By the second day of International Luxury Travel Market Africa (ILTM Africa), it was clear that this was no ordinary luxury travel marketplace. The rhythm of the event had settled into something more meaningful – a blend of structured business, shared experience and human connection that continues to distinguish Africa Travel Week from larger, more transactional global shows.
Hosted at the Norval Foundation, ILTM Africa once again demonstrated how venue, design and atmosphere can shape the quality of engagement. Buyers, exhibitors and media moved fluidly between pre-scheduled meetings, informal conversations and curated experiences that allowed relationships to develop organically rather than be forced by diary slots alone.
Business Connections That Turn Into Relationships
For organisers, this balance is deliberate. Olivia Gradidge, Marketing Manager for WTM Africa and ILTM Africa, reflected on the tone that has defined the show so far.
Olivia Gradidge, Marketing Manager for WTM Africa and ILTM Africa
“It’s been really wonderful to see how at ILTM Africa we are seeing those business connections coming together and making friends from the start. That’s what it’s all about, connecting our partners, connecting new business and driving business forward.”
This emphasis on connection over scale is increasingly important in luxury travel, where trust, shared values and long-term alignment often matter more than volume. Across the meeting floor, conversations extended well beyond sales pitches, touching on conservation, sustainability, evolving client expectations and how African destinations can better collaborate across borders.
Norval Foundation – Where Business Meets Culture
The choice of the Norval Foundation as host venue continued to draw strong reactions from delegates. More than a backdrop, the museum actively shaped how people interacted with the event.
Johann Vogen of the Norval Foundation
Johann Vogen of the Norval Foundation explained how the space adds an experiential layer to business gatherings. “What we experience is that people tend to use the opportunity of the uniqueness of the venue to their advantage. So it’s not just a normal conference that you would have in any conference venue.
“So during a breakout, they actually have an art experience as well, exposure to that as well. So it’s not just a conference, but very personalized and obviously targeted at a specific target market that we align with in terms of our visitors as well.”
For the MICE and luxury travel sectors alike, this reinforces a growing shift towards venues that stimulate creativity and emotional engagement, rather than simply offering square metres and seating capacity.
Klein Constantia – Hospitality as Heritage and Experience
Day two extended beyond the meeting floor with a hosted lunch at Klein Constantia Wine Estate, Africa’s number one wine estate and ranked sixth globally. Set in the Constantia Valley, the experience highlighted how heritage, hospitality and storytelling intersect in South Africa’s luxury offering.
Pascal Asin, CEO of Klein Constantia, placed the estate within both a national and global context. “First of all, South Africa, I think, is becoming a place to be. People want to visit South Africa, and there’s so many things to still discover. And we’re one kind of farm that people are not much aware of it. So we want to open the doors.”
Pascal Asin, CEO of Klein Constantia addressing delegates at yesterday’s networking lunch
With over three centuries of history, the estate positions itself firmly as an experience-led destination, Asin noted. “So what we do today is try to explore the farm, and we do three things extremely well. In fact, we do hospitality. We’ve got an incredible restaurant. We’ve got a restaurant with Chef Garth. And, of course, we’ve got a tasting room and tour around the farm.”
For international buyers, moments like these are not peripheral – they are central to how destinations are understood, sold and remembered.
Exhibitor Perspectives – Why ILTM Africa Feels Different
From the exhibitor side, the quality and intent of buyers remained a recurring theme. Caroline Laurence, Commercial Director, Mapito Safari Camp, Serengeti, Autograph Collection, reflected on her experience representing Mapito Safari Camp in the Serengeti.
Caroline Laurence, Commercial Director, Mapito Safari Camp, Serengeti Autograph Collection
“The last few days at ILTM Africa have really been incredible. Just the level of buyers that we’ve been meeting with have been really exactly what Mapito is looking for in terms of partnership, exciting things that are to come as well, and these partnerships will only grow from here. So I had a fantastic time.”
She also highlighted the value of networking beyond the meeting room. “It’s also been great to go out and network a little bit outside of this environment as well, at the various wine farms in the area, and just really a fantastic overall experience.”
That sense of intimacy was echoed by Eva Mwangi of Tribe Collections Kenya, attending ILTM Africa for the first time after participating in other ILTM editions globally.
Eva Mwangi of Tribe Collections Kenya (Right) attending to a delegate
“So ILTM, it’s my first time in ILTM Africa. I’ve done other ILTMs. I’ve done ILTM Singapore and ILTM Cannes. My experience so far is how this is different. This is a more boutique expo that’s bringing people together who become like family.”
She added that “it’s intimate, which means you meet someone and within a day or two, they become family. We’re able to have curated lunch together, teas and coffee together, and even experiences which give opportunities to build deeper connections.”
Growth Signals and Market Confidence
From an organiser’s perspective, the numbers tell a compelling story. Speaking on day one, Carol Weaving, CEO of RX Africa, highlighted the scale of opportunity emerging from this year’s show. “We obviously have 42 countries that are participating, whether you’re a buyer or a seller. And I think 87% of those are new to selling Cape Town and South Africa.”
Carol Weaving, CEO of RX Africa,
She was clear about what that meant. “We need new business. We need to keep growing our business. And that is where you’re going to get growth from.”
Conservation and Purpose on the Event Floor
Beyond commerce, ILTM Africa continued to integrate purpose into the programme. Emma Borg of Painted Wolf Wines highlighted a conservation initiative supporting the Endangered Wildlife Trust. “With Painted Wolf Wines being wines for conservation, we are doing a fundraising project here for the Endangered Wildlife Trust. Please come and support and you’ll be supporting the conservation of African painted dogs.”
Emma Borg of Painted Wolf Wines
More Than a Trade Show
As day two drew to a close, ILTM Africa reaffirmed its unique position within Africa Travel Week – not simply as a marketplace, but as a convening space where business, culture, conservation and connection intersect. The conversations, experiences and relationships formed here are clearly designed to travel far beyond Cape Town.
