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

MORE Collection has partnered with federal Airlines to launch a flight connection between Marataba Game Lodges in the mountainous and malaria-free Marakele National Park and Lion Sands Game Reserve which uniquely spans both Sabi Sand Nature Reserve and Kruger National Park, and is widely regarded as one of southern Africa’s foremost Big Five destinations. Guests can now travel between the two reserves in either direction via O.R. Tambo International Airport in a single day.

“Marataba and Lion Sands offer guests two completely different safari worlds – different landscapes, different wildlife dynamics, different atmospheres entirely. Linking them through a practical, subsidised flight connection means travel partners can now build truly immersive multi-destination itineraries, particularly for families who want to experience the breadth of what South Africa’s wilderness has to offer,” said Robert More, Custodian and CEO of MORE Collection.

Nicole Schickerling, federal Airlines Commercial General Manager – Shuttle, said: “federal Airlines has long served both the Waterberg and Greater Kruger. We know how much guests value the ability to move between reserves without losing a full day to logistics. This partnership with MORE Collection makes that connection both practical and attractive. We’re proud to be the airline that links two of South Africa’s great safari destinations.”

How the Connection Works

The routing operates as follows:

• Marataba → Lion Sands: Depart Marataba 10:30, arrive O.R. Tambo approx. 12:30, depart 13:00, arrive Lion Sands approx. 14:30
• Lion Sands → Marataba: Depart Lion Sands 10:00, arrive O.R. Tambo approx. 12:30, depart 13:00, arrive Marataba approx.14:45

Connecting flight starting rates (per person, excluding fuel levies):

Flights are bookable directly with federal Airlines through your travel specialist. Terms and conditions apply; routing and fares are subject to change, and the offer is not combinable with other MORE Collection promotions.

– ENDS –

For more information, contact Sue Kelly on pr@more.co.za | www.more.co.za

ABOUT MORE COLLECTION
MORE Collection is a fourth-generation South African hospitality company with a portfolio of luxury safari lodges, boutique hotels and exclusive-use villas across some of the country’s most remarkable destinations. Rooted in a family legacy that began in 1933, the business has evolved from protecting a single stretch of wilderness into a collection shaped by people, place and genuine hospitality.

Today, MORE Collection’s purpose – Great People. Strong Connections. – reflects its belief that exceptional hospitality begins with the relationships between guests, teams, communities and the natural environments that surround them. Across Lion Sands Game Reserve, Marataba Game Lodges, Monwana Game Lodge and Cape Cadogan Boutique Hotel, every stay is guided by thoughtful hospitality, a deep respect for place, and a commitment to creating meaningful experiences that endure long after guests leave.
More Collection | Luxury Hotels & Lodges in South Africa

ABOUT FEDERAL AIRLINES
Federal Airlines (FedAir) is South Africa’s leading Shuttle and Private Charter provider to luxury destinations and safari lodges. Since the 1990s, FedAir has helped shape safari air travel, building lasting partnerships with leading safari operators and delivering personalised journeys with safety, comfort and reliability at their core. Our versatile fleet of Cessna 208 Caravans, Pilatus PC-12s and Beechcraft 1900Ds provides convenient access to remote airstrips and secluded lodges across Southern Africa.  

From seamless lodge connections to bespoke Private Charter itineraries, FedAir offers flexible travel shaped around each guest’s schedule and destination. Our three private lounges, collectively known as The Baobab Lounge by federal Airlines, provide a welcoming space to relax between connections, supported by attentive guest services. Guided by a commitment to exceptional service, sustainable partnerships and thoughtful hospitality, federal Airlines makes the journey as memorable as the destination.
Federal Airlines | Luxury Private Charter & Shuttle Airline Services

South Africans travelling to Zambia will have more choice ahead of the festive season as Proflight Zambia expands its Johannesburg and Cape Town schedules.

More weekend and festive-season choice from Johannesburg

The airline is now operating a third daily return service between Johannesburg and Lusaka every Friday, Saturday, and Sunday, supplementing its existing services throughout the week. It will also operate 54 additional flights on the route during the December 2026 and January 2027 holiday period.

The additional weekend services between Johannesburg and Lusaka began on Saturday, 19 September. The new evening flight departs Johannesburg at 18:25 and arrives in Lusaka at 20:25. The return service departs Lusaka at 15:30 and arrives in Johannesburg at 17:30. The expanded schedule gives South African business travellers, holidaymakers, and people visiting friends and relatives more flexibility when planning weekend and festive-season travel.

Cape Town gains a new Friday connection

Cape Town travellers will also gain a new Friday service from 11 December, joining Proflight Zambia’s existing Monday, Wednesday, and Saturday flights.

