James Vos Unveils Bold Vision for African Tourism Growth at World Travel Market Africa 2025

In a high-energy address that set the tone for World Travel Market (WTM) Africa 2025, Cape Town’s Mayoral Committee Member for Economic Growth and Tourism, James Vos, unveiled his ambitious blueprint to drive tourism growth across the continent, with Cape Town as the beating heart of African travel.

Taking to the global stage at the CTICC, Vos opened the premier gathering of travel and tourism leaders with a clear message: “Tourism is a game changer — and Cape Town is leading from the front.”

Positioning Cape Town not just as a destination, but as a driving force in Africa’s tourism resurgence, Vos delivered a speech that blended passion with policy, and big-picture thinking with tangible action. His address was punctuated by the announcement of a 5-Point Programme of Action — a bold, outcome-driven strategy focused on increasing flights, cruise liner dockings, global conferences, marketing campaigns, and tourism experiences.

“The more flights, the more visitors, the more jobs!” said Vos, referencing his recent meetings with airlines in India and upcoming engagements in China to establish new direct routes. “Success doesn’t happen by accident. It happens by design.”

Leading the Charge for Open Skies

At the heart of Vos’s message was a resounding call to open the skies — a campaign he has relentlessly championed in every forum, from local summits to global stages.

“I will not stop until we see real progress on Open Skies across Africa and beyond,” he declared. “Air access is not a luxury — it’s a lifeline for tourism, trade, and jobs.”

Vos made the point that while destinations invest heavily in marketing and infrastructure, true growth hinges on the ability of people to actually get there. “We can have the most beautiful city in the world, but if travellers can’t access it easily and affordably, we lose out on opportunity after opportunity,” he said.

He praised recent gains made through the Cape Town Air Access initiative but stressed that unlocking the full potential of Cape Town and the continent requires decisive policy shifts at national and regional levels.

Driving Global Connectivity and Economic Impact

Vos emphasized the role of international access in unlocking tourism growth, highlighting Cape Town’s award-winning airport, its status as a cruise hub, and its position as a global conference powerhouse. During peak season, Cape Town welcomed 226 international flights per week — a level of connectivity that Vos says is vital to attracting more visitors and investment.

He also spotlighted the role of World Travel Market Africa itself as a key economic contributor. “This year, WTM Africa is welcoming over 5,700 professionals from 99 countries. That’s not just footfall — that’s economic momentum,” he said.

Breaking Barriers Through Policy Reform

In one of the more hard-hitting sections of his speech, Vos tackled policy constraints, doubling down on his longstanding advocacy for streamlined visa systems and regulatory reform.

Vos shared how Cape Town is already seeing results, pointing to his promotion of South Africa’s Trusted Tour Operator Scheme in India and his joint visit with the Home Affairs Minister to welcome Chinese travellers under the new visa scheme. “We must keep pushing for policies that reduce red tape and make it easier for visitors to choose South Africa — and ultimately Cape Town,” he said.

Investing in the Future

Vos used the WTM platform to reassert the City’s commitment to long-term sustainability and visitor readiness, detailing Cape Town’s record-breaking infrastructure investment budget — the largest in the city’s history.

From water and energy resilience to public safety and transport, Vos stressed that building a world-class destination starts with creating a liveable city. “A great place to visit must first be a great place to live. That’s the foundation of everything we do.”

African Collaboration at the Core

Underscoring Cape Town’s pan-African outlook, Vos cited growing partnerships with key countries on the continent — including a sister city agreement with Nairobi and joint tourism marketing campaigns with Kenya Airways.

“We are proudly African, and we love working with our African sisters and brothers to grow the tourism economy across the continent,” said Vos. “When we collaborate, we don’t just grow tourism — we create jobs, trade opportunities, and shared success.”

Launching New Marketing Campaigns at WTM

This year’s WTM Africa also sees the unveiling of new content from the City of Cape Town, including arts and culture promotional materials, culinary tourism brochures, and content partnerships with global travel writers. Vos invited attendees to experience these first-hand at the Cape Town stand, promising “the creativity, energy, and diversity that make Cape Town a global favourite.”

Tourism as a Team Sport

In closing, Vos reminded the audience that the power of tourism lies not only in numbers but in stories and shared experiences. “Tourism is a team sport. It takes governments, businesses, airlines, tour operators, and every person in this room working together to make it happen,” he said.

Through a clear vision, focused policy advocacy, and collaborative partnerships — especially the unwavering drive for Open Skies — Cape Town is building a more connected and competitive tourism future. As World Travel Market Africa 2025 gets underway, the message is one of collective ambition: that with the right frameworks and shared commitment, African tourism can thrive on the world stage.