WTM 2026
Firmly re-established Cape Town as the heartbeat of the continent’s travel industry
Last week I attended the WTM at CTICC
A whirlwind three days that firmly re-established Cape Town as the heartbeat of the continent’s travel industry.
Here is a look at what has unfolded so far:
• Record-Breaking Numbers: The event kicked off with a massive surge in attendance, welcoming over 8,000 trade professionals and 786 exhibitors from 40 different countries. Business was front and center, with a staggering 13,500 pre-booked appointments—a 35% increase from last year.
• A Sustainable Shift: Sustainability wasn’t just a buzzword this year; it was the backbone of the agenda. From the Responsible Tourism Awards to the “Waddle for a Cause” campaign for African penguin conservation, the focus remained on ethical growth and protecting the wildlife economy.
• The Future of Tech & Wine: Attendees dove into the “Wine Tourism Track” and explored the intersection of AI and human connection in travel. Sessions led by industry giants like Carol Weaving and Alderman James Vos highlighted a vision for 2030 that aims to double tourism jobs and skyrocket visitor arrivals.
• Global Networking: With 81% of hosted buyers attending for the first time, the floor was a melting pot of new partnerships, featuring fresh delegations from countries like South Korea, Brazil, and Jordan.
