Walking into WTM London 2024 felt like stepping into the candy store of global tourism – vibrant, energetic, and filled with people passionate about shaping the future of travel. The exhibition centre buzzed with colour and excitement, offering endless opportunities to learn, connect, and be inspired.
Building Strong Travel Partnerships
One of the biggest benefits of events like WTM is the opportunity to connect with like-minded travel professionals. This year, I met new partners from Mauritius, Kruger, and Malawi, all offering fresh experiences that will strengthen our portfolio and increase the value we deliver to our clients.
I also engaged with potential partners from across the globe – many keen to collaborate with Destination Africa. These conversations represent meaningful opportunities for future growth, expanded itineraries, and shared industry success.
South Africa in the Spotlight
South Africa’s presence at WTM London was electric. The South African stands were filled with visitors eager to explore our country’s depth beyond the usual highlights of Cape Town, the Kruger, and the Winelands.
Travellers are increasingly seeking off-the-beaten-path experiences – from authentic cultural encounters to white-sand beaches, distinctive cuisine, and meaningful heritage travel. It was a proud reminder that South Africa remains one of the most diverse and desirable destinations in the world.
Technology Driving Travel Innovation
Technology took centre stage this year, proving once again how digital tools are reshaping tourism. At the Middle East stand, an impressive AI-powered 3D experience transported visitors directly into Jordan — a powerful example of how immersive tech can elevate storytelling in travel marketing. Technology is not a threat to creativity; it’s a powerful partner. When used well, it enhances how we design, customise, and present African travel experiences to the world.
In Conclusion
Attending WTM London 2025 reminded me why I love this industry. Every conversation, every new idea, and every destination showcased reinforced the power of travel to connect people. I left feeling inspired, motivated, and proud of what Africa continues to offer the world. South Africa remains firmly in the spotlight, and I’m excited to bring these insights back to our team so we can keep creating meaningful journeys for our partners and their travellers. I look forward to turning these connections into opportunities, and sharing Africa’s story with even more people in the year ahead.
Chris Twhala, Destination Specialist
Destination Africa
