World Travel Market (WTM) Africa 2026 will position responsible tourism as a defining pillar at the Cape Town International Convention Centre (CTICC) from April 13-15.
This year’s programme places future-focused tourism sustainability firmly on the agenda with the aim to spotlight responsible tourism as an industry benchmark.
“This year, there is no compromise,” says Megan de Jager, Portfolio Director at RX Africa. “As global sustainability demands intensify, responsible tourism has shifted from a nice-to-have to a commercial and reputational imperative. It’s a non-negotiable for the future of our industry and has fundamentally shifted how we have designed this event.”
Responsible tourism
The responsible tourism agenda includes two half-day conferences on April 13 and 14. Topics include wildlife tourism economics, anti-greenwashing strategies and practical implementation models.
Sessions include Tourism in the Wildlife Economy examining consumptive and non-consumptive models and discussions on green claims and certification in response to source market concerns about greenwashing and greenhushing. Case studies will include Piggs Peak Hotel in Eswatini.
The programme concludes with the WTM Africa Responsible Tourism Awards.
Market access and certification
In partnership with Wetu, a session will address B2B market access challenges linked to new regulations affecting the supply chain. The panel will include DMCs, international European agents and certified operators examining open-source auditing platforms aimed at making sustainability reporting accessible.
Conservation and community initiatives
The Waddle for a Cause campaign, developed with SANCCOB and Uthando (Love) Africa, will raise awareness of the endangered African penguin through learner artwork from Portland Primary School with selected pieces auctioned post-show.
The Crafters Nexus platform also returns, showcasing small African businesses that exemplify sustainable practice and community impact.
Waste initiatives will see the introduction of Africa-shaped exhibitor and VIP pins made from recycled padel balls by Amazeballs – an initiative working with local creatives to transform broken padel and tennis balls into eco-friendly products.
