The global tourism industry is undergoing a fundamental shift. Travellers, investors and international buyers are no longer satisfied with destinations that merely promise sustainability — they are demanding proof. As climate pressures intensify and communities push back against extractive tourism models, responsible tourism has moved from a “nice-to-have” to a commercial and reputational imperative. In this context, 2026 represents a defining moment for South Africa’s travel industry.
With entries now open for the WTM Africa Responsible Tourism Awards 2026, the spotlight is once again on organisations, destinations and individuals actively transforming tourism to deliver measurable economic, social and environmental benefits. Taking place on 14 April 2026 at the Cape Town International Convention Centre (CTICC), the awards are far more than a ceremonial addition to the trade show calendar — they are a clear signal of where global tourism is heading.
More Than Awards: A Signal to the Market
Open to initiatives across the continent and free to enter, the WTM Africa Responsible Tourism Awards recognise excellence across six categories, including local economic benefit, diversity, equity and inclusion, nature-positive tourism, climate adaptation and regenerative travel. Gold winners progress to the Global Responsible Tourism Awards, positioning African tourism innovators alongside the world’s best.
This is not about abstract goals or future intentions. The awards celebrate real-world solutions that are already delivering impact — models that balance commercial success with community benefit and environmental stewardship.
South Africa’s Proven Track Record
South Africa enters this conversation with credibility. In recent years, initiatives such as Township & Village in Stellenbosch, Dlala Nje in Johannesburg, and the !Khwa ttu San Culture and Education Centre have earned both regional and international recognition. Their success underscores a crucial point: responsible tourism is not niche or philanthropic. It is scalable, market-ready and globally relevant.
These examples demonstrate that some of the country’s most compelling tourism products are rooted in local partnerships, cultural preservation and inclusive economic participation — precisely the qualities international buyers and travellers are increasingly seeking.
Business Case for Responsibility
Recognition through WTM Africa brings more than prestige. It offers visibility, credibility and access — all critical in an increasingly competitive global marketplace. International tour operators, investors and media are actively prioritising partners that can demonstrate responsible practices, resilience and shared value creation.
For South African tourism businesses, entering the awards is not about self-promotion. It is a strategic opportunity to position offerings for future demand and align with evolving global procurement standards.
WTM Africa as a Gateway to Global Opportunity
WTM Africa itself functions as a gateway rather than just an event. As one of the continent’s most influential travel trade platforms, it connects African tourism products with international decision-makers, amplifying stories that might otherwise remain local. The Responsible Tourism Awards extend that reach, translating on-the-ground impact into global recognition and tangible trade opportunity.
Call to Action
As sustainability expectations continue to rise worldwide, South Africa has an opportunity to lead with confidence and authenticity. For tourism businesses, destinations and individuals already embedding responsible practices, the WTM Africa Responsible Tourism Awards 2026 offer a powerful platform to be seen and valued on a global stage. Entries are free and open until 20 March 2026, with nomination forms and category details available on the WTM Africa website. In 2026, responsible tourism is no longer a future ambition — it is the industry benchmark.
