South Africa has once again showcased its appeal as a premier destination for both leisure and business tourism at two of the world’s most prominent trade platforms: the World Travel Market (WTM) in London and IBTM World 2024 in Barcelona.
WTM London provided a global stage for South Africa’s vibrant tourism offerings, with 25 exhibitors and small, medium, and micro enterprises (SMMEs) participating. Among these was the Eastern Cape Parks and Tourism Agency (ECPTA), which proudly represented the province and its unparalleled attractions.
The ECPTA’s presence at WTM London was aimed at showcasing the Eastern Cape’s unique blend of natural beauty, adventure tourism, and rich cultural heritage. Through targeted engagements with international travel operators and media, the agency emphasized its diverse offerings, such as breathtaking coastal trails, world-class wildlife reserves, and authentic cultural experiences. These efforts were geared toward positioning the Eastern Cape as a must-visit destination for global travelers, thereby increasing visitor numbers and driving economic growth that directly benefits local communities.
While WTM London focused on leisure tourism, IBTM World in Barcelona brought South Africa’s business tourism capabilities into the spotlight. Under the leadership of Tourism Minister Patricia de Lille, the South African delegation, including 18 exhibitors and five SMMEs, highlighted the country’s readiness to host world-class events. South Africa’s modern infrastructure, state-of-the-art conference venues, and unmatched hospitality were key themes during the event.
The Eastern Cape’s potential as a business events destination was prominently featured, with an emphasis on its unique venues, such as luxury lodges, nature reserves, and coastal resorts that are ideal for meetings, incentives, conferences, and exhibitions (MICE). The province’s ability to combine business with leisure (bleisure) experiences further enhanced its appeal to international event organizers and corporate planners.
The dual participation at WTM London and IBTM World 2024 underscores the Eastern Cape’s versatility as both a leisure and business tourism destination. By engaging with key stakeholders at these events, the ECPTA has reinforced its commitment to positioning the province on the global stage and driving sustainable tourism growth.
Whether it’s exploring the pristine beaches and wildlife reserves or hosting high-profile corporate events, the Eastern Cape is ready to contribute significantly to South Africa’s success in the global tourism arena.
