With WTM Africa around the corner, there’s no better time to hear from the woman who’s been at the centre of it all.

In this episode of I Am Tourism Stories, Carol Weaving, Managing Director of RX Africa and the driving force behind WTM Africa, shares her journey from arriving in South Africa on a one-way ticket in 1987 to building some of the continent’s most important tourism trade platforms.

From running Indaba to launching Meetings Africa and now overseeing the biggest WTM Africa yet, Carol has spent decades connecting people, creating opportunities, and watching African tourism evolve. She’s an entrepreneur, an adrenaline junkie, and someone who believes that success comes from working hard, staying curious, and never sitting down at the back of your stand with a Coke.

If you’re heading to WTM Africa this year, this episode is your prep guide. Carol shares insider advice on how exhibitors can maximise their ROI, what makes a standout stand and the biggest mistakes people still make at trade shows.

Whether you’re a first-time exhibitor or a seasoned pro, Carol’s wisdom will help you show up better, connect smarter, and leave with real business in hand.

Key Takeaways 

• “People still want to do business with people they like. Face-to-face will never change.”
• “I love the fact that we’ve seen so much growth on the African continent with business tourism, but we are still short of facilities in a lot of African countries.”
• Take your guests out for dinner. Just maximise every opportunity and also the learning opportunities.”

📧 Heading to WTM Africa? Learn more: https://www.wtm.com/africa/en-gb.html