The 8th edition of the Africa Tourism Leadership Forum and Awards, ATLF 2026, was officially launched on 29 April 2026 in Polokwane, Limpopo Province, marking the formal commencement of preparations for the continental gathering scheduled for 2 to 4 September 2026.
Hosted by Limpopo Province for the first time, the forum will convene policymakers, tourism authorities, private sector executives, aviation leaders, investors and development partners from across Africa and beyond. The event is convened by Africa Tourism Partners in collaboration with UN Tourism, BDO South Africa and other strategic partners.
Delivering the keynote address and formally launching the 8th edition, Limpopo MEC for Economic Development, Environment and Tourism, Hon. Tshitereke Matibe, framed the hosting as a deliberate strategic move to reposition the province within regional and continental tourism flows.
He stated that the decision to host ATLF 2026 is aimed at directing continental and global attention to Limpopo as a province endowed with biodiversity, safari offerings and distinctive tourism assets. He iterated Limpopo’s performance in domestic tourism, where it ranks second nationally, with an average stay of 3.7 nights, while acknowledging the need to strengthen international arrivals and air access.
Matibe linked the forum to broader continental frameworks, including the African Continental Free Trade Area and intra-African trade integration, noting that tourism connectivity and cross-border collaboration remain central to unlocking regional economic growth. He further confirmed that all five districts of Limpopo are preparing coordinated presentations, destination showcases and activations to ensure province-wide participation and economic inclusion.
Organizers outlined planned build-up campaigns, including a global brand positioning drive running through July, township and village tourism activations, short market sessions and sector masterclasses designed to integrate youth, women and small enterprises into the event value chain.
Chief Executive Officer of the Tourism Business Council of South Africa, Tshifhiwa Tshivhengwa, emphasized the economic weight of tourism within South Africa and the continent. He noted that tourism in South Africa has reached R770 billion in consumption, with projections indicating the sector could approach a R1 trillion-consumption industry within two years.
He highlighted that tourism now contributes 4.9 percent to national GDP in direct terms, with combined direct and indirect impact estimated between 8 and 10 percent. Employment in the sector has grown from 456,000 in 2020 to nearly one million direct jobs, positioning tourism among the country’s largest employment generators.
Tshivhengwa stressed that ATLF must deliver measurable outcomes, including improved intra-African connectivity, corridor development and stronger regional coordination. He called for concrete resolutions from the Polokwane gathering that will guide implementation over the next five years, particularly in air access, cross-border travel facilitation and regional tourism alliances.
He also urged African stakeholders to approach tourism as a major economic driver, comparable to other leading industries, and to assert its role in national development agendas.
Chief Executive Officer of Africa Tourism Partners, Kwakye Donkor, reflected on the forum’s trajectory since its launch in Accra in 2018. The platform has since been hosted in KwaZulu-Natal, Rwanda and Botswana, where participation expanded to more than 60 countries across physical and virtual formats.
Donkor confirmed that approximately 79 to 80 delegates were connected online during the launch, representing multiple African markets. He noted that previous editions generated participation from up to 60 countries, reinforcing the forum’s reach as a continental convening mechanism.
He emphasized that while short-term economic benefits such as room nights and delegate spending are measurable, the long-term business linkages remain the most significant outcome. He cited examples of cross-border partnerships formed through ATLF, including collaborations spanning Ghana, Kenya, Tanzania, Uganda, Nigeria and Zimbabwe.
Donkor also acknowledged the strategic value of partnerships beyond financial sponsorship, referencing institutional support from UN Tourism and other continental bodies that elevate the platform’s recognition at head-of-state and ministerial levels.
He affirmed that ATLF 2026 will focus on practical solutions to intra-African travel barriers, improved connectivity and structured business matchmaking, adding that the objective is to enable Africa to connect in Limpopo, both during the forum and beyond.
Provincial authorities confirmed that preparations would include coordinated marketing campaigns, district-level activations and sector-specific engagements leading up to September. Limpopo’s geographic position, bordering Zimbabwe, Botswana and Mozambique, was highlighted as a logistical advantage for regional participation.
A dedicated MICE coordination structure has been established in partnership with industry stakeholders to ensure local procurement, SME participation and community benefit. Organizers indicated that youth engagement, creative industry inclusion and township tourism promotion would form part of the activation programme.
In addition, Limpopo’s existing bilateral agreements with Zimbabwe, Zambia, Botswana, Mozambique and other regional partners will be leveraged to strengthen cross-border participation and destination packaging.
ATLF 2026 will integrate policy dialogue, investment discussions, destination showcases, youth and women empowerment sessions, B2B networking and the Africa Tourism Leadership Awards, which recognize excellence in sustainability, innovation and community impact.
With the official launch concluded, the focus now shifts to implementation. As articulated by provincial and industry leaders, the Polokwane edition is expected to generate structured resolutions, strengthen intra-African collaboration and consolidate tourism’s role as a driver of employment, trade and regional integration.
The 8th Africa Tourism Leadership Forum and Awards will convene in Polokwane from 2 to 4 September 2026.
