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.

Importantly, getting delegates there is no longer the logistical question it once was. Proflight Zambia, the country’s largest airline, operates scheduled services connecting Johannesburg and Cape Town directly to both Lusaka and Livingstone, and has opened various new regional routes in the past few years, including to Maun and Windhoek, removing one of the historic objections to Zambia as a conference destination before the conversation even begins.

But to understand why Zambia’s MICE (Meetings Incentives Conferences Events) moment is happening now, you need to understand what’s happening across the continent…

The market making this possible

Africa’s MICE sector is in the middle of a growth cycle that is outpacing every other region globally. Valued at $16.6 billion in 2023, the market is projected to reach $65.6 billion by 2032, a compound annual growth rate (CAGR) of approximately 17%, according to Business Traveller. Furthermore, business tourism demand across the continent is up roughly 40%, and more than 48% of multinational companies operating in the region have increased their event-related spending.

The incentive travel segment is growing the fastest of all, at 17.2% CAGR, and this is where Zambia’s geography becomes a notable competitive asset. Rather than looking for another hotel ballroom, incentive buyers are looking for transformative experiences that a top-performing sales team will still be talking about two years later. Victoria Falls, the Zambezi River, South Luangwa National Park, Lower Zambezi National Park – these are not consolation prizes for delegates who couldn’t get a room in Cape Town. They are, increasingly, the point.

But a booming market does not distribute itself evenly, and the race to capture Africa’s MICE windfall is already well underway.

The competitive landscape is shifting

For years, Africa’s MICE map has been drawn around a small number of established centres. South Africa leads the continent with 115 international association meetings recorded in ICCA’s Globewatch 2025 data, with Cape Town, Marrakech, and Kigali the only African cities to regularly feature in the global top 100 MICE destinations.

But the race for the next tier of African MICE destinations is wide open. Nairobi, Addis Ababa, Accra, and Lusaka are all being actively positioned. South Africa’s National Convention Bureau is pushing planners beyond Cape Town; Johannesburg, Durban, Stellenbosch, and Tshwane are all building their pipelines.

The distribution of Africa’s MICE boom is not yet settled. Destinations that move now, with the right infrastructure and the right connectivity, will capture disproportionate share. Those that wait will find the ground already taken.

Zambia has read the room, and it is building accordingly.

Zambia is building

The Livingstone/Victoria Falls corridor is being actively repositioned as a year-round business events destination – a deliberate diversification away from seasonal safari dependency that reflects both commercial pragmatism and growing international demand. The Zambia Tourism Expo, ZATEX 2026, ran in June at the Mulungushi International Conference Centre in Lusaka, drawing international buyers and trade partners to assess the country’s offer firsthand.

Behind the scenes, the professionalisation of Zambia’s hospitality sector is accelerating. The recent launch of a Hotel Managers Registration Council demonstrates that the country is aligning its standards with what international MICE organisers require before they will commit a conference bid.

The strategic opportunity now is to convert Zambia’s leisure familiarity into conference and incentive bookings. The destination sell is largely done. What has historically been missing is the infrastructure confidence – the certainty that delegates can get there reliably. 

Connectivity is the unlock

MICE destinations are made or broken by airlift. A destination can have world-class venues, compelling experiences, and competitive pricing, and still lose conference bids because planners can’t guarantee their delegates a reliable route in and out.

“Regional carriers like Proflight Zambia now operate scheduled services connecting Johannesburg and Cape Town directly to both Lusaka and Livingstone, with routes to Windhoek and Maun further extending Zambia’s regional connectivity. For a South African corporate travel manager who last assessed Zambia’s accessibility several years ago, the current network would look significantly different to the one they remember,” says Captain Josias Walubita, Proflight Zambia’s Director of Flight Operations.

“Air access is one of the most powerful enablers of tourism and business events growth,” he added – a position that aligns with the broader direction of Zambia’s Airlift Zambia Initiative, a strategic programme aimed at strengthening connectivity and attracting new international carriers to the country.

The initiative’s ambitions received significant external validation in June, with the announcement that Zambia will host AviaDev Africa 2027 – the continent’s leading air service development conference – with Zambia Airports Corporation confirmed as official host partner. Previous editions have been held in Windhoek, Zanzibar, and Botswana. Zambia’s selection reflects a growing consensus among airlines and aviation decision-makers that the country’s connectivity story is one worth investing in.

The window is now

Africa’s MICE boom will not wait. The destinations capturing share in 2026 and 2027 are the ones that will define the continent’s business events landscape for the decade that follows.

