Cape Town, South Africa, 26 January 2026 – IBTM Africa, which takes place alongside WTM Africa, is fast positioning itself as a critical platform for Africa's MICE sector, bringing together international buyers, leading suppliers, and a dedicated business events programme at the Cape Town International Convention Centre (CTICC) from April 13-15, 2026.
Reante Naidoo, Buyers & Digital Director for WTM Africa says IBTM Africa is now a core pillar of the show.
“Over one-third of WTM Africa’s hosted buyer programme has direct MICE influence,” explains Naidoo. “Significantly, of those MICE buyers, 99% are senior decision makers who directly influence or control purchasing decisions. They’re coming to Cape Town, from both traditional and emerging source markets, to explore new products, establish new relationships and experience what South Africa, and Africa, has to offer.”
Of the confirmed MICE buyers who will be in attendance, there is strong representation from the United States, United Kingdom, Germany, Kenya, United Arab Emirates, Italy, Tanzania, Egypt, India, Spain, Australia, Uganda, Turkey, Netherlands and South Africa.
"IBTM Africa provides MICE suppliers with access to the buyers who matter," says Naidoo. "And with an extended programme of events, including a ‘Women in MICE’ breakfast, a leadership workshop, and dedicated speaker sessions, there is plenty of opportunity to network and engage.”
Women in Mice Breakfast
The Women in MICE breakfast takes place on 15 April from 08:00 to 10:00 at the CTICC. The session brings together industry professionals to discuss leadership, inclusivity, and collaboration in the business events sector. Interested parties can register by emailing Antois-Leigh Nepgen on antois-leigh@4mal.co.za.
Space is limited and early registration is recommended.
Women in MICE Workshop, in partnership with Women in Tourism
Open to all exhibitors and taking place on the event floor on 15 April from 10:30, this workshop looks at tourism leadership, and specifically practical tools, proven strategies and real-world insights to empower organisations, women leaders, and entrepreneurs across the tourism value chain.
China Ready® Workshop
With China’s outbound travel market projected to soar to 200 million trips by 2028 (according to digital marketing and research firm, China Trading Desk) and South Africa’s Trusted Tour Operator Scheme coming in to play, there is no better time for South Africa’s inbound tourism sector – including MICE – to familiarise themselves with the needs of the Chinese market. WTM Africa’s China Ready® Workshop gives interested exhibitors the chance to equip themselves with the knowledge and tools to cater to Chinese travellers.
For more information visit: https://www.wtm.com/africa/en-gb/whats-on/china-ready-workshop.html
Again, space is limited and booking a seat in advance is essential.
Sports Events & Tourism Exchange in partnership with Nielsen Sports
The Sports and Events Tourism Exchange (SETE) brings together businesses from across the spectrum of sports, events and industries – with a full programme running on Wednesday, 15 April 2026.
“The global sports events sector is growing quickly,” says Olivia Gradidge, Marketing Manager, WTM Africa. “It presents a massive opportunity for South Africa. We encourage anyone up and down the supply chain to attend – and help position South Africa as a major player when it comes to hosting world-class, international events.”
Africa Tourism Investment Conference
The Africa Tourism Investment Conference (14 April, CTICC) is a crucial event for the MICE industry. It provides businesses with essential investment insights, networking opportunities, and access to key decision-makers.
This conference is the ideal platform for MICE professionals to drive growth and capitalize on emerging trends in tourism investment. To view the full programme, please visit https://www.wtm.com/africa/en-gb/whats-on/tourism-investment-forum-africa.html.
Pre-registration is essential.
Invitation to Join Diverse Exhibitor Base
Currently, 40% of exhibitors attending WTM Africa in April have a strong MICE element to their business, with representation from established hotel groups including Southern Sun Hotel Interests, Tsogo Sun Casinos Management Company, Minor Hotels, City Lodge Hotels, and specialist venues like Kievits Kroon Gauteng Wine Estate.
The exhibitor base spans 17 countries across Africa and beyond, including South Africa, Tanzania, Kingdom of Eswatini, Ethiopia, Madagascar, Uganda, Seychelles, Namibia, Botswana, and international destinations such as Singapore, Switzerland, Jordan, and Saint Helena.
National tourism authorities, airlines, venues and ground transport providers will showcase Africa's business events infrastructure and capabilities, demonstrating the continent's readiness to host international meetings, incentives, conferences, and events.
