What I Learnt at WTM Africa 2025 (And What I Got Wrong)
Last year, I walked into WTM Africa full of energy and purpose. I’d created a digital case study that I was genuinely proud of — a video (small enough to airdrop via iPhone or Whatsapp) showcasing campaigns with Namibian Wildlife Resorts and the Lux Grand Gaube in Mauritius.
Upon meeting a new contact (who offered me their card), I’d immediately send them the video so that they had easy access to a tangible piece of information right on their mobiles. Post event, I followed up diligently to avoid the content getting lost “way down below” in their message history.
And then… silence. Not even a “thanks, but no thanks.” Zero responses.
This was confusing, but it got me thinking about what the potential reasons (even if harsh) could be.
- Was travel blogging considered a dead art? (I was clear I was not a influencer and only created long form, long serving content like blog posts and YouTube videos).
- Were brands looking for quick-hit: high-reach, ephemeral content with a 24-hour shelf life? (Mass exposure over slower more in depth answers to guest queries).
- Was I the wrong demographic: was being in my 40’s without kids not seen as valuable? (Are white people still even considered an asset when we’re a decreasing demographic in South Africa?)
- Is my site too small? To be fair, influencer have HUGE numbers and I’m a slow burner. But 10 000 YouTube views for NWR and 300 000 views for Mauritius after working with their Tourism Board…I’m proud of those figures.
I don’t have the answers, but I wanted to be honest with what value I could really offer in an ever changing world. Having worked in digital marketing for 10 years, being transparent is the best place to start if you’re truly keen to make an impact.
How Things Changed in 2025
My strategy for WTM 2025 shifted from a place of talking to a place of listening. When I’m in doubt, this is my personal ethos. Again, it served me as this is what I learnt at this year’s event:
- Business Cards Matter. A Lot.
Despite the flashy banners and talk of digital elements, the heartbeat of WTM is still paper. Business cards remain the connective tissue of the whole event. While QR codes make the odd appearance, it’s the physical handover of a card, that’s what people remember.
- Hospitality Is Formal — Even If You’re Not
People at WTM are in hospitality. They show up in suits, blow-dried hair, a polished makeup. I wore jeans, covered shoulders, hair washed and minimal makeup. It felt fine to me (I’m a creator, not a concierge and I wanted to show that), but maybe that didn’t read as “business-ready” to the people I wanted to work with.
Later, when I dropped off my cards, I wore a dress that was above the knee (not short), but even then I had a moment of doubt — was that considered too casual or inappropriate in the eyes of more conservative international attendees? In this case, it seems more is more.
- Go to Talks That Teach You, Not Validate You
In 2024, I sat through digital marketing sessions that were far below my personal experience (but suited the environment). This year, I leaned into what I didn’t know — like nogtourism (night-time tourism). It made me stop and think: how many of my travel experiences include a unique after-dark element? So many! Yet I’d never thought to group them this way.
The mere fact that any digital marketing lecture at WTM is on a 101 or 102 level should have been my first clue to bridge the gap between my world at the world of hospitality. Holidays are physical experiences, why wouldn’t the marketing emulate that sense of space.
Making Those Lessons Practical
- I printed quick, clean business cards and hand-delivered them to every single person I met.
- Following Up: Having worked in digital PR earlier in my career, I know the importance of following up. If I’d spoken to a PR person previously, I followed up with them to remind them who I was when the card landed on a desk.
- Offered Value: I stopped asking “What can this brand do for me?” and instead offered value. I answered questions about digital marketing on the spot, helped people understand content compression on TikTok, and just talked to the delegates where they were in their digital marketing journey. (No pitch deck required.)
The Outcome?
Two meaningful engagements already — and more than that, I left WTM 2025 inspired. I feel clearer about what I want to share and how to navigate this strange space where “authenticity” has become a buzzword instead of reality.
I’m reminded that users are still craving real, useful, unpolished content. They’re tired of brand-written copy disguised as review. They want the stuff that comes from lived experience, from long drives across borders, from one-person productions and not three-camera shoots (in the creator space, not referring to traditional television).
So here I am, ready to hit publish again – because there’s still a place for honest travel content. And I’m ready to claim it.
Want to know more about what I learned or the people I met? Let’s chat in the comments. And if you were also at WTM — what was your biggest takeaway?