“Zambia has the venues, the experiences, the government backing, and, increasingly, the air access to compete seriously for that share,” concludes Walubita.

The question for South African corporates and conference planners is simple: how much longer will you keep booking the same rooms in the same cities, when one of Africa’s most extraordinary destinations is now reliably within reach?

Zambia is ready, and the flights are there. The only thing missing is your delegates.

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.

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

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

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

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

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

-ENDS-

Issued by: Big Ambitions 

Contact: Sonnette Fourie

Tel: +27 81 072 2869 

Email: sonnette@bigambitions.co.za 

ABOUT:

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

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

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

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

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

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

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

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

Exhibitor numbers have grown to 780 – a double-digit increase on 2025 – drawn from 40 countries and supported by 43 tourism boards and 65 event partners. A total of 13,500 appointments have been confirmed, a 35% increase on last year.

Perhaps the most significant story within the numbers is the breadth of new participation. Fifteen countries are represented by buyers for the first time, including Jamaica, Kazakhstan, South Korea, Pakistan, Denmark, and Portugal. This geographical spread reflects Africa’s growing appeal across entirely new source markets. On the exhibitor side, Angola, Cyprus, Djibouti, Jordan, Norway, Switzerland, the Netherlands, Germany, and the UAE are all participating for the first time.

Crucially, 81% of hosted buyers and Buyers’ Club members are entirely new to WTM Africa, a remarkable statistic that points to an event rapidly expanding its global footprint.

The timing of this year’s event carries particular significance. As the travel industry continues to navigate the ripple effects of conflict in the Middle East, which is disrupting established travel corridors, shifting source markets, and forcing a global reassessment of destination strategy, face-to-face trade events have become vital. 

Carol Weaving, Managing Director of RX Africa, said in the opening event: “Africa Travel Week has evolved into a powerful in-person event where technology handles the heavy lifting, and humans focus on the relationship building that defines this industry. Our people are our superpower.”

The industry’s own research reinforces this human-centred approach. This year’s State of the Industry Report, commissioned for Africa Travel Week, highlights that the path forward for African tourism is rooted in empathy and genuine human connection: “It’s how you interact with the traveller as a human being and understand where their specific needs are.”

The tangible economic value of these connections was highlighted by Alderman James Vos, who noted that Cape Town’s international flights have surged to over 230 per week, with tourism now supporting over 106,000 jobs in the city. 

“As a City government, we made a deliberate decision to host WTM Africa,” Vos said during his opening address. “It is an investment that delivers real economic returns. With over 100 countries represented here and 8,000 trade professionals doing deals on this floor, the impact goes far beyond these few days. It translates into future bookings, sustained demand, and long-term growth. Tourism is a team sport. When travellers choose South Africa, they are choosing an experience that no single destination can deliver alone.”

Beyond the exhibition floor, WTM Africa 2026 features a comprehensive content programme of 101 speakers across 82 curated sessions, spanning travel tech, responsible tourism, adventure tourism, medical tourism, golf tourism, and sports and events tourism. The Africa Tourism Investment Conference (ATIC), taking place on Tuesday 14 April, brought together investors, policymakers, and tourism leaders to interrogate the continent’s infrastructure ambitions and investment pipeline.

“Africa, the time is now, and the growth is palpable,” said Weaving, extending special thanks to the host city of Cape Town and Alderman James Vos for the city’s continued commitment to positioning the Mother City as Africa’s premier events destination.

-ENDS-

Issued by: Big Ambitions 

Contact: Sonnette Fourie

Tel: +27 81 072 2869 

Email: sonnette@bigambitions.co.za 

Notes to editors:

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

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

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

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

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

About RX

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

About RELX

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

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

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

Next event: 3 to 5 November 2026 at ExCel London

http://london.wtm.com/

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

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

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

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

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

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

Table of Contents

JOHANNESBURG – When FCM Meetings and Events (FCM M&E) released its 2026 Trends Report, the data was clear: 100% of bookings (across Australia and New Zealand, North America, LATAM, Africa, Europe, the Middle East and Asia) included at least one sustainability requirement. 

Lance Nkwe, Business Leader, FCM Meetings & Events South Africa says sustainability is now part and parcel of every experience. And while this includes removing notebooks and paper cups (both rarely recycled) and single-use plastics, what an event “leaves behind” is becoming increasingly important.

“Event planners are making visible strides with environmentally conscious choices in venues, catering and waste management, and there is growing interest in responsible, scalable solutions,” says Nkwe. “ESG reporting and community impact are especially important as clients look to demonstrate that their presence in an area contributes positively to local community development.”

