The 10th edition of WTM Africa and associated events under Africa Travel Week kicked off to a strong start in Cape Town in South Africa with a sharp spike in number of participants and countries represented.

With an increase of 53 pc in the number of participants, the 10th edition of WTM Africa, a leading travel trade show in Africa, got underway in Cape Town on Wednesday.

According to a press statement issued by the organisers,  this surge in participation, with unaudited numbers indicating representation from 88 countries worldwide, signals a bright future for the African tourism industry.

The statement adds that ATW, which comprises shows like the Tourism Investment Forum Africa (TIFA), WTM Africa, and Equal Africa among others, also features seven networking events and the support of 53 partners, demonstrating the collaborative spirit that drives ATW.

The organisers say that the addition of first-time participants, including Greece, Iran, Switzerland, Lithuania, Tunisia, Benin, Philippines, Singapore, New Zealand, Japan, Colombia, and Peru, brings fresh energy and diverse perspectives to the event. 

South African Minister of Tourism Patricia De Lille, though unable to attend in person, officially opened the conference via video call. De Lille welcomed attendees and highlighted the need for collective efforts to continue the momentum of tourism in Africa: “This year represents a year where we can take measures to break new ground and achieve exponential growth in our numbers,” she said in her speech to a packed house.

De Lille emphasised the importance of safety, sustainability, and expanding tourism beyond well-known destinations to include the hidden gems of lesser-known towns and villages across the continent. 

“Tourism is one of the most significant contributors to our economy, but we can do much more. One of the areas where the department is investing in supporting economic sustainability is through our various tourism incentive programmes,” she said.

Among the highlights of the opening day were the lively content discussions, where topics like responsible animal interactions sparked crucial ethical debates. For instance, Cathrine S Nyquist, Co-founder of Panthera Africa,  made a powerful statement: “Just because it’s legal does not make it right.”

The day also featured a dynamic session on Responsible Tourism hosted by Harold Goodwin, World Travel Market’s Responsible Tourism Advisor. Three of the five African winners from the 2023 Responsible Tourism Awards shared their inspiring stories, demonstrating the continent’s commitment to sustainable travel practices.

The conference day closed with the inaugural Media Awards, recognising excellence in African travel journalism. 

“We are incredibly proud to celebrate the 10th anniversary of Africa Travel Week with such a phenomenal turnout. This growth is a testament to the resilience and rising global appeal of the African tourism industry. We are excited to contribute to the continued success and positive transformation of travel on the continent,” said Carol Weaving, Managing Director of RX Africa.

The organisers say that Africa Travel Week 2024 serves as a testament to the continent’s vast potential in tourism. It highlights the collective commitment to fostering growth, innovation, and sustainability.