Travels Through World Travel Market Africa 2022

We’ve rounded up some of the sights and sounds of World Travel Market Africa, held at the impressive Cape Town International Convention Centre from 11-13 April.

Made in Cape Town was represented at the City of Cape Town’s pavilion, joining other partners on the stand all dedicated to supporting the promotion of Cape Town as a key tourism and leisure destination.

Alderman James Vos, Mayoral Committee Member for Economic Opportunities and Assets visited the Made in Cape Town team of ambassadors, giving them a thumbs-up for their participation and promotion of the initiative.

The pavilion also featured artifacts produced by craftspeople who are based in Cape Town and who are creating beautiful products that could adorn any home, hotel, or office. Check out this page for more details about who was exhibiting.

Our team also spent some time catching up with Lance Greyling, Director: Enterprise and Investment at the City of Cape Town, whose team has been behind the City’s support for the Made in Cape Town initiative. (pictured left to right – Fran Cox, CDI’s Made in Cape Town Project Manager; Lance Greyling; Hilary Alexander, Made in Cape Town Communications & Content Lead).

We also spotted several of Cape Town’s tourism businesses who were exhibiting at the show, including Gold Restaurant, crafters from the Craft & Design Institute, artisanal chocolatiers Afrikoia, our favourite red double-decker from City Sightseeing Tours and our provincial partners, Wesgro.

Our colleagues from the Craft & Design Institute, which is the implementation partner for the Made in Cape Town initiative, were prominently featured, with displays from crafters who showcased their creativity, and in a talk at the Spotlight stage presented by CDI CEO Erica Elk.

Erica talked about the importance of mining the hidden gems in the creative industries. The creative industries – which comprise design and creative services, and visual arts and crafts – account for nearly 3% of the national gross domestic product, which is a significant contribution that highlights the economic impact of creative production.

While the creative sectors encompass businesses and individuals who deliver services, such as web design, tech solutions and communications among others, Erica outlined the role of products as supporters for the hospitality sector. Product of place, product in place, product as experience and product from source all offer dynamic visual contributions to the business of tourism.

Product of place considers products that are used as, for example, gifts, awards or wallpapers that feature iconic references to a place, such as a

Product in place refers to functional products used to beautify hospitality venues, such as furniture, soft furnishings, lighting and textiles. These products give venues their unique, memorable aesthetic and personality, while still representing the possible applications elsewhere in the visitor’s home country.

Product as experience refers to just that – the experience that tourists, and locals, have when they visit a tourist attraction such as a market, an event or a venue. These experiences are unique to their location and are often characterised by local creators and products on offer that typically represent their location.

And finally, close to Made in Cape Town’s heart, is product from source. These are the products that are made locally by local creators, often sourced from locally produced raw materials.

This is an exciting proposition, which opens multiple opportunities for creative entrepreneurs seeking access to markets. The CDI’s online platforms such as the Peek directory, an ecommerce market currently under development, pop up markets and projects such as Made in Cape Town are all combining to build a resilient, thriving, vibrant and inclusive craft and design sector that can take local talent to a global audience.