Corporate hotel programmes are under the same scrutiny. Jessica Redinger, General Manager of Hyde Johannesburg Rosebank – which has just achieved Green Key Certification – agrees.

“Sustainability has quickly become non-negotiable in our industry. We’re seeing it come through in 100% of RFPs (request for proposals) we receive from major global companies. Green Key gives Hyde a credible, internationally recognised certification that speaks directly to that expectation. It’s a must for corporate agreements, but also for business and leisure travellers who are increasingly choosing properties based on sustainability credentials – and what they give back to their local community – not just their name or brand,” says Redinger.

In other words, sustainability has quickly moved from a nice-to-have to a procurement essential. According to a 2023 Global Business Travel Association (GBTA) survey, 76% of travel buyers were integrating or planning to integrate sustainability questions into their RFPs, and 63% were selecting or planning to select suppliers based on sustainability criteria.

In June 2024, the GBTA Foundation formalised this shift with the launch of its Sustainable Hotel Procurement Standards – a framework of 50 structured questions covering everything from carbon emissions per room per night to water use, waste management, food and beverage practices, and EV charging availability.

And as Mummy Mafojane, General Manager FCM South Africa, explains, SA’s regulatory context adds urgency. South Africa’s Climate Change Act (No. 22 of 2024) came into force on 17 March 2025. The legislation introduces carbon budgets and legal obligations to stay within defined emissions ceilings, with mandatory monitoring, reporting, and verification requirements. 

“For corporate travel managers, this has a direct implication: the hotels and venues in your programme are part of your organisation’s emissions story,” says Mafojane. “Choosing certified properties isn’t just responsible; it’s a compliance consideration.”

Behind the scenes: what certified hotels are actually doing

The most meaningful changes happening in hotels right now are largely invisible to guests. Real structural interventions, happening in the background, but making a significant difference. 

As an example, Hyde Johannesburg Rosebank’s Green Key certification, awarded by WESSA and aligned with international Green Key standards, covers energy consumption, water management, waste practices, staff training and local procurement. 

Internationally, the Radisson Hotel Group has just announced a target of 100 Verified Net Zero Hotels by 2030, with a phased 2026 roll-out beginning in Norway and the Nordics, followed by the UK and South Africa – making it the first African country to host a Radisson Verified Net Zero property. 

Mafojane says there’s a financial case to be made too. 

“Data from a 2024 HRS Green Stay Initiative found that, on average, the 25% most efficient hotels in its sustainability database offered average daily rates 17% lower than the 25% most polluting hotels – countering the widespread assumption that green costs more,” says Mafojane.

Building a sustainable travel programme

FCM Consulting’s Insights Report for H1 2026 offers a practical framework for travel managers looking to act:

• Start by ensuring you have access to reporting tools that track ESG metrics and establish clear baselines. 
• Align your travel-specific sustainability goals with your company’s broader objectives – the two need to work together, not in isolation. 
• Engage suppliers who share your ESG values, and don’t wait for legislation to land before reviewing what’s coming; organisations that have targets and baselines in place will be far better positioned when compliance becomes mandatory.

What business travellers need to do

Hotels and travel managers can build the most sustainable programme in the world. But travellers still need to pull their weight. For Mafojane, there are five changes that make a genuine difference:

1. Booking within your programme. A company’s preferred hotel list has been sustainability-vetted. Booking outside it for convenience undermines the good work the travel manager has done.
2. Skipping the daily room clean. Opting out of daily housekeeping is one of the highest-impact individual choices a traveller can make. 
3. “Hyde’s ‘Skip the Clean’ programme allows guests to opt out of daily housekeeping and earn loyalty points in return,” says Redinger. “But that single choice reduces linen washing, cleaning chemical usage, water consumption, energy use and labour – without guests feeling like they’ve made a sacrifice.”
4. Adjusting energy settings when you leave the room. Turn off the air conditioning or heating when you head out. Most properties now make this easy; some have it automated. Do it anyway.
5. Choose lower-carbon meal options where they exist. Hotel F&B is a key part of a property’s emissions footprint. Choose locally sourced dishes and ingredients.
6. Feed back to your travel manager. If a hotel had a sustainability feature worth noting – or a glaring gap – say so. That information directly shapes the next RFP cycle and helps travel management companies (TMCs) build programmes that keep improving.

What this means for your travel programme

Sustainability in both hotel programmes and the meetings & events sector is no longer aspirational. It is structural, measurable and increasingly legislated. As Nkwe says, “Make sure your planner or TMC understands your sustainability requirements, can genuinely meet them, and has the reporting capability to prove it. In 2026, that’s a basic expectation.”

