09:00 – 09:30
WTM Africa welcomes you to join us at the official opening where Carol Weaving, MD RX Africa, along with the City of Cape Town, address all our attendees. The event will kick off with an official ribbon-cutting ceremony, marking the start of WTM Africa 2026.
10:30 – 12:00
As Africa implements the AfCFTA, tourism offers a vital opportunity for regional integration, yet the sector currently remains hindered by restrictive air access and policy misalignment. The panel at WTM Africa 2026 aims to address these challenges by focusing on air transport liberalisation and cross-border investment to unlock multi-country travel. Ultimately, this session positions tourism as a strategic driver to transform competing national destinations into a unified, prosperous continental economy.
10:15 – 11:45
We are publishing a White Paper on Tourism in the Wildlife Economy which will be discussed by a diverse panel of experts and practitioners.
This panel will explore the range of ways in which tourism can benefit conservation and those communities who live with the wildlife and bear the opportunity costs.
11:45 – 12:45
Moves in Europe and other source markets to tighten regulations against greenwashing and misselling has caused real concerns, particularly amongst smaller businesses resulting in some greenhushing.
This authoritative panel will discuss the risks and identify best practice.
12:45 – 13:15
Through ICRT networks and the work of the ICRT.global we’ll demonstrate how sharing experience within and across continents.
Come along to hear about how the success of Responsible Tourism in Kerala, built on work in South Africa and The Gambia and to discover how you can benefit from the networks.
13:30 – 13:50
We will unpack the linkages between film & tourism and present a case study, a peer reviewed article that has been published.
14:00 – 14:45
Immersive tourism is the buzzword of the decade, but when does “living like a local” cross the line from inspiring to uncomfortable?
This session explores the gap between what travellers say they want and what they actually book.
15:00 – 15:45
New Zealand has its bungee jumps. Costa Rica has its zip lines. Africa has everything – yet somehow the rest of the world hasn’t fully noticed.
Drawing on the SATSA Adventure White Paper, this session gets honest about what it will take to change it.
16:00 – 16:45
Explore how the expectations of high-value travellers are evolving — and what this means for wine tourism.
Panellists from wineries, luxury travel brands, and marketing agencies unpack how design and personalisation are reshaping guest journeys.
17:00 – 18:00
Stellenbosch’s oldest wine farm, Blaauwklippen Wine Estate, will officially premiere its new documentary at WTM Africa 2026.
This is not simply a film about wine – it is a story about legacy, rebuilding and the enduring spirit of the Cape.
10:30 – 11:15
Cut through the hype: Discover what actually drives bookings, margins, and loyalty, plus the AI mistakes that will kill brands.
11:30 – 12:15
If you’re not rethinking SEO/OTA strategy, you’re already losing market share. Learn what’s changing in US, GCC, India, and China source markets.
12:30 – 13:15
Can AI be used to enhance -not erode – dignity, creativity, and meaning at work? Leaders, workforce strategists, and technologists will share practical examples, cautionary tales, and the blueprints for building a hospitality workforce that thrives in the age of algorithms, without losing its soul.
13:30 – 14:15
Tourism storytelling shapes not just how the world sees Africa’s cities, but who profits, and who is left out, as neighbourhoods are “discovered.”
This session digs into the real impact of tourism marketing and media on local culture, economic opportunity, and the pace of gentrification.
14:30 – 15:15
A recent Manchester study has reignited debate around whether luxury tourism is helping or harming Africa.
This session unpacks the hard evidence and spotlights African innovators who are redefining what luxury means on their own terms.
15:30 – 16:15
How can we reset guest expectations pre-trip – without killing desire? What’s working in guest education and ethical storytelling before, during, and after travel? Should we ban, restrict, or reframe certain types of wildlife photography and influencer content? How can we monetise patience, uncertainty, and real adventure, not just staged moments?
10:15 – 12:15
This session is a high-energy, interactive unconference designed for rising stars under 35 in travel and technology.
Participants will collaboratively explore the skills and mindsets needed to drive the future of travel amidst rapid technological change, shifting global power dynamics, evolving traveler demands, and Africa’s expanding role on the global stage.
12:30 – 13:15
Explore the challenges and triumphs of building an inclusive tourism business and creating safe travel pathways across Africa.
Vivian Kobe, founder of VIBA Explore Tours in Kenya and recipient of the IGLTA Foundation Equal Africa 2026 Fellowship, will share her journey as an LGBTQ+ entrepreneur to spark a dynamic discussion around creating a truly welcoming African travel landscape. Join us for business inspiration!
13:30 – 14:15
This workshop explores how tourism brands can stay visible, competitive, and bookable in a rapidly evolving, AI-driven digital landscape.
We will unpack key AI concepts in simple terms before diving into practical applications across modern tourism marketing.
The session will offer clear, actionable perspectives on how to be found, chosen, and booked first in today’s algorithm-driven market.
14:20 – 15:05
How cross-sector insights (hospitality, wellness, golf, art) can drive longer stays and higher-value bookings in wine tourism.
15:15 – 15:45
Attendees will gain practical insights into partnership models, integration strategies, and how to turn connectivity into a competitive advantage in today’s digital-first travel landscape.
15:50 – 16:20
This panel argues that verified, boots-on-the-ground journalism is the new scarcity, and therefore, the new luxury. In a world of infinite fake content, the byline of a trusted editor or writer becomes a “trust mark” worth paying for.
But here’s the uncomfortable question for the room: If journalism is now a premium product, who is willing to pay for it?
16:30
The Africa Travel Week Media Awards are a unique celebration of the indispensable role that media plays in the growth of Africa’s tourism industry, honouring those who tell Africa’s unique travel stories through exceptional journalism, compelling narratives, and breath-taking imagery.