Delegates participated in various on-ground experiences, including sidecar tours of Cape Town, panel discussions on ethical tourism and a conservation-themed pop-up gallery
The three-day luxury travel showcase at Cape Town’s Norval Foundation concluded on Wednesday with ILTM Africa 2025 recording its strongest performance to date. The invitation-only event saw record attendance, increased international participation and a clear push toward sustainability underscoring Africa’s growing influence in the global luxury travel sector.
In a press statement, ILTM says that the event marked the official start of Africa Travel Week and featured more than 1,700 pre-scheduled meetings between African luxury travel businesses and international travel advisors a 25 pc increase from 2024.
It adds that according to the participants, many of these meetings led to confirmed bookings and long-term business relationships.
The statement adds that this year’s edition drew travel advisors from 36 countries, including representatives from 13 countries attending for the first time.
According to the statement, a 38 pc year-on-year increase in both buyers and exhibitors indicated rising global interest in Africa’s luxury travel offerings.
This year’s edition drew travel advisors from 36 countries, including representatives from 13 countries attending for the first time
ILTM organisers say that a key aspect of this year’s programme was the integration of African cultural and sustainability elements into the event experience.
It adds that the venue, Norval Foundation, served not just as a location, but also as a thematic backdrop, featuring contemporary African art exhibitions that tied into broader conversations on identity and storytelling in travel.
It adds that the delegates participated in various on-ground experiences, including sidecar tours of Cape Town, panel discussions on ethical tourism and a conservation-themed pop-up gallery.
ILTM says that one of the key initiatives, Art for Conservation, included a silent auction of artworks by Leandri Erlank, with proceeds supporting endangered African wild dog conservation through Painted Wolf Wines’ charity partner.
It adds that eco-conscious vendors and design-focussed pop-ups were also featured as part of RX Africa’s sustainability efforts.
Carol Weaving
According to statement the event concluded just ahead of WTM Africa 2025, which wrapped up today at the Cape Town International Convention Centre.
Organisers said the back-to-back events highlighted Cape Town’s capacity to host international travel showcases and underlined Africa’s positioning as a high-value tourism destination.
It adds that ILTM Africa is expected to return in 2026 with continued focus on curated travel experiences and sustainable market growth.
It further adds that the RX Africa, the event organiser, also released its State of the Industry Report during the show, providing insights into emerging trends shaping travel on the continent.
“This year’s event has truly exceeded all expectations. The quality of connections made, the diversity of luxury experiences showcased, and the overwhelming feedback from both exhibitors and buyers confirm that Africa remains at the forefront of transformative luxury travel. An impressive 90 pc new buyer attendance, combined with a 38 pc increase in total buyers, reflects surging global interest in Africa’s out-of-the-box luxury offerings. What makes ILTM Africa distinctive is our commitment to curating meaningful experiences that resonate with the sophisticated traveller. Our exhibitors offer journeys that transform perspectives and create lasting impact,” says Carol Weaving, Manager Director, RX Africa.
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