WTM Africa 2025: A Week of Connection, Collaboration, and Momentum
As the doors closed on WTM Africa 2025, the feeling was unanimous: this year’s show was one of the most energised and impactful to date. With a packed floor, high-calibre delegates, and meaningful conversations at every turn, the event once again proved why it remains a cornerstone of the African tourism calendar.
Our SATSA & Africa’s Eden Pavilion was a hive of activity from start to finish—bringing together a rich mix of tourism businesses and partners from across Southern Africa. Our stand was a true reflection of the region’s diversity.
“What an incredibly busy and energised show! I barely had a moment to myself and didn’t get to see everyone I’d hoped to, which just goes to show how popular the event was this year. The atmosphere was electric from start to finish, and the energy didn’t let up—even on the last day, people lingered far longer than usual. This is a testament to the value and buzz this platform continues to create for our industry.”
~Hannelie du Toit, SATSA COO
WTM Africa continues to be more than a trade show—it’s a space where the industry reaffirms its purpose. It’s where ideas are exchanged, collaborations are sparked, and the passion for tourism in our region is reignited. For SATSA and our members, it’s also a reminder of the importance of showing up, standing together, and actively shaping the future of our industry.
SATSA also took part in a number of key panel discussions and keynote sessions.
On Day One, SATSA CEO David Frost delivered a keynote address grounded in robust data, unpacking the current state of tourism in Southern Africa. His address tackled themes of recovery, growth, and geographical spread, and highlighted strategic opportunities for the sector—most notably the importance of elevated collaboration and structured engagement to drive sustainable growth.
Access David's presentation here.
SATSA Vice Chairperson and Chair of Responsible Tourism, Rachel Nxele, proudly presented the WTM Africa Responsible Tourism Awards, recognising trailblazers creating real, measurable impact through sustainability, community inclusion, and climate-conscious innovation. We applaud all the nominees and winners who are proving that purpose-driven tourism is the future.
On the Global Stage, SATSA Chairperson Oupa Pilane joined a panel at the Africa Tourism Investment Conference to explore the exciting potential of Africa’s sports, leisure, and entertainment tourism sectors. The session served as a powerful reminder that smart investment and innovation can transform Africa’s tourism story.
We launched a Guiness World Record for Tourism Initiative.
We also launched the Guinness World Record for Tourism initiative, which will see us beading the largest South African flag in history—a collaborative effort to showcase pride, unity, and creativity in our sector.
Read more about the initiative here.
Akash Singh, CEO of Sigma International
SATSA and Fair Trade Tourism sealed the deal.
Another key milestone was the signing of a strategic partnership between SATSA and Fair Trade Tourism.
This partnership marks a joint commitment to advancing responsible tourism practices across Southern Africa. Together, we will support SATSA members with practical, credible sustainability tools, training, and principles—empowering them to future-proof their businesses while contributing meaningfully to people, planet, and prosperity.
Read more about the partnership and the panel discussion here.
Tourism - Rachel Nxele
A heartfelt thank you goes to the exceptional businesses who shared our pavilion this year. Your energy and commitment to excellence helped create a stand that not only looked great, but delivered real impact. We were proud to stand alongside you.
Meet the Pavilion Sharers
If you didn’t get a chance to connect at the show—or would like to follow up—here’s a directory of the outstanding businesses who joined us.
To everyone who visited, stopped for a chat and a coffee, attended a meeting, or simply shared in the buzz—thank you. These are the moments that drive our work and reaffirm why this industry matters.
As we carry the momentum forward, SATSA remains committed to championing our members, building strong industry partnerships, and advocating for a vibrant, credible, and inclusive tourism sector in Southern Africa.
Until next year, WTM Africa—what a show!
