At World Travel Market (WTM) Africa 2025, stakeholders emphasized the need for ongoing visa reform and easier air access to boost business and leisure travel across the continent.

Themed ‘Ignite Africa’, WTM Africa 2025, held in Cape Town last week, set a number of records with a remarkable number of buyer-supplier engagements. 96 different countries were represented at this year’s show, making it the largest edition in the event’s 11-year history.

Thirteen new countries participated – Peru, Algeria, Uzbekistan, Malaysia, Thailand, Czech Republic, Azerbaijan, Latvia, Romania, Finland, Ireland, and Kuwait.

According to RX Africa, the event oganisers, there was a 27% increase in buyers this year, with 82% attending WTM Africa for the first time.

Welcoming delegates, Alderman James Vos, Cape Town’s Mayoral Committee Member for Economic Growth and Tourism, shared vital statistics that reflect Cape Town’s growing role as a hub for travel:

• CPT now boasts 226 international flights landing weekly, connecting to 31 destinations;

• 76 cruise ships will call in CPT this season;

• Targeted marketing campaigns are being deployed to grow arrivals, reaching 68 million people in India alone (and more than 130 million page impressions in one month).

Vos said: “The more flights we land, the more visitors we attract, the more jobs we create.”

Access is key 

Vos confirmed recent engagements with airlines in India about launching direct routes between Cape Town and Indian cities. Similar efforts will be made later this year during an official visit to China, he said. However, Vos reinforced the message that South Africa and Cape Town must prioritise easy access for foreign visitors. “One of the biggest barriers to travel is access. That’s why I champion visa reform – to make it easier for visitors to choose South Africa – and ultimately Cape Town.”

“Participating in the World Travel Market, Africa was a great opportunity to network with other aviation partners, increase the AirlinePros brand visibility, understand and embrace the industry trends in Africa and showcase our clients’ services to a wider audience,” said Achma Asokan, Group CEO, AirlinePros Inc. “This also shows our own commitment to promoting the SAATM for better African connectivity, and adopt innovation in the distribution space for our clients and customers to achieve mutually beneficial and sustainable goals for all stakeholders.”

Among other highlights, WTM Africa 2025 featured content sessions across five theatres, responsible tourism awards, travel tech showcases, and specialised events focussed on business tourism, eco-tourism, and tourism investment. Organisers concluded that the event generated 38,599 appointment requests – the new record for B2B engagement.