The Overberg District Municipality made a significant impact at World Travel Market (WTM) Africa 2026, the continent’s premier travel trade event, which was held from 13 to 15 April at the Cape Town International Convention Centre.
The annual gathering brought tourism stakeholders from across Africa together, ahead of the much-anticipated Africa’s Travel Indaba. “WTM Africa provided us with an invaluable platform to showcase the Overberg’s diverse natural and cultural experiences to international buyers, media and travel planners,” said Frieda Lloyd, Manager of Local Economic Development, Tourism and Resorts for the Overberg District Municipality. “The strong emphasis this year on adventure tourism and sustainable travel aligned perfectly with what our region has to offer.”
The event served as more than just a showcase opportunity. According to Lloyd “engagement at the show aimed at strengthening partnerships, creating new business opportunities and supporting the collective promotion of the Overberg as an authentic, sustainable, year-round destination.”
The International Luxury Travel Market (ILTM) Africa, which preceded WTM Africa, provided additional exposure for the region. She said high-end buyers and media were encouraged to explore the Western Cape beyond Cape Town through curated itineraries, allowing operators to experience destinations such as the Overberg first-hand.
“This direct experience approach supports more informed destination packaging and promotion,” Lloyd noted. “When tour operators and travel planners can experience our region personally they become authentic ambassadors for what we offer.”
The Overberg’s presence at WTM Africa was particularly timely, coinciding with the official opening of the Cape Agulhas Precinct development by Minister of Tourism Patricia de Lille.
This project, delivered through a partnership between the Department of Tourism and Department of the Environment, Forestry and Fisheries, transforms Africa’s southernmost tip into a major destination.
“The Cape Agulhas Precinct development goes beyond the iconic lighthouse,” Lloyd explained. “It now offers meaningful cultural, heritage and environmental engagement opportunities, which perfectly demonstrates our commitment to sustainable tourism development.”
WTM Africa also provided crucial learning opportunities through discussions on shifting luxury travel trends, the implementation of artificial intelligence in tourism, and sustainable destination management practices. “Understanding how AI can enhance visitor experiences while maintaining our commitment to sustainable practices helps us stay competitive”.
The Overberg delegation at WTM Africa included representatives from local government, accommodation establishments, adventure and activity providers, transport services, tour operators, media and various tourism products, demonstrating the region’s comprehensive tourism ecosystem. “Our strength lies in this collaborative approach,” Lloyd concluded. “When we work together as a region, showcasing everything from adventure activities to luxury accommodations, we present a compelling and complete destination experience to potential visitors.”
The participation in WTM Africa 2026 reinforces the Overberg’s commitment to positioning itself as a leading sustainable tourism destination, building on its natural beauty, cultural richness and innovative tourism developments.
