(Posted 27th March 2026)
By: Carol Weaving, Managing Director, RX Africa
As trade show season gets underway in South Africa, traditional
shows have come under fire for being antiquated, expensive and out of touch with the realities of a
digital-first world. Critics argue that in an era of tech, tools and online platforms, physical events can
no longer justify their cost. Yet at sold-out shows like WTM Africa, the reality feels quite different.
Far from becoming obsolete, today’s leading travel shows are evolving into powerful in-person
events where technology handles the heavy (admin and logistical) lifting and humans focus on the
relationship-building that defines this industry. Because the travel sector has always been a “people”
industry, selling high-value, high-stakes experiences.
The trust gap is real
As an example, an international agent sending a client to a remote corner of the Okavango isn’t just
vetting a transaction – they’re staking their reputation on the entire visitor experience, from booking
to arrival and beyond. Yes, online reviews and historical booking data tell part of the story – but they
cannot fully bridge the “trust gap” that still exists in African travel.
Trust is built through referrals, long-standing reputations and face-to-face interaction. A
conversation across a table often reveals far more about an operator’s reliability, professionalism
and character than an online profile can convey.
Africa’s product isn’t fully online
This is particularly relevant on the African continent. Many exceptional experiences and smaller
operators, especially in rural or emerging destinations, have not yet made significant investments
into digital marketing, SEO or AI tools. Relying solely on an online presence risks overlooking these
hidden gems that add real diversity and authenticity to travel offerings. Trade shows give them a
stage.
WTM Africa actively works to include emerging and community-based operators through regional
pavilions and targeted matchmaking with hosted buyers. The international buyer who would never
organically find a small Limpopo safari operator online can sit across from them on Tuesday
morning, get a real sense of the offering, ask the right questions, and book their first group by
Friday.Importantly, modern trade shows have embraced technology to maximise efficiency and deliver
strong return on investment.
AI-driven matchmaking tools now pre-schedule meetings between the right buyers and suppliers –
nobody is wandering the floor hoping to bump into the right person. Delegates arrive with a
targeted, data-backed itinerary and spend their show time in high-value conversations. Real-time
analytics allow organisers to fine-tune content and engagement on the spot, while digital twins of
venues help attendees plan their visit in advance. These innovations do the “grunt work”,
streamlining calendars, reducing scheduling conflicts and creating custom itineraries tailored to each
participant’s needs.
The magic happens in the in-between
At WTM Africa, for example, technology is used to facilitate meaningful networking rather than
replace it. The event combines smart matchmaking with immersive, relaxed activations that
encourage authentic connection. One standout initiative saw the energy of a Stellenbosch Street
Soirée brought directly into the CTICC, creating a setting where delegates could interact in a fun,
unintimidating environment. Such community-driven experiences reflect the desire of today’s
professionals – including younger generations – for both efficiency and genuine human engagement.
Gen Z is choosing in-person – on purpose
The assumption that a digitally fluent generation will naturally drift away from physical events turns
out to be exactly wrong. Gen Z – digital natives who have never been far from a screen – are actively
seeking out immersive, in-person experiences. They value speed and efficiency (which tech delivers)
and authentic human connection (which the show floor delivers). They're not attending trade shows
because their bosses told them to. They're going because it's where learning happens (for example,
through considered speaker programmes), careers are built, and real conversations take place.
Critics often focus on the financial cost of exhibiting – booth space, travel, staffing and design.
However, when used strategically alongside digital tools, this investment delivers long-term relationship capital that is difficult to measure through simple cost-per-lead calculations. A single strong partnership formed at a trade show can generate sustained business for years, far beyond the transactional nature of many digital leads.
As WTM Africa and other key events sell out ahead of the season, the message is clear. Trade shows
are not dusty relics of an analogue past. They are evolving into sophisticated hybrid hubs where
technology streamlines the process, and humans deliver the relationships that power African travel.
