To be the most prominent and highly regarded travel industry representative body, for the promotion of tourism to and within the African continent and Indian Ocean Islands.


ATTA® is a trade association representing tour operators, travel agents, destination management companies, representation companies, hotels and lodges, attractions, professionals, tourist offices, government organisations and advisors. Our members strive to create and provide holidays with high levels of professionalism and a shared concern for quality and personal service. The Association promotes the unique range of its members’ services and encourages the highest standards in all aspects of their work.  ATTA® provides services for its members and represents their interests to Government, industry, consumers and the media.


The primary aim of the Code of Business Practice is to encourage the pursuit of excellence by members of the Association, providing a marque of trust for customers.  The secondary aim is to encourage members to promote the Association and its values.

In signing an application for membership or an annual membership renewal form you are agreeing to follow the Code of Business Practice, as outlined below, on behalf of your company.


  1. Adherence to laws
    All member companies and their staff must be compliant with current legislation and act within the law of the country where they operate, this includes consumer protection regulations, where relevant. Members are encouraged to exceed standards and laws where possible.
  1. Promotion of other Members
    Members should promote the interests of fellow members whenever they can.
  1. Maintaining the reputation of the Association
    Members should strive to enhance the reputation of ATTA® and must not act in a manner that may bring the Association or its members into disrepute.
  1. Clear marketing communication
    All members’ promotional materials, both printed and electronic, should be accurate and clear.
  1. Correct display and use of the ATTA® logo
    The ATTA®  logo is available for members’ use to support and endorse the promotion of their services. The ATTA® logo should be seen as a benchmark of quality in the travel industry. It is in the interest of the Association and its members that the logo is displayed widely and often.

    The ATTA®  logo should not be used in any way that is misleading, or to support any products or services that do not form part of the approved ATTA®  membership.
  1. The best customer service
    Customers, either B2B or B2C, should receive the best possible standards of service from ATTA® members. This should be reflected in the speed with which correspondence is answered, the courtesy extended to customers, clear invoicing and travel documentation and in high standards of service from suppliers, employees and representatives.
  1. Fair handling of complaints and disputes
    Any complaints received from customers by members should be responded to with speed and courtesy. Should a member be unable to resolve a dispute with a customer and should the customer elect to refer the matter to independent arbitration, both parties should abide by the ruling of the Mediator.
  1. Ethical relationships with staff and suppliers
    ATTA® members should be committed to an open and ethical policy towards both suppliers and employees, and to maintaining a well-trained and knowledgeable workforce.
  2. Reasonable Insurance cover

    All ATTA® members should hold the relevant public liability and/or professional liability insurance to cover the relevant aspects of their work. ATTA® sets out a strong recommendation for a minimum level of cover of $1m. 

    All ATTA® members should alert the ATTA®  office if an incident occurs which may result in media coverage, legal action, government intervention and/or reflect on the Association and its members.

  3. Adherence to the ATTA® Charter for Sustainable Tourism
    All ATTA®  members should adopt the ATTA® Charter for Sustainable Tourism as outlined in the members area of the site. Members should also take reasonable steps with their supply chains to encourage sustainable practices amongst suppliers and buyers. 

Updated: 21 December 2023