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WTM Africa 2024 opens with a significant 53% increase in attendees

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WTM Africa 2024 opens with a significant 53% increase in attendees

Cape Town 10 March 2024 – WTM Africa opened its 10th edition yesterday with a remarkable 53% increase in attendees compared to the previous year. This massive surge in participation, with unaudited numbers indicating representation from 88 countries worldwide, signals a bright future for the African tourism industry.

ATW, which comprises shows like the Tourism Investment Forum Africa (TIFA), WTM Africa, and Equal Africa among others, takes place in the host city of Cape Town. The show also features seven networking events and the support of 53 partners, demonstrating the collaborative spirit that drives ATW.

The addition of first-time participants, including Greece, Iran, Switzerland, Lithuania, Tunisia, Benin, Philippines, Singapore, New Zealand, Japan, Colombia, and Peru, brings fresh energy and diverse perspectives to the event.

Minister Patricia De Lille, though unable to attend in person, officially opened the conference via video call. She welcomed attendees and highlighted the need for collective efforts to continue the momentum of tourism in Africa: “This year represents a year where we can take measures to break new ground and achieve exponential growth in our numbers.”

Minister De Lille emphasised the importance of safety, sustainability, and expanding tourism beyond well-known destinations to include the hidden gems of lesser-known towns and villages across the continent. She also noted: “Tourism is one of the most significant contributors to our economy, but we can do much more. One of the areas where the department is investing in supporting economic sustainability is through our various tourism incentive programmes.”

A highlight of the opening day were the lively content discussions, where topics like responsible animal interactions sparked crucial ethical debates. Cathrine S. Nyquist, Co-founder of Panthera Africa, made a powerful statement: “Just because it’s legal does not make it right.”

The day also featured a dynamic Responsible Tourism session hosted by Harold Goodwin, World Travel Market’s Responsible Tourism Advisor. Three of the five African winners from the 2023 Responsible Tourism Awards shared their inspiring stories, demonstrating the continent’s commitment to sustainable travel practices.

The conference day closed with the inaugural Media Awards, recognising excellence in African travel journalism. Winners included:

  • Sustainability Feature Award: Alexander Okere – Illegal Animal Trade
  • Visual Tourism Award: Kelly Hammond
  • Destination Feature Award: Phoebe Smith
  • Tourism News Award: Adele Mackenzie – Tourism Update

Carol Weaving, Managing Director of RX Africa, commented: “We are incredibly proud to celebrate the 10th anniversary of Africa Travel Week with such a phenomenal turnout. This growth is a testament to the resilience and rising global appeal of the African tourism industry. We’re excited to contribute to the continued success and positive transformation of travel on the continent.”

Africa Travel Week 2024 serves as a testament to the continent’s vast potential in tourism. It highlights the collective commitment to fostering growth, innovation, and sustainability. As Minister De Lille declared, “We are open for business. We are open for tourists,” extending an invitation to the world to experience the rich diversity and beauty of Africa.

To attend WTM Africa 2024 and bolt-on events visit: https://www.wtm.com/africa/en-gb.html

Matetsi Victoria Falls Expands Presence in the DACH Market with Strategic Partnership

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Matetsi Victoria Falls Expands Presence in the DACH Market with Strategic Partnership

(Victoria Falls, Zimbabwe) April 2024 – Matetsi Victoria Falls, an award-winning luxury safari lodge nestled along the Zambezi River within the expansive 136,000-acre Matetsi Private Game Reserve, continues to enhance its global reach. The family-owned and independently run lodge, renowned for its bespoke hospitality and immersive wilderness experiences, has announced the appointment of ULLIFINK TOURISM MARKETING as its dedicated representation for the DACH market—Germany, Austria, and Switzerland.

Recognizing the growing demand for luxury safari experiences among European travelers, Matetsi Victoria Falls’ Director of Sales & Marketing, Lianne Kelly-Maartens, has made strategic advancements to strengthen the brand’s presence in key markets. Since joining Matetsi in January 2024, she has prioritized Europe as a high-growth region, assigning Sales & Marketing Manager, Lynwin Reid, to spearhead efforts in this area. This latest appointment complements the successful partnership with Perowne International, which continues to drive visibility in the UK and the broader European market.

