The African Travel & Tourism Association (Atta) has taken on 100 new members in less than a year – a record for the association, which celebrates its 30th anniversary later this month.
Atta chairman Nick Aslin said: “This milestone shows the increasing value that trade associations like Atta can bring to their members in the tourism industry of today.”
The association delivers online assets and events around the world, connecting tourism companies and organisations featuring travel to Africa.
New events have been launched during 2023 in Africa – in Cape Town, Addis Ababa and Kigali – and more launches around the world are planned for 2024.
The Indaba trade show, which was held in May in Durban, was the biggest Atta exhibition on record.
More: Africa seeing strong demand for luxury and family holidays, says Atta chief
Also in May, We Are Africa saw almost 100 members take part in a gathering of luxury operators.
In June, Experience Africa in London showcased more 150 exhibitors from Africa and scheduled nearly 6,000 meetings with industry and buyers over three days.
This month sees Atta streamline its membership into five categories: tour operator buyers & travel industry; product suppliers & representation; media & Influencers; charities & community projects; tourism boards & professional partners.
It said this realignment will mean that different content is presented online to different sectors of membership.
New event and digital training platforms will launch in 2024 and will also be free for agents to register and access.
Jon Danks, chief executive (pictured), said sustainable tourism growth is a primary objective for Atta.
“It’s clear that it is time to accelerate the pathway with immediate action to support sustainable tourism,” he said.
“Atta has a rich history in this space, with a charter supported by numerous brands across the continent.
“We will continue as the voice of members, showcasing the best in sustainable, responsible tourism.”
At China Outbound Travel & Tourism Market (COTTM) in Beijing this November, Atta will shine a spotlight on members’ sustainability initiatives.