Cape Town – ILTM Africa, the continent’s only dedicated luxury travel trade event, has concluded its 2026 edition with record-breaking results, breaking attendance and appointment figures and sending a signal to the global travel industry: African luxury tourism has entered an era defined by trust and sustained demand.
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
