The Cape Town International Convention Centre (CTICC) recently transformed into the epicenter of African commercial trade as it hosted the ninth annual Hotel & Hospitality Expo Africa. Running in tandem with the newly rebranded Africa Food Show, the massive co-located event drew over 150 exhibitors and thousands of industry buyers from across 60 countries. Together, the dual expos established a powerful 360-degree marketplace designed to map out the future of sub-Saharan hospitality and the culinary supply chains that sustain it.
The massive scale of the gathering arrived on the heels of explosive local growth. Fresh data from Cape Town Tourism’s newly released Economic Value of Tourism report revealed that the local hospitality and tourism sector generated a staggering R24.5 billion in direct tourism spend over its last annual cycle. Furthermore, the industry officially sustained 106,358 jobs in the city, underscoring its role as a fundamental pillar of the regional economy.
In an address at the event, Cape Town’s Mayoral Committee Member for Economic Growth, Alderman James Vos, highlighted the sweeping industrial ripple effect of these numbers:
“This gathering brings together the people who create experiences, build businesses, welcome visitors, employ thousands of people and help shape how the world sees our city and our continent. Hospitality is far more than hotels and restaurants. It is one of the most powerful economic multipliers we have. Every guest who checks into a hotel supports a value chain that stretches across transport, attractions, food production, retail, technology, events, cultural experiences and countless small businesses.”
The Hotel & Hospitality Expo: Driving the “Economic Multiplier”
A primary driver of this year’s hospitality exhibition floor was the shifting expectation of the modern traveler. Operators and procurement managers are navigating an era where eco-consciousness is no longer a marketing luxury, but a baseline operational mandate. Exhibitors showcased a major pivot toward smart automation, waste-reduction technology, and energy-efficient infrastructure. Alderman Vos noted that this directly mirrors the city’s upcoming economic goals, stating:
“Travellers today are more discerning than ever before. Increasingly, visitors are choosing places that demonstrate care for people, communities and the planet. That is why responsible tourism will feature strongly in our new tourism strategy.”
The Africa Food Show: Redefining the Culinary Supply Chain
This mandate for innovation extended cleanly into the Africa Food Show. Sourcing professionals explored specialized show sectors dedicated to emerging global culinary trends, including a massive surge in plant-based proteins, non-GMO alternatives, and keto-friendly products. Beyond sustainable sourcing, the food show brought high-octane energy to the trade floor with live culinary competitions—such as the Game of Chefs, the National Burger Challenge, and the National Pizza Challenge—celebrating the creative execution and raw talent driving local kitchens.
A Blueprint for Growth
As the doors closed on three packed days of workshops, B2B match-making, and cross-border networking, the expo delivered a clear blueprint for a sector rapidly scaling to meet international standards. For trade professionals looking to stay ahead of upcoming procurement cycles, this integrated, dual-expo format has firmly cemented itself as sub-Saharan Africa’s unmissable industry fixture.
