For media and exhibitors alike, ILTM Africa 2016 was an educational and eye-opening look into what Africa has to offer the luxury travel sector and its innovative plans for the future. Taking place from 4 – 6 April in Cape Town for its fourth year, the informative event represented countries from Botswana to Mauritius, Senegal to Zambia, Ethiopia to Namibia, focusing on Africa’s existing strengths as a high-end destination, and the steps needed to develop Africa’s tourism and Africa itself in a symbiotic and cohesive way.
Political Commentator, Justice Malala, opened Africa Travel Week and ILTM Africa with an overview of today’s Africa. He highlighted the region’s “unstoppable growth created not only by technology, but also by international peer pressure”, adding “you can’t stop the force of Facebook”. He talked too of Africa’s middle classes growing to 1.5 billion by 2060 and a strong female power that has an impact on everything that happens on the continent. “At the end of 2014 there were 169,000 millionaires in sub-Saharan Africa which will grow by 53 per cent by 2026. Other African nations are also leading the way with Ethiopia having a GDP of 8.5 per cent and Nigeria on track to be the nation’s powerhouse”. He acknowledged that Africa is a “complicated place to do business and it has its ups and downs”, but he ended by suggesting “keep calm and carry on!”
Hosted Buyers from 28 countries – of which 93 per cent were first-time participants – took part in over 4500 one-to-one appointments with elite sub-Saharan African products during the 2.5 days of the event. ILTM Africa also hosted international media represented by many of the world’s most influential editors, bloggers and writers representing eight African source markets.
Virtuoso member, Crisney Lane of Mosaic Safaris, Austin, Texas, summed up her attendance: “Every meeting has fitted with my portfolio of clients. I am very, very impressed with the show. 100 per cent I will be doing business with these suppliers – I sent off the first proposal last night!”
Managing Director, Prudence Sibuyi, of AM Lodge Zambia also shared enthusiasm for ILTM Africa, “This is our first time…. We have done all the other Africa events but this is by far the best, with the majority of new buyers it means they are really interested. It has been money well spent and we will definitely be back in 2017.”
Veronique Rossouw, Sales & Marketing Manager, The Collection by Liz McGrath, concluded: “It’s been fantastic. The number of new buyers you have bought to ILTM Africa is amazing. I have had some big appointments from main markets including the UK which is very strong – in fact, every meeting has been very good indeed.”
Several exhibitors took part in presentations and announcements, some highlights included:
- Ethiopia made its first appearance at ILTM Africa, making its first moves into the luxury travel arena
- The Silo, Cape Town presented its new property as part of The Royal Portfolio
- Botswana, celebrating 50 years of independence, talked to the media about its commitment to conservation and the launch of the new Clarins Spa at Mowana Safari Lodge in Kasane
- Tourism Zambia revealed its new marketing campaign ‘Let’s Explore’
- Lanzerac Wine Estate talked refurbishments and plans for 2016/17
- Sir Richard Branson’s Virgin Limited Edition talked special offers and luxury African experiences at its many boutique properties
- And many more
Cathy Wagstaff, CEO & Group Editor of Signature Media, comments: “ILTM Africa was an educational experience, not only informing guests about future plans and developments but opening our eyes to what Africa already has to offer. I am excited to take all the things I have learnt over the past couple of days home with me to share with our readers and apply to my own business.”
ILTM Africa will return to the city 21 – 23 April 2017.
