Especially Africa interviews ATTA® Chair, James Haigh
Taking over as ATTA®’s new Chair, James Haigh talks about his plans to further solidify the organisation’s role as the preeminent voice of Africa.
By Şebnem Denktaş
What exactly does ATTA do, and how does it support its members?
ATTA, the African Travel and Tourism Association, is the leading trade association for the African travel and tourism industry. Our mission is to connect and support businesses and professionals involved in the African travel sector, whether they be buyers or suppliers of accommodations and services. We offer a variety of services for our members, including networking opportunities, marketing and promotional support, educational resources, and the dissemination of key industry information through our digital platforms, events, and workshops. Additionally, ATTA provides a voice for the African tourism industry, where necessary advocating for policies that benefit our members and the broader tourism ecosystem.
As the new Chair of ATTA, what are your key business plans and targets?
My key role is to harness the incredibly strong ATTA senior management team and advisory committee members to concretise ATTA’s role as the leading organization for African travel and tourism. In the immediate term, we plan to increase our membership base, ensuring that we represent the full spectrum of the industry—from tour operators to hoteliers, wildlife conservancies to media. We also have plans in motion to expand our influence globally, particularly in key international markets where African tourism may be underrepresented. One of our main targets is to enhance the visibility of Africa’s diverse tourism offerings through more digital and in-person events, as well as investigating and discussing new European Union legislation regarding Corporate Social Responsibility and Environmental, Social, and Governance on behalf of our members.
What challenges do you anticipate in your role, and how do you plan to turn them into opportunities?
Shifting global travel patterns and the COVID crisis created financial strain for many of our members, this strain is especially felt by our SME members operating in shall we say, marginal areas. Our prime intention is to provide them with a marketing platform that allows them to amplify their voice.
We intend to leverage new technologies and platforms to showcase Africa’s tourism offerings to a broader audience, both virtually and more traditionally – in person. Another challenge is the issue of sustainability and overtourism, particularly in our most popular destinations. I believe this is an opportunity for ATTA to lead by example, promoting responsible travel practices and working closely with our members to encourage them to share successful initiatives and create sustainable tourism strategies for Africa’s natural and cultural heritage.
What does it take to become an ATTA member, and how is the membership base evolving?
To become an ATTA member, businesses need to be directly involved in the travel and tourism industry, whether as tour operators, destination marketers, accommodation providers, or related service providers. Membership offers access to a range of resources, including networking events, marketing support, and the opportunity to be part of a collective voice advocating for the interests of African tourism. Applicants must be supported by 2 members and approved by the membership.
Currently, we have over 800 members across 52 African countries, and our goal is to expand this to include more businesses in the tourism ecosystem, especially buyers. We’re targeting an increase with a particular focus on encouraging younger, more tech-savvy entrepreneurs and recent startups in the tourism space.
Source: Especially Africa