Luxury Travel Trade Shows 2026–2027: ILTM, We Are Africa and PURE

Cover image: The front facade of Raffles Hotel in Singapore (file photo) — photo by Daniel Case, CC BY-SA 4.0, via Wikimedia Commons.

This page tracks 7 invitation-only luxury travel trade shows, 7 of them checked against the organisers' own websites, with the tables updated weekly. All are hosted-buyer marts: the organiser vets every travel advisor, builds the appointment diaries and sells no public tickets. Every other kind of show is in our full travel trade shows calendar.

The short answer: brands selling to advisors worldwide should look first at ILTM Cannes, which RX calls a global flagship. Brands targeting one buyer region have ILTM Asia Pacific in Singapore, ILTM North America in the Bahamas and ILTM Latin America in São Paulo. African hotels, lodges and operators have ILTM Africa and We Are Africa, both in Cape Town, and small experiential properties have PURE Life Experiences in Marrakech.

Last updated: 1 November 2026. The tables below are rebuilt weekly from dates checked on organisers' own websites; shows drop off once they have taken place. For every show see our travel trade shows calendar, and the MICE events calendar.

Jump to: November 2026 · April 2027 · May 2027 · June 2027 · September 2027 · Dates not yet announced

Upcoming luxury travel trade shows

November 2026

April 2027

May 2027

June 2027

September 2027

How invitation-only luxury marts work

At a luxury mart the product is the meeting diary. The buyers are private travel designers, retail agencies, concierge companies and outbound tour operators, and RX requires each one to be a senior decision-maker who has traded for at least 12 months and is not coming to sell. RX's published buyer terms, which cover every edition except Africa, charge applicants a non-refundable fee that does not guarantee a place. At ILTM Cannes it is €300 plus VAT, and RX then assigns a format: appointments only, with hotel nights, or with a flight contribution as well.

Once accepted, buyers and exhibitors each choose whom they want to meet, and the system matches the choices into diaries. In Cannes, buyers must rank at least 80 exhibitors for 20-minute meetings; ILTM Asia Pacific asks for at least 70 for 15-minute slots, and We Are Africa and PURE each offer up to 45 appointments. The diary is a commitment. RX's buyer terms tolerate three reported no-shows; more than ten cost €1,000 in Cannes and US$1,000 in Singapore and, under the latest published terms, Nassau and São Paulo. We Are Africa's 2027 terms set a £200 fee for each missed meeting. None of these shows publishes public days or general tickets, and PURE and the ILTM editions in Cannes, Asia Pacific and the Americas bar a buyer's travelling companions from the venue and events.

The ILTM family: Cannes, Asia Pacific and three regional shows

RX describes Cannes and Asia Pacific as ILTM's global flagship events, ILTM Latin America and ILTM North America as its two core local events, and ILTM Africa as its specialist event. Cannes takes advisors from anywhere, while the Asia Pacific, North America and Latin America editions accept only buyers based in their region. ILTM Africa recruits buyers worldwide but sells only African product.

Costs and hosting differ too. At the latest published rates (2026 terms for both Americas editions), a buyer application costs €300 plus VAT for Cannes, US$100 for Asia Pacific, US$150 for North America and BRL 250 (US$50) for Latin America. Executive Buyers, who skip the matched diary and fund their own travel, pay €1,650, US$1,000, US$1,000 and BRL 1,500 respectively. Flight help follows geography: Cannes contributes up to €1,200 only for buyers flying from Australia or New Zealand, while the Asia Pacific and Americas editions cap rebates by where the buyer is based, from US$220 to US$1,500 for Asia Pacific, US$750 to US$1,000 for North America and US$400 to US$1,200 for Latin America.

For exhibitors, Cannes sells stands from Pavilion Stands to space only, North and Latin America are table-top shows with no stand build, and at every edition an account manager quotes prices, which RX does not publish. As of November 2026, ILTM Japan no longer appears in RX's portfolio, and ILTM Arabia, which ran at Arabian Travel Market in Dubai, has ended: its team says its mission is complete, with many luxury properties back at ATM.

Africa's luxury marts: ILTM Africa and We Are Africa

Both Cape Town marts sell African travel to international buyers, a month apart: ILTM Africa's latest and next editions fall in April, We Are Africa's in May. RX names the Norval Foundation as the next venue for ILTM Africa, whose buyers must book African product on an outbound basis and give three references, two of them direct luxury property bookings. RX lists what buyers receive: return airport transfers, up to four nights in a partner hotel with breakfast, daily lunches and evening networking events and, for fully hosted buyers only, a contribution to flights. Pre- and post-show tours are not guaranteed.

We Are Africa is managed by This is Beyond, which also runs PURE. Its exhibitor guest list is made up of African high-end suppliers, who choose from four package sizes, and every company gets up to 45 pre-scheduled 20-minute meetings and three networking lunches. Under the organiser's 2027 terms, buyers pay a non-refundable £349 community fee, part of which goes to charity, arrange their own flights and airport transfers, and either book their own hotel or accept four hosted nights with breakfast. Cancelling within 100 days of the show costs £500 to £1,000.

PURE Life Experiences: experiential travel in Marrakech

PURE, which its organiser holds in Marrakech every September, is defined by experiential travel rather than by a region. It does not qualify region-specific buyers: applicants must operate globally and give three references from suppliers on PURE's exhibitor list, drawn from three continental regions. Hosted places are limited to one buyer per company; a second decision-maker needs an additional delegate badge.

