WTM Africa 2026 in Cape Town: responsible tourism takes centre stage at the global travel show
World Travel Market Africa returns to Cape Town in April 2026
Cape Town is preparing to host the 2026 edition of World Travel Market Africa, one of the most important professional travel and tourism trade shows on the African continent. The event will take place from 13 to 15 April at the Cape Town International Convention Centre (CTICC), bringing together tourism professionals, policymakers, tour operators, and media from around the world. This edition promises to be particularly significant, with a programme centred on responsible and sustainable tourism.
The choice of responsible tourism as the central theme for this edition reflects growing awareness within the travel industry. Discussions will focus on how destinations can reconcile tourism growth with environmental preservation, support for local communities, and respect for cultural heritage. Cape Town, with its nature reserves, unique biodiversity in the Cape Floristic Region, and community initiatives, presents itself as an ideal testing ground for these reflections.
"This is Cape Town": a global branding campaign
In the lead-up to WTM Africa, the City of Cape Town has unveiled its new global branding campaign entitled "This is Cape Town." This ambitious initiative aims to redefine the city's image on the international stage and position it as what local authorities call a "Global Travel Powerhouse." The campaign highlights the diversity of experiences the city offers: from its pristine beaches to its world-class vineyards, from its innovative gastronomy to its rich and complex historical heritage.
This branding strategy is part of a long-term vision aimed at attracting not only leisure tourists but also business travellers, event organisers, and international investors. By positioning itself as a complete and accessible destination, Cape Town seeks to compete with the world's great tourism metropolises such as Barcelona, Dubai, and Sydney.
The CTICC: showcase for African tourism
The Cape Town International Convention Centre, located near the V&A Waterfront and easily accessible from Cape Town International Airport, confirms its status as a premier venue for major international events. WTM Africa will attract thousands of participants, generating significant economic benefits for the city and region. For travellers arriving at Cape Town Airport for the show, the city offers modern and efficient hospitality infrastructure befitting its ambitions as the tourism capital of the African continent. WTM Africa 2026 promises to be a key moment for the future of responsible tourism in Africa and beyond.