WTM Africa Spotlights Future-Focused Tourism Sustainability

World Travel Market (WTM) Africa 2026 is positioning responsible tourism as an industry benchmark and a defining pillar of the show, taking place at the Cape Town International Convention Centre (CTICC) from 13–15 April.

“This year, there is no compromise,” says Megan De Jager, Portfolio Director at RX Africa. “As global sustainability demands intensify, responsible tourism has shifted from a nice-to-have to a commercial and reputational imperative. It’s a non-negotiable for the future of our industry and has fundamentally shifted how we have designed this event.”

Olivia Gradidge, Marketing Manager, RX Africa, describes WTM Africa 2026 as a ‘sustainability gateway’, where every touchpoint reinforces a commitment to ethical practices and creates tangible strategies for the trade to adopt.

“The result of months of meticulous planning has culminated in a future-focused programme, with corporate social investment (CSI) driving our strategic partnerships, networking events, content workshops, and immersive on-floor activations,” she adds.

“We are excited to welcome World Travel Market Africa back to our city and I am particularly pleased with this year’s focus on sustainable and responsible tourism. Tourism is vital to Cape Town’s future, and by working together to embed sustainability at the heart of the industry, we can secure long-term opportunity and prosperity for Capetonians for generations to come,” says Geordin Hill-Lewis, Executive Mayor of Cape Town.

Responsible tourism in action

The WTM Africa 2026 responsible tourism agenda led by Harold Goodwin extends across two dedicated half-day conferences on 13 and 14 April bringing topics around wildlife tourism economics, anti-greenwashing strategies, and practical implementation models.

Key sessions include "Tourism in the Wildlife Economy," exploring both consumptive and non-consumptive tourism models and their role in conservation success, alongside discussions on green claims and certification addressing growing source market concerns around greenwashing and greenhushing.

Additional sessions feature award winners sharing real-world case studies, including how Piggs Peak Hotel in Eswatini has increased community economic value whilst boosting profitability.

The conference ends with the annual  WTM Africa Responsible Tourism Awards reinforcing the show's sustainability commitment, recognising businesses that are already delivering measurable impact while driving innovation and sustainability across the continent.

Gold award winners achieve entry into the Global Responsible Tourism Awards, recognised in London later in the year. Entries remain open until the submission deadline on 20 March 2026.

The Wetu effect: certification made simple

A key focus session, presented in partnership with Wetu, will address the urgent B2B market access challenges facing African tour operators and lodges. The panel will explore how new regulations are creating pressure throughout the supply chain, from international agents to local suppliers, and how innovative certification systems can transform these challenges into competitive advantages.

The session will feature perspectives from DMCs, international European agents, and certified operators who have navigated the certification journey, alongside insights into new open-source auditing platforms that make sustainability reporting accessible to all businesses.

Waddle for a Cause, Raising awareness of the endangered African Penguin Wildlife conservation takes centre stage at WTM Africa 2026 with the ongoing Waddle for a Cause campaign, developed in partnership with SANCCOB and Uthando (Love) Africa.

A dedicated on-floor activation will centre on spreading awareness through artwork created by learners from Portland Primary School, with selected pieces auctioned to raise additional funds for African penguin conservation at a special post-show event.

“We spearheaded this initiative to benefit community learning while strengthening protection efforts for a species under severe threat,” saysGradidge. “African penguins are integral to the Western Cape and to African ecotourism, and we are committed to delivering sustained, year-round impact for this cause well beyond the show dates.”

Reinforcing commitment to environmental stewardship, WTM Africa continues its partnership with Painted Wolf Wines. The collaboration introduces an interactive onsite activation inviting attendees to contribute to a collective African wild dog art installation, supporting conservation efforts for this critically endangered species.

Return of the Crafters Nexus

The market-style Crafters Nexus returns as a platform championing small, local African businesses that exemplify sustainable practice and community impact. WTM Africa’s commitment to elevating local craftsmanship is further reflected in the event’s awards programmes.

The Responsible Tourism Awards trophies will be crafted from shweshwe fabric in the shape of proteas, courtesy of African Gypsy Travel, which distributes travel curios handmade by female artisans from across South Africa. Exhibitor Stand Award trophies will also be traditionally hand-beaded by Maggs & Beads, a Black female-owned South African business.

“The opportunity to showcase my craft at WTM Africa came at the perfect moment,” says Margaret Mahlangu, Founder, Maggs & Beads. “Along with creating trophies, we were offered a stand alongside other crafters at this prestigious exhibition. This is more than a business deal; it’s a doorway to the world and stepping into a space where global networks are built, and where artisans like me can share their stories with the world.”

Gradidge highlights how collaborating with smaller brands and community-led initiatives has become integral to WTM Africa. “Real sustainability is broad and inclusive. We have been intentional about embedding this practice across the show to exemplify how local elements can be thoughtfully woven into visitor experiences.”

Waste reduction & management

Innovation and sustainability remain firmly in focus with the introduction of Africa-shaped exhibitor and VIP pins using recycled padel balls from Amazeballs, an initiative working with local creatives to transform broken padel and tennis balls into eco-friendly products.

James Fernie, Founder of Uthando (Love) Africa, says the project creates meaningful opportunities for young people while demonstrating the value of sustainable materials. “When exhibitors wear these pins, they’re wearing a symbol of environmental care, creativity, and genuine community involvement,” he adds.

With WTM Africa 2026 taking place in the Host City of Cape Town, which is also committed to driving actionable sustainability, De Jager emphasises a positioning of the show as a practical blueprint for responsible tourism in Africa.

“As global audiences demand more responsible experiences, WTM Africa continues to redefine what sustainable tourism events can – and should – look like. By collaborating with communities and making conscious choices across our operations, we aim to lead by example and show how small actions can deliver meaningful, long-term impact,” she concludes.

Register now to attend: https://www.wtm.com/africa/en-gb/enquire.html