The Friday flight will depart Cape Town at 15:55 and arrive in Lusaka at 20:10. The return service will depart Lusaka at 10:40 and arrive in Cape Town at 15:05.

Operating via Livingstone with a brief stopover, the service gives Cape Town travellers a fourth weekly connection to Lusaka and a fourth weekly direct link to Livingstone. It also improves access to destinations across Zambia through Proflight Zambia’s domestic network.

The Friday schedule connects with morning services from Ndola, Solwezi, Kalumbila, and Mfuwe, making it easier for passengers travelling between Cape Town and Zambia’s key business and leisure destinations to complete their journeys through a single airline network.

Captain Josias Walubita, Director of Government and Industry Affairs at Proflight Zambia, said: “Air connectivity works best when a schedule reflects how people actually travel. The Johannesburg additions provide greater choice over the weekend, while the Friday Cape Town service has been timed to connect with flights from key destinations across Zambia. Rather than simply adding seats, this expansion is about building a more useful regional network that supports the business relationships, family ties, and tourism links between Zambia and South Africa.”

Full schedules are available at flyzambia.com. All flights are bookable through flyzambia.com, Proflight Zambia’s sales offices, and travel trade partners. No flights will operate on Christmas Day, 25 December.

Johannesburg’s tourism economy has shown resilience amid ongoing geopolitical tensions and a global economic downturn. According to S&P Global, visitor numbers to the city, drawn from domestic and international markets, grew from just over 4.5 million in 2024/25 to five million in 2025/26. That growth generated more than R106 billion in tourism spend last year, according to Joburg Tourism.

SATSA CEO David Frost describes Johannesburg as the true cultural heartbeat of South Africa, however, the city has been underrepresented in itineraries, despite offering a depth of culture, cuisine, art and history that rivals any city on the continent and even the world.

“Our tour operators want to book Johannesburg; they just need the itineraries and packages to do it,” said Frost, who notes that SATSA represents over 500 inbound tour operators through its membership, all of whom have already been through SATSA’s strict annual verification process, giving Joburg Tourism a ready-made, credible base of partners to build with. “Bringing our members together with Joburg Tourism to jointly build, package and market these experiences is genuinely pioneering, and it’s a model we should take to the rest of the country.”

Joburg Tourism echoed that ambition. Belu Mabandla, the organisation’s Executive Head for Destination Marketing and Events, said the partnership with SATSA marks a significant step in a long-standing effort to work directly with travel trade, shifting the needle from destination brand awareness to conversion.

“We’re grateful to have reached this stage, launching a partnership with the players who will help us bring the right deals to market and present the right persona of Johannesburg to the world,” said Mabandla.

From Campaign to Conversion

Welcome2Joburg Experience builds on Joburg Tourism’s established “Welcome to Joburg” campaign, which positions the city as an all-year-round, value-for-money destination for both business and leisure travellers, with a particular focus on encouraging visitors to fall in love with Joburg in the first 72 hours.

The partnership has four pillars:

· Market-ready offers: SATSA members packaging 72-hour, longer-stay and shorter-stay Johannesburg itineraries

· Consumer demand generation: activated through Joburg Tourism’s ongoing marketing campaigns

· Conversion via an Experience Hub: a consumer-facing, clickable booking platform connecting travellers directly to Johannesburg products

· Consumer insights: gathered to continually refine what’s on offer and how it’s marketed

Johannesburg attracted five million visitors last year, generating over R106 billion in tourism spend, according to Joburg Tourism figures. The bulk of those visits are currently driven by people visiting friends and relatives. This presents a significant opportunity to convert that segment into leisure tourism visitors.

A Call to Action for Tourism Businesses

SATSA is now inviting its members, and in time, Johannesburg-based tourism experience providers, to put their offerings forward for inclusion in the programme.

Phase 1 is open to SATSA members first, whose businesses have already passed SATSA’s strict annual verification process, giving Joburg Tourism a vetted, credible pool of operators to build the pipeline with from day one. Phase 2 will look at how to open the programme beyond SATSA’s membership.

· Destination management companies (DMCs) and tour operators: with a ready, bookable Johannesburg package can submit an Expression of Interest here.

· Experience providers: with a ready, bookable Johannesburg package across heritage, art, culture, gastronomy, accommodation, attractions, activities, food, guiding, transport or venues can submit an Expression of Interest here. (SATSA membership is not required for this track)

There is no cost to participate. Submitting an Expression of Interest is simply how SATSA and Joburg Tourism identify and match Johannesburg’s tourism offerings with the demand this campaign will drive.

“This is how we spread the love and start addressing the real problem of geographical spread in our tourism economy,” concludes Frost.

For more information, contact support@welcome2joburg.co.za.

