ATTA Group Events Welcomes Two New Team Members
We are delighted to announce two important appointments to the ATTA Group Events team, strengthening our capacity across buyer engagement and event operations as we continue to grow our events portfolio.
ATTA Group Events is a fully owned subsidiary of ATTA® and is responsible for managing and delivering all ATTA® events worldwide. This renaming underscores the strong connection between ATTA® and its events operations, reflecting our commitment to excellence and consistency across our global calendar.
Samantha (Sammy) Kelly – Buyer Engagement Manager
Sammy joins the team with a wealth of experience across the tourism industry and a strong, data-driven approach to buyer engagement. With extensive knowledge of the needs and expectations of the Experience Africa audience, she brings both strategic insight and hands-on systems expertise.
In this newly created role, Sammy will lead buyer and hosted buyer recruitment, vetting, and engagement across the ATTA® events portfolio, ensuring we attract high-quality buyers and deliver exceptional value for exhibitors at all shared-stand events, as well as at Experience Africa and Essence of Africa.
Michelle Hollis – Event Operations Manager
We are equally pleased to welcome Michelle, who brings exceptional organisational skills and an in-depth familiarity with ATTA®, having participated in many of our events over the years in her previous roles.
Michelle’s operational strength, attention to detail, and calm, solutions-focused approach will play a vital role in supporting the full delivery of the ATTA® events calendar. She will work closely with exhibitors, suppliers, venues, and the wider team to ensure our events continue to run efficiently, professionally, and to the highest standards.
A message from Chris Mears, CEO – ATTA Group Events
“We are thrilled to welcome both Sammy and Michelle to the ATTA Group Events team at such a pivotal moment in our growth. Their combined experience across tourism, systems, operations, and stakeholder management strengthens our ability to deliver world-class events for our members.
Their arrival comes at an exciting time: we are about to open buyer applications for Experience Africa 2026, and we have just announced our participation at FITUR 2026 in Madrid — our newest addition to the global calendar. Sammy and Michelle will play a key role in elevating the quality, delivery, and impact of these events for the entire ATTA® Membership and the wider Africa Travel and Tourism community.”
Both Sammy and Michelle join with immediate effect and will be reaching out to members, partners, and exhibitors over the coming weeks.
Please join us in welcoming them to the ATTA Group Events team.
Chris Mears
Chris Mears is the CEO of ATTA Group Events Ltd, the events division of the African Travel & Tourism Association (ATTA®). With over 25 years of experience in the African tourism industry, Chris has been instrumental in shaping ATTA’s global event portfolio, which includes Experience Africa in London, Essence of Africa in East Africa, and ATTA’s shared stands and networking events at leading international trade shows such as WTM London, ITB Berlin, WTM Africa, and Africa’s Travel Indaba.
An accomplished events strategist and tourism specialist, Chris combines deep industry knowledge with a hands-on, data-driven approach to delivering world-class B2B events that connect Africa’s tourism industry with global buyers and partners. He is widely respected for his collaborative leadership, his commitment to showcasing Africa as a premier travel destination, and his ability to foster meaningful commercial connections across the continent.
Prior to his current role, Chris served as CEO of the African Travel & Tourism Association (ATTA®), where he oversaw significant membership growth, brand development, and digital transformation. Today, he continues to champion innovation, inclusivity, and excellence across ATTA’s expanding event portfolio.
- Email:
- [email protected]
- Phone:
- +447710306286
- LinkedIn:
- https://linkedin.com/in/chris-mears-3062732/
Kirstine Vercoe
Kirstine has worked in the travel and tourism industry for more than 20 years, with experience spanning tour operating, destination representation, marketing, and events.
At ATTA Group Events she works closely with Chris on the development and delivery of the association’s event portfolio, with a particular focus on Experience Africa. Kirstine leads on exhibitor recruitment and management for the show and oversees the event technology and platforms used across both Experience Africa and Essence of Africa.
She has played a key role in driving the growth of Experience Africa, contributing to record application numbers and helping to establish the event as one of the most in-demand B2B platforms for African tourism in Europe.
- Email:
- [email protected]
Michelle Hollis
Michelle Hollis recently joined the team as Events Operations Manager, bringing over 18 years of experience in African tourism, hospitality, sales, and partnership management. She has held senior roles in both South Africa and the UK, combining deep industry knowledge with strong organisational and project management skills to support seamless event delivery and effective stakeholder engagement.
Before joining us, Michelle served as Partnerships Manager at The Travel Hub Collection, where she oversaw partner relations, trade show planning, and the migration of more than 600 listings to a new global platform. She previously held senior sales positions with Seolo Africa and Isibindi Africa Lodges, contributing to the launch and growth of several prominent safari properties, including Chundu Island in Victoria Falls.
Michelle’s background spans property launches, sales leadership, and running her own B&B, giving her a practical, relationship-focused approach and a strong understanding of the global trade landscape. She has represented brands at leading international trade shows such as WTM London, ITB Berlin, WTM Africa, ILTM Africa, and Africa’s Travel Indaba.
Now based back in South Africa, Michelle is passionate about strengthening global connections for African tourism and supporting ATTA Group Events in elevating the continent’s presence on the world stage.
- Email:
- [email protected]
- Phone:
- +447534948282
- LinkedIn:
- https://linkedin.com/in/michelle-hollis-2b72483b
Samantha Kelly
Samantha (Sammy) Kelly is the Buyer Engagement Manager for ATTA Group Events, bringing over 20 years’ experience across the African travel trade, luxury tour operations, representation, and international B2B events.
She began her career at 19 in Zambia’s safari lodges before moving into tour operations, where she helped establish and grow Jacada Travel’s Africa department into a core part of the business. She later joined This Is Beyond (formerly Beyond Luxury Media), managing European buyer recruitment for PURE Life Experiences, We Are Africa and Further East, before moving into African representation with Perowne International, working closely with top-tier UK tour operators and iconic safari properties across East and Southern Africa.
Most recently, as Head of Product Development at The Travel Hub Collection, Sammy helped transform the platform from start-up phase to an award-winning industry resource. She was instrumental in launching the Travel Hub brand, overseeing two major website builds, delivering more than 110 trade webinars, and leading partnerships with tourism boards, DMCs, technology partners, and global trade shows.
Known for her relationship-centred approach, operational clarity, and deep understanding of both buyer and supplier needs, Sammy is passionate about strengthening commercial connections and championing long-term collaboration across the African tourism community.
- Email:
- [email protected]
- Phone:
- +447946078182
- LinkedIn:
- https://uk.linkedin.com/in/sam-jane-kelly