ULLIFINK TOURISM MARKETING specializes in promoting experiential luxury products, particularly African lodges, making them an ideal partner for Matetsi Victoria Falls. With a deep understanding of the DACH region’s affluent travel market, ULLIFINK will work to position Matetsi as the premier choice for discerning travelers seeking an exclusive safari and Victoria Falls experience.

Lynwin Reid will actively engage with key stakeholders by participating in the ULLIFINK Africa Roadshow in Germany in June 2024, strengthening relationships with top-tier travel professionals. Additionally, Lianne Kelly-Maartens will attend Experience Africa in London in July 2024 to further Matetsi’s European outreach. Meanwhile, Co-founder Sara Gardiner will spend extensive time in the UK and Europe throughout June and July, reinforcing direct engagements with industry partners.

This expansion into the DACH market underscores Matetsi Victoria Falls’ commitment to connecting with high-value travelers and elevating its position as a must-visit luxury safari destination. By leveraging expert regional representation, the lodge is set to attract more European visitors who seek an unparalleled blend of wildlife, luxury, and the iconic Victoria Falls experience.

Matetsi Victoria Falls appoints DACH Market Representation

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Matetsi Victoria Falls appoints DACH Market Representation

(Victoria Falls, Zimbabwe) April 2024 – Family-owned and independently run, Matetsi Victoria Falls is a beautifully designed, award-winning, luxury safari lodge situated on the banks of the Zambezi River, within its own 136,000-acre pristine wilderness – Matetsi Private Game Reserve – offering a truly unique experience, that can be enjoyed by guests from around the globe.

Soon after joining the Matetsi team in January 2024, Director of Sales & Marketing, Lianne Kelly-Maartens identified Europe as an area for growth. She made the strategic decision to assign the continent as a special focus area for Sales & Marketing Manager, Lynwin Reid, and to appoint a dedicated DACH market representation company, to compliment the great work that Perowne International is doing in the UK and broader European market.

Matetsi Victoria Falls are delighted to announce that going forward they will be working with ULLIFINK TOURISM MARKETING, a sales representation company based in Germany, Switzerland, and Austria (the DACH region), specializing in experiential luxury products, including lodges in Africa.

Sales & Marketing Manager, Lynwin will be joining the ULLIFINK Africa Roadshow in Germany in June 2024.

Furthermore, DOSM, Lianne will attend Experience Africa (London) in July 2024, and Co-founder, Sara Gardiner will spend time in UK and Europe in June and July this year.

SAA Moves to Bring Stability to its Executive Management Team

Aero Insights
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SAA Moves to Bring Stability to its Executive Management Team

Johannesburg (8 April 2024) – This past weekend, South African Airways (SAA) has advertised five interim executive management positions, including that of the Chief Executive Officer.

Over the past three years SAA has been led by a talented and committed interim executive management team that has specifically been tasked with steering the airline until the anticipated Strategic Equity Partner (SEP) could come on board. As the pursuit of this transaction with Takatso Aviation has now been terminated, the Board has deemed it necessary to have a properly constituted and permanent executive team to pilot the airline’s strategic plan into the future.

“The filling of these posts is a positive and decisive step aimed at providing organizational stability and predictable direction of the growth plans and expansion plans currently being pursued”, says Derek Hanekom, Chairperson of the Interim Board of Directors.

“The interim executive management team has admirably rebuilt the airline as it emerged out of business rescue with the understanding that their posts would remain interim positions until a new controlling shareholder appoints its management team. All of them, including the Interim CEO, Prof John Lamola, supports this development as a necessary and natural step in strengthening SAA’s position in both the local and international aviation markets.”

“SAA’s strong recovery would not have been possible without the dedication and passion of every single valued SAA employee. The commitment of all employees who serve as the backbone of the airline and who believe in the growth of SAA is highly appreciated by the SAA Board,” added Hanekom.

Applications for SAA’ Chief Executive Officer, Chief Commercial Officer, Chief Human Capital Officer, South African Airways Technical CEO, and Air Chefs CEO closes on Friday, 26 April 2024. Suitably qualified and interested candidates, including the present incumbents, are invited to apply.

