The much-anticipated World Travel Market (WTM) London 2024 opened with the global travel industry gathering to explore opportunities and showcase destinations. Among the standout participants were countries from Africa, captivating audiences with the continent’s remarkable diversity and potential. From Zambia’s breathtaking wilderness and the Seychelles’ idyllic beaches to Ghana’s cultural richness, Africa commanded attention, showcasing its vast tourism offerings.
Zambia: Africa’s Wild Heart
Zambia emerged as a star at WTM London, presenting itself as the “wild heart of Africa” with a bold pavilion and over 26 co-exhibitors. The Zambia Tourism Agency (ZTA) highlighted Zambia’s iconic Victoria Falls, expansive wilderness, and unparalleled safari experiences, which attracted significant interest from global travellers and industry professionals. A cocktail event hosted by the ZTA fostered a welcoming atmosphere, emphasising Zambia’s appeal as a premier destination for those seeking adventure and untamed beauty.
Seychelles: A Vision of Paradise
Tourism Seychelles created a vision of paradise, targeting high-end travellers with an emphasis on luxurious and tranquil experiences. Showcasing the Seychelles’ natural beauty, the board held exclusive sessions with top operators to solidify its position as a luxury destination. This approach resonated strongly with attendees, positioning the Seychelles as a haven for those seeking exclusive and unforgettable escapes.
Ghana: Culture and Heritage
Ghana showcased its vibrant cultural heritage, focusing on the nation’s rich history, festivals, and warm hospitality. The Ghana Tourism Authority’s pavilion drew interest from travellers eager to explore Ghana’s dynamic nightlife, historic slave forts, and immersive cultural experiences. Ghana positioned itself as a destination where history meets modern excitement, appealing to visitors seeking authentic African experiences.
South Africa’s Wine O’Clock: A Toast to Collaboration
South Africa’s “Wine O’Clock” event continued as a signature feature at WTM London 2024, providing an hour of relaxed networking with a selection of South African wines. This unique event brought together exhibitors, buyers, and media for meaningful discussions within a vibrant setting, highlighting how Africa’s culinary and cultural offerings captivate audiences worldwide.
Networking: Building Stronger Connections
Networking was a central theme at WTM London 2024, with African nations making significant strides in forming partnerships. Zambia’s cocktail event and the Seychelles’ private sessions helped foster connections that promise future collaborations. The Africa Hall buzzed with activity as delegates sampled traditional African foods, such as Malawi’s gin, Sierra Leone’s cassava leaves, and Nigeria’s Jollof rice, while a performance of the Gambia’s Kora added a cultural touch, emphasising the richness of African heritage. These networking opportunities reflected Africa’s proactive approach to tourism development and engagement on the world stage.
Celebrating Africa’s Successes
Africa’s dynamic presence continued to shine throughout WTM London. Cabo Verde earned the Best Stand award in the “Design under 50m²” category, praised for its compact yet impactful exhibition. Nigeria’s return to WTM after a 10-year absence marked a high point for the African tourism industry. Coordinated by Ola Wright of the West Africa Tourism Organisation (WATO), the Nigerian delegation included notable figures like former Minister Lola Ade-John and key leaders from the NTDA and Lagos Tourism Commission, underscoring Nigeria’s commitment to promoting its rich culture.
Leadership and Collaboration
Seven African Tourism Ministers attended WTM, further strengthening the continent’s voice in global tourism discussions. Nabeela Tunis of Sierra Leone and Barbara Rwodzi of Zimbabwe participated in the UN Tourism/WTTC Ministerial Summit on Innovation, demonstrating Africa’s commitment to advancing sustainable tourism. Other notable ministers included Sylvestre Radegonde of the Seychelles, Abdoulie Jobe of Gambia, Rebecca Miano of Kenya, and Vera Kamkutule of Malawi.
Commitment to Sustainability and Innovation
Africa’s participation at WTM London 2024 highlighted a strong focus on sustainability and technological innovation. Countries like Ghana and Zambia showcased eco-friendly initiatives, promoting responsible tourism and environmental preservation. The use of new technologies, such as virtual reality experiences and travel apps, demonstrated Africa’s readiness to integrate cutting-edge tools, offering travellers modern experiences alongside authentic cultural encounters.
The WTM London 2024 proved to be a powerful platform for African countries, emphasising the continent’s resilience, diversity, and commitment to sustainable tourism. Africa’s vibrant presence sent a clear message to the world: it is a key player in global tourism, brimming with dynamic, innovative, and culturally rich experiences.
