“Luxury doesn’t necessarily have everything to do with the amount of money something costs, but really the quality of the experience that is offered,” according to Anthony Berklich, luxury travel expert and host of Africa Travel Week’s (ATW) recent virtual masterclass, ‘The Luxury Traveller’.

With luxury travellers predicted to be the first to rebound as travel restrictions ease, ATW is focusing on rebuilding the luxury travel market, setting its sights on creating a high-quality show experience for international buyers and African exhibitors at the International Luxury Travel Market Africa (ILTMA).

Set to run from April 7 to 9 at the Cape Town International Convention Centre, the plan for the live show was to ensure that the leaders of the African luxury travel market had every opportunity to reconnect, build relationships and grow their business, said Megan Oberholzer, Portfolio Director: Travel, Tourism and Creative Industries at Reed Exhibitions.

“Responding to industry demands, ILTM Africa 2021 will be held in Cape Town to allow for ease of access and greater networking opportunities alongside its sister show, WTM Africa, which will run concurrently,” she said.  

To ensure that ILTMA retains its exclusivity and complies with safety regulations, an exclusive LUXE pocket with private access will be created on the show floor. As per previous years, buyers and exhibitors will also be able to participate in curated experiences that will allow them to venture beyond their meetings and experience travel products first-hand.

“2021 will include a line-up of networking activations, lunchtime events and pre-show activations at intimate locales like The Vineyard Hotel and GOLD Restaurant,” Oberholzer said.

To ease the overload of virtual events and meetings, ILTMA will also feature a bespoke programme of interactive discussions by thought leaders, highlighting how the world of luxury travel will unfold for the rest of 2021.

“The effect of the global travel restrictions has not only had an impact on well-heeled travellers, but it has severely impacted the many millions of small businesses, communities and families that depend upon them,” said Oberholzer. “It is imperative that we create an environment that is conducive to the recovery of our industry.

“ILTM Africa 2021 is more than just a lifeline, it’s an opportunity for luxury travel to come back stronger than ever and lead the way forward.”