Since launching in 2014, World Travel Market (WTM) Africa has become the continent’s leading tourism platform. Held from 9 – 11 April 2025, at the Cape Town International Convention Centre, this year’s event wrapped up today under the theme “Ignite Africa.” It showcased Cape Town’s bold vision, as articulated by Alderman James Vos, Mayoral Committee Member for Economic Growth, blending global collaboration with local innovation.
Unprecedented Global Engagement
WTM Africa 2025 drew 742 exhibitors from 96 countries, including newcomers like Zambia, Qatar, and Croatia. A 27% surge in buyers—82% first-timers—fueled 10,505 pre-scheduled meetings, while 126 conference sessions explored trends from tech to eco-tourism. Vos, speaking at the Tourism Investment Conference, set the tone: “This city captivates travellers and drives opportunity.” Cape Town’s hosting solidified its status as Africa’s tourism hub.
Cape Town’s Tourism Blueprint
Vos outlined a five-point Tourism Development Framework: more flights, cruise liners, conferences, geographic spread, and targeted marketing. Cape Town International Airport, surpassing 2024 passenger targets by 125%, now connects 31 destinations with 217 weekly flights. A recent trade mission to India pitched direct routes, eyeing new markets to boost arrivals and trade.
Open Skies: Unlocking Potential
Vos championed an Open Skies policy to ease aviation restrictions, citing a Wesgro report projecting 155,000 jobs and R24 billion in annual GDP gains. Current barriers raise costs and curb visitors, but reforms could transform access. The Air Access initiative has added routes, yet Vos stressed modernising airports, ports, and rail to ensure seamless travel.
Building a Sustainable Future
WTM Africa emphasised responsible tourism, with awards on April 10 honouring sustainable practices. Cape Town’s record budget supports this, targeting water resilience, energy security, and mobility. An Ease of Doing Business Index streamlines investment. Vos rallied stakeholders: “When we work together, we don’t just grow tourism; we grow communities, we grow businesses, and we grow opportunities.”
Looking Forward
With diverse exhibitors, aviation reforms, and a sustainability focus, WTM Africa 2025 positions Cape Town as a global leader. Vos’s strategies promise lasting growth, making the city a beacon for African tourism.
