Why South Africa joins Morocco and Jeddah in dominating the global travel market London – the growth of tourism, culture and attractions awaits you!

Posted on November 5, 2025

Written by: Paramita Sarkar

World Travel Market (WTM) London 2025 has once again brought together global tourism leaders, with South Africa, Morocco and Jeddah making great strides in strengthening their tourism sectors. The event, a cornerstone of the global tourism calendar, saw these destinations showcase their plans to attract more international visitors. With global travel on the rise post-pandemic, these countries are leveraging London’s World Travel Market as a key platform to reassert their position as major travel destinations for tourists around the world.

What is WTM London?

WTM London is a world-famous trade event that brings together tourism industry professionals to promote travel destinations, experiences and innovations. This event is held annually in London, and allows participating countries to present their unique offers and attract international tourists. This year’s World Travel Market is particularly important because it represents a period of recovery in global tourism, with destinations such as South Africa, Morocco and Jeddah leading the way in promoting new attractions and opportunities for travellers.

Why is South Africa returning to London’s global trade market?

South Africa has returned to the London World Travel Market with a renewed focus on attracting more international visitors, following a surge in tourist arrivals. According to the South African Tourism Board, the country has seen amazing growth in international arrivals over the past year, especially from key markets such as the UK. The recovery of South Africa’s tourism sector has been largely attributed to the country’s aggressive marketing initiatives, which have successfully highlighted its diverse offering, from world-class safaris to vibrant city experiences and stunning coastal landscapes.

South Africa’s participation in the London World Travel Market is pivotal as it re-establishes its position as a leading tourist destination. At the expo, the country’s tourism authorities highlighted emerging trends such as adventure tourism, wellness resorts and cultural experiences, which are expected to increase international interest. South Africa’s offerings, including the bustling city life of Cape Town, the famous Kruger National Park and the scenic Garden Route, remain major draws for tourists from the UK and abroad.

What is Morocco doing to strengthen its presence at WTM London?

Morocco is strengthening its presence in the London World Travel Market, with a focus on attracting more British travelers with its rich cultural heritage, vibrant cities and stunning landscapes. Morocco has long been a favorite destination with British tourists, and its renewed efforts at the trade fair aim to highlight new experiences that meet evolving travel demands. From the bustling souks of Marrakesh to the tranquil beaches of Agadir, Morocco continues to attract travelers seeking adventure and relaxation.

The Moroccan National Tourism Office (ONMT) revealed at WTM that the country is looking to expand its tourism reach by promoting off-the-beaten-path destinations such as the Atlas Mountains and the Sahara Desert. In addition, unique Moroccan culinary experiences, traditional craftsmanship and ancient architectural wonders were central to its offering in the global travel market. With British travelers increasingly seeking immersive cultural experiences, Morocco’s promotion of these attractions aims to meet the growing demand for experiential tourism.

Why is Jeddah showcasing its cultural heritage at the World Travel Market in London?

Jeddah, the cultural capital of Saudi Arabia, took center stage at the World Travel Market in London with a focus on its rich heritage and historical importance. As part of the Saudi Arabia Vision 2030 initiative, Jeddah is positioning itself as a cultural and heritage centre, with plans to attract more international tourists to explore its ancient landmarks, vibrant art scene, and traditional Arab architecture.

The World Travel Market exhibition in London provided an ideal platform for Jeddah to showcase its cultural assets, including the historic Al Balad district, a UNESCO World Heritage Site. The city’s museums, galleries and annual events such as Jeddah Arts Park were highlighted as key attractions offering visitors a unique blend of modern and traditional experiences. Jeddah is also enhancing its tourism infrastructure to accommodate international travellers, ensuring a seamless experience for those exploring its cultural treasures.

How do these destinations attract British tourists?

For South Africa, Morocco and Jeddah, the British market remains crucial to their tourism strategies. The UK has long been a major source of tourists to these destinations, and with travel restrictions largely lifted, the three destinations are ramping up their marketing efforts to tap into this key demographic. British travelers are particularly drawn to experiences that offer a mix of culture, adventure and relaxation, making South Africa, Morocco and Jeddah ideal choices.

In South Africa, the combination of wildlife experiences, luxury accommodation and cultural diversity continues to appeal to the British public. Morocco’s proximity to its vibrant cities and stunning landscapes provides a compelling option for those looking for a short-term, culturally rich experience. At the same time, Jeddah’s unique offering as a cultural gateway to Saudi Arabia is attracting the interest of travelers looking for something different.

What does this mean for the global tourism market?

The participation of South Africa, Morocco and Jeddah in the London World Travel Market indicates a positive outlook for the global tourism industry in 2025. With international arrivals on the rise, these destinations are poised to benefit from a growing global appetite for travel experiences that blend cultural immersion, adventure and luxury. As travel demand rebounds, these countries’ strategic efforts to attract more tourists will not only boost their local economies, but will also provide travelers with unique and enriching experiences.

Each of these destinations offers a unique opportunity for travelers to explore new cultures, landscapes and experiences. As global tourism continues to rebound, South Africa, Morocco and Jeddah are paving the way for a vibrant and competitive tourism market in the coming years.

When will British tourists be able to visit these destinations?

For British travellers, the best time to visit South Africa, Morocco and Jeddah depends on the type of experience they are looking for. South Africa is ideal for safaris in the cooler months, from May to September, while Morocco offers pleasant weather for sightseeing and desert trekking between March and May or September to November. With its coastal location, Jeddah is an attractive destination all year round, especially during the cooler months from November to March.