The acquisition increases the airline’s Jetstream 41 fleet from four to seven aircraft. For South African business and leisure travellers, the expanded fleet will support more dependable regional travel and smoother onward connections from Lusaka and Livingstone to key destinations across Zambia.

Proflight Zambia currently connects South Africa and Zambia through services between Johannesburg/Cape Town and Lusaka, and Cape Town and Livingstone. Once in Zambia, passengers can connect onwards to destinations including Mfuwe, home to South Luangwa National Park; Livingstone, gateway to Victoria Falls; Ndola in the Copperbelt; and other important commercial and leisure centres.

The additional aircraft will allow Proflight Zambia to increase frequency and capacity across its domestic network while supporting improved schedule reliability and passenger convenience. They also create the potential for new domestic and international routes next year.

Crucially, the larger fleet provides greater operational redundancy. This gives the airline more flexibility when aircraft undergo scheduled or unplanned maintenance, helping to protect flight schedules and reduce disruption for passengers travelling between South Africa and Zambia or connecting onwards within the country.

“Proflight Zambia welcomes the additional three BAE Jetstream 41 29-seat turboprop aircraft, which have now been flown home to Lusaka by our very own crew,” said Captain Josias Walubita, Proflight Zambia’s Director Government and Industry Affairs.

“The purchase of these aircraft will enable the airline to meet growing local demand and support our commitment to providing safe and reliable connectivity across Zambia, even as the country targets 20 per cent growth in domestic tourism in 2026. We are extremely proud of our flight and maintenance crew, who successfully ferried the three aircraft from North Lincolnshire in the UK to Lusaka, Zambia.”

As the Jetstream 41 is already an established part of Proflight Zambia’s fleet, the airline has the operational, maintenance and crew capability to integrate the additional aircraft smoothly into its existing operations. Before departing the UK, all three aircraft received the necessary regulatory approvals and were successfully placed on the Zambian register and issued their 9J registrations.

The investment comes as Zambia continues to attract South African visitors travelling for business, holidays, safari experiences and visits to friends and relatives. By strengthening its domestic operation, Proflight Zambia is making it easier for travellers to connect from South Africa and explore more of Zambia through a single airline network.

The property has grown from four bedrooms to five, with capacity now at a maximum of 10 adults and two children under 16. The new, east-facing fifth bedroom features air conditioning, a private terrace, and an outdoor shower. The existing lounge has been extended to include a dedicated TV room and library, anchored by a dramatic 2.4-metre Farooo lamp by celebrated Dutch designer Marcel Wanders for Moooi, a striking centrepiece that sets the tone for the refreshed interior throughout. The current kids’ room now features two proper single beds, and a second rooftop terrace on the west side of the upstairs bar offers dedicated sunset views.

Commissioned to reimagine the interiors were Guus and Fenny Koevoets of Vervoort Living, a Netherlands-based studio with an international portfolio spanning hotels and restaurants worldwide. Rooted in a hospitality-focused background, their overarching design philosophy holds that hospitality sits at the core of all human environments – a belief that translates instinctively into spaces that feel as considered as they are beautiful. Their design direction for Morukuru Ocean House introduces a more Scandinavian minimalistic style in soft beige and blue tones – a palette drawn directly from De Hoop Nature Reserve’s beaches, ocean, and fynbos landscape. Layered textures and tonal depth bring warmth to the spaces, while selected works by South African artist Lionel Smith are positioned throughout the house, deepening the sense of place across all five bedrooms, as well as the living and dining areas.

“Morukuru Ocean House has always been somewhere special. A place where families come to truly exhale. This refurbishment is about honouring that feeling while elevating every detail of the experience. We can’t wait for our guests to discover it,” said Ed Zeeman, Co-founder and Co-owner of Morukuru Family.

Co-founder and Co-owner Anka Zeeman added: “Working with Guus and Fenny has been a joy. They understand intuitively how a space should feel, not just how it should look and they moved to a calmer and more minimalistic, kind of Scandinavian design style, which deeply connects with its surroundings and emphasises the extraordinary location of this special off grid house.”

Morukuru Ocean House remains exclusive use only. Rates are unchanged despite the additional bedroom and wider enhancements. Trade partners should note that the minimum stay requirement at Morukuru Family De Hoop during peak season 2027 has been revised to three nights.

For bookings, prospective guests can contact their preferred travel advisor or get in touch with Morukuru Family directly via reservations@morukuru.com. Ts & Cs apply.

