ILTM Africa 2025 Sets New Benchmark for Luxury Travel Connections

With a 25% increase in pre-scheduled appointments and buyers from 36 countries, ILTM Africa 2025 has firmly positioned itself as a leading global platform for luxury travel. Held from 6–8 April at the Norval Foundation in Cape Town, this sold-out edition brought together Africa’s top-tier luxury travel providers and international advisors for three immersive days of business, culture, and collaboration.

The event also launched its State of the Industry Report, offering exclusive insight into luxury travel trends shaping the continent. A notable 38% growth in buyer numbers, including delegates from 13 new source markets, demonstrated the event’s widening global appeal and Africa’s rising influence in high-end tourism.

Carol Weaving, Managing Director of RX Africa, noted:

“This year’s event has truly exceeded all expectations. The quality of connections made and the feedback we received confirm that Africa remains at the forefront of transformative luxury travel. Our focus is on curating journeys that shift perspectives and leave a lasting impact. An impressive 90% new buyer attendance, combined with a 38% increase in total buyers, reflects surging global interest in Africa’s out-of- the-box luxury offerings. What makes ILTM Africa distinctive is our commitment to curating meaningful experiences that resonate with the sophisticated traveller. Our exhibitors offer journeys that transform perspectives and create lasting impact.”

That commitment also translated into broader participation this year, with a 38% increase in
exhibitors compared to last year, and delegates representing 34 countries across both buyers
and exhibitors, including buyers from 13 new countries never before represented at the event.

Hosting ILTM Africa 2025 at Cape Town’s Norval Foundation added a powerful cultural
dimension to this year’s edition. With support from the Host City partner – the City of Cape
Town – and venue partners NVD Property & Norval Foundation, delegates were surrounded by
contemporary African art thoughtfully woven into key programming. This encouraged deeper
conversations about identity, beauty, and storytelling as central pillars of modern luxury travel.
Standout moments included chauffeur-driven vintage motorbike sidecar experiences for hosted
buyers (courtesy of Cape Sidecar Adventures), exclusive networking functions at iconic Cape
Town venues, thought-provoking discussions on ethical travel practices, and an immersive pop-
up gallery supporting conservation through art.

As part of RX Africa’s ongoing sustainability drive – both operationally and through product
curation – delegates also engaged with eco-conscious pop-up vendors including What We
Cherish and The Joinery, showcasing design-led alternatives aligned with responsible tourism
values.

A particular highlight was Art for Conservation, an impactful campaign hosted onsite featuring
original artwork by Leandri Erlank displayed throughout an interactive gallery space. The
collection spotlighted endangered African wild dogs, with each piece going up for silent auction
during ILTM Africa. All proceeds were donated directly to Painted Wolf Wines’ long-standing
conservation partner working to protect wild dog populations across Southern Africa. The
highest bidder received a one-of-a-kind piece as both memento and contribution toward wildlife
protection efforts.

The event’s successful conclusion served as the perfect precursor to WTM Africa, concluding
today at the Cape Town International Convention Centre – completing a powerful week
showcasing Africa’s diverse tourism offerings to global markets.

 

“The seamless transition from ILTM Africa to WTM Africa demonstrates Cape Town’s capability to host world-class tourism events. Together, these platforms are instrumental in positioning Africa as a premier global travel destination while fostering sustainable growth across all segments of the market,” Weaving concluded.