World Travel Market Africa 2024 : the new challenges of African tourism

By Bilkyss Mentari

The tourism industry in Africa is constantly evolving, shaped by a blend of unique opportunities and challenges. The 2024 edition of the World Travel Market Africa, one of the largest platforms in the tourism industry on the continent, provided a fascinating glimpse into emerging trends and crucial issues defining the African tourism landscape.

The 10th edition of the leading travel and tourism trade show in Africa, held from Wednesday to Friday at the Cape Town International Convention Centre, showcases the region’s tourism offerings through a series of performances, conferences, and award ceremonies.

With over 9,500 pre-scheduled meetings and more than 7,000 delegates from over 100 countries, WTM Africa brings together industry professionals, including exhibitors, buyers, and media, for three days of exchange, networking, and negotiation.

Biodiversity conservation has become a major concern for many African destinations

An opportunity for the latter to delve into the challenges and opportunities shaping the future of tourism on the continent. After years overshadowed by the Covid-19 pandemic, if the recovery of the tourism industry is confirmed, in an increasingly environmentally conscious world, tourism in Africa finds itself at a crucial juncture. On the one hand, the continent is endowed with natural and cultural riches that attract travelers from around the world. On the other hand, preserving these assets in the face of environmental and economic pressures is essential to ensure the sustainability of the African tourism industry.

Biodiversity conservation has become a major concern for many African destinations. National parks, nature reserves, and protected areas are pillars of tourism on the continent, offering visitors unique experiences in terms of safaris, wildlife observation, and encounters with local communities. However, pressure from economic development, natural resource exploitation, and climate change threatens African biodiversity. At the World Travel Market Africa 2024, many discussions focused on how to reconcile tourism development and environmental preservation, highlighting the growing importance of sustainable tourism practices.

Technology offers powerful tools to reconcile tourism development and conservation

Meanwhile, technological innovation is emerging as a key element in the transformation of African tourism. Advances in connectivity, virtual reality, and artificial intelligence are opening up new possibilities to enhance the traveler experience while minimizing the ecological footprint. From mobile applications facilitating the booking of responsible accommodations to wildlife tracking systems allowing non-intrusive animal observation, technology offers powerful tools to reconcile tourism development and conservation.

In this regard, the World Travel Market Africa highlighted two expanding trends. On the one hand, luxury tourism; on the other hand, community-based tourism. For the latter, the involvement of local populations in the tourism industry. Initiatives aimed at strengthening ties between tourism stakeholders and indigenous communities, promoting fair tourism, and valuing local cultural traditions are increasingly valued. Travelers seek authentic and immersive experiences, and community-based tourism offers a unique opportunity to discover the cultural and human richness of Africa while supporting local livelihoods.