~Ends~

For more information, contact Sales & Marketing Director, Rinse Wassenaar: rinse@morukuru.com

Morukuru Family

Reconnecting family, friends, nature, and you, is the promise of Morukuru Family, a renowned award-winning hospitality group and a member of Relais & Châteaux. Morukuru Family’s three exclusive-use houses in Madikwe Game Reserve as well as Morukuru Ocean House in De Hoop Nature Reserve, each offer the ‘Morukuru Freedom Concept’ for guests to create a unique and personalised holiday. Morukuru Beach Lodge in De Hoop Nature Reserve can be booked per suite, or on an exclusive-use basis. AtholPlace Hotel & Villa in Sandton, Johannesburg, consists of a 9-room boutique hotel and a 4-bedroom private villa. Morukuru Family is dedicated to securing a sustainable future for the reserves and protecting our planet and offer specialised travel packages – Safaris with a Purpose and Coastal Conservation with a Purpose.
www.morukuru.com

Morukuru Goodwill Foundation

Morukuru Family’s commitment to conservation, community, and sustainability led to the establishment of Morukuru Goodwill Foundation in 2007 by owners Ed and Anka Zeeman. Working in partnership with the Parks Board and CapeNature, and together with local communities we support nature-based projects, educate, mentor and ultimately empower the conservation of Africa’s wildlife sanctuaries.
https://morukuru.com/morukuru-goodwill-foundation

Relais & Châteaux

Relais & Châteaux is an exceptional worldwide collection of 580 unique, independently operated hotels and restaurants, united by strong values and a devotion to excellence across every aspect of hospitality.  Originating in France in 1954, and now present in 65 countries, the Association works to celebrate the distinct art de vivre of every global destination. Led by passionate hoteliers, chefs and restaurateurs, each of its properties cultivates a meaningful sense of place by nurturing its individual cultural, gastronomic and environmental heritage and collaborating with local artisans.  With many of its properties run by families, who pass their savoir-faire down from one generation to the next, Relais & Châteaux represents an evolving legacy of memorable travel experiences, in harmony with all life on Earth. 
www.relaischateaux.com

– Early Bookers Can Take Advantage of the Best Choice of Destination-Rich Itineraries, Accommodations and Value Across NCL’s New Summer Season – 

–  Guests Will Enjoy More Time Ashore with Port Calls Making Up Almost 80% of Voyage Days, 175 Overnight Stays and Late Departures Across 53 Destinations –

Norwegian Cruise Line^® (NCL), the innovator in global cruise travel with a 59-year history of breaking boundaries, today opened bookings for its Summer 2028 itinerary season, featuring over 450 voyages across 20 ships, giving travellers early access to popular destinations with the cruise line’s global deployment.

From Alaska’s glaciers and the Caribbean’s turquoise waters to the Mediterranean and South Pacific, NCL’s Summer 2028 season features three- to 14-day voyages departing from 25 homeports, including Miami, Seattle, Rome (Civitavecchia) and London (Southampton), with calls to nearly 150 destinations across 51 countries. With itineraries designed for deeper exploration, ships will spend approximately 80% of each sailing in port, with an average call exceeding 10 hours. The season also features 175 overnight stays and late departures in 53 destinations, including Santorini, Greece; Livorno (Florence/Pisa), Italy and Juneau, Alaska, providing more opportunities to experience the world’s most sought-after destinations beyond the typical cruise schedule.

“It’s never too early to start planning your next vacation,” said Marc Kazlauskas, president of Norwegian Cruise Line. “With the Summer 2028 voyages now on sale, guests can take advantage of a greater selection of destination-rich itineraries with 80% of voyages spent in port, more choice of preferred staterooms and exceptional value. From Northern Europe and Alaska to the Bahamas and South Pacific, this season brings together some of our most exciting voyages yet, with more opportunities for guests to immerse themselves in the destinations they visit.”

To showcase the new season of sailings, NCL highlights 10 can’t-miss reasons to plan a Summer 2028 cruise now.

1. Sail Aboard Norwegian Jewel^® as She Debuts in Morocco

Norwegian Jewel will embark on one of her most diverse European seasons to date. During a 12-day Canary Islands roundtrip voyage from Barcelona, Spain, she will debut in Morocco with calls to Casablanca and Agadir, while also calling to Arrecife (Lanzarote) and Santa Cruz de Tenerife, Spain, for the very first time. Expanding NCL’s offering in the Atlantic, the ship will also operate two dedicated voyages showcasing destinations along the coasts of Spain, France and Portugal – an 11-day repositioning sailing between Barcelona, Spain, and London (Southampton) in May 2028 and a new nine-day roundtrip voyage from London (Southampton) in September 2028. Together, these voyages highlight some of Atlantic Europe’s most scenic coastlines and cultural regions. In the Baltics, Norwegian Jewelwill offer seven-, nine- and 10-day voyages between London (Southampton), England, Copenhagen, Denmark and Helsinki, as well as five roundtrip sailings from Copenhagen, with visits to celebrated capitals including Tallinn, Estonia; Riga, Latvia and Klaipeda, Lithuania.

