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Tourism Trade Shows in South Africa 2024

tourism trade shows in South Africa

Tourism trade shows are pivotal events in the travel and tourism industry, providing a unique platform for industry professionals to network, explore new trends, and secure business deals. South Africa, with its rich cultural heritage, breathtaking landscapes, and world-class facilities, is set to host several significant tourism trade shows in 2024. These events are expected to draw participants from all over the globe, showcasing the latest in travel technologies, destinations, accommodation options, and tourism services.


Meetings Africa

Meetings Africa is South Africa's premier business tourism event, focusing on the African meetings, incentives, conferences, and exhibitions (MICE) industry. Hosted in Johannesburg, Meetings Africa serves as a platform to showcase Africa’s diverse offering of services and products where African associations and African meetings industry professionals can partner to help transform our continent. In 2024, Meetings Africa will continue to provide opportunities for networking, partnerships, and educational sessions focusing on the growth and development of Africa's MICE industry.

Dates: 27 – 28 February 2024

Venue: Sandton Convention Centre, Johannesburg

Website: https://www.meetingsafrica.co.za/


International Luxury Travel Market (ILTM) Africa

ILTM Africa is a high-end, invitation-only luxury trade show where global travel agents meet Africa's most spectacular luxury travel experience providers. It focuses on the high-end travel market, showcasing the finest accommodations, destinations, and luxury travel experiences from around the world. This expo is an exclusive event that caters to the needs of the luxury traveler, offering insights into the latest trends in luxury travel, from private jet tours to bespoke safari experiences. In 2024, the expo aims to further elevate the luxury travel experience with an emphasis on sustainability and bespoke experiences.

Dates: 7 – 9 April 2024

Venue: Kirstenbosch National Botanical Gardens, Cape Town

Website: https://www.iltm.com/africa/en-gb.html


World Travel Market (WTM) Africa

World Travel Market (WTM) Africa is another highlight in the South African tourism calendar. Taking place in Cape Town, WTM Africa is a vibrant, culturally rich event that provides the opportunity for travel professionals from all over the continent to join together to form new business partnerships. The exhibition floor is bustling with activity, featuring destinations, technology providers, accommodation options, and tourism attractions from across the globe. WTM Africa is known for its insightful seminars and conferences, which cover a range of topics from travel trends to sustainability and digital marketing in the tourism sector.

Dates: 10 – 12 April 2024

Venue: Cape Town International Convention Centre

Website: https://www.wtm.com/africa/en-gb.html


Africa's Travel Indaba

One of the flagship tourism trade shows in South Africa is Africa's Travel Indaba. Traditionally held in Durban, this event is one of the largest tourism marketing events on the African calendar and one of the top three 'must visit' events of its kind on the global stage. It brings together a showcase of Southern Africa's best tourism products and attracts international buyers and media from across the world. Africa's Travel Indaba is not just a trade show; it is a deep dive into the rich tapestry of what makes African tourism a transformative experience. In 2024, the event is expected to be even more impactful, with a focus on sustainable tourism practices and showcasing how technology can enhance the travel experience.

Dates: 14 – 16 May 2024

Venue: Durban International Convention Centre (

Website: https://www.indaba-southafrica.co.za/


Getaway Show

The Getaway Show is South Africa's leading travel and outdoor show, hosted in Johannesburg. It caters to adventure enthusiasts and families looking for their next holiday destination, offering a range of outdoor activities, travel destinations, and the latest outdoor gear. The show is an excellent opportunity for exhibitors to interact directly with their target market and for visitors to take advantage of show specials. In 2024, the Getaway Show is expected to expand its offering with more interactive exhibits and live demonstrations, making it a must-attend event for anyone passionate about travel and the outdoors.

Dates: 24 – 26 September 2024

Venue: Northumberland Rd and Olievenhout Ave, North Riding, Johannesburg, 2161, South Africa

Website: https://www.booking-expo.com/events/gauteng-getaway-show


The Essential Role of Tourism Trade Shows for Hospitality Establishments

In the ever-evolving landscape of the hospitality industry, staying ahead of trends, understanding market dynamics, and forging meaningful connections are paramount for success. This is where tourism trade shows come into play, serving as a vital platform for hospitality establishments to achieve these objectives. These events are not just gatherings; they are the epicenters of innovation, networking, and growth opportunities in the tourism sector. Here’s why attending tourism trade shows is indispensable for hospitality businesses.

Unparalleled Networking Opportunities

Tourism trade shows bring together a diverse array of industry stakeholders under one roof, including hoteliers, travel agents, tour operators, technology vendors, and many others. This presents a unique opportunity for hospitality establishments to expand their professional network. Establishing direct relationships with industry peers, potential clients, and suppliers can lead to collaborations, partnerships, and business deals that might not be possible through other channels.

Insight into Latest Trends and Innovations

The hospitality industry is constantly influenced by changing consumer preferences, technological advancements, and global economic factors. Trade shows act as a showcase for the latest trends and innovations, offering attendees a glimpse into the future of the sector. From sustainable practices and digital transformation to personalized guest experiences, these events provide valuable insights that can help hospitality businesses adapt and thrive.

Educational Opportunities

Most tourism trade shows feature a series of workshops, seminars, and panel discussions led by industry experts. These sessions cover a wide range of topics, including marketing strategies, revenue management, customer service excellence, and more. Participating in these educational programs can enhance the knowledge and skills of hospitality professionals, empowering them to make informed decisions and implement best practices in their operations.

Brand Visibility and Promotion

For hospitality establishments, trade shows are an excellent platform to increase brand visibility and promote their offerings to a targeted audience. Exhibiting at these events allows businesses to showcase their products and services, highlight their unique selling propositions, and engage directly with potential clients. It’s an effective way to generate leads, drive brand awareness, and position a business as a leader in the hospitality industry.

Competitive Intelligence

Tourism trade shows also provide a rare opportunity to assess the competitive landscape firsthand. By observing and interacting with other exhibitors, hospitality businesses can gather intelligence on competitors’ strategies, offerings, and marketing tactics. This information is invaluable for benchmarking purposes and can help businesses refine their competitive edge.


The importance of attending tourism trade shows for hospitality establishments cannot be overstated. These events offer a multifaceted platform for networking, learning, promotion, and competitive analysis. By leveraging the opportunities presented by trade shows, hospitality businesses including hotels, resorts, game and safari lodges can enhance their operations, drive growth, and stay competitive in a dynamic industry landscape. In an era where personal connections and up-to-date knowledge are key, participation in tourism trade shows is an investment in the future success of any hospitality establishment.


Incorporating attendance at relevant trade shows into a hospitality business’s strategic planning can ensure that the establishment remains at the forefront of the industry, ready to adapt to new challenges and seize emerging opportunities.