Fly Namibia Launches Inaugural Windhoek to Victoria Falls

Aero Insights
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Fly Namibia Launches Inaugural Windhoek to Victoria Falls

Victoria Falls, the jewel of Zimbabwe’s tourism industry, played host to the much-anticipated launch of Fly Namibia’s new Windhoek to Victoria Falls service. The Minister of Tourism and Hospitality Industry, the Honourable Barbara Rwodzi, graced the occasion, highlighting the strategic partnership between Fly Namibia and Airlink.

In her address, Minister Rwodzi emphasised the importance of Zimbabwe’s rich heritage resources in promoting tourism. She commended Fly Namibia’s arrival as a move that perfectly aligns with the Ministry’s strategy, bringing much joy to the tourism sector. This new route is expected to significantly improve access to Zimbabwe, boosting tourist arrivals across the country.

The Minister expressed her gratitude to the Ministry of Transport and Infrastructural Development, the Airports Company of Zimbabwe, and all other key stakeholders who contributed to making this initiative a reality. She also acknowledged the pilots and crew for their in-flight hospitality, inviting everyone present to enjoy their time in the magnificent “Resort City” of Victoria Falls.

Passenger Demand Up 21.5% in February

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Passenger Demand Up 21.5% in February

Geneva – The International Air Transport Association (IATA) released data for February 2024 global passenger demand with the following highlights:

Total demand, measured in revenue passenger kilometers (RPKs), was up 21.5% compared to February 2023. Total capacity, measured in available seat kilometers (ASK), was up 18.7% year-on-year. The February load factor was 80.6% (+1.9ppt compared to February 2023).

International demand rose 26.3% compared to February 2023; capacity was up 25.5% year-on-year and the load factor improved to 79.3% (+0.5ppt on February 2023).

Domestic demand rose 15.0% compared to February 2023; capacity was up 9.4% year-on-year and the load factor was 82.6% (+4.0ppt compared to February 2023).

Note that February 2024 was a leap year with one extra day compared to February 2023. This slightly exaggerates growth in both demand and capacity to the positive.

“The strong start to 2024 continued in February with all markets except North America reporting double-digit growth in passenger traffic. There is good reason to be optimistic about the industry’s prospects in 2024 as airlines accelerate investments in decarbonization and passenger demand shows resilience in the face of geopolitical and economic uncertainties.  It is critical that politicians resist the temptation of cash grabs with new taxes that could destabilize this positive trajectory and make travel more expensive. In particular, Europe is a worry as it seems determined to lock in its sluggish economic recovery with uncompetitive tax proposals,” said Willie Walsh, IATA’s Director General.

Air Passenger Market in Detail

February 2024 (% year-on-year)World Share​1RPKASKPLF(%-PT)​2PLF(Level)​3
Total Market100%21.5%18.7%1.9%80.6%
Africa2.1%22.5%24.3%-1.1%74.4%
Asia Pacific31.7%37.8%30.1%4.7%84.4%
Europe27.1%14.8%14.6%0.2%76.1%
Latin America5.5%13.0%10.8%1.6%82.7%
Middle East9.4%19.7%18.8%0.6%80.8%
North America24.2%8.9%8.8%0.0%79.5%
1) % of industry RPKs in 2023 2) Year-on-year change in load factor 3) Load Factor Level

International Passenger Markets

All regions showed double digit growth for international passenger markets in February 2024 compared to February 2023. For the first time, demand for international services exceeded pre-pandemic levels (+0.9% compared to February 2023). This, however, is skewed by February 2024 being a leap-year with an extra day compared to February 2023.

Asia-Pacific airlinessaw a53.2% year-on-year increase indemand. Capacity increased 52.1% year-on-year and the load factor rose to 84.9% (+0.6ppt compared to February 2023), the highest among all regions.

European carriers’ saw a 15.9% year-on-year increase in demand. Capacity increased 16.0% year-on-year, and the load factor was 74.7% (flat compared to February 2023).

Middle Eastern airlines saw a 19.7% year-on-year increase in demand. Capacity increased 19.1% year-on-year and the load factor rose to 80.8% (+0.4ppt compared to February 2023).

North American carriers saw a 16.0% year-on-year increase in demand. Capacity increased 17.6% year-on-year, and the load factor fell to 77.7% (-1.1ppt compared to February 2023).

