Cape Town is about to become the epicenter of Africa’s travel conversation. From April 13–15, 2026 hosting WTM Africa 2026 at the Cape Town International Convention Centre (CTICC). With just two weeks to go, the call is out for travel professionals, buyers, creators, and tourism insiders to register before the doors open.
Over three days, WTM Africa will hold more than 70 sessions covering the trends, challenges, and ideas shaping travel across the continent. This year’s program is the most ambitious yet, designed to be less of a conference and more of a toolkit for anyone who wants to understand the future of African tourism.
Olivia Gradidge, Marketing Manager at RX Africa, describes the agenda as a roadmap to what’s next: each session is built to help delegates identify new opportunities, avoid common pitfalls, and sharpen their competitive edge in a rapidly changing industry.
One of the most exciting additions for 2026 is the new Wine Tourism Track, created in partnership with the Wine Tourism Conference. Wine regions across Africa and particularly South Africa are increasingly seen as affinity destinations, where culinary culture, landscape, and luxury experiences intersect.
The track will premiere of a new Blaauwklippen documentary, paired with a Visit Stellenbosch wine tasting. It’s designed not only as a showcase of South African wine, but as an immersive look at what modern wine tourism can be. “We are proud to showcase not just our wines, but the full experience of Blaauwklippen, where heritage meets modern hospitality, and every guest becomes part of our story,” says Craig Bester, Chief Brand Executive at Blaauwklippen Wine Estate.
Beyond the vineyards, WTM Africa 2026 will also spotlight sectors driving serious visitor numbers and spend. IBTM Africa returns with a deep dive into the MICE market (meetings, incentives, conferences, and events) – a critical segment for city destinations like Cape Town. Adding to the events focus, the relaunch of SETE (Sports & Events Tourism Exchange), in partnership with Nielsen Sports, underscores Africa’s increasing relevance in global sports tourism, from major tournaments to endurance races and niche sporting events.
Talent and technology are another major theme. NextGen Ready sessions, created with the African Youth in Tourism & Hospitality Association, confront the industry’s looming skills gap and explore new hybrid roles that blend human hospitality with tech fluency. On April 13, WiT Africa and Innovation City Cape Town will host the WiT Next Generation Leaders Roundtable, powered by Booking.com, under the theme “Leadership Qualities in the Age of AI.” WiT Founder Yeoh Siew Hoon describes it as a space where seasoned industry coaches will brainstorm with under-35 rising stars about the traits they’ll need as travel becomes more tech-enabled but remains fundamentally human led.
Sustainability is woven throughout the show via the Responsible Tourism Conference and Awards, recognizing initiatives that prove tourism growth and responsible practice can go hand in hand. On the business side, popular Speed Networking sessions, sponsored by SimplyBiz Nedbank, return to fast-track meaningful connections between buyers and sellers.
As host city, Cape Town is leaning into its role as a global meeting point for the industry. “This is where the real work happens on the floor, through conversations, and in the partnerships that drive our visitor economy,” says James Vos, Mayoral Committee Member for Economic Growth. “Tourism is a team sport, and we grow it together.”
That spirit of collaboration runs through the entire three day event. Gradidge sums it up simply: WTM Africa 2026 is where the conversations that matter most will take place and where those conversations can turn into real business and better travel experiences across the continent
For those who want to be in the room where Africa’s tourism future is being mapped, registration is still open:
Register: https://www.wtm.com/africa/en-gb/enquire.html
Full Program: https://www.wtm.com/africa/en-gb/whats-on/programme.html#/sessions