2. Chase the Midnight Sun Aboard Norwegian Getaway^®

Norwegian Getaway will sail 10- and 11-day Northern Europe itineraries between London (Southampton) and Reykjavik, Iceland, giving guests the chance to start and end their cruise in two distinct destinations. The itineraries will take place during the height of the midnight sun season, when extended daylight means more time to explore ashore. The ship will visit destinations across Norway, Iceland, Belgium, the Netherlands and France, while also making inaugural calls to Grundarfjörður, Iceland and Vik, Norway, the latter marking NCL’s first-ever visit to the destination. Later in the season, Norwegian Getaway will sail three Baltic Sea voyages of nine and 11 days where the ship will have its first turnaround in Helsinki, as well as a maiden call to Klaipeda, Lithuania.

3. Discover Mediterranean Treasures in Croatia and Sardinia

For the first time, Norwegian Dawn^® will call to Zadar, Croatia and Cagliari, Sardinia, giving guests two additional reasons to explore the Mediterranean with this ship. Throughout the season, Norwegian Dawn will sail a series of 10- to 11-day voyages with distinct embarkation and disembarkation ports including Lisbon, Portugal; Barcelona, Spain; Rome (Civitavecchia) and Venice (Ravenna), Italy. With almost no days at sea, guests can experience destinations ranging from Marseille, France to Salerno, Italy; Koper, Slovenia and Kotor, Montenegro in a single vacation.

4. Experience Europe with Fewer Sea Days and More Time Ashore

From the Mediterranean and Greek Isles and the British Isles, NCL gives guests more ways to explore the region with limited sea days and more time ashore. Norwegian Viva^® will continue offering nine-, 10- and 12-day voyages between Rome (Civitavecchia) and Venice (Ravenna), Italy; Barcelona, Spain and Istanbul, Turkey. Itinerary highlights include overnight stays in Istanbul and late departures in Santorini and Mykonos, Greece, as well as Livorno (Florence/Pisa), Italy. Norwegian Pearl^® returns with destination-rich seven-day Greek Isles voyages between Venice (Ravenna), Italy and Athens (Piraeus), Greece, allowing guests to experience some of the region’s most iconic destinations almost every day. For voyages to the Greek Isles, Norwegian Epic^® will sail roundtrip from Rome (Civitavecchia) with nine- to 12-day itineraries. Norwegian Star^® will once again sail across the British Isles and Northern Europe, with calls to Belfast, Northern Ireland; Newhaven (Edinburgh) and Invergordon, Scotland, the gateway to the Scottish Highlands.

5. Discover Alaska with Prime Weekend Departures

NCL’s award-winning Alaska program will take place between April and October 2028 with four ships offering guests multiple ways to experience the destination’s glaciers, wildlife and rugged natural beauty. Norwegian Encore^®, Norwegian Bliss^® and Norwegian Joy^® will sail seven-day roundtrip voyages departing from Seattle’s Pier 66 departing from Seattle’s Pier 66 on Fridays, Saturdays and Sundays, giving guests prime embarkation days for planning a summer escape. Glacier sightings will be featured on every sailing, including Norwegian Joy’s longer nine- to 11-day itineraries. Norwegian Jade^® will return with seven-day voyages embarking and disembarking in Vancouver, British Columbia and Whittier, Alaska embarking and disembarking in Vancouver, British Columbia and Whittier, Alaska, featuring scenic cruising through either Glacier Bay or Hubbard Glacier. Guests can further extend their adventure through NCL Cruisetours, which include iconic inland experiences such as Denali National Park and the historic Alaska Railroad.

6. Check Fiji, Australia, French Polynesia and Hawaii Off the Bucket List and Head to the South Pacific

Norwegian Spirit^® will continue to offer immersive voyages across the Pacific, homeporting in Sydney; Lautoka, Fiji; Papeete, French Polynesia and Honolulu from April through October 2028. The ship’s 11- to 13-day itineraries connect some of the region’s most captivating destinations with distinct embarkation and disembarkation ports, including New Caledonia, Vanuatu, Fiji, Samoa, the Cook Islands, French Polynesia and Hawaii. With calls to the islands of Bora Bora, Moorea, Raiatea, Rarotonga, Aitutaki, Apia and Hawaii, guests can experience a mix of vibrant cultures, volcanic landscapes, turquoise lagoons and relaxing days at sea.

