ATTA® Unveils New Strategy as Africa Leads Global Tourism Growth
The African Travel and Tourism Association (ATTA®) has unveiled a new strategic direction, vision and tiered membership structure designed to help tourism businesses capitalise on Africa’s growing international appeal while supporting sustainable, long-term development across the continent.
The announcement comes as Africa outpaces every other global region for international tourism growth. According to the latest World Tourism Barometer from UN Tourism, international arrivals to Africa increased by 4% during the first half of 2026 - ten times the global average of 0.4%.
ATTA®’s announcement marks the association’s next chapter after more than 30 years connecting tourism businesses across Africa with international markets, partners and opportunities and has seen the global membership grow to over 1,000 organisations and businesses.
Its renewed strategy will focus on three priorities:
- Connecting members with industry, markets, destinations and governments
- Attracting investment, innovation and commercial opportunity
- Protecting Africa’s natural, cultural and tourism assets for future generations.
The association will now strengthen its advocacy on behalf of its members, expand market intelligence and insight available to members, develop strategic partnerships and amplify African voices within the international conversations shaping the sector as well as continuing and growing its award-winning events programme.
To support businesses with different needs and ambitions, ATTA® is replacing its previous model - based on whether members were ‘suppliers’ or ‘buyers’ - with five membership levels: Network, Business, Growth, Strategic and Leadership.
The evolving membership offering will better support the needs and ambitions of its members and build on benefits they already value. The three principal membership tiers provide a clear progression through which businesses can deepen their engagement with ATTA® as their needs develop with benefits scaled across member directory listings, networking opportunities, learning and education resources, industry intelligence and research and access to strategic engagement opportunities, leadership and roundtable events.
The new structure introduces membership from £250 (excl.VAT), creating an accessible starting point for tourism businesses wishing to join ATTA®’s community.
Existing members have been recommended the tier considered most relevant to their organisation but as tourism within Africa grows and members grow with it, members will be able to progress to levels best reflect their needs and ambitions when renewing.
The structure will take effect from the beginning of ATTA®’s new membership year on October 1, 2026.
Virginia Messina, group chief executive of ATTA®, said: “Africa’s position as the world’s fastest-growing tourism region during the first half of this year demonstrates the continent’s resilience, the strength of its international appeal and enormous opportunities.
“Growing consumer interest, improving connectivity, developing source markets and investment in new products and experiences are opening new possibilities across the continent. ATTA®’s new strategy and membership structure are designed to help our members understand, access and shape those opportunities.
“Realising that potential will require a stronger collective voice and closer collaboration between tourism businesses, governments, global partners and investors. It also requires growth that creates lasting value for local economies and communities while protecting the natural and cultural assets on which tourism depends.
“For more than three decades, ATTA® has been trusted to connect African tourism with the world. Our next chapter builds on that heritage while responding to how our industry and the needs of our members are changing.
“Our new membership structure recognises that a small emerging business, an established tourism company and a major international organisation will require different levels of support and engagement. It gives businesses a clearer choice and creates a pathway through which their relationship with ATTA® can grow alongside their ambitions.
ATTA® presented its renewed direction and membership offer during its Next Chapter of ATTA® webinar, hosted by Virginia Messina and ATTA® Group Events chief executive Chris Mears on 22 September 2026.
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