Latin American airlines’ saw a 21.0% year-on-year increase in demand. Capacity climbed 18.6% year-on-year. The load factor rose to 84.2% (+1.7ppt compared to February 2023).

African airlines’ saw a20.7% year-on-year increase in demand. Capacity was up 22.1% year-on-year. The load factor fell to 74.0% (-0.8ppt compared to February 2023).

Domestic Passenger Markets

Domestic demand growth was led by China (+35.1% compared to February 2023) which benefitted from unrestricted Lunar New Year travel.

February 2024 (% year-on-year)World Share​1RPKASKPLF(%-PT)​2PLF(LEVEL)​3
Domestic39.9%15.0%9.4%4.0%82.6%
Domestic Australia0.8%14.9%9.1%3.7%73.4%
Domestic Brazil1.2%3.2%5.5%-1.7%77.5%
Domestic China P.R.11.2%35.1%20.5%9.2%84.9%
Domestic India1.8%5.3%4.8%0.5%88.8%
Domestic Japan1.1%9.1%0.9%5.9%79.0%
Domestic US15.4%5.7%4.8%0.7%80.2%
1) % of industry RPKs in 2023    2) year-on-year change in load factor    3) Load Factor Level 

Destination marketing at the mercy of African challenges

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Destination marketing at the mercy of African challenges

Destination marketing for South Africa is expected to get back on track as South African Tourism turns over a new leaf, but broader challenges in the African tourism market are having an impact both at home and across the continent.

Speaking during the WiT Africa conference held in Cape Town recently, Tim Harris, former Interim Chair of South African Tourism, said the organisation had been “pretty broken” in the wake of the Tottenham Hotspur scandal. The appointment of Nombulelo Guliwe as CEO along with a new board in February were significant steps in getting the organisation back on track.

“Watch this space, with the new board and with her (Guliwe), we’re going to see that R1.3 billion (€63.6m) South African Tourism budget spent, and powering the destination to achieve success,” said Harris.

He said while Cape Town had seen recovery to 108% of pre-pandemic levels, Johannesburg had only seen 82% recovery, and Durban 61%.

‘We have not recovered’

The number-one task for South African Tourism was now increasing awareness through great brand work, said Harris. He added that South Africans could expect to see world-class work from the organisation under its new leadership, that tapped into the extraordinary capability in South Africa.

“South African Tourism has deep research capabilities, which means we really understand what is going on in markets.”

The three key motivators for people to travel to South Africa are culture, natural scenery, and value for money. However, these were offset by the three key de-motivators, which Harris said were “safety, the political climate, which is another reference to safety, and welcoming”.

He said the country being welcoming used to be one of its strongest motivators, but it was becoming “a drag” because travellers from the rest of Africa did not feel welcome.

Air access

Contributing to this was the visa regime and air access in Africa, which were raised as significant barriers to tourism on the continent throughout the conference.

“Africa desperately needs open skies. Every airline, regardless of which country you’re domiciled in, should have the right to fly into any other country,” said Ross Veitch, CEO and founder of Wego.

John Friel, Country Manager of Travelstart, said while Africa had 18% of the global population, it accounted for just 2% of air travel. Part of the reason for this was cost.

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New trends emerge in Chinese travel to Africa

Destination Insider
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New trends emerge in Chinese travel to Africa

Travel to Africa from China has almost recovered to pre-pandemic levels and visitors are keen to experience the continent. There has, however, been a shift in how the market travels, which presents numerous new opportunities for African travel operators.

This is according to Lin Yu, Managing Director of Travel World China, who provided some insights into the Chinese market during a webinar hosted by the African Travel and Tourism Association (ATTA).

Chinese market recovery

Yu highlighted Alipay data that indicated that expenditure during Chinese New Year celebrations in February increased by 140% compared with 2023, saying it hinted at a “burgeoning luxury travel market”.

While China’s tourism sector took longer to recover than originally anticipated, some markets were almost back at pre-pandemic levels. Yu said Africa as a whole had seen nearly 100% recovery. Key to this was the availability of international flights, which had not been a hindrance for the African market.

Yu said, for the most part, visas were not a hindrance either, with many African countries offering visa-free or landing visas for the Chinese market. She however singled out South Africa, saying that the procedure was complicated.

