World Trade Market (WTM) Africa is currently taking place at the Cape Town International Convention Centre (CTICC). Running from April 18-20, WTM is the world’s biggest trade and travel show, with the Africa leg being the sixth, and the biggest show of its kind on the continent.



Currently in attendance at the show, Tourism Update has been exploring how WTM is bringing together travel and tourism industry service providers from across the continent, connecting businesses in a series of informative and insightful idea-sharing presentations, and hosting an exhibition of tour operators, destination marketing companies (DMCs), and accommodation and experience service providers in the main CTICC hall.



A line-up of presentations addressing pivotal issues and trends in the travel and tourism sector has seen eager industry players attending to absorb knowledge and advice from seasoned professionals. Topics covered include the South African Tourism Services Association (Satsa) exploring how to unblock obstacles and maximise opportunities in the sector; farm-to-farm tourism, where sustainable farming pairs with outdoor culinary experiences; the introduction of next-generation software to help tour operators improve businesses; marketing cultural heritage sites and authentic travel experiences; a DMC’s perspective on incentive tourism across Namibia, Botswana and Zimbabwe; South Africa’s film tourism potential; unpacking the debate about captive wildlife tourism; and opportunities and challenges ahead of SA’s sports tourism and events market. Numerous other subjects will be covered on the last day of the event, which closes tomorrow.



The main exhibition hall is abuzz with both inbound and outbound African travel and tourism professionals. Exhibitors hail from across Africa, showcasing accommodation, travel experiences, health and wellness, attractions and entertainment, adventure and alternative travel, airlines and ticketing, transport and governmental representative bodies and more, from across South Africa, Botswana, Kenya, Uganda, Algeria, Rwanda, Namibia, Tanzania, Cote d’Ivoire, Nigeria, Morocco, Belgium, Finland, Denmark, France, Germany, Greece, Israel, Italy, Netherlands, Norway, Poland, Portugal, and a host of other international locations. This mix of countries creates a networking platform between buyers, media and trade visitors, feeding into the global travel and tourism collaboration.



Tourism Update spoke to a few key attendees to get their experience of the WTM Africa exhibition.



David Frost, CEO of Satsa: “It’s an important show on the trade show calendar. There’s certainly a nice vibe about it, a nice energy, and I haven’t yet heard any negative feedback. People are getting down to business and doing business.”



Avie Wentzel, Acting GM Tourism Development of Tourism KwaZulu-Natal (TKZN): “This is the first WTM we have attended. It’s a really good trade show platform to connect the B2B market. The quality of buyers at this show, and the speed marketing, all offer a channel to share good ideas and generate leads. On the stands, and with other tourism businesses, you can connect to discuss partnership agreements and other forms of collaboration. TKZN has been extremely busy, and we recognise the need to work together with other tourism stakeholders, cities, regions, etc. The right people are here to stir up the mutual desire for growth in the industry.”



Keitumetse Setlang, Public Relationships and Communications Manager, Botswana Tourism: “The first two days have been very good with a lot of activity on the stand. Industry reports and meetings have been good. WTM Africa is an important fair for Botswana operators.”



Mmatsatsi Ramawela, CEO of the Tourism Business Council of South Africa: “Exhibitors are saying that this is a great show, and they are getting value out of it. The show gives members access to the whole of Africa, and the rest of the world coming here. And, more than anything, it shakes us out of our complacency. When you see what other countries are doing here, it lights a fire underneath you. Secondly, we see the world coming to Cape Town because of WTM Africa. This is more feet through the door. It is all about economic impact - so Cape Town benefits, our country benefits, people who have never been to our country say the show brings them here. We are as good as any destination in the world.”



WTM Africa is expected to see over 5 000 pairs of feet through the door.