South African Tourism will exhibit at World Travel Market (WTM) in London from November 4 to 6,  as part of its global strategy to double international tourist arrivals  to 21 million by 2030.

It has also been shortlisted for two categories in WTM’s International Travel and Tourism Awards for its Discover Your South Africa UK campaign: Best Destination Campaign – Country and Best Digital Campaign in Tourism.

South African Tourism Acting CEO, Sthembiso Dlamini, says: “We’re delighted to be returning to World Travel Market this year. It is a fantastic opportunity to network and strengthen our relationships with global trade and media contacts as we drive our global strategy forward. We thrive on partnerships. We are also excited to be affording our valued entrepreneurs an opportunity to showcase their unique products and experiences on the global stage.”

The South African delegation will include Deputy Minister of Tourism Amos Mahlalela, Sthembiso Dlamini and Regional GM for Europe, Ian Utermohlen.

The delegation will share insights on various panel sessions around safety and security, sustainability and using tourism to stimulate empowerment of women and gender equality on the African continent.

More than 30 industry partners, including SAA, Radisson Hotel Group, Hilton, and Durban Tourism among others, will join the delegation at stand AF500. Small, micro and medium enterprises (SMMEs) attending the event include Tsheola Dinare Tour and Transport, Ezemvelo KZN Wildlife and Shishangeni By Bon Hotels, who will showcase various products.

South African Tourism willhost numerous on-stand initiatives at WTM to engage visitors and also welcome two guides from its ‘Meet Your South Africa’ campaign. Visitors will have the opportunity to interact with Abigail Mbalo, a township chef, founder of 4Roomed eKasi Culture restaurant and former MasterChef contestant, and Charles Ncube, a Johannesburg and Soweto tour guide.

The South African stand will have activations/activities including a baobab tree installation to cement South Africa’s position as one of the leading Responsible Tourism destinations.

The installation is made of re-usable materials, such as timber, aluminium and fabric. Baobabs are one of the oldest tree species native to the African savannah and a symbol of life and positivity.

As street art represents an important part of South African culture, South African Tourism will invite visitors to test their artistic skills on WTM’s first interactive graffiti wall.

Networking events will include a wine event on November 4 and a gin and bunny chow event on November 5.