ILTM Africa Fully Booked, Reflects Africa’s Luxury Travel Boom

ILTM Africa, the continent’s premier invitation-only luxury travel event scheduled for 6-8 April 2025 at the Norval Foundation in Cape Town, is officially fully booked – a testament to the robust growth of Africa’s luxury travel sector and increasing global interest in the region’s exclusive experiences.

The sold-out status aligns with luxury travel trends highlighted by Virtuoso research released in 2024, which revealed that luxury travel sales had surged 211% compared to 2019, with the African continent emerging as a leading beneficiary of this upmarket travel renaissance.

“We’ve witnessed unprecedented demand for exhibition space this year, with travel brands across Africa eager to connect with the world’s most influential luxury travel advisors,” says Megan De Jager, Portfolio Director at Africa Travel Week.

Held just before WTM Africa as part of Africa Travel Week, ILTM Africa brings together handpicked African exhibitors and elite international buyers for three days of curated appointments, thought leadership sessions and intimate networking activations around Cape Town.

“What sets ILTM Africa apart is our commitment to creating meaningful connections that go beyond transactional relationships,” De Jager explains. “We’re orchestrating experiences and one-on-one meetings that showcase the very essence of African luxury while building relationships that drive the industry forward.”

ILTM Africa continues its strategic partnership with Euromonitor International, the world's leading provider of market research, to deliver crucial data and insights on luxury travel trends across the continent.

The 2025 programme includes standout experiences such as:

• Chauffeur-driven vintage motorbike sidecar arrivals for hosted buyers

• An artful garden picnic hosted by Steadfast

• ‘In Conversations with’ – intimate talks focusing on ethical travel to Africa and the role of art in the luxury travel space, examining what these mean for Africa as a destination

• Gourmet lunches at Room 91 by Chefs Warehouse

• A scenic Jeep safari along Chapman’s Peak Drive with JEEP Tours Cape Town

The official welcome networking evening features a private exhibition tour at the Desmond and Leah Tutu Legacy Foundation and an exclusive opportunity for delegates to handcraft jewellery at The Diamond Works.

The event ends on a high note with an elegant hosted buyer send-off lunch at Steenberg Hotel & Spa – the Cape's oldest farm turned modern luxury retreat.

Art meets conservation

A key highlight this year is Art for Conservation – a fundraising collaboration between Painted Wolf Wines and local artist Leandri Erlank supporting endangered African wild dogs through donations to the Endangered Wildlife Trust (EWT). The largest donor will receive one-of-a-kind artwork created exclusively for this campaign.

“This initiative reflects our industry’s commitment to protecting the wildlife and landscapes that make African travel so extraordinary,” notes De Jager. “The largest donor will win these exclusive pieces, creating a compelling opportunity for our delegates to contribute to this vital cause.”

ILTM Africa’s unprecedented early sell-out demonstrates the escalating demand for authentic African luxury experiences and confirms the continent’s growing influence in global high-end travel trends. Says Geordin Hill-Lewis, Executive Mayor of the Cape Town:

“How wonderful to hear that the International Luxury Travel Market Africa event is already fully booked, and that the luxury travel world’s attention will be firmly on Africa for those three important days. Cape Town could not be prouder to host this event. As the gateway into the region – and the undisputed luxury travel capital of the continent – we can’t wait to show exhibitors and delegates what our city has to offer, and why Africa is the future of this rapidly growing sector. I wish the organisers and all our visitors a wonderful ILTM Africa 2025, and great stay in Cape Town.”

“As the continent continues to redefine what luxury means, we’re proud to provide the definitive platform where these extraordinary African stories meet the world’s most discerning travel designers,” De Jager concludes.