“IBTM Africa connects global demand with Africa's growing business events sector,” says Carol Weaving, MD of RX Africa, which hosts Africa Travel Week, including WTM Africa and IBTM Africa, each year. “This is a warm invitation to Africa's MICE sector to join us in Cape Town for three focused, valuable days. The buyers are confirmed, the programme is set, and the opportunity is real. We look forward to welcoming exhibitors who are ready to do business."
Learn more & register your interest: IBTM Africa
-ENDS-
Issued by: Big Ambitions
Contact: Sonnette Fourie
Tel: +27 81 072 2869
Email: sonnette@bigambitions.co.za
Notes to editors:
About CBISN
CBISN is a leader in market intelligence and capacity-building services for those engaging with the Chinese outbound tourism market. Their partnership with WTM Africa aims to provide African stakeholders with actionable insights and tools to welcome and serve Chinese visitors more effectively.
Now in its 33nd year, Arabian Travel Market (ATM) is the leading international travel and tourism event in the Middle East for inbound and outbound tourism professionals. Held annually at the Dubai World Trade Centre, ATM 2024 spanned 12 halls, making it the largest edition to date. The event attracted over 47,000 attendees and more than 35,000 visitors (including 6,000+ high-value buyers) and over 2,550 exhibitors and representatives from over 161 countries. In 2025, ATM will expand to 13 halls, growing across all sectors, and will continue to be a crucial gathering for the global travel and tourism industry. Arabian Travel Market is part of Arabian Travel Week. #ATMDubai
ATM takes place from 4 - 7 May 2026, at the Dubai World Trade Centre, Dubai.
https://www.wtm.com/atm/en-gb.html
Arabian Travel Week is a week-long festival of events alongside Arabian Travel Market 2025. Providing a renewed focus for the Middle East’s travel and tourism sector, it includes Start-Up Competition, Influencers' Event, GBTA Business Travel Forums, and ATM Travel Tech. The event also features ATM Buyer Networking and a series of country forums.
https://www.wtm.com/arabian-travel-week/en-gb.html
About RX
RX is a global leader in events and exhibitions, leveraging industry expertise, data, and technology to build businesses for individuals, communities, and organisations. With a presence in 25 countries across 42 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people. RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For more information, visit www.rxglobal.com.
About RELX
RELX is a global provider of information-based analytics and decision tools for professional and business customers. RELX serves customers in more than 180 countries and has offices in about 40 countries. It employs more than 36,000 people over 40% of whom are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York stock exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX. *Note: Current market capitalisation can be found at http://www.relx.com/investors
World Travel Market (WTM) Portfolio comprises leading travel events and online portals across four continents. The events are Arabian Travel Market, WTM London, WTM Latin America and WTM Africa.
WTM London is the world’s most influential travel & tourism event for the global travel community. The show is the ultimate destination for those seeking a macro view of the travel industry and a deeper understanding of the forces shaping it. WTM London is where influential travel leaders, buyers and high-profile travel companies gather to exchange ideas, drive innovation, and accelerate business outcomes.
Next event: 3 to 5 November 2026 at ExCel London
WTM Latin America is held annually in São Paulo and attracts more than 29,000 tourism professionals during the three-day event. The event offers a qualified content combined with networking and business opportunities. In its most recent edition, in 2024, WTM Latin America maintained its focus on the effective generation of business and managed to secure the early scheduling of more than six thousand meetings that were held between buyers, travel agents, and exhibitors. WTM Latin America contents are available in English, Spanish and Portuguese.
Next event: 14 to 16 April 2026, Expo Center Norte, São Paulo, Brasil
latinamerica.wtm.com
WTM Africa launched in 2014 in Cape Town, South Africa. In 2024, WTM Africa facilitated more than 10 thousand unique pre-scheduled appointments, an increase of more than 8% compared to 2023 and welcomed more than 10 thousand visitors (unaudited), 25% more than 2023.
Next event: 13 to 15 April 2026 – Cape Town International Convention Centre, Cape Town http://africa.wtm.com/
About ATW Connect: Africa Travel Week’s digital arm, is a virtual hub packed to the seams with interesting content, industry news and insights, and the opportunity to hear from experts on a variety of topics in our new monthly webinar series. All with the aim to keep all of us in the travel and tourism industry connected. ATW Connect focuses on inbound and outbound markets for general leisure tourism, luxury travel and the MICE/business travel sector as well as travel technology.
WTM Global Hub, is the WTM Portfolio online portal created to connect and support travel industry professionals around the world. The resource hub offers the latest guidance and knowledge to help exhibitors, buyers and others in the travel industry face the challenges of the global coronavirus pandemic. WTM Portfolio is tapping into its global network of experts to create content for the hub. https://hub.wtm.com/
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