Cape Town, South Africa, 28 February 2026 – World Travel Market (WTM) Africa 2026 is positioning responsible tourism as an industry benchmark and a defining pillar of the show, taking place at the Cape Town International Convention Centre (CTICC) from 13–15 April.
“This year, there is no compromise,” says Megan De Jager, Portfolio Director at RX Africa. “As global sustainability demands intensify, responsible tourism has shifted from a nice-to-have to a commercial and reputational imperative. It’s a non-negotiable for the future of our industry and has fundamentally shifted how we have designed this event.”
Olivia Gradidge, Marketing Manager, RX Africa, describes WTM Africa 2026 as a ‘sustainability gateway’, where every touchpoint reinforces a commitment to ethical practices and creates tangible strategies for the trade to adopt.
“The result of months of meticulous planning has culminated in a future-focused programme, with corporate social investment (CSI) driving our strategic partnerships, networking events, content workshops, and immersive on-floor activations,” she adds.
“We are excited to welcome World Travel Market Africa back to our city and I am particularly pleased with this year’s focus on sustainable and responsible tourism. Tourism is vital to Cape Town’s future, and by working together to embed sustainability at the heart of the industry, we can secure long-term opportunity and prosperity for Capetonians for generations to come,” says Geordin Hill-Lewis, Executive Mayor of Cape Town.
Responsible tourism in action
The WTM Africa 2026 responsible tourism agenda led by Harold Goodwin extends across two dedicated half-day conferences on 13 and 14 April bringing topics around wildlife tourism economics, anti-greenwashing strategies, and practical implementation models. Key sessions include"Tourism in the Wildlife Economy," exploring both consumptive and non-consumptive tourism models and their role in conservation success, alongside discussions on green claims and certification addressing growing source market concerns around greenwashing and greenhushing. Additional sessions feature award winners sharing real-world case studies, including how Piggs Peak Hotel in Eswatini has increased community economic value whilst boosting profitability.
The conference ends with the annual WTM Africa Responsible Tourism Awards reinforcing the show's sustainability commitment, recognising businesses that are already delivering measurable impact while driving innovation and sustainability across the continent. Gold award winners achieve entry into the Global Responsible Tourism Awards, recognised in London later in the year. Entries remain open until the submission deadline on 20 March 2026.
The Wetu effect: certification made simple
A key focus session, presented in partnership with Wetu, will address the urgent B2B market access challenges facing African tour operators and lodges. The panel will explore how new regulations are creating pressure throughout the supply chain, from international agents to local suppliers, and how innovative certification systems can transform these challenges into competitive advantages.
The session will feature perspectives from DMCs, international European agents, and certified operators who have navigated the certification journey, alongside insights into new open-source auditing platforms that make sustainability reporting accessible to all businesses.
Waddle for a Cause, Raising awareness of the endangered African Penguin Wildlife conservation takes centre stage at WTM Africa 2026 with the ongoing Waddle for a Cause campaign, developed in partnership with SANCCOB and Uthando (Love) Africa. A dedicated on-floor activation will centre on spreading awareness through artwork created by learners from Portland Primary School, with selected pieces auctioned to raise additional funds for African penguin conservation at a special post-show event.
“We spearheaded this initiative to benefit community learning while strengthening protection efforts for a species under severe threat,” saysGradidge. “African penguins are integral to the Western Cape and to African ecotourism, and we are committed to delivering sustained, year-round impact for this cause well beyond the show dates.”
Reinforcing commitment to environmental stewardship, WTM Africa continues its partnership with Painted Wolf Wines. The collaboration introduces an interactive onsite activation inviting attendees to contribute to a collective African wild dog art installation, supporting conservation efforts for this critically endangered species.
Return of the Crafters Nexus
The market-style Crafters Nexus returns as a platform championing small, local African businesses that exemplify sustainable practice and community impact. WTM Africa’s commitment to elevating local craftsmanship is further reflected in the event’s awards programmes.
The Responsible Tourism Awards trophies will be crafted from shweshwe fabric in the shape of proteas, courtesy of African Gypsy Travel, which distributes travel curios handmade by female artisans from across South Africa. Exhibitor Stand Award trophies will also be traditionally hand-beaded by Maggs & Beads, a Black female-owned South African business.
“The opportunity to showcase my craft at WTM Africa came at the perfect moment,” says Margaret Mahlangu, Founder, Maggs & Beads. “Along with creating trophies, we were offered a stand alongside other crafters at this prestigious exhibition. This is more than a business deal; it’s a doorway to the world and stepping into a space where global networks are built, and where artisans like me can share their stories with the world.”
Gradidge highlights how collaborating with smaller brands and community-led initiatives has become integral to WTM Africa. “Real sustainability is broad and inclusive. We have been intentional about embedding this practice across the show to exemplify how local elements can be thoughtfully woven into visitor experiences.”
Waste reduction & management
Innovation and sustainability remain firmly in focus with the introduction of Africa-shaped exhibitor and VIP pins using recycled padel balls from Amazeballs, an initiative working with local creatives to transform broken padel and tennis balls into eco-friendly products.
James Fernie, Founder of Uthando (Love) Africa, says the project creates meaningful opportunities for young people while demonstrating the value of sustainable materials. “When exhibitors wear these pins, they’re wearing a symbol of environmental care, creativity, and genuine community involvement,” he adds.
With WTM Africa 2026 taking place in the Host City of Cape Town, which is also committed to driving actionable sustainability, De Jager emphasises a positioning of the show as a practical blueprint for responsible tourism in Africa.
“As global audiences demand more responsible experiences, WTM Africa continues to redefine what sustainable tourism events can – and should – look like. By collaborating with communities and making conscious choices across our operations, we aim to lead by example and show how small actions can deliver meaningful, long-term impact,” she concludes.
Register now to attend: https://www.wtm.com/africa/en-gb/enquire.html
-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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