7. Make a Splash at Great Stirrup Cay – A Destination for Every Generation

In Summer 2028, more guests than ever will have the opportunity to experience Great Stirrup Cay, NCL’s private island destination in the Bahamas. At the heart of the island experience is Great Tides Waterpark, featuring 19 waterslides, including the industry-first duelling Master Blaster slides, tube slides and splash-filled attractions designed for every age group. Families can spend the day exploring interactive water play areas and dedicated children’s experiences, while thrill seekers can chase adrenaline-fueled adventures and adults can relax at the exclusive Vibe Shore Club. Whether traveling with family, friends or as a couple, guests can enjoy their own version of the perfect island day without compromising on the experiences they truly want to enjoy. Norwegian Aqua^® will spend her first full summer season offering three- and four-night roundtrip Bahamas cruises from Miami, perfectly complementing the Great Stirrup Cay experience with something for every type of traveler ashore and onboard with the Aqua Slidecoaster to world-class entertainment and rejuvenating treatments at the award-winning Mandara Spa^®. Together, the ship and destination create a seamless getaway where every guest can choose their own blend of excitement, relaxation, and family fun.

8. Explore the Caribbean aboard NCL’s Newest and Most Innovative Ships

From the Eastern to the Western Caribbean, NCL’s newest fleet offers travellers a wide array of itineraries to discover the region’s most sought-after destinations. Norwegian Aura, one of NCL’s newest ships, will offer seven-day roundtrip Eastern Caribbean voyages from Miami to Puerto Plata, Dominican Republic; St. Thomas, U.S. Virgin Islands; Tortola, British Virgin Islands as well as Great Stirrup Cay. Designed with multi-generational vacations in mind, the ship will feature Ocean Heights, NCL’s first-ever open-air activities complex. Dedicated spaces for children and teens will include Adventure Alley, Little Explorer’s Cove and the Teen Hangout, making her an ideal choice for families looking to make the most of the summer travel season. In the Western Caribbean, Norwegian Prima^® will return to Galveston, Texas, sailing seven-day Western Caribbean roundtrip itineraries that include calls to Harvest Caye, Belize, NCL’s resort-style destination known for its pristine beaches, nature adventures and easy access to the region’s tropical beauty. For travellers seeking a longer Caribbean escape, Norwegian Luna will sail a special 10-day repositioning voyage from Miami to New York City in May 2028, featuring inaugural visits to Aruba, Curaçao and San Juan, Puerto Rico. Additionally, Norwegian Escape^® will offer alternating Eastern and Western Caribbean roundtrip voyages with calls to Great Stirrup Cay from Orlando (Port Canaveral), Fla., giving guests the opportunity to combine sailings back-to-back and explore more of the Caribbean in a single vacation.

9. Set Sail to Bermuda from New York, Boston and Philadelphia – Including Norwegian Gem^®‘s Philadelphia Debut

NCL will sail for a fifth consecutive season from the City of Brotherly Love with the regional debut of Norwegian Gem in April 2028. She will offer a season of seven-day Bermuda sailings featuring overnight calls at Royal Naval Dockyard, giving guests more time to enjoy the island’s pink-sand beaches, waterfront dining and laid-back island culture, as well as visits to Norfolk, Va. Joining Norwegian Gem in Bermuda, Norwegian Luna will sail five- and seven-day voyages from New York City, and Norwegian Breakaway^® will once again offer week-long sailings from Boston with additional calls to Halifax, Nova Scotia, where guests can explore maritime heritage, sample fresh seafood and take in Atlantic Canada’s picturesque coastal scenery.

10. Book Early for the Best Choice and Value

The best vacations rarely stay secret for too long. From first-time calls in Northern Europe and new Mediterranean discoveries to family-friendly escapes in the Bahamas and bucket-list adventures across Alaska and the South Pacific, Summer 2028 is packed with experiences guests will not want to miss. Travelers looking to secure their upcoming summer vacation at best value can take advantage of NCL’s ongoing sale now through Aug. 27, 2028, offering 50% off al cruises and the guest-favourite Free at Sea packages, which includes unlimited premium beverages, speciality dining meals, excursion credits and Wi-Fi.

For more information about the Company’s award-winning 21-ship fleet and worldwide itineraries, or to book a cruise, please contact a travel professional, call +27 087 550 3914 or visit www.ncl.com.

Presented by Marcus Lee, CEO of China Travel Online and founder of the internationally recognised China Ready® Programme, the workshop forms part of a three-year development series running alongside WTM Africa from 2026 to 2028. Each annual session explores a different aspect of engaging the Chinese outbound market, providing standalone value for delegates joining the programme at any stage.

Taking place from 7–9 April 2027 at the Cape Town International Convention Centre (CTICC), WTM Africa 2027 will host Part 2: Marketing and Digital Promotion. This session will explore the digital platforms, consumer behaviours, and marketing strategies that influence Chinese outbound travel decisions, providing delegates with practical, actionable insights to strengthen their visibility and competitiveness in this high-value source market.