**ends**

For more information about FCM Travel call Sonnette Fourie on 081 072 2869 or email sonnette@bigambitions.co.za.

About FCM Travel:

FCM Travel, the flagship corporate travel brand at Flight Centre Travel Group (FCTG), is the business travel partner of choice for large national, multinational and global corporations. We are an award-winning global corporate travel management company ranking as one of the top five by size around the world. We operate a global network which spans more than 100 countries, employing over 6000 people.

FCM are transforming the business of travel through our empowered and accountable people who deliver 24/7 service and are available either online or offline. Leveraging FCM’s negotiating strength and supplier relationships in conjunction with our tailored business travel programs, our expertise delivers more for our clients where it matters most to them.

Visit us at www.fcmtravel.co.za

Issued by: Big Ambitions

Contact: Sonnette Fourie

Tel: +27 81 072 2869

Email: sonnette@bigambitions.co.za

JOHANNESBURG – The meetings and events sector entered 2026 with genuine confidence in the value of bringing people together, but with a more considered approach to how those events are planned and protected.

The global FCM Meetings & Events (FCM M&E) 2026 Trends Report reveals that 92% of organisations expected their meetings and events budgets to hold steady or increase this year, with 79% naming safety and security as their top priority. Across the EMEA region, 62.9% of respondents cited bigger budgets for more activities, with 48.6% managing larger delegate numbers than before.

Lance Nkwe, Business Leader South Africa, FCM M&E says there is significant demand from local corporates expanding across Africa, as well as international companies that recognise South Africa’s potential and capabilities.

“Planners in our market are not deterred by uncertainty at the moment, they’re planning around it. Medium-sized events with 50 to 150 delegates remain the sweet spot, offering meaningful engagement without overexposure on cost or logistics,” says Nkwe. “The 2026 Trends Report confirms what we’re seeing in RFPs across the region: the belief in face-to-face is firm, but the planning conversation starts earlier now and covers more ground: Can you deliver in Africa? Can you manage disruption, including alternate destinations and routings? How flexible are your contracts? What are your exit clauses? Understandably, clients want to know their partner has the presence and the track record to respond in a crisis.”

Trends Report Key Findings:

• 74% said meetings drive employee engagement
• 79% responded with safety and security as the top priority
• 35% revealed that their 2026 budget will be more than 10% higher than last year
• 63% of EMEA respondents anticipated increasing MICE spend in 2026, while 29% said it would remain flat, with just under 8% intending to decrease their spend.

Simone Seiler, Global General Manager at FCM M&E, says safety and security remains key:

“Events are being crafted with greater care and creativity, ensuring people feel valued and safe. With 79% of respondents citing safety and security as the number one priority, choosing the right destination for your people, ensuring your supply chain is trusted throughout, and having contingency plans in place are some of the many ways customers can travel to events with confidence,” explains Seiler.

Nkwe agrees. “In Africa, you’re often juggling many moving parts. Handling logistical complexity is now a baseline expectation. Visa facilitation, still a barrier across many African markets, is increasingly part of the brief, as is the ability to manage VIP and delegate security, including coordinating with law enforcement and meeting Joint Operations Compliance (JOC) requirements in South Africa, which ensures the safety, security and legality of public events.”

In addition to safety and security, sustainability and innovation remain key.

“Planners are making visible strides with environmentally conscious choices in venue, catering, and waste management, and there is growing interest in responsible, scalable solutions,” says Nkwe. “Increasingly, it’s also about what an event ‘leaves behind’. ESG and community impact are growing in importance as clients look to demonstrate that their presence in an area contributes positively to local community development.”

The report looks at new tech, the impact of AI, and tells a compelling story of optimism, resilience, and proactive evolution – as industry leaders remain committed to fostering rich connections, sustainable practices, and the adoption of smart technology to improve meetings and events worldwide. You can access the full report here: https://www.fcmtravel.com/en-za/travel-insights/travel-hub/white-papers/meetings-events-trends-and-forecasts

ENDS

Media contact

Sonnette Fourie

Account Director, Big Ambitions on behalf of FCM Meetings & Events

sonnette@bigambitions.co.za

081 072 2869

Uniting influential luxury suppliers and travel buyers from around the world, ILTM Africa 2026 presents a carefully curated programme designed to spark valuable business connections within a deeply immersive environment.

“This year, ILTM Africa welcomes international delegates representing 32 countries, reinforcing its role as the leading meeting place for African luxury travel,” says Megan De Jager, Portfolio Director at RX Africa. “We are excited to return to the iconic Norval Foundation, where art, culture and design intersect to create an inspiring backdrop for business-building and igniting long-term partnerships.”

