Africa’s tourism potential, cultural diversity and investment opportunities are taking centre stage at the World Travel Market (WTM) 2026, as countries from across the continent engage global tourism operators, investors and industry leaders at ExCeL London.

The three-day international exhibition provides a major platform for destinations to showcase their attractions, build international partnerships and strengthen their presence in the global travel and tourism market.

The BEN TV London News Team visited several national pavilions, including Nigeria, Kenya, Uganda, Rwanda and Malawi, alongside international exhibitors from South Korea, Japan, France and China, as the event brought together tourism stakeholders from across the world.

One notable development emerged from the South Korea pavilion, where Ruby James, Marketing Manager at the London Office of the Korea Tourism Organization (KTO), discussed initiatives to explore stronger tourism, cultural and commercial partnerships between South Korea and African countries. The proposed engagement seeks to encourage two-way tourism, creating opportunities for Africans to discover South Korea while attracting more Korean visitors to African destinations.

Uganda’s tourism delegation also featured prominently, with Juliana Kagwa, Chief Executive Officer of the Uganda Tourism Board (UTB), engaging industry stakeholders. Among those present were Ambassador Uzo Owunne, Chairman of INGO UK; Madam Abisoye, Chief Executive Officer of KERAS TOURS, Lagos, Nigeria; and Matt Midworth, Publisher of National Geographic Traveller.

Other notable engagements brought together Guma Komwiswa of the Uganda High Commission in London; Mrs Doreen S. Katusiime, Permanent Secretary, Ministry of Tourism, Wildlife and Antiquities, Uganda; and Ambassador Richard T. Kabonero of Uganda’s Ministry of Foreign Affairs.

The Japanese hospitality sector was also represented through Shingo Takeda, London Branch Manager and Regional Director of Sales – Europe, Seibu Prince Hotels and Resorts, who met with Ambassador Owunne and other representatives of the hotel group.

For Africa, WTM represents more than an exhibition. It is an opportunity to move beyond traditional destination marketing towards sustainable tourism investment, international connectivity, hospitality development and cultural exchange.

With its natural landscapes, heritage, wildlife, entertainment, cuisine and growing hospitality sector, Africa has considerable opportunities to attract international visitors and investors.

BEN TV London will continue its coverage with further interviews, country presentations and updates from ExCeL London as the World Travel Market 2026 progresses.

Report: BEN TV London News Team