Virginia Messina, Group CEO of the African Travel and Tourism Association (ATTA®), has outlined an ambitious vision for the organisation, positioning it to play a more influential role in shaping the future of tourism across the African continent.
Messina, who joined ATTA® earlier this year after more than two decades working in the global travel and tourism industry, said her experience had reinforced her belief in tourism’s ability to create opportunities, drive economic and social development, and foster greater understanding between people and cultures.
She believes Africa offers perhaps the greatest opportunity to harness that potential.
“Nowhere is that potential greater than in Africa,” Messina said in a conversation with VoyagesAfriq, noting that interactions with ATTA® members and industry stakeholders in her first few months in the role had strengthened her conviction that African tourism is poised to play a major role in the continent’s future.
Building on a Strong Legacy
Messina highlighted ATTA®’s long-standing role in promoting African tourism and connecting businesses on the continent with international markets.
Established in the early 1990s, the association initially focused on connecting African tourism businesses with the UK travel trade. It has since expanded considerably and now represents more than 1,000 members across 32 countries.
Through its network, events and advocacy work, ATTA® connects members with important source markets while promoting African tourism interests on the global stage.
According to Messina, the organisation’s established network provides a strong foundation from which to pursue even greater opportunities in the years ahead.
Africa’s Tourism Opportunity
The ATTA® CEO pointed to the strong growth prospects for African tourism, with the sector forecast to expand by more than five per cent annually over the coming decade.
By 2030, tourism could contribute around 10 per cent of the region’s GDP and support more than 40 million jobs, she said. At the same time, growing international demand for authentic and sustainable travel experiences presents Africa with a significant opportunity to attract more visitors.
Messina said her vision is for ATTA® to help its members take advantage of this growth while addressing the structural and policy challenges that continue to constrain the continent’s tourism potential.
Five Priorities for the Future
At the centre of her vision are five strategic priorities.
First, ATTA® intends to strengthen Africa’s voice in the global tourism conversation. Messina said the association would work to challenge outdated perceptions of the continent and promote a more accurate and compelling narrative highlighting Africa’s diversity, resilience, innovation and value to travellers.
The organisation will also showcase successful initiatives and best practices from across Africa, with the aim of ensuring that the continent not only participates in international tourism discussions but helps shape them.
Second, ATTA® plans to strengthen its advocacy for pro-growth tourism policies. This will involve deeper engagement with governments, policymakers and industry stakeholders to encourage regulations that support investment, competitiveness and sustainable tourism development.
The association will also place greater emphasis on data, research, training and industry intelligence. Messina said members need reliable information to navigate an increasingly competitive and rapidly changing global tourism marketplace and identify emerging opportunities across Africa.
A fourth priority will be expanding and strengthening ATTA®’s membership and partnerships. The association plans to extend its footprint into new markets and supply-chain segments while developing stronger international partnerships and new ways for members to connect.
Finally, Messina said ATTA® would evolve its events programme. While continuing its established trade shows, the organisation intends to introduce new experiences designed to stimulate ideas, encourage thought leadership and showcase best practices both within Africa and internationally.
A New Chapter for ATTA®
Messina described the strategy as the beginning of “a bolder, more influential ATTA®”, while stressing that the organisation’s greatest strength remains its members.
She thanked members who had contributed ideas and feedback through surveys, events and direct conversations, saying their input would help ensure ATTA®’s priorities remain aligned with the needs of African tourism businesses.
“Your input has been invaluable,” she said, reaffirming the organisation’s commitment to listening, learning and responding to the changing needs of its membership.
ATTA® is expected to provide further details in the coming weeks on new membership tiers and benefits, as the association begins implementing its vision for its next chapter and seeks to strengthen Africa’s position in the global tourism industry.
