ATTA® and The Long Run Partner to Advance Regenerative Tourism in Africa

The African Travel & Tourism Association (ATTA®) has joined forces with The Long Run, a global network for sustainable tourism, to champion sustainability and regenerative principles and practices across Africa’s tourism sector. The partnership  marks a major step toward aligning the continent’s tourism growth with global best practice in conservation and community engagement.

The collaboration connects ATTA®’s extensive B2B network – representing accommodation providers, tour operators, and destination marketing specialists – with The Long Run’s internationally recognised 4Cs sustainability model (Conservation, Community, Culture, Commerce). 

“This partnership marks a pivotal moment for Africa’s tourism story. By combining ATTA®’s reach with The Long Run’s proven 4Cs model, we’re empowering our members with the knowledge, tools, and networks to embed regeneration into the core of their operations,” said Kgomotso Ramothea, CEO, ATTA®. 

“Africa holds one‑quarter of the world’s biodiversity; protecting it is both our responsibility and our competitive advantage. Through this collaboration, we’re redefining growth to mean prosperity that also safeguards our heritage and people,” she added. 

This partnership comes as Africa’s travel economy continues to rebound strongly. The World Travel & Tourism Council (WTTC) estimates the sector now contributes over US$168 billion to the continent’s GDP. Simultaneously, Booking.com has reported that, as of 2025, over 80% of global travellers want to travel more sustainably, demonstrating momentum for meaningful industry transformation.

How the partnership works

Under the new MoU:

• ATTA® will act as a global ambassador for The Long Run and its 4Cs approach, sharing related resources, case studies, and training opportunities with its members.
• The Long Run will provide ATTA® members access to sustainability tools, frameworks, and select peer‑learning events, and offer discounted membership to eligible operators.
• The two organisations will collaborate on awareness‑building initiatives, joint events, and content that promote measurable sustainability improvements across ATTA’s membership base.

The road ahead

Going forward, the partnership will roll out a series of joint initiatives, including webinars, case‑study exchanges, and workshops for tourism businesses seeking to measure and improve their sustainability performance.

“We’re delighted to partner with ATTA® to accelerate practical action on sustainability in Africa’s tourism sector,” said Dr Anne-Kathrin Zschiegner, Executive Director of The Long Run.

“Our members have proven that long-term success depends on ecosystems and communities in balance. By combining our 4Cs framework with ATTA®’s reach, we hope to support more tourism operators to turn good intentions into measurable impact – strengthening Africa’s role as a global leader in regenerative tourism,” she concluded.