Buyer numbers were up 13% and exhibitor numbers up 8% on last year, when the forum was held in Malindi.

“The calibre of buyers is what makes Essence of Africa valuable to exhibitors,” said Amanda Margison, co-founder of Essence of Africa. “Every buyer is pre-qualified based on the destinations, experiences and standard of product their clients are looking for. We want African tourism businesses meeting international buyers who are in a position to sell what they offer.”

The international buyer delegation represented a mix of established and developing source markets for African tourism. Europe accounted for 39% of buyers, followed by the Americas (23%), Asia-Pacific (19%) and Africa (18%), with a small delegation from the Middle East. The USA, India, South Africa, China, Poland, France, Mexico, Germany and Brazil were among the most strongly represented countries.

The 162 exhibitors represented a range of African tourism businesses, with accommodation providers accounting for 61% and destination management companies and tour operators a further 25%. Experience providers, transport companies and tourism organisations were also represented. East African businesses made up 79% of exhibitors, reflecting strong participation from the host region.

What International Buyers Want from African Suppliers

In five regional Market Buzz sessions, international buyers told exhibitors what is changing in their source markets. Among the findings this year was evidence that some assumptions about international travellers need revisiting. Chinese buyers reported growing interest in smaller groups, longer stays and experiences involving local communities. Australian buyers pointed to another shift, with concerns about overcrowding at popular wildlife sightings beginning to influence booking decisions. Buyers stressed the importance of adapting products to individual markets. Italian-speaking guides remain important for Italian travellers, while Indian buyers highlighted vegetarian catering, transparent park fees and flexible cancellation terms. Conservation remained an important consideration, although buyers cautioned that environmental credentials alone would not necessarily justify a higher price.

Supplier responsiveness was another recurring concern. Buyers said slow replies and incomplete quotations could cost businesses bookings, even when their products were otherwise attractive. Communication preferences also differed between markets, with Chinese agents favouring WeChat and UAE agents expecting prompt responses through WhatsApp.

The growing African travel market was identified as an opportunity that deserves greater attention from tourism businesses. Buyers called for products designed around African travellers’ preferences and quotations in their own currencies, which they said makes customers feel valued. They also questioned why African travellers are so often treated as a secondary market to international visitors. High regional airfares and visa requirements remain obstacles, but buyers argued that the industry itself could do more to attract customers from within the continent.

The Middle East session challenged another familiar assumption. Alongside traditional luxury travel, panellists reported growing interest from groups of women travelling together, younger visitors seeking adventure and wellness holidays, and expatriates living in the Gulf. Catering for Muslim travellers goes well beyond halal food. Spas can tell guests what their treatments contain, hotel boutiques can stock modest swimwear, and women need access to prayer facilities, which even in predominantly Muslim destinations are often designed for men. Zanzibar is working towards a halal certification framework, but panellists stressed that observance varies, and operators should ask each guest what they need.

Other opportunities identified during the discussions included Poland’s incentive travel market and leisure itineraries linked to international conferences.

Taking International Buyers into African Destinations

Taking the forum to a different African destination each year allows international buyers to experience places they may be less familiar with, while introducing host destinations and their tourism businesses to potential trade partners. Virginia Messina, Group CEO of ATTA®, hosted the Destination Zanzibar session, sponsored by Profitroom, with Hakeem Kimara of the Zanzibar Commission for Tourism, Omar Mussa Omar of the Zanzibar Investment Promotion Authority and Chris Nader of ENVI Lodges. The panel discussed investment, regulation and responsible growth across the archipelago, and the Commission encouraged buyers to look beyond its established beach tourism offering. Kimara made the case for Pemba, where the authorities are seeking to attract greater tourism interest.

“Unguja is the Zanzibar we know, and Pemba is the Zanzibar we need to discover,” he told delegates.

Two further sessions introduced buyers to Zanzibar businesses that supply the hospitality sector and host visitors. In a session sponsored by SiteMinder, The Kanga Project, Mamas of Zanzibar and Mwani Zanzibar spoke about their work in traditional crafts, food tourism and seaweed farming. Beyond the Baseline: Zanzibar’s Positive Impact Pioneers was sponsored by ResRequest and moderated by Joy Mbatau of The Long Run. It featured Blue Impact Network, CHAKO, Chumbe Island Coral Park and Msonge Organic Family Farm, covering marine conservation, waste reduction and local sourcing.

“One of the opportunities for African destinations is to bring more local businesses into the tourism economy,” said Chris Mears, co-founder of Essence of Africa. “In Zanzibar, we heard from people who have built visitor experiences around activities that are already part of island life, from cooking to seaweed farming. These are businesses with something distinctive to offer, and the international travel trade has an important role in helping them reach customers.”

Working with its destination partners, Essence of Africa arranged 14 familiarisation itineraries for 77 international buyers ahead of the forum, from 17 to 19 October. The trips took buyers to Stone Town, spice farms, Jozani Forest, Chumbe Island and local enterprises, introducing them to experiences they could include in future itineraries for their clients.

Sports tourism also featured at the forum, with delegates taking part in a 5km beach walk and 10km run on 21 October in partnership with Uganda’s Rwenzori Marathon. Led by marathon founder and Essence of Africa Advisory Panel member Amos Wekesa, the event drew attention to opportunities for African tour operators to develop packages around sporting events, including holidays that combine race participation with safaris and other experiences. With Kenya, Tanzania and Uganda preparing to host the 2027 Africa Cup of Nations, sports tourism is a timely market for the region to explore.

