Cape Town is gearing up to host a major gathering of global business events professionals as IBTM Africa returns to the Cape Town International Convention Centre from April 13-15, 2026, with surging buyer interest signalling strong momentum for Africa’s MICE sector.
The event, running alongside WTM Africa, has attracted significant attention from international decision-makers, with over one-third of the show’s hosted buyer program focused on MICE tourism. According to Reante Naidoo, Buyers & Digital Director for WTM Africa, the quality of attendees is particularly notable.
“99% are senior decision makers who directly influence or control purchasing decisions,” Naidoo explained, highlighting that these buyers represent both established and emerging source markets globally.
The confirmed buyer list spans 15 countries, with strong representation from the United States, United Kingdom, Germany, Kenya, United Arab Emirates, Italy, and several other key markets. They’ll be meeting with exhibitors from 17 countries across Africa and beyond, including established hotel groups like Southern Sun, Tsogo Sun, Minor Hotels, and City Lodge, alongside specialist venues and national tourism authorities.
IBTM Africa has expanded its programming to include several targeted initiatives. A Women in MICE breakfast on April 15 will address leadership and inclusivity in the sector, while a China Ready Workshop aims to prepare suppliers for China’s projected 200 million outbound trips by 2028. The Sports Events & Tourism Exchange, in partnership with Nielsen Sports, will explore opportunities in the growing global sports events sector.
The Africa Tourism Investment Conference on April 14 will provide crucial insights for MICE professionals looking to capitalize on emerging trends in tourism investment across the continent.
Carol Weaving, MD of RX Africa, emphasized the event’s strategic importance for connecting global demand with Africa’s expanding business events infrastructure, inviting the continent’s MICE sector to participate in what she described as “three focused, valuable days” of business opportunities.
With 40% of WTM Africa exhibitors having strong MICE capabilities, the event demonstrates Africa’s readiness to compete for international meetings, incentives, conferences, and events.