1970s.

It takes place over two days – Friday, 31 July (17h00–21h00) and Saturday, 1 August (14h00–18h00) – and brings together over 60 producers and more than 200 wines under one roof. 

Each ticket includes 20 tasting tokens, giving you the freedom to work your way through the range at your own pace. Food is taken care of too – chefs Bertus Basson and Adele Grewar put together a harvest table and abundant signature small plates and desserts, all included in the ticket price. Live music runs throughout the day, and an Aquasky water station is on hand to keep your palate refreshed between pours. Tickets are R600 online or R650 at the door. 

Special offers on accommodation

Take your Stellenbosch Wine Town and Wine Festival experience to a new level, by taking advantage of accommodation discounts being offered exclusively for the run of the event. Among the participating properties are luxury stays offered at between 15 and 20% discounts. Visit winetown.wineroute.co.za for terms and conditions, and more information.

General enquiries may be directed to info@wineroute.co.za or 021 886 4310. Stay up to date with events by following @stellwineroute on Facebook, Twitter and Instagram.

#WineTownStellenbosch #StellenboschWineFestival #ThinkQuality #DrinkStellenbosch #visitStellenbosch 

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A proud milestone for the region, this first-of-its-kind initiative comprised five thematic categories reflecting the essence of Stellenbosch as a destination. Following an overwhelming response of over 90 submissions across three age divisions (7-18, 19-65, and 66+), official winners were announced at the official awards ceremony on 19 June, with each receiving R10,000 in prize money:

Taste 
Culinary culture, food artisans, markets, and local produce 
Amdanda Miti | Coffee Cafe Caffeine | Mixed Medium

Wine 
Vineyards, harvest, cellars, heritage estates, and wine lifestyle 
Sheulyn Raine Hobbs | Sips of Stellenbosch | Mixed Medium

Stay 
Hospitality, architecture, boutique hotels, and guesthouses 
Jared Christopher Delport | Stellenbosch Dutch | Oil Pastels

Experience 
Festivals, cycling, hiking, university life, and the arts 
Judith A Hapgood | Crag and Bone | Acrylic

Community 
The people of Stellenbosch, their diversity, heritage, and shared stories 
Beatrice de Villiers | Church Street | Mixed Medium

Considering the exceptionally high calibre of submissions, the judging panel introduced an additional award to recognise outstanding work:

Judges Award: 
Jade Lubbe | Kuluntu | Acrylic

Art of Origin Stellenbosch submissions closed on Monday, 25 May, with official judging completed on 3 June. Each submission was evaluated independently by a distinguished panel of five judges:

• Ashley Walters, Fine Arts Coordinator at Stellenbosch University’s Visual Arts Department
• Andi Norton, Strategic Management Consultant (Art and Education); Founder of KickstART; Trustee of the Stellenbosch Outdoor Sculpture Trust and Stellenbosch Art Mile
• Jett Jooste (“Theytjie”), Multidisciplinary Artist, Photographer, Filmmaker, Visual Artist and Photography Lecturer at Stellenbosch Academy of Design and Photography
• Dr Mike Mavura, Visual Arts Curator, Cultural Strategist, Educator and Director of Pamurove Foundation
• Xenia van der Meulen, Destination Marketing Manager at Spier; Art Project and Exhibition Advocate

Following the awards, Annemie Liebenberg, Chief Executive Officer of Visit Stellenbosch, highlighted the transformative power of the initiative on their community: “Beyond the competition itself, Art of Origin has fostered curiosity and connection across the town, encouraging deeper dialogue between residents and visitors from different generations and backgrounds.”

Coert Venter, Chairman of the Art Association Stellenbosch, added: “Art of Origin has achieved what we set out to do: to open the door to every generation and every corner of our community. The diversity and quality of submissions speak to the extraordinary creative heartbeat of this town. Art, at its core, invites us to slow down and look more carefully. To be present in a moment that might otherwise pass us by. This truth sits at the heart of Art of Origin, and at the heart of Stellenbosch itself.”

Liebenberg urges the public to view the exhibition, comprising over 90 artworks, at the PJ Olivier Art Centre until 25 June. “Go experience it for yourself. This is just the beginning of what we hope will become a cherished annual tradition that continues to elevate and celebrate Stellenbosch’s artists,” she concluded.

The winning artworks will feature in the 2027 Visit Stellenbosch Visitors Guide, sharing the essence of Stellenbosch with travellers across the globe and positioning the town as a destination brimming with unexpected firsts and unforgettable moments.

For those wishing to acquire any of the exhibited pieces (excluding the winning artworks), please contact the Stellenbosch Art Association at admin@stellenboschkuns.co.za.

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