ATTA® Unveils New Leadership Structure As It Brings Membership And Events Under One Brand

Chris Mears appointed Chief Commercial Officer as association implements renewed strategy

The African Travel and Tourism Association (ATTA®) has unveiled a new leadership structure as it brings its membership and events operations together under one unified ATTA® brand and not-for-profit organisation.

The move will see ATTA® and ATTA® Group Events (AGE) operate as one organisation, bringing the association’s membership community and growing portfolio of trade events together as part of its renewed strategy for supporting and growing tourism across Africa.

As part of the new structure, Virginia Messina will continue to lead ATTA® as Chief Executive Officer (CEO), with Chris Mears appointed Chief Commercial Officer (CCO), expanding his existing leadership role to take responsibility for both Membership and Events. ATTA® is also recruiting a Chief Marketing and Strategy Officer (CMSO) to complete the new senior leadership team.

Mears, who previously served as CEO of ATTA® Group Events, will focus on strengthening the connection between ATTA®’s membership community and its events programme, creating greater opportunities for members to build relationships, reach new markets and grow their businesses.

The new structure comes as ATTA® implements its renewed strategy, built around three pillars – Connect, Invest and Protect – and introduces a new five-tier membership model designed to provide more tailored support, connections and commercial opportunities for tourism businesses across Africa and its international source markets.

Virginia Messina, CEO of ATTA®, said:

“Bringing our membership and events operations together under one ATTA® brand gives us a simpler, stronger structure from which to deliver our ambitions for the association and, most importantly, greater value for our members.

“Chris has played an important role in the development of our events business and understands both our members and the commercial realities facing tourism businesses across Africa. His expanded role will enable us to connect our membership and events offering much more closely, ensuring the opportunities we create translate into tangible benefits for our members.

“This is about putting the right structure and leadership in place to deliver ATTA®’s next chapter. With Chris leading our commercial activity across Membership and Events and the recruitment of a new Chief Marketing and Strategy Officer underway, we are building a senior team with clear areas of responsibility around a shared vision for ATTA®.”

Mears has led ATTA® Group Events, spanning trade shows across Africa and Europe, including its flagship B2B event, Experience Africa, and has helped develop its in-person events programme as a major meeting place for African tourism businesses and international buyers.

Experience Africa 2026, held in London in June, brought together 615 delegates, including 205 exhibitors from 33 African and Indian Ocean countries and 269 buyer delegates representing 195 companies from 20 countries. A total of 7,865 pre-scheduled meetings took place during the three-day event.

Chris Mears, Chief Commercial Officer of ATTA®, said:

“Events and membership have always been closely connected at ATTA®. Both are ultimately about creating the right environment for tourism businesses to make meaningful connections, develop relationships and generate commercial opportunities.

“Bringing the two together gives us an opportunity to look at the entire member journey and ensure there is a much stronger connection between being part of the ATTA® community and the commercial opportunities we create through our events.

“I’m excited to take on this expanded role and work with Virginia, our team and our members as we build on what ATTA® already does well and deliver even greater value to tourism businesses across Africa and our international community.”

ENDS

Media contact 

Frances Tuke [email protected] Tel: +44 203 750 1656 / WhatsApp +44 7415 136001.

About ATTA®

Established over 30 years ago, the African Travel and Tourism Association (ATTA®) is a leading membership association driving sustainable tourism growth across Africa and the Indian Ocean islands. It represents more than 1,000 organisations and businesses across the region and key global source markets.

ATTA®’s renewed strategy provides a new focus on connecting members with industry, markets, destinations and governments through its global network, strategic partnerships and internationally recognised events programme.

Underpinning these priorities are ATTA®’s three pillars: Connect, Invest and Protect and the association’s pledge to strengthen advocacy, sharpen market intelligence for members and amplify African voices in the global conversations shaping tourism to protect Africa’s natural, cultural and tourism assets for future generations.

Apply for ATTA® membership here: https://atta.travel/membership-1.html