Africa’s travel trade impression of WTM Africa 2023

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This year’s World Travel Market Africa (WTM Africa) has provided once again, a good marketplace for industry players to meet, network, learn new insights, and do good business. 

Many African national tourism agencies and private businesses in the sector exhibited at the show.

The show was back to pre-pandemic numbers with over 5,000 registrations, almost 600 exhibitors, 49 new countries, 200 expert speakers and over 80 hours of content sessions. The event also has 9,200 pre-scheduled appointments, a 35% increase compared to last year. Over 63% of the buyers this year are new and come from exciting markets such as Malaysia, Pakistan, Thailand, Philippines, Romania, Armenia, San Marino, and Uzbekistan. 

In a conversation with VoyagesAfriq, some of the African exhibitors expressed delight with the platform WTM Africa has provided for engagement, sharing ideas and promoting their respective destinations.

“As Malawi we are at WTM Africa to showcase the diversity of Malawi’s tourism product offerings so that we can drive traveler traffic not only from RSA and the region but also from source markets to Malawi. We are happy with the quality of buyers and all the other networking events that have been set aside for exhibitors to engage and share ideas and knowledge,” said Sarah Njanji of the Malawi Department of Tourism.

Susan Ongalo, CEO of the Kenya Tourism Federation, said her experience at the travel market gives her confidence about a full rebound for Kenya’s tourism. 

She explained, “Good to be back to the WTM – Africa 2023. It feels re-energizing coming from the ‘break’ since 2019 for the Magical Kenya brand to be at CTICC. The Expo doors opened with welcoming faces and a special handshake and stand visit from the Hon. Minister for Tourism, Patricia de Lille.

“The networking and experience exchanges are very promising towards accelerating the recovery of the travel, tourism and hospitality industry.  

As the engines rear to go, remember that Magical Kenya awaits to unfold for: Africa to Africa, and international to Africa. Karibu!”

David Germain, the Tourism Seychelles Regional Director for Africa said ” the WTM Africa exhibition is very important for Tourism Seychelles marketing efforts in Africa and provides great networking in enhancing our relationships with the travel trade.”

WTM Africa 2023 took place from April 3-5, 2023 at the Cape Town International Convention Centre, South Africa on the theme, “Recover. Rebuild. Innovate.”

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