WTM Africa 2024: Increased Global Interest and Sustainable Tourism Focus

Africa’s travel and tourism sectors were on full display at the 2024 Africa Travel Week, which included the 10th edition of World Travel Market Africa (WTM Africa). The event has seen a 53% boost this year compared to 2023.

The event organisers said that 88 countries were represented at the conference. This included 12 first-time participants Greece, Iran, Switzerland, Lithuania, Tunisia, Benin, Philippines, Singapore, New Zealand, Japan, Colombia, and Peru.

Collective Africa Tourism Effort

South Africa’s Tourism Minister Patricia De Lille, during a streamed opening address, highlighted the need to take “collective measures” to grow tourism to the continent.

These included focusing on “safety, sustainability, and expanding tourism beyond well-known destinations to include the hidden gems of lesser-known towns and villages across the continent.”

Africa Travel Week includes shows like the Tourism Investment Forum Africa (TIFA), WTM Africa, and Equal Africa. The show also features seven networking events and the support of 53 partners, demonstrating the collaborative spirit that drives ATW.

Focus on Meaningful Impact

Discover Africa’s head of product, Murielle Vegezzi, stated, “We have had very productive meetings with suppliers, either based in Cape Town or from other regions, that we will not be seeing at Indaba.” 

Vegezzi noted a marked trend of “connecting socially & environmentally conscious buyers & suppliers throughout the African tourism supply chain for more meaningful impact,” as shared by the African Travel and Tourism Association. 

Vegezzi said Discover Africa would place considerable emphasis on partnering with the best operators who ascribe to environmentally conscious best practices through valid registration for the sectors they work in and proven track records.