Africa Travel Week

Green light for WTM Africa 2021 live/hybrid event in April

WTM Africa will go ahead from 07-09 April 2021 in the format of a hybrid event, delivering a significant ROI for exhibitors and providing a much-needed platform for live and virtual connection between tourism industry stakeholders engaged in bringing business to Africa, and Africa to the world.

Carol Weaving, MD Reed Exhibitions Africa, unpacked the decision taken following a robust study amongst exhibitors and buyers which indicated strong support for holding a live event in April 2021. This was followed by a virtual round table discussion with key stakeholders earlier today.

“We are delighted to be able to inform our industry partners that we will be going ahead with WTM Africa as a hybrid event, incorporating the best characteristics of a live and virtual showcase of Africa.

“Our sentiment survey revealed that 88% of buyers confirmed they wanted to attend WTM Africa in 2021 and within this, a further 96% confirmed they would travel provided the regulations allowed them to do so. I’m pleased to say our king buyers have also confirmed their attendance, so it’s full steam ahead as far we are concerned,” says Weaving.

During the virtual discussion, the Reed Exhibitions South Africa team provided two scenarios for WTM Africa, both relevant to a hosting date of 07-09 April 2021.

Plan A will see meetings take place over three days, face-to-face, at the Cape Town Convention Centre (CTICC), with a fourth day dedicated to virtual meetings, explains Megan Oberholzer, Portfolio Director – Travel Tourism & Sports for Reed Exhibitions South Africa.

“With an extra virtual event day, we will cater for any international buyers who may not be able to attend the physical element of the show. The benefit to buyers and exhibitors is a greater ROI of connecting exhibitors and additional international buyers that would not have been able to attend the live event, meaning that even more meetings will be set to take place” says Oberholzer.

In the event of a COVID resurgence, the Reed Exhibitions Africa team presented a Plan B which will see the event go fully virtual over three days on the same dates, with an adjusted offer of various tailormade event packages for exhibitors.

Thorough research and preparation has been made to ensure that the live/hybrid event adheres to all stringent safety protocols and regulations. The venue will be able to accommodate 5000 visitors per day in order to allow the necessary physical distancing.

“The live/hybrid WTM Africa be the first of its kind in Africa. We are looking forward to welcoming everyone back to the show after a tough year. The time is ripe for us to make travel happen together and WTM Africa is just the platform to reignite it,” Oberholzer concludes.

Watch the full recording of the round table session here:

Africa Travel Week

Africa Travel Week (ATW) focuses on inbound and outbound markets for general leisure tourism, luxury travel, LGBTQ+ travel and the MICE/business travel sector as well as travel technology. Shows include: ILTM Africa, WTM Africa, EQUAL Africa, ibtm AFRICA, Travel Forward, Sports & Events Tourism Exchange and African Tourism Investment Summit.