The African Association for Visitor Experiences and Attractions (AAVEA) was proud to participate at World Travel Market Africa which took place in Cape Town during 10 – 12 April 2024.
AAVEA Board Chairperson, Mpume Mabuza, participated in a key panel discussion titled “Forging a Pan-African Tourism Private Sector Alliance for Sustainable Accelerated Growth & Development,” focused on the critical role of the Africa Tourism Private Sector Alliance (ATPSA) in unlocking Africa’s tourism potential.
In her contribution to the discussion, she highlighted AAVEA’s mission as Africa’s leading voice for the attractions industry, emphasized the importance of collaboration in overcoming barriers to intra-African travel and fostering a thriving tourism sector across the continent.
Mpume also committed to implementing practical initiatives that would promote collaboration and sharing of best practices, championing intra-continental joint marketing initiatives to showcase a diverse African tourism product.
Intra-African Tourism can be a catalyst for economic growth and AAVEA, together with ATPSA, advocate for policies that support intra-African travel, such as visa reforms and infrastructure development, ATPSA can unlock significant economic growth opportunities for the continent. The alliance, in partnership with tourism authorities and ministries on the continent, can also support the development of research to quantify the economic impact of tourism on local communities. This data can be used to advocate for policy changes that support tourism development, such as investment in infrastructure and skills training.
In a bid for a stronger African tourism industry, the AAVEA Board Chairperson encouraged sector bodies and other stakeholders to join ATPSA, which is an AfCFTA-endorsed apex tourism body, to gain from increased visibility, advocacy power, access to resources and networks.
AAVEA’s own participation in this crucial discussion at World Travel Market Africa underscores its commitment to working alongside ATPSA and other stakeholders to build a thriving and sustainable tourism industry across Africa.
In her invitation to attractions industry members, Mpume further says: “As important role-players in Africa’s tourism sector, the time to act is now. Join us on this transformative journey as we unleash the continent’s boundless potential, captivating the world with our rich tapestry of attractions and experiences. Join AAVEA today, and let’s shape the future of African tourism together”.
About AAVEA
The African Association for Visitor Experiences and Attractions (AAVEA) is the leading voice for the attractions industry in Africa. AAVEA works to promote excellence in visitor experiences, support the professional development of its members, and advocate for policies that benefit the African tourism sector.
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