POST-EVENT REPORT

RELIVING

WTM AFRICA: A week of glory

As one of the most anticipated events on the travel industry’s calendar, WTM Africa promised travel industry players the opportunity to meet face to face again for the first time in two years. Expectations naturally ran high – and the show delivered. Meetings reveals the highlights.

WTM Africa 2022 lived up to its reputation as one of the industry’s most powerful tools for lead generation and connection, with attendance figures exceeding pre-pandemic levels. This year, the show welcomed more than 6 000 visitors with more than 7 000 pre-scheduled appointments – an increase of 7% on 2019’s figures.

Running between 11 and 13 April 2022 at the Cape Town International Convention Centre (CTICC), significantly, more than 87% of buyers were first-time attendees. What’s more, many buyers hailed from established source markets, with representation from new markets like Thailand, Malaysia and Japan – all drawn, no doubt, by the intelligence and insights shared by the more than 187 speakers appearing in over 63 content sessions.

While these numbers are impressive, the diverse nature of the information shared was equally remarkable: in tune with current industry trends, WTM Africa shed a spotlight on current pressing topics like inclusivity, investment and the digitalisation of the industry.

Content sessions formed part of a comprehensive and enlightening conference programme, where expert speakers discussed everything from the state of Africa’s travel and tourism industry to challenges currently facing players, new types of tourism emerging and key destinations going forward. The role of culture and community also came under the spotlight, along with the power of rural tourism and plans for the industry’s recovery. Informative podcasts augmented these sessions, each drilling down into a specific facet of the industry – from sustainability to culinary tourism and unlocking the potential of key source markets.

Attendees were also able to sharpen their skills by taking part in several masterclasses hosted during the event. From polishing up your website to leveraging the power of social media and email marketing – and even honing a deeper understanding of important markets such as LGBTQ+ travellers – these specialist-hosted sessions were tailored with an eye to imparting practicable advice.

A TRENDS REPORT LIKE NO OTHER

The pandemic not only changed how we travel but also why we travel. It is imperative that travel industry players know about some of the major things in the travel and tourism world so that they can strategise and get ready for a new dawn. That is why the team at Africa Travel Week decided to compile a cutting-edge trends report offering the latest perceptions, trends and analyses in the tourism industry 24/7. From greenwashing to culinary tourism, diversity, accessibility and impact tourism, the trend report took a deep dive into what’s shaping the tourism industry of the future.

According to tourism and hospitality consultant Gillian Saunders, the strong and emerging trends we are seeing for the recovery phase all have one thing in common – they make travel and tourism a better industry. “The drive for sustainability, wellness and full community engagement will see a new generation tourism industry, or Tourism 4IR, for a global, integrated, diverse and equitable world in which we truly conserve our environment.”

SOMETHING FOR EVERYONE

While WTM’s organisers strived to ensure that the event represented many different interests and

viewpoints, the several side-shows hosted alongside WTM created a chance for players to explore other tourism sectors. ILTM Africa shed light on the state and potential of luxury tourism in Africa. Alongside networking occasions and information-sharing sessions, one of the highlights of this carefully curated event was a showcase of exclusive African art and fashion, including the likes of Crystal Birch, Kat van Duinen, Barrydale Hand Weavers and Cape Alpaca Products, among several others. Delegates were also treated to the Diamond Experience by Shimansky, a partner to ILTM, which hosted one of the show’s glamorous parties held at the beautiful Rockefeller Hotel. True to the essence of luxury, experiences created by event organisers aimed to stimulate the senses – the African-inspired lunch hosted at GOLD restaurant being a case in point. The finishing touch: a farewell party at Southern Sun The Cullinan.

With inclusivity being a central theme of the week, it’s not surprising that Equal Africa, an event targeting the LGBTQ+ community, attracted significant attention. The aim was to provide a forum where travel buyers, venues and suppliers with an interest in this market could share views and showcase their products, while also gaining insight from conferences discussing challenges and trends. Case studies focused on how to provide sensitivity training to allow employees to offer better service to this community.

NOT TO BE MISSED

IBTM Africa was the must-see event for players with an interest in MICE tourism. Drawing a crowd of PCOs, meeting planners, MICE venues and supplies, DMCs and incentive planners, the event was a powerhouse of information around critical trends currently shaping this sector, while providing advice around, for example, building itineraries that help travellers mix business with leisure. Leading experts lent their voices to the event, with the likes of Tes Proos, president of the Society for Incentive Travel Excellence Africa, and Glenton de Kock, CEO of the South African Association for the Conference Industry, guiding discussions and making for a genuinely instructive experience.

Travel Forward was an inspiring addition to African Travel Week, focusing on the dynamic and innovative technologies shaping travel, both in Africa and worldwide.

Finally, the Sports and Events Tourism Exchange aimed to create connections between players in the sports, events and tourism industries, which have all been singled out for their enormous potential. The event was designed to help those with a stake in the sector uncover more opportunities while getting to grips with the latest happenings and developments. Of course, networking among like-minded contacts was another highlight of this highly focused event. A wide range of players were able to strengthen their industry relationships – from government institutions representing sports and tourism to companies seeking sponsorship opportunities, media companies promoting sports events, and even students specialising in sports tourism.

RECOGNISING EXCELLENCE

One of the most frequently cited reasons for attending WTM Africa is meeting up with other industry players – specifically, those who have a reputation for excellence. With this in mind, the World Travel Awards is always one of the most eagerly anticipated features of the week, giving the industry a chance to celebrate its stars. As usual, the awards gave kudos to industry members within specific countries who had made their mark by upholding exacting standards, while applauding those stellar performers on the continent whose commitment and dedication to the industry ensure it can deliver on the expectations of today’s travellers. These are the industry stars who make it possible for people to experience Africa at its very best – and who are therefore poised to play a vital role in rebuilding the continent’s travel industry.

THE FINAL VERDICT

This has been one of the most complex times ever experienced by the travel industry. The obstacles posed by the Covid-19 pandemic aside, players are navigating a landscape that has been changed dramatically by digitalisation and evolving market segments, among many other factors – which is why a platform like WTM Africa, helping industry players to understand the nuances of this shifting landscape, is more important than ever.