To increase Africa’s profile as a destination for leisure travel, luxury tourism and meetings, Reed Travel Exhibitions (RTE) will launch “Africa Travel Week” next spring, it announced yesterday.
Taking place April 28 until May 3, 2014, in Cape Town, South Africa, Africa Travel Week will comprise three co-located shows — Word Travel Market (WTM) Africa; International Luxury Travel Market (ILTM) Africa; and Incentive, Business Travel & Meetings (IBTM) Africa — under RTE’s existing portfolio of events.
The decision follows the successful launch of ILTM Africa earlier this year, which inspired RTE to create IBTM Africa and WTM Africa as companion shows.
“Reed has been exploring opportunities in Africa for some time and the success of our first launch event, ILTM Africa, has given us the platform to now introduce two more of our global industry brands to create ‘Africa Travel Week’ and make it the leading global event for the continent’s travel industry,” RTE Managing Director Richard Mortimore said in a statement. “Because of the sheer size of the continent and diversity of its travel offering, all three brands will help bring the world to Africa and promote Africa to the world’s leading source markets. RTE is committed to the African continent and its future as a global player in the leisure, business and luxury tourism sectors.”
Both ILTM Africa and IBTM Africa — the latter of which is RTE’s seventh IBTM show, next to CIBTM in China, EIBTM in Europe, GIBTM in the Middle East, AIME in Australia, AIBTM in the United States and IBTM India in India — will be hosted-buyer events with pre-scheduled appointment systems. WTM Africa will combine a hosted buyer and appointment system with a trade visitor program.
Said Arthur Gillis, CEO of the Protea Hospitality Group, the largest hotel group on the African continent, “Africa Travel Week is the sort of event that exposes the best of the continent to a global audience that covers the entire travel spectrum from leisure to luxury, business to conferencing. Cape Town, arguably one of the most beautiful cities in the world, will be the perfect backdrop to a travel showcase of this magnitude. The Protea Hospitality Group firmly supports collaborative efforts of this nature in which tourism players work together for the greater good of growing travel and investment in Africa by creating infrastructure and permanent jobs in a market sector that I believe will continue to show steady growth in the long term.”
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