Africa’s travel trade impression of WTM Africa 2023
The World Travel Market Africa (WTM Africa) provided a valuable platform once again this year for industry players to meet, network, gain new insights, and conduct business. A significant number of African national tourism agencies and private businesses in the sector participated in the show. With over 5,000 registrations, almost 600 exhibitors, and 49 new countries, the event returned to pre-pandemic levels. Additionally, there were 200 expert speakers and over 80 hours of content sessions, with 9,200 pre-scheduled appointments, a 35% increase from the previous year. This year's show also attracted 63% new buyers from exciting markets such as Malaysia, Pakistan, Thailand, the Philippines, Romania, Armenia, San Marino, and Uzbekistan.
According to some African exhibitors, WTM Africa provided an excellent opportunity for engagement, sharing ideas, and promoting their respective destinations. For instance, Sarah Njanji of the Malawi Department of Tourism said that they showcased Malawi's tourism offerings to drive traveler traffic from the region and source markets. Susan Ongalo, CEO of the Kenya Tourism Federation, expressed confidence in Kenya's tourism rebound, thanks to her positive experience at the travel market.
The Tourism Seychelles Regional Director for Africa, David Germain, highlighted the importance of the WTM Africa exhibition for enhancing Seychelles' marketing efforts in Africa and enhancing relationships with the travel trade.
WTM Africa 2023, held from April 3-5, 2023, at the Cape Town International Convention Centre, South Africa, was themed "Recover. Rebuild. Innovate."
