The African Travel & Tourism Association has recruited Jon Danks as its new chief executive.
He will work alongside Chris Mears, who will continue as chief executive of Atta’s events division, which includes Experience Africa in London (June 26-28).
Danks joins Atta from his role as head of UK marketing and direct sales at Avis Budget Group.
He has previously worked for South African Airways, British Airways and was UK marketing chair for Star Alliance. He also held numerous senior leadership positions at multinational membership companies such as Aviva and The Times Educational Supplement.
“It’s a real honour to join Atta at such a pivotal time, approaching its 30th anniversary, and to lead the future strategic direction of the organisation,” he said.
Danks said his vision for Atta is to drive more value for members; expand its footprint across Africa; and develop the brand’s presence globally.
He will represent Atta at the Indaba travel trade show in South Africa next week and will join UK operators, representation and media at Experience Africa next month.
With more than 40 years’ experience of travelling the Continent of Africa, Danks will be based in Atta’s new offices that have just opened in London.
He added: “The continent offers a rich mix of what the travelling public have craved over the past three years – vast open spaces, a sense of freedom and adventure, with a clear pathway towards sustainable tourism.”
Experience Africa offers a platform for Atta members to develop their commercial and brand presence in the UK, as a key inbound source market for the continent.
Danks said: “Experience Africa in 2022 supported the industry as it transitioned out of Covid, and this year’s event will offer the platform for significant growth.”
The event also offers travel agents and tour operators selling Africa holidays the chance to meet 150 exhibitors coming to London from across the continent.
More: Experience Africa 2023