Labadi Beach Hotel targets intra-African growth and MICE opportunities at WTM Africa

Labadi Beach Hotel used WTM Africa as a strategic platform to deepen market engagement, strengthen buyer relationships and position itself more strongly within Africa's growing leisure and business travel ecosystem. George Ayisi, Head of Sales at Labadi Beach Hotel, said the decision to participate in WTM Africa was informed by the hotel's recent experience in European markets and the need to build closer ties within Africa. According to Ayisi: "We started by looking into the European market and attended ITB in 2023 and 2024. The impact we got there was very positive, and that informed our decision to be part of WTM Africa."

Ayisi described business at WTM Africa as highly productive, driven by strong conversations, networking opportunities and renewed interest from potential buyers. He said: "It's been wonderful in terms of the quality of conversations we've had and the level of interest from potential clients." Ayisi also noted that the presence and coordination of the Ghana Tourism Authority played a critical role in ensuring Ghana's visibility and professionalism at the trade show.

As WTM Africa draws to a close, Labadi Beach Hotel leaves Cape Town with renewed confidence, stronger networks and a clear focus on converting trade engagement into sustained business growth for Ghana's tourism industry.