Africa United

All eyes may be on the G20 summit in South Africa this year, but while leaders debate policy at the highest level, Africa’s tourism sector is already putting economic integration into action on the ground.

Each year in Cape Town, World Travel Market Africa quietly orchestrates what many policymakers only aspire to achieve: 96 countries represented, 700 exhibitors, and 30,000 visitors collaborating across borders to forge new economic pathways. Tourism here is about reimagining Africa’s future through real-world partnerships and billion-dollar deals.

“While South Africa’s G20 presidency focuses on solidarity, equality, and sustainability, WTM Africa delivers these principles through concrete outcomes: over 15,000 pre-scheduled meetings generating considerable travel deals that directly advance the economic integration goals at the heart of the G20 agenda,” says Olivia Gradidge, Marketing Manager at WTM Africa and ILTM Africa.

Here are just some of the ways WTM Africa is making regional integration real with tangible impact.

1.BREAKING DOWN BORDERS THROUGH COLAB

As the leading B2B exhibition for Africa’s leisure travel and industry, WTM Africa demonstrates exactly how cross-border  collaboration can fuel shared prosperity.

Shining the spotlight on diverse destinations across Africa, from the Okavango Delta to the Serengeti, the event helps to facilitate partnerships among tourism boards and travel operators to create multi-country travel itineraries that appeal to both regional and international tourists.

One success story ‘Africa Wonders’, is a groundbreaking initiative between Cape Town Tourism and Victoria Falls Tourism. Their marketing campaign – with the tagline ‘Wonder 2  Wonder. One journey. Two wonders. One heart’ – used targeted digital ads to boost bookings and flights to both destinations.

The collaboration extends to investment through the  Africa Tourism Investment Conference (ATIC), where project owners connect directly with investors ready to fund cross-border tourism infrastructure. “What sets ATIC apart is its laser focus on actionable opportunities,” says Megan de Jager, Portfolio Director of Travel, Tourism and RX Africa Marketing. “We’re not just talking about potential; the goal is to facilitate real connections between project owners and investors who can turn these opportunities into reality.”

The partnership shows that collaboration and innovation can overcome limited resources, harnessing the combined power of attractions to compete more effectively in the global market. The insights shared at WTM Africa signal that the future of African tourism lies in unity and a willingness to disrupt traditional approaches.

THE MESSAGE IS CLEAR

Africa’s tourism industry isn’t waiting for policy to catch up. It’s already connecting markets, sharing innovation and creating opportunities that cross borders, and generations. For global policymakers watching from the summit halls in South Africa this year, there’s plenty to learn from the energy  and action coming out of Cape Town.

2. GROOMING THE NEXT GENERATION OF LEADERS

WTM Africa is actively addressing the leadership pipeline through initiatives that give emerging professionals real decision-making power, not just advisory roles. At WTM Africa 2025’s “Young Blood Wanted: African Tourism’s Leadership Crisis” panel, voices like Luckson Zambuko from the African Youth in Tourism and Hospitality Association made it clear that tokenism isn’t enough.

GROOMING THE NEXT GENERATION OF LEADERS …

“We don’t just want seats at tables – we want ownership opportunities,” said Zambuko. The session, moderated by SAACI CEO Glenton de Kock, highlighted how traditional barriers are blocking the very generational renewal the industry needs for sustainable growth. “The industry is aging, but no clear succession plan exists,” noted Zambuko. “We have ideas, but access is lacking because there are no policies enabling young people to truly step up.”

3. TECHNOLOGY AS A SILENT ACCELERATOR

From AI to cybersecurity, the transformative role of technology was a major talking point at WTM Africa 2025, showcasing innovative solutions that aim to enhance traveller experiences and streamline operational efficiencies.

WTM Africa also facilitates discussions around improving transportation networks and easing border controls, key factors in regional integration. These conversations could lead to agreements that enhance air connectivity through open skies agreements or regional airline partnerships.

The growth potential is vast, with an emphasis on greenfield investments, community-based tourism models and regional frameworks like the African Continental Free Trade Area.

4. SUSTAINABILITY BY DESIGN

WTM Africa is an avid supporter of eco-tourism and responsible travel practices that benefit local communities and ecosystems. Its flagship Responsible Tourism Awards recognises organisations and individuals leading the way in sustainable tourism.

In 2025, Zambia’s Green Safaris won Gold in the Climate Change category for its electric vehicle ‘Silent Safaris’, 80% solar-powered lodges and elimination of single-use plastics. Through their foundation, they also distribute fuel-efficient stoves that reduce household emissions by an estimated 2.28 tons of carbon annually.

CONCLUSION

As the G20 sets its sights on regional integration and sustainable growth, WTM Africa demonstrates what these ambitions look like in practice. On the ground, partnerships are being forged, new routes are opening up, and young leaders are stepping forward.