Demand for luxury African travel experiences is on a massive growth trajectory, according to Megan De Jager, Portfolio Director – Travel, Tourism & RX Africa Marketing at RX Africa.
The 9th invitation-only International Luxury Travel Market (ILTM) Africa – hosted in Kirstenbosch National Botanical Gardens in Cape Town – started on Sunday (April 7) and concluded today (Tuesday, April 9)
“To meet global demand, ILTM Africa 2024 provided exhibitors with an unmatched opportunity to showcase offerings to a fine-tuned audience of pre-qualified buyers. Booking platforms have reported a huge rise in trips valued at over US$3 800 since 2019, especially for safari adventures,” said De Jager.
The current appetite for luxury African travel, De Jager added, was riding high: “With face-to-face meetings and networking opportunities between luxury travel brands from across Africa and the Indian Ocean islands, the industry's top international travel advisers are increasingly taking advantage of what this exciting, ancient continent offers.”
ILTM preceded the 10th World Travel Market Africa – which starts on Wednesday April 10 and runs until April 12 – the continent’s leading B2B inbound and outbound tourism trade event, held at the Cape Town International Convention Centre.
According to De Jager, WTM Africa provides a platform from where attendees can generate sales leads, launch new products, and raise brand awareness. “WTM Africa is the place where the B2B tourism companies’ journey takes them into markets to conduct industry research and size up their competition while forging new relationships and maintaining current ones.”
De Jager said RX would bring commitment to sustainability to the forefront during this year’s event, with heightened efforts to reduce carbon footprints, minimising waste and promoting eco-friendly practices that businesses at all levels could implement.
“Celebrating and growing sustainable tourism has been a vital factor throughout the show’s ten-year history and WTM Africa’s 2024 partnership with the City of Cape Town, one of Africa’s leading responsible tourism destinations, reinforces this commitment.
“Re-use, recycle, upcycle are not mere phrases to RX Africa,” De Jager asserted. “The importance of these and other innovations that reduce negative impacts on our planet are part of every event long before bookings open.”
WTM Africa 2024 will be RX Africa’s most sustainable event yet.
