Africa Travel Week officially opened on Friday, 10 April, with the launch of ILTM Africa, signalling the start of a defining week for Africa’s travel and tourism industry. Hosted in Cape Town, the opening day combined business focus with a strong sense of place – a fitting reflection of how Africa is positioning itself in the global luxury travel conversation.
The welcome was unmistakably Cape Town. Hosted buyers were collected by sidecar, courtesy of Cape Sidecar Adventures, and taken on a curated journey through the city before arriving at the Norval Foundation in Tokai. Set within landscaped sculpture gardens at the foot of the mountains, the venue provided an elegant and considered backdrop for the week’s opening – reinforcing ILTM Africa’s emphasis on experience, storytelling and design-led environments.
From the moment registration opened, the tone was set. Conversations began immediately as buyers and exhibitors reconnected, exchanged insights and outlined priorities for the days ahead. The Welcome Forum, led by Ondela Mlandu, brought the room together with a clear-eyed view of the current state of African travel and the opportunities shaping the next phase of growth.
A key moment came with remarks from Carol Weaving, Director of RX Africa, who confirmed that ILTM Africa 2026 has recorded a 37 per cent increase in scale compared to 2025. The growth was widely read as a strong signal of renewed confidence in Africa’s luxury and high-value travel segments, particularly at a time when buyers are seeking authenticity, depth and long-term partnerships rather than volume-led transactions.
The State of the Industry discussion reinforced this momentum, highlighting Africa’s expanding relevance across premium leisure, conservation-led travel and experiential journeys. As the day progressed, attention shifted to what Africa Travel Week consistently delivers – meaningful meetings, high-quality connections and conversations that extend well beyond the show floor.
The afternoon Whistle Stop Tour, guided by Mlandu, offered a fast-moving journey across the continent, positioning Africa as a collection of distinct destinations rather than a single narrative. It was a reminder of the diversity, competitiveness and nuance shaping the continent’s tourism offer.
Delegates later moved to Buitenverwachting Wine Estate for lunch, hosted by Steadfast Africa. With food by FYN Restaurant Cape Town and wines drawn from the estate’s cellars, the setting provided space for informal exchange and relationship-building – a crucial complement to the structured meetings that define ILTM Africa.
The opening day also reflected the collaborative ecosystem behind the event. ILTM Africa acknowledged the support of partners including NVD Property & Project Management, The Diamond Works, Cape Sidecar Adventures, Cape Town Tourism, the City of Cape Town, Klein Constantia Wine Estate and the Norval Foundation. Additional thanks went to Lift for delegate transport, Paper Aeroplane for the programme guide artwork, Reverie Social Table for hosting an exclusive media gathering, and Airalo for supporting seamless connectivity throughout Africa Travel Week.
With strong attendance, renewed confidence and a clear focus on value-driven engagement, ILTM Africa has set a confident and purposeful tone. As Africa Travel Week unfolds, the emphasis now turns to the deals, partnerships and ideas that will shape the continent’s travel economy long after the final meetings conclude.
