International Luxury Travel Market (ILTM) Africa, part of Africa Travel Week, is working hard to showcase a more diverse mix of products and services at next year’s event, paying special attention to luxury golf and LGBTQ+ markets.
The 2023 ILTM Africa expo will take place at Kirstenbosch National Botanical Gardens from March 31-April 2.
RX Africa, the event organisers, said some of the most luxurious travel products and experiences on the African continent would be on show.
Some of the brands catering for the golf and LGBTQ+ markets include EQUAL Africa and Luxury Golf Africa.
Megan De Jager, RX Africa Portfolio Director – Travel, Tourism & Marketing, said golf was one of the continent’s booming industries. She also hoped that the event would create a more diverse and welcoming experience for travellers across Africa. “We are confident that next year's show will be filled with #MomentsThatMatter, surpassing all expectations.”
According to RX Africa, golf is one of the key reasons people travel for leisure. Research by the Global Association for the Tourism and Hospitality Industry has said golf tourists also spend 120% more than general leisure travellers. The organisation also claims that 25% of golfers would book a golf holiday.
RX Africa also described LGBTQ+ travel as a major player in the travel industry.
“We believe everyone should feel welcome, comfortable, and safe while exploring our beautiful continent,” said De Jager. “ILTM Africa provides a platform for businesses in Africa that are inclusive of all travellers, regardless of sexual orientation or gender identity. We hope to lead by example and create a more diverse and welcoming travel experience in Africa for everyone.”
Luxury rebounds
De Jager said the luxury travel market had been one of the fastest to recover since the start of the COVID-19 pandemic, adding that South Africa was on track to earn more from luxury travel next year, based on figures by Statista published in June. “We want to be prepared.”
Concerning what luxury travellers want, De Jager said visitor experience and exclusivity were key. “When a traveller goes on holiday, they want to feel that they have done something amazing. Experiences talk to anyone, no matter where they come from in the world.”
She said travel agencies that book domestic and outbound travel were also welcome.
Outbound products would also be on show, she said, including luxury products and services in the Indian Ocean and other parts of Africa. “Outbound travel has buyers linking South Africa with East Africa. Mauritius is also obviously a popular destination.
“What we are finding is that customers are combining things. They’ll stay for an entire week at a four-star property and then end off with three, four or five nights at a five-star and end their trip in luxury. Another trend, worldwide, is that living expenses have gone up, so it’s the upper LSM that are booking those sorts of trips,” De Jager said.
A win for Cape Town
Cape Town has signed up as the host city for Africa Travel Week and the ILTM Africa showcase for the next three years. James Vos, City of Cape Town Mayoral Member for Economic Growth and Tourism, was delighted and hoped to maximise the exposure.
He told Tourism Update that the city was being purposeful about growing arrivals, from its work to attract more international flights and cruise ships to better tourist safety measures and booking functionality that helped drive conversions.
Vos said the new three-year contract with Africa Travel Week would also help the organisers and the city to optimise their partnership by hunting for exciting new products and services, which he said would also give the show longevity.
“We know that the event organisers can go out and get us the best experiences and most diverse mix of products and services and also explore more,” he explained. “By exploring more, we stay on top of trends. As a city, we need to always be on the lookout for new niche markets that emerge. Over a three-year period, we know that we can build it up and get more out of it.”
Vos, who addressed ILTM Africa partners at a launch event in Cape Town this week, was just as excited to see luxury golf travel and LGBTQ+ in the spotlight. “Cape Town has a variety of world-class golf courses and there are a lot of tour operators that specialise in this type of travel. It’s a big money spinner.”
He reiterated that tolerance was important for the city and visitors. “Cape Town is a gay-friendly city and the pink capital of Africa. LGBTQ+ is a market we embrace and really appreciate. We want Cape Town to be a city for all, a city of hope, and a city that embraces people.
“It is fantastic that the ILTM Africa component of Africa Travel Week will be highlighting these two important features on the Cape Town events and tourism calendar,” said Vos.
Suppliers can register as exhibitors via the official website, iltm.com.
