The World Travel Market (WTM) Africa, an exclusive B2B event for the African travel industry, saw record-breaking attendance in 2023. Over 5,000 registrations, almost 600 exhibitors, 49 new countries, 200 expert speakers, and over 80 hours of content sessions were recorded. The event also had 9,200 pre-scheduled appointments, a 35% increase compared to the previous year. Additionally, 63% of buyers were new, hailing from countries such as Malaysia, Pakistan, Romania, and Uzbekistan. The top industry sectors represented included adventure travel, safari holidays, business tourism, and city breaks. Visitors and exhibitors were exposed to the latest industry trends, including wellness retreats, voluntourism, travel experiences that connect with local people, cultures, and traditions, authenticity in travel experiences for millennials, and AI shaping the future of the industry. African exhibitors were pleased with the rich engagements, idea sharing, and business opportunities afforded by participation in the event. The South African government has supported WTM Africa since its inception, and the event is seen as a boost to the marketing of African tourism on the continent.