• Miscellaneous

IBTM Africa 2026 Set to Transform Business Events with Global Buyers and New Industry Insights IBTM Africa 2026 Set to Transform Business Events with Global Buyers and New Industry Insights

The upcoming IBTM Africa, scheduled alongside WTM Africa at the Cape Town International Convention Centre (CTICC) from April 13-15, 2026, is rapidly emerging as a pivotal event for Africa’s MICE (Meetings, Incentives, Conferences, and Exhibitions) sector. This year’s edition is drawing unprecedented attention from international buyers, influential suppliers, and a robust programme dedicated to business events, positioning the continent as a serious contender in the global business tourism arena.

According to Reante Naidoo, Buyers & Digital Director for WTM Africa, IBTM Africa has become a cornerstone of the broader show. The event’s hosted buyer programme is particularly noteworthy, with over a third of participants directly involved in MICE activities. Even more compelling, 99% of these buyers are senior decision-makers with the authority to shape purchasing strategies. Their presence in Cape Town, representing both established and emerging markets, signals a growing appetite for new products, partnerships, and experiences across Africa’s diverse destinations.

This year’s confirmed MICE buyers hail from a wide array of countries, including the United States, United Kingdom, Germany, Kenya, United Arab Emirates, Italy, Tanzania, Egypt, India, Spain, Australia, Uganda, Turkey, Netherlands, and South Africa. Such a broad international mix not only enhances networking opportunities but also opens doors for African suppliers to tap into new business channels and global trends.

IBTM Africa’s extended programme is designed to foster meaningful connections and professional growth. Highlights include the Women in MICE breakfast on April 15, a session dedicated to advancing leadership, inclusivity, and collaboration among women in the business events sector. This exclusive gathering encourages early registration due to limited space, reflecting the high demand for platforms that champion diversity and empowerment within the industry.

Following the breakfast, the Women in MICE Workshop—in partnership with Women in Tourism—will offer practical leadership tools, proven strategies, and actionable insights for organisations, women leaders, and entrepreneurs. This initiative underscores the sector’s commitment to nurturing talent and driving innovation throughout the tourism value chain.

Recognising the surging potential of the Chinese outbound market, the China Ready® Workshop is another standout feature. With projections indicating up to 200 million outbound trips from China by 2028, and South Africa’s Trusted Tour Operator Scheme gaining traction, this workshop equips exhibitors with the knowledge and skills needed to cater to Chinese travellers’ unique preferences. The session is expected to be in high demand, making advance booking essential for those seeking to capitalise on this lucrative segment.

Sports tourism is also in the spotlight, with the Sports Events & Tourism Exchange (SETE) running a comprehensive programme on April 15. As the global sports events sector experiences rapid growth, this platform brings together stakeholders from across sports, events, and related industries. Olivia Gradidge, Marketing Manager for WTM Africa, highlights the immense opportunity for South Africa to position itself as a premier host for world-class international events, encouraging broad participation from across the supply chain.

Investment remains a key theme, with the Africa Tourism Investment Conference on April 14 providing vital insights, networking opportunities, and access to influential decision-makers. This event is particularly relevant for those seeking to understand the evolving landscape of tourism investment and the strategic direction of Africa’s MICE industry.

For Africa’s tourism professionals, IBTM Africa 2026 is more than just a marketplace—it’s a catalyst for new business, knowledge exchange, and industry transformation. The event’s dynamic mix of buyers, suppliers, and thought leaders promises to accelerate the continent’s ascent as a global hub for business events, while also challenging stakeholders to adapt to shifting market demands and embrace the opportunities of the next decade.