South Africa’s Double Triumph at WTM London 2025 Signals New Era for African Tourism

The conclusion of World Travel Market (WTM) London 2025 has brought a wave of optimism for South Africa’s tourism sector, underscoring its growing stature on the global stage and opening new doors for the continent’s travel industry. Throughout the event, which took place from November 4th, a vibrant South African presence captured the imagination of international partners, industry insiders, and media, highlighting a spectrum of unique experiences that position the country as a leading destination.

At the centre of this success were 22 South African stand sharers, representing a cross-section of the nation’s tourism and hospitality landscape. From thrilling wildlife safaris and adventure pursuits to a tapestry of cultural and culinary experiences, the South Africa stand became a bustling hub, attracting meetings with trade partners, journalists, and key stakeholders from across the globe. This energetic engagement not only showcased the depth and diversity of South Africa’s tourism offering but also demonstrated the renewed confidence in the region’s travel potential.

The excitement reached new heights as South Africa clinched two prestigious international awards during the week. The Kruger National Park was named the Top Destination for 2026 in the Lonely Planet Best in Travel Awards, a coveted accolade celebrated at London’s National Portrait Gallery. This recognition makes clear the enduring global appeal of South Africa’s iconic wildlife reserves, where visitors are treated to spectacular biodiversity, sweeping landscapes, and the warmth of local hospitality.

Adding further to the accolades, the country earned the Gold Winner: Most Desirable Destination for Nature and Wildlife at the Wanderlust Reader Travel Awards 2025. Thousands of travel enthusiasts worldwide cast their votes, acknowledging South Africa’s unparalleled natural beauty and the exceptional experiences it offers to those seeking adventure and immersion in nature. These achievements are not just a testament to the country’s offerings—they signal a broader shift in international perceptions, placing South Africa firmly at the top of global bucket lists for nature lovers and explorers alike.

Darryl Erasmus, Acting CEO of South African Tourism, expressed pride in the collective achievement, stating, “These recognitions reaffirm South Africa’s position as one of the world’s most inspiring and sought-after travel destinations. We are immensely proud of our teams and partners who continue to showcase South Africa’s beauty and diversity on the global stage.”

Behind the celebratory headlines is a story of continuous growth and renewed global interest. The engagement seen at WTM London 2025 builds on a period of positive momentum, with international arrivals to South Africa rising by 17% from January to September 2025 compared to the same period in 2024. This surge reflects the effectiveness of coordinated marketing efforts, strategic partnerships, and an unwavering focus on delivering authentic, world-class experiences for visitors.

For Africa’s travel industry professionals, these developments signal a transformative moment. The dual international honours not only cement South Africa’s reputation as a premier destination but also set a benchmark for other African markets seeking to compete on the world stage. There are important lessons to be drawn from the integrated approach South Africa has taken—leveraging its natural assets, investing in product development, and fostering productive relationships with both local and international industry players. In a rapidly evolving global travel landscape, this strategy positions the country and, by extension, the sub-Saharan region for sustained growth and increased market share.

The success at WTM London 2025 also reflects a broader trend: international travellers are increasingly seeking destinations that offer a blend of adventure, wildlife, and cultural immersion. South Africa’s ability to deliver on these fronts—highlighted by the recognition of its national parks and wildlife reserves—demonstrates the enduring value of investing in conservation, community engagement, and high-quality visitor experiences. This approach resonates with global travellers who prioritize sustainability and authenticity, and it provides a roadmap for other African destinations aspiring to similar recognition.

For those shaping the future of Africa’s tourism sector, South Africa’s achievements at WTM London 2025 highlight the importance of collaborative marketing, innovative product offerings, and a relentless focus on customer experience. The active participation of a diverse range of stand sharers at the event underscores the collective strength of the country’s tourism ecosystem, from established operators to emerging entrepreneurs. This inclusive model is crucial for unlocking new growth, expanding the continent’s appeal, and ensuring that the benefits of tourism are widely shared.

As attention now turns to the post-WTM period, the challenge and opportunity for Africa’s travel professionals lie in maintaining this momentum. With global awareness of the continent’s assets at an all-time high, now is the moment to invest in training, infrastructure, and brand positioning that will sustain international interest and drive further growth. The successes of South Africa at WTM London 2025 serve as a powerful reminder that with the right mix of vision, collaboration, and innovation, African destinations can compete with the best in the world—and win.

In extending its gratitude to partners, stand sharers, and visitors, South African Tourism has sent a clear message: the future is bright, and the continent is ready to welcome the world. As the global travel industry looks ahead, Africa’s diverse landscapes, vibrant cultures, and warm hospitality are set to play an ever-larger role in shaping the journeys of tomorrow. For the region’s travel sector, the time to act—and to lead—is now.