A hosted buyer receives a diary of up to 45 appointments, the Open House thought-leadership festival, daily networking lunches, three evening parties, the Community Project and four nights in a partner hotel, but no flights. Buyers pay a non-refundable community fee, part of which goes to the charity Education for All. Exhibitors are handpicked for innovative, intimate and conscious services; PURE's exhibitor page puts its hotels at a maximum of 80 rooms.

What advisors and suppliers need to qualify

Advisors should prepare the same core evidence for most of these shows: seniority, at least a year of trading and recent luxury bookings placed directly with properties. The detail varies. ILTM Cannes asks for two direct property bookings from the last six months, ILTM Asia Pacific for two bookings completed within 12 months, and ILTM Latin America and ILTM Africa for three references, two of them direct property bookings. Cannes, Asia Pacific and the two Americas editions also require outbound sales to at least two continents, and PURE asks for references from three continental regions. Apply early: PURE says its programme fills fast and keeps a waitlist.

Suppliers should choose by where their buyers are based. A brand chasing North American advisors needs ILTM North America rather than Singapore, because Singapore, Nassau and São Paulo each recruit buyers from their own region, while Cannes, whose 2025 edition drew buyers from 83 countries by RX's count, gives a global mix. African lodges and operators can meet international buyers at both Cape Town marts, while hotels of up to 80 rooms with an experiential story fit PURE's brief. Luxury brands also meet the wider trade at general shows such as WTM London and ITB Asia, listed in our travel trade shows calendar alongside our Asia-Pacific and India regional guides.

Frequently asked questions

Which luxury travel trade shows are coming up?

The next luxury travel trade shows in our calendar are ILTM Cannes 2026 (30 Nov–3 Dec 2026, Cannes); ILTM Africa 2027 (4–6 Apr 2027, Cape Town); ILTM Latin America 2027 (3–6 May 2027, São Paulo); We Are Africa 2027 (3–7 May 2027, Cape Town); ILTM Asia Pacific 2027 (28 Jun–1 Jul 2027, Singapore). Dates were checked on each organiser's website and the list is updated weekly; the tables above have the full schedule.

What are the main luxury travel trade shows?

RX's International Luxury Travel Market (ILTM) has five editions: ILTM Cannes for advisors from around the world, ILTM Asia Pacific in Singapore, ILTM North America in the Bahamas, ILTM Latin America in São Paulo and ILTM Africa in Cape Town. This is Beyond runs We Are Africa, also in Cape Town and selling only African travel, and PURE Life Experiences in Marrakech, which focuses on experiential travel.

Are luxury travel trade shows open to the public?

No. Every show on this page admits only professionals the organiser has accepted. ILTM is invitation only, for vetted buyers, contracted exhibitors and accredited media, with no public days or general tickets; in Cannes, Asia Pacific and the Americas, partners travelling with a buyer cannot enter the venue or the networking events. PURE offers no guest passes for friends or family. Travel professionals who want an open trade show should look at general fairs instead.

How much does it cost to attend ILTM as a buyer?

Buyers pay a non-refundable application fee that does not guarantee a place: at the latest published rates, which for the Americas are 2026 terms, €300 plus VAT for ILTM Cannes, US$100 for ILTM Asia Pacific, US$150 for ILTM North America and BRL 250 (US$50) for ILTM Latin America. Depending on the format RX assigns, a place can include hotel nights and a flight contribution. Executive Buyers, who arrange their own travel, pay €1,650 in Cannes and US$1,000 in Singapore.

How do travel advisors qualify as buyers at luxury trade shows?

Expect to show that you are a senior decision-maker, have traded for at least 12 months, are not there to sell and book luxury properties directly. ILTM Cannes wants two direct property bookings from the last six months and outbound sales to at least two continents, and the Asia Pacific, North America and Latin America editions accept only buyers based in their region. PURE asks for three references from suppliers on its exhibitor list, from three continental regions.

What is the difference between ILTM Africa and We Are Africa?

Both are Cape Town marts that sell African travel to international buyers. ILTM Africa is run by RX at the Norval Foundation and gives its buyers airport transfers, up to four hotel nights and, for fully hosted buyers, a flight contribution. We Are Africa is managed by This is Beyond, the organiser of PURE. Under its 2027 terms, buyers pay a £349 community fee, arrange their own flights and transfers, and can take four hosted hotel nights.

Sources

• ILTM portfolio: the five current ILTM events and their roles (global flagships, core local events, specialist event)
• ILTM Cannes: buyer terms and conditions (criteria, formats, fees, flight contribution, no-shows)
• ILTM Asia Pacific: buyer terms and conditions (regional eligibility, fees, flight rebates, appointments)
• ILTM North America: buyer terms and conditions (latest published, for the 2026 edition)
• ILTM Latin America: buyer terms and conditions (latest published, for the 2026 edition)
• ILTM Africa: buyers (venue, qualification criteria and what is included)
• ILTM Arabia: farewell from the ILTM Arabia team (event ended)
• We Are Africa: exhibitor hub (appointments, packages, buyer mix)
• We Are Africa 2027: buyer terms and conditions (PDF: community fee, accommodation, cancellation)
• PURE Life Experiences: buyer FAQs (qualification, references, hosted package, community fee and charity)
• PURE Life Experiences: exhibitors (selection, 80-room maximum, Marrakech every September)