New Guide Helps African Tourism Businesses Communicate Impact with Credibility and Confidence

 

 

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ATTA® and The Long Run launch a new strategic partnership and kick off with a practical resource: Communicating Impact at Experience Africa 2026 to strengthen impact storytelling across the tourism sector

London, 24 June 2026 – The African Travel & Tourism Association (ATTA®) and The Long Run today launched a new practical guide designed to help tourism businesses communicate their sustainability and impact initiatives with greater credibility, transparency and effectiveness.

The Communicating Impact guide, launched during Experience Africa, provides tourism operators, lodges, camps, DMCs and travel businesses with practical guidance on how to share their conservation, community, culture and sustainability achievements in a way that builds trust, avoids greenwashing and inspires meaningful action.

The launch at Experience Africa, the UK's leading B2B trade event for African tourism, which brings together African tourism suppliers and international buyers through a programme of curated meetings, networking and industry content.

As travellers, trade partners and investors increasingly seek evidence of genuine sustainability commitments, many tourism businesses face the challenge of communicating complex impact work clearly, authentically and to meet legislative requirements.

The new guide addresses this need by offering practical frameworks, examples and recommendations that help organisations move beyond marketing claims and towards transparent impact communication.

Kgomotso Ramothea, CEO of ATTA® said:

"Africa has never been late to the values that define world-class tourism. Long before sustainable tourism became a global trend, many of its principles were already embedded across the continent and reflected in how visitors experienced Africa. African businesses face a structural disadvantage: the frameworks through which global buyers measure and validate sustainability were not designed with Africa in mind. Buyer demand for data is growing, and the cost of not meeting it is market access.

“Communicating Impact builds on this strong foundation, while helping tourism businesses measure and communicate impact in ways that are credible, measurable, and aligned with buyer expectations.”

The guide draws on The Long Run's internationally recognised 4Cs framework – Conservation, Community, Culture and Commerce – which promotes a holistic approach to sustainable tourism and long-term positive impact. The resource builds on the growing collaboration between ATTA® and The Long Run to advance regenerative tourism practices across Africa.

Dr Anne-Kathrin Zschiegner, Executive Director of The Long Run, said:

"Communicating impact with integrity and transparency has never been more important. Tourism businesses have an opportunity to demonstrate the real difference they make for people and nature, but doing so requires evidence, honesty and thoughtful storytelling. We hope this guide will support organisations across Africa in sharing their impact more effectively and authentically."

The guide is freely available online and is intended for tourism businesses at every stage of their sustainability journey, from those beginning to measure their impact to organisations already implementing comprehensive reporting frameworks.

The launch initiates a partnership between ATTA® and The Long Run which will continue to provide members with ongoing workshops and support to accelerate momentum to provide innovative, world-class sustainable tourism with measurable impact.

Members can find Communicating Impact on the ATTA member homepage.

About The Long Run

The Long Run is a global community of tourism businesses, conservation organisations and destinations committed to driving positive impact through its 4Cs framework: Conservation, Community, Culture and Commerce. Collectively, members protect and regenerate millions of acres of biodiverse landscapes while supporting communities and cultural heritage around the world.

Media Contact:

Frances Tuke media@atta.travel Tel: +44 203 750 1656 / WhatsApp +44 7415 136001.

About ATTA®

The African Travel and Tourism Association (ATTA®) is the leading trade association promoting tourism to Africa and the Indian Ocean islands. Through its global membership spanning the entire tourism ecosystem, strategic partnerships and internationally recognised events, ATTA® connects African tourism businesses with buyers, media and industry leaders worldwide, helping drive sustainable growth and opportunity across the continent. 

Apply for ATTA® membership here: https://atta.travel/about/apply-to-become-a-member.html