Africa Travel Week Unlocks Africa’s Tourism Source Markets

In the lead up to WTM Africa and ILTM Africa running from 11 – 13 April 2022, Africa Travel Week (ATW) is showcasing the latest updates from Africa’s source markets through their Unlock Africa podcast series.

“As an industry connector for the travel and tourism community, we’ve made it our mission to ensure Africa Travel Week remains a valuable source of information,” says Martin Hiller, Creative + Content Director: Travel, Tourism and Creative Industries at RX Africa.

“In our efforts to drive tourism recovery in Africa, it’s important for us to be at the forefront of our community, putting our global network to good use and providing data-driven updates from the continent’s most valuable inbound markets.”

During the last six months, the team has interviewed a range of inbound tourism experts, releasing weekly audio podcast interviews, and publishing detailed playbooks on ATW Connect, their online platform brimming with useful travel content and resources.

“Be it booking trends, traveller preferences or concerns, we’ve left no stone unturned gathering critical information inbound trade partners and marketers need to know but can’t find elsewhere,” Hiller adds.

Curious about the booking habits of UK travellers? Recent Unlock Africa podcast guests include Helen Bolton (New Frontiers Tours) and Harriet Whitmarsh (Scott Dunn), who unpacked this market’s burgeoning current preferences for Africa. As for Australia? Anthony Goldman (Goldman Group) and Sean Kritzinger (Giltedge) detailed the latest updates in this market, highlighting the Aussie appetite for ‘revenge travel’.

Other market segments currently featured on ATW Connect include the United States, Belgium, Switzerland, Finland, and Norway, with a varied lineup of industry guests scheduled for the coming weeks. By enlisting the help of WETU Tourism Solutions, the team has also included data-driven graphs in their content which further details global booking trends for African travel.

Wetu is a company providing information technology and services to the global travel trade. It offers digital content management, content distribution, and sales tools.

“There’s a lot of online noise to sift through, which is why we’ve taken the time and utmost care to present information that is not only constructive but easy to digest,” Hiller adds.

“With the back-to-travel boom in full swing, we have all the information you could ever need right at your fingertips, with plenty more surprises on the way,” he concludes. In the lead up to Africa Travel Week 2022, visit ATW Connect here to tune into the latest episodes of the Unlock Africa podcast and discover the source market playbooks.


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