Why China readiness matters

“Chinese outbound travel continues to represent one of the greatest long-term growth opportunities for global tourism,” says Megan de Jager, Portfolio Director – Travel, Tourism & RX Africa Marketing. “The overwhelming response to the inaugural China Ready® Workshop demonstrated that African tourism businesses recognise the importance of preparing for this market. We are excited to welcome Marcus Lee back to WTM Africa 2027 to continue equipping delegates with the knowledge and tools they need to succeed.”

Stakeholders attending the China Ready® Workshop at WTM Africa 2027 will receive CPD accreditation, access to exclusive market intelligence and practical resources, and the opportunity to learn directly from one of the industry’s leading authorities on the Chinese outbound travel market.

What attendees can expect

The inaugural workshop at WTM Africa 2026 marked a significant milestone for the continent, with South Africa becoming the 55th country globally to introduce the China Ready® Programme. The fully booked session coincided with the launch of the inaugural China Ready Index® – Africa Rankings, a benchmarking system developed by the China Business Intelligence & Strategy Network (CBISN) to evaluate African destinations on their readiness to attract and serve Chinese travellers. As of 2026, Egypt ranks first in Africa, followed by Morocco, Kenya, Tanzania, and South Africa.

Participants also received the China Outbound Travel Market – Africa Report 2025/2026, equipping them with practical market intelligence on emerging travel trends, traveller preferences, and commercial opportunities across the continent.

Building on the success of its inaugural year, the 2027 China Ready® Workshop promises fresh insights and the latest market intelligence for tourism stakeholders. All are welcome. Registration will open closer to the event, with further details to be announced on the WTM Africa website: www.wtm.com/africa/en-gb.html.

Once upon a time, booking a holiday meant heading to your local travel agency, a manila folder of handwritten tickets to carry home and a visit to the bank to order your travellers cheques. Today, travellers can book an entire holiday from the palm of their hand.

As ASATA celebrates its 70th anniversary, they’re opening their archives and inviting us to revisit the milestones that modernised the industry – and changed how South Africans travel. 

1. 1956: Travel agencies become part of the journey

In 1956, ASATA was established as the first formal body to represent South African travel agents and elected Jim Finlay as its first chairman. At the time, travel agencies were essential to planning a trip, handling everything from tickets and passports to visas and even foreign currency. There was no such thing as booking it all yourself.

2. 1959–1971: The world gets easier to reach

The arrival of the first American Express plastic charge card in 1959 transformed international travel. Instead of carrying cash or travellers cheques, travellers could pay for flights, accommodation and everyday expenses with a single card. The arrival of the Boeing 747 in 1970 made long-haul travel more accessible than ever before, and in 1971, SAA rounded things off with SAAFARI, its very own automated reservations system – basically the ancestor of every booking app on your smartphone today.

3. 1972: A genuine world-first

In 1972, just one year after Japan pioneered IATA’s Billing and Settlement Plan (BSP), South Africa became the second country in the world to adopt it. The same year, ASATA elected its first president, John Bing, and successfully negotiated an increase in domestic airline commission from 5% to 7%.

*BSP is the standardised system that keeps ticket sales, reporting and payments between agents and airlines from descending into chaos.

4. 1978–1985: Regulation, insurance and the ticketing shake-up

Between the late 1970s and early 1980s, ASATA really rolled up its sleeves. The association helped draft the bill that became the Travel Agent and Travel Agencies Act (1983) and teamed up with SAA to introduce automatic ticket printing. It also negotiated an exclusive traveller insurance (Travelsure) and secured a 15-day BSP settlement period, modernising how travel agencies operated behind the scenes.

5. 1992–1994: Ethics and deregulation

During this timeframe, ASATA introduced its first Code of Conduct, reinforcing ethical standards across the industry. Just two years later, the Tourism Bill repealed the Travel Agent and Travel Agencies Act, ushering in a new era of competition and deregulation.

6. 1993–1998: A changing landscape

The repeal of marital power meant married women could finally open bank accounts, obtain credit cards, sign contracts and pay for travel independently without their husband’s consent. In 1998, ASATA elected its first Black president, Kananelo Makhetha, reflecting the transformation of both the association and South Africa itself.

7. 2001: Flying would never feel the same again

Before 9/11, passengers could arrive at the airport shortly before departure and loved ones could accompany them to the boarding gate. Then everything changed. Security tightened everywhere, and “arrive three hours early” became gospel.

8. The 2000s: Reinvention begins

During this time, smartphones, social media and online booking platforms completely transformed how people researched, booked and shared their travels. In 2005, ASATA elected its first woman president, Amanda Harrod, and as airline commissions shrank, professional service fees models filled the gap.

