Labadi Beach Hotel used the World Travel Market Africa in Cape Town to advance its strategy of shifting focus from European markets to deeper engagement across the continent, particularly targeting South Africa as a key source market.
George Ayisi, Head of Sales at the hotel, said the decision to participate in WTM Africa followed positive outcomes from attending ITB Berlin in 2023 and 2024, which demonstrated the value of face-to-face engagement in building buyer relationships.
He described the two days of WTM Africa as highly productive, citing strong conversations, networking opportunities, and renewed interest from potential clients, with the quality of interactions exceeding expectations.
Ayisi highlighted Ghana’s recent visa-free travel policy as a significant boost for intra-African movement, making travel easier and creating more opportunities for both leisure and business travel across the region.
He praised the Ghana Tourism Authority for its role in ensuring professional branding and coordination at the event, noting improvements in stand design and overall presentation that send a clear message to international markets.
However, Ayisi argued that Ghana’s presence at major trade shows could be strengthened by wider industry participation, pointing to the large, well-supported stands of Botswana and Namibia as examples of how collective effort raises competitiveness.
On the MICE sector, he acknowledged Ghana’s potential but stressed the urgent require for investment in large-scale convention infrastructure, comparing local facilities unfavourably to those in Cape Town and Berlin.
Ayisi said collaboration between government and private sector, especially under the African Continental Free Trade Area framework, could accelerate Ghana’s development as a competitive MICE destination, with Labadi Beach Hotel positioning itself as a central player in that effort.
Meanwhile, ILTM Africa 2026 concluded in Cape Town with record-breaking attendance, up 37% from 2025, and 87% of buyers attending for the first time from 32 countries, signalling growing global interest in Africa’s luxury travel offerings.
The event’s success reflects a shift from post-pandemic “revenge travel” to a more discerning client base that values trust and personal connections, a trend supported by historic investor confidence in Africa’s hotel development pipeline, where 55% of projects are currently under construction.
In parallel, the City of Ekurhuleni used WTM Africa to promote its tourism and investment profile, highlighting its scenic lakes and dams alongside its established hospitality sector to position itself as a competitive destination on the international stage.
Ekurhuleni’s Tourism Division engaged in business-to-business networking at the event, aiming to strengthen partnerships, share best practices, and unlock economic opportunities through increased visibility and visitor numbers.
Why did Labadi Beach Hotel prioritise WTM Africa after attending ITB Berlin?
The hotel built on positive outcomes from ITB Berlin in 2023 and 2024, using the experience to justify deeper engagement in African markets, especially South Africa, as a key source market.
What infrastructure gap did George Ayisi identify for Ghana’s MICE ambitions?
Ayisi said Ghana needs serious investment in large-scale convention infrastructure, noting that current facilities lag behind those in Cape Town and Berlin, which are benchmarks for competitiveness in the Meetings, Incentives, Conferences and Exhibitions sector.