“It’s one of the reasons South Africa has not been performing as well as its East African counterparts,” she said.

A poll by Chinese Outbound Travel & Tourism Market ranked the top 15 African destinations that were attracting the most interest from Chinese visitors. Kenya, Tanzania, South Africa, Egypt and Morocco all ranked in the list, with island nations like Madagascar, Mauritius and Seychelles also seeing increasing interest.

The profile of the Chinese traveller

Chinese visitors to Africa were often well travelled, and viewed the continent as an adventurous frontier waiting to be discovered, Yu said.

Africa’s appeal resonates particularly with affluent travellers, who view travel as a way to enhance their social status.

Yu said for many Chinese travellers, South Africa was their first entry into African travel, predominantly because of flight connections and the diversity of tourism products. She said that many Chinese visitors returned to Africa, but not necessarily to the same country they initially visited.

“This demographic, particularly high-nett-worth Chinese travellers, represents a highly desirable market segment, making them ideal candidates for visiting Africa,” Yu said.

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Step Inside… WTM Africa’s 2024 Content Programme

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Step Inside… WTM Africa’s 2024 Content Programme
  • WTM Africa 2024 scheduled from 10 – 12 April 2024 in the City of Cape Town
  • Landmark WTM Africa’s 10th anniversary programme spotlights discussion-based ‘Brain Box’ sessions driving collaboration & networking
  • Content sessions led & facilitated by global experts with emphasis on tourism news, trends & business growth

Cape Town 28 March 2024 – With less than two weeks until kick-off, Africa Travel Week (ATW) has unveiled an exciting WTM Africa 2024 content programme centred on driving industry knowledge, connection, and business growth. Just over 73 live sessions will run from 10 – 12 April at the Cape Town International Conference Centre (CTICC).

“2024 is a milestone growth year for our industry and WTM Africa, as we mark a decade of hosting Africa’s top B2B inbound and outbound tourism trade event. We wanted our content programme to champion this, which is why we’ve worked hard in raising the bar in what we offer and how,” says Olivia Gradidge, Marketing Manager, Africa Travel Week.

This year’s event showcases several high-demand industry and business topics, including responsible tourism, MICE and business travel, travel tech and artificial intelligence (AI), social media marketing, inclusivity and sports tourism. The latest Africa Travel Week Trends Report will also be released, followed by a panel discussion on Friday 12 April at 13h30 in the Spotlight Theatre.

In addition to expert-led presentations and panels, Gradidge highlights the introduction of their Brain Box concept aimed at driving collaborative, attendee-driven discussions.

“The theme for this year’s content programme is ‘Step Inside’, which we invite you to do during each Brain Box session. These interactive sessions, encourage tourism players from all levels to come together and join the conversation in finding solutions to shared challenges.”

With sustainability a key focus at WTM Africa, official show partners have been carefully selected and incorporated into the content programme. This includes Fair Trade Tourism, which will step in to host a practical Brain Box workshop unpacking how responsible destinations and initiatives can reach the global marketplace.

“There’s something for everyone in our three-day content programme, but to take full advantage, you will need to register and step inside to join us. You are guaranteed to walk away feeling more informed, connected, and confident to drive your business forward,” Gradidge concludes.

To attend WTM Africa 2024 and bolt-on events visit: https://www.wtm.com/africa/en-gb.html

Kenya Airways signs codeshare with Virgin Atlantic

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Kenya Airways signs codeshare with Virgin Atlantic

Kenya Airways and Virgin Atlantic, both members of the SkyTeam alliance, have unveiled a strategic codeshare partnership. 

Virgin Atlantic will place its code on Kenya Airways’ London flights, providing passengers with seamless access to Kenya Airways’ extensive network of destinations in Africa and beyond.

Kenya Airways will place its code on Virgin Atlantic flights to Caribbean destinations including the Bahamas, Barbados, and Grenada, opening travel opportunities for customers of both airlines. “Through the synergy of our respective strengths and networks, our goal is to enhance the travel experience for our esteemed customers, providing them with expanded choices, enhanced convenience, and seamless connectivity to vital destinations worldwide,” said Julius Thairu, Chief Commercial and Customer Officer of Kenya Airways.

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