“Every edition adds another destination to the network we’re building between Africa and its source markets. Nairobi, Malindi and now Zanzibar have each opened their doors to the international trade, and the relationships carry on long after the show. We’re grateful to Diamonds Bijoux, a Planhotel Hospitality Group property, and to all our partners for making this edition possible,” concluded Margison.

Essence of Africa will return in 2027, with dates and the host destination to be announced.
https://essenceofafrica.travel/

~ends

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

By Carol Weaving, Managing Director, RX Africa

The final quarter of 2026 is when 2027 takes shape on paper. Marketing and sales teams across the continent are defending line items, trimming what didn’t deliver and looking for the spend that will work hardest next year.

It is tempting to treat live events as the easy cut when budgets tighten, since online outreach appears cheaper and easier to scale. But anyone who has relied on digital channels alone to chase prospects this year knows how long it takes.

We are operating inside an online communications environment that has fundamentally changed. AI has industrialised content production, flooding inboxes with messages that are too polished to ignore and too numerous to process. Genuine outreach gets filtered out alongside the automated kind, because recipients can no longer tell the difference and many have stopped trying.

Digital still matters; it just works best when it’s not working alone. The advantage now goes to whoever can establish credibility before algorithm fatigue makes that impossible. Increasingly, that happens when online engagement is combined with face-to-face contact, at events where the people you want to meet are easier to reach and more open to your approach because you are there.

A shortcut to market access

The strongest case for live events is access. A well-chosen, established exhibition compresses months of prospecting into a few days, with buyers, suppliers, distributors and partners all in one place to do business. Instead of relying on online channels alone to get noticed, you can meet a buyer, understand their needs and agree on the next steps in a single conversation.

This matters most for smaller businesses. Around 70% of RX exhibitors are SMEs, attending precisely because direct access to decision-makers is otherwise difficult and slow. UFI’s 2026 Global Exhibition Industry Statistics show that Africa’s exhibition industry attracts around 2.1 million visitors and 45,000 exhibiting companies annually, generating an estimated €1.3 billion in economic output and supporting more than 21,000 jobs. Those figures capture scale, but not what happens in the spaces between stands. The scheduled meetings and corridor conversations are where commercial relationships are actually forged.

When someone can see how you think in real time, watch you handle a difficult question and read how you respond to the unexpected, that is where trust forms, at a depth and speed that digital alone cannot replicate.

Live events remain the only platform that offers a true five-senses experience. Buyers can physically engage with stands, test a service and meet the people behind a brand, in a way no screen can fully reproduce. For a destination, a hotel or a luxury experience, that sensory proof is often what converts interest into business.

Planning for ROI, not attendance

Return on investment remains the defining question for trade shows. Businesses want to know that an event will connect them with quality buyers, genuine opportunities and new markets, not just footfall. But events don’t build trust automatically. Putting people in a room creates the conditions; what you do with those conditions determines the outcome. Five principles make the difference:

• Choose the right room. Start with who you need to meet, then find the event where they will be. Ask organisers how buyers are selected, which markets they represent, and what percentage returns year on year. At ILTM Africa, a high-end, invitation-only luxury trade show, every international buyer is vetted, and the programme is built around pre-scheduled one-to-one appointments. The room is curated before anyone walks through the door.

• Plan early. Early commitment secures better positioning and pricing, and creates the runway to research attendees, set up meetings and prepare your team properly. Deciding in February for a March event is not planning. It’s reacting.

• Set objectives you can measure. “Raise our profile” is not an objective. “Hold 30 qualified buyer meetings, generate 10 proposals and sign two new distribution partners within six months” is. Digital tools make this far easier to track: lead scanners help record who you met and how many contacts you made, giving you hard data to measure ROI. Clear targets make it possible to prove value when budgets are reviewed next year, and to improve your approach the year after.

• Make your stand work as hard as your diary. A stand is often a buyer’s first impression of your business. Design it around visitor flow, visual clarity and lead capture, not aesthetics alone. SMARTBUILD, a dedicated division of RX Africa, designs brand-aligned stands focused on sensory appeal and lead generation, helping turn footfall into measurable return.

• Let the meetings come to you. The best business events no longer leave connections to chance. Curated matchmaking and pre-scheduled appointments, arranged through digital platforms ahead of the show, mean you arrive with a diary already populated with the people you came to meet. What remains is preparation, genuine listening and following up within 48 hours.

At World Travel Market (WTM) Africa 2026, confirmed pre-scheduled appointments rose 35% year-on-year to 13,500, with 81% of hosted buyers and Buyers’ Club members new to the show. That is a signal that the network here is still expanding, not consolidating around familiar faces.

Make 2027 the year you plan it properly

Every rand will need to justify itself next year. That is precisely why live events deserve a deliberate place in the plan, not as a default, but as a considered allocation against a specific commercial objective.

The AI-content and communication wave has not made human connection less valuable. It has made it scarcer, and therefore more valuable. The businesses that understand this early will find themselves in rooms where trust is still built the original way: in person, in real time, supported by digital tools rather than replaced by them. As you plan for 2027, weigh what it costs to be in the right room with the right people for a day against continually knocking on a door that no one answers.

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

ENDS

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