The City’s Mayoral Committee Member for Economic Growth and Tourism, James Vos, expresses Cape Town’s pride in hosting ILTM Africa as part of the broader Africa Travel Week programme.

“Events like these showcase the best of our destination, our crafts, cultures, communities and cuisine, the authentic ingredients that make Cape Town such a sought-after place to visit. Tourism is a powerful economic driver for our city, with nearly 7% of our workforce employed in the visitor economy, which is why we continue working to connect Cape Town to more source markets and ensure the benefits of tourism are felt throughout our local economy.”

A sensory journey

De Jager emphasises that African storytelling and experiential travel remain central to the three-day programme, with ILTM Africa 2026 showcasing immersive, sensory-led experiences reflecting the evolving expectations of today’s luxury traveller.

“The overall journey for buyers will be seamless and considered, with an initial welcome and transfer to the venue by Jeep Tours and Cape Sidecar Adventures. Upon arrival, the Isibane se Afrika Choir will deliver a musical welcome, capturing the spirit and warmth of the continent,” she adds.

Cape Island will introduce a bespoke ILTM Africa scent, demonstrating the role of scent marketing in strengthening brand recognition and traveller memory. The fragrance will be presented to attendees and incorporated throughout the venue, reinforcing ILTM Africa’s focus on multi-sensory engagement within a luxury business environment.

Wine tourism also takes focus, reflecting growing global interest in immersive, place-based travel experiences. This theme will be explored through a dedicated wine tourism conversation led by The Wine Tourism Conference (WTC), followed by a curated lunch and private wine cellar experience at one of South Africa’s most established wine estates: Klein Constantia Wine Estate.

Conscious luxury

Sustainability is thoughtfully integrated throughout the ILTM Africa experience, with a standout feature being the interactive tactile ‘poke art’ installation by Painted Wolf Wines. This initiative invites attendees to collectively contribute to African wild dog conservation initiatives, further demonstrating how individual contributions come together to create lasting impact.

The Africa Luxury Network Chamber of Commerce and Industries will present a number of distinctive African luxury offerings, including Wazawazi, a sustainable luxury leather brand reflecting African craftsmanship. Additional African-led innovations on display include unique beverages from Kalahari Truffles, plant-based leather alternatives by Holy Kow, and recycled, handmade buyer gifts by The Wren Design.

As host destination partner, Cape Town Tourism will showcase the city’s luxury appeal, reinforcing the region’s status as a world-class events and tourism hub. Vos notes that he and his team will introduce Cape Town’s new Tourism Framework alongside key elements of the This is Cape Town campaign.

“This campaign, implemented by the City’s Tourism and Place Marketing Branch, positions our city across six continents and in 55 cities through targeted campaigns, airline partnerships and city-to-city collaborations. This work is about expanding the tourism value chain and ensuring the entire ecosystem works well, attracting more visitors, encouraging longer stays and strengthening the economic impact of tourism across our city.”

Digital growth at ILTM Africa 2026

2026 also marks a step forward in digital innovation for ILTM Africa, with the launch of a new event app with enhanced lead-generation functionality, making it easier for delegates to maintain and grow connections beyond the show.

ILTM Africa continues to expand its media engagement, with De Jager confirming plans to launch a new luxury magazine in collaboration with Voyages Afrique, in addition to providing media partners with exclusive opportunities to engage with African products, destinations and stories.

“This year, we’ve amplified our mission of seeking new avenues to grow the industry and connect buyers and suppliers beyond the three days of the show,” she explains.

In the lead-up to the 2026 event, ILTM Africa extends its thanks to key partners helping to bring the show to life, including NVD Property & Project Management, The Diamond Works, Cape Sidecar Adventures, Cape Town Tourism, the City of Cape Town, Klein Constantia Wine Estate, and the Norval Foundation.

Further thanks go to Lift for transporting event speakers and buyers around the country, Paper Aeroplane for exclusively creating the programme guide cover artwork, and Reverie Social Table for hosting an exclusive media event in support of the show. Seamless connectivity throughout ILTM Africa and bolt-on Africa Travel Week shows will be supported by Airalo, enhancing the overall delegate experience.

“With its strongest post-Covid line-up, a renewed focus on wine tourism, and an immersive celebration of African luxury, ILTM Africa 2026 promises to be a defining moment for our industry and how we showcase Africa to the world’s high-end travel community,” she concludes.

For more information, please visit the ILTM Africa 2026 website here.