Responsible Tourism Takes the Spotlight at WTM Africa 2026 in Cape Town, Paving the Way for Sustainable Travel

Published on February 26, 2026

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This April, Cape Town will host the highly anticipated World Travel Market Africa 2026 (WTM Africa), where responsible tourism will take centre stage. Running from 13 to 15 April, this year’s edition promises to be the most purpose-driven yet, aligning with a global shift towards sustainability within the travel industry. The event will feature a comprehensive responsible tourism programme that focuses on the pressing environmental and economic issues facing the sector today.

Megan De Jager, Portfolio Director at RX Africa, has highlighted the importance of sustainability, not just as a trend but as a commercial and reputational necessity. Her statement underlines the growing demand from source markets, investors, and travellers for destinations and operators that prioritise environmental responsibility. For African travel professionals, adapting to this change is essential for ensuring continued business success and relevance in the global marketplace.

The city of Cape Town has embraced this focus on sustainability, with the Executive Mayor Geordin Hill-Lewis stressing that embedding responsible tourism practices within the city’s industry is critical for securing long-term prosperity. The city’s support for WTM Africa’s sustainability agenda demonstrates a strong alignment between the host city and the event’s objectives.

A Deep Dive Into Responsible Tourism at WTM Africa 2026

The responsible tourism programme at WTM Africa 2026 is extensive, with expert-led conferences tackling some of the most pressing issues. Renowned expert Harold Goodwin will lead two half-day conferences on 13 and 14 April, where key topics will include the economics of wildlife tourism and the challenges surrounding anti-greenwashing strategies. These sessions will offer a practical approach to addressing the concerns that are being raised in key European source markets about misleading environmental claims. By examining both consumptive and non-consumptive models of wildlife tourism, these discussions aim to explore how tourism can play a crucial role in supporting wildlife conservation efforts across Africa.

Real-world case studies will also be showcased, offering tangible examples of success. For instance, Piggs Peak Hotel in Eswatini will present its efforts to increase community economic value while boosting profitability, providing insights into how operators can balance both sustainability and business success.

The event will culminate with the prestigious WTM Africa Responsible Tourism Awards, which recognise businesses that are making measurable impacts in the field of sustainable tourism. Gold winners will earn an invitation to the Global Responsible Tourism Awards in London later this year. African operators with strong sustainability credentials should take note of the application deadline — 20 March 2026 — to ensure they don’t miss out on this recognition.

A Partnership for Sustainability: New Challenges and Opportunities

One of the key sessions will focus on new sustainability regulations in major European markets and how these regulations are influencing the African tourism industry. The partnership session with Wetu will explore how these changes are creating pressure throughout the supply chain. DMCs, international agents, and certified operators will discuss how innovative certification systems can help navigate these regulations while offering competitive advantages. For smaller operators, the session will provide insights into open-source auditing platforms that make sustainability reporting affordable and accessible.

These discussions reflect a broader push towards making sustainability not just an ethical choice, but a business necessity, which can drive competitive advantage in the global tourism market.

Wildlife Conservation and Community Inclusion on Show

WTM Africa 2026 will also feature visible efforts to support wildlife conservation. The Waddle for a Cause campaign, developed in collaboration with SANCCOB and Uthando (Love) Africa, will highlight the endangered African penguin through artwork created by students from Portland Primary School. These pieces will be auctioned after the event to raise funds for penguin conservation. A separate initiative with Painted Wolf Wines will invite attendees to contribute to a collective art installation aimed at supporting efforts to protect the critically endangered African wild dog.

The Crafters Nexus, another feature of the event, highlights small local businesses that practise sustainability and provide tangible community impact. These businesses are at the forefront of responsible tourism, offering authentic products that champion both African craftsmanship and sustainable practices.

Even the event’s trophies align with the sustainability ethos. The Responsible Tourism Awards trophies are handcrafted from shweshwe fabric by African Gypsy Travel’s female artisans, while exhibitor trophies are hand-beaded by Maggs & Beads, a Black female-owned business in South Africa.

Registration Now Open

Registration for WTM Africa 2026 is currently open and free until 13 March, after which fees will apply. This presents a valuable opportunity for travel professionals, destination marketers, and tourism operators to engage with the latest trends in responsible tourism. For anyone serious about understanding how sustainability will shape the future of African tourism, this event promises to provide the answers.

With sustainability now at the heart of the tourism industry, WTM Africa 2026 offers an unmissable chance to connect with industry leaders, learn about emerging best practices, and gain valuable insights into the future of tourism across sub-Saharan Africa.