In 2010, the FIFA World Cup showcased South Africa to billions of people across the globe as a world-class tourism destination, proving that this country knows how to host a good party.

Throughout the 2010s, ASATA engaged government on unabridged birth certificates for minors, worked with National Treasury on cost containment measures, secured legal guardrails for pricing transparency, and helped determine the VAT treatment of international tickets through a favourable Constitutional Court outcome in 2020.

9. 2020: When travel stopped

COVID-19 became the greatest crisis the travel industry had ever faced. Borders closed, airlines grounded fleets and refunds became a lifeline for travellers. ASATA worked tirelessly to support members through SAA’s business rescue (2019-2022) and advocate for border reopening.

10. 2023 and beyond: Buckle up for the next chapter

Today, AI, digital borders and new traveller expectations are reshaping travel once again. Yet one thing has remained remarkably consistent: When flights are cancelled, visas become complicated or plans fall apart, people still turn to trusted travel professionals for guidance.

“That belief has guided ASATA since 1956,” says ASATA CEO, Otto de Vries. “Seventy years later, it remains at the heart of South African travel. In all that time, credible expertise never went out of fashion, and I suspect it never will.”

SATSA, the voice of inbound tourism in Southern Africa, has unveiled the full programme for its flagship annual conference, bringing together an exceptional line-up of business leaders, destination specialists, conservation pioneers, hospitality executives and tourism innovators to explore the opportunities and challenges shaping the future of tourism in the region.

Taking place from 19–21 August 2026 at Southern Sun Cape Sun, the conference will provide a platform for industry collaboration, strategic discussion and practical insight at a time when tourism businesses are navigating changing global markets, technological advances, conservation priorities and evolving traveller expectations.

Among those taking to the stage are some of South Africa’s most respected business, destination and tourism leaders, including Marcel von Aulock, Chief Executive Officer of Southern Sun; Adrian Enthoven, Executive Chairman of Yellowwoods and Family Owner of Spier Wine Farm; Graham Wood, Chief Executive Officer of the V&A Waterfront; Alderman James Vos, Mayoral Committee Member for Economic Growth, City of Cape Town; Enver Duminy, Chief Executive Officer of Cape Town Tourism; and Rashid Toefy, Deputy Director General: Economic Development and Tourism, Western Cape Government.

Joining them are respected leaders from organisations including SANParks, Rhino Africa, Africa’s Eden, Wesgro, Dream Hotels & Resorts, the Tourism Grading Council of South Africa, Nielsen Sports, Londolozi, Wild Wings Safaris, Isibindi Africa Lodges and Motsamayi Tourism Group, reflecting the breadth of expertise represented across the programme.

The programme explores some of the defining issues shaping tourism today, including:

• SANParks at 100: Legacy, Growth and the Road Ahead
• The South African Business Landscape: Navigating Change and Creating Opportunity
• The V&A Waterfront: Reinvention, Relevance and the Road Ahead
• Panorama Reimagined & Wild Eastern Cape: Destination Reinvention and Regional Competitiveness
• The Collaboration Advantage: How Government and Industry Are Building a Common Roadmap for Tourism Growth
• Beyond the Middle East Horizon: New Markets, New Routes and the Courage to Grow
• Reimagining Tourism, Together: Building a More Competitive, Connected and Inclusive Southern Africa

According to SATSA CEO David Frost, the conference has been designed to bring together the ideas, people and partnerships that will help shape the future of tourism.

“Tourism has always been one of South Africa’s greatest strengths, but the environment in which we operate is changing rapidly. Success will increasingly depend on our ability to collaborate, adapt and embrace new ways of thinking. SATSA Conference 2026 brings together the people, ideas and partnerships that will help shape tourism’s next chapter. More than a conference, it is where our industry comes together to challenge thinking, build relationships and create momentum for the future.”

SATSA Chairperson Oupa Pilane said the programme reflects both the diversity and strength of Southern Africa’s tourism sector.

“This year’s programme has been carefully curated to bring together some of the most influential voices from across business, conservation, government and tourism. By creating space for meaningful dialogue and practical insight, we hope delegates leave not only inspired, but equipped with new ideas, stronger partnerships and renewed confidence in the future of our industry.”

The full conference programme and registration details are available here.

About SATSA

SATSA is the voice of inbound tourism in Southern Africa, representing over 1,200 quality assured members across the tourism value chain. As a trusted mark of credibility, SATSA-member businesses are vetted annually with stringent financial checks and adhere to a strict Code of Conduct, ensuring high ethical and operational standards. SATSA continually works to promote responsible tourism and protect travellers from fraudulent activity within the industry. https://www.satsa.com/

Media Contact

Kim Taylor | Strategic Communications and Marketing Manager, SATSA

kim@satsa.co.za