ATTA To be held from June 23 to 25
Aiming to connect global buyers with Africa-focussed sellers in London, the African Travel and Tourism Association (ATTA) has confirmed the speaker line-up and shared key details of the upcoming Experience Africa forum. This year’s edition will centre on three focus areas, sustainability, artificial intelligence and risk management.
In a press statement, ATTA says that the B2B trade show will be held from June 23 to 25 at Bishopsgate, London. It adds that the event will feature over 188 exhibitors and a curated group of international travel buyers. Additionally, the programme is designed to enable business connections, idea exchange and practical learning.
ATTA says the sustainability stream will explore how environmental strategy can serve as a business function, while the AI sessions will cover tools and approaches that tourism providers can apply in daily operations. The risk management theme will address planning frameworks for operational resilience and traveller protection.
The statement says that speakers will include Michael Jackson, who will deliver the opening keynote on sustainability as a business strategy. Fatmata Mida Hamid Carew from the Sierra Leone National Tourist Board will present a case study on destination innovation and repositioning. Pieter Geldenhuys of Itsi will lead a session on practical AI applications for tourism, and Lloyd Figgins of the Trip Group, along with Clint Meyers from Redpoint Travel Protection, will offer a presentation on risk frameworks for diverse travel markets.
Chris Mears
“These three themes, sustainability, AI, and risk management, were chosen very intentionally. They represent both the pressures and the possibilities facing our industry right now. Whether you are a Destination Mamangement Company, a buyer, a tour operator or a destination authority, you are having to rethink how you make decisions, deliver value and protect your business. What we have built into this year’s ‘Experience Africa’ programme is a commitment to relevance. We are not just talking trends, we are offering practical, implementable strategies and tools that delegates can take home and use in their businesses the very next day. This is about equipping our members and partners with insight that leads to impact, delivers growth of the African tourism industry,” says Chris Mears, CEO, ATTA Events.
The B2B trade show says the second edition of the ‘ATTA for Action Awards’ will be hosted at the event on June 23. The awards will recognise individuals and organisations who have contributed to sustainable and inclusive tourism practices across Africa.
According to the statement, categories include the ‘ATTA Purpose’ and People Award’, which acknowledges organisations integrating heritage tourism with an inclusive company culture, and the ATTA Earth Keeper’s Award, which recognises efforts to restore habitats and promote wildlife awareness.
The travel forum says that other award categories are the ‘ATTA Eco Innovation Award’ for sustainable technologies, ‘ATTA Zero Waste Trailblazer Award’ for reducing waste in hospitality, and the ‘ATTA Community Upliftment Award’ for initiatives that involve and benefit local communities. The ‘ATTA Marine Impact Award’ will go to an organisation which supports coastal ecosystems and local economies. The ‘ATTA Collaborative Impact Award’ will highlight partnerships built around shared goals, while the ‘ATTA Traveller Education and Awareness Award’ will commend efforts to promote responsible travel.
As per statement, ATTA says that the ‘Media Voice for Action Award’, supported by Ethiopian Airlines, will recognise reporting that raises awareness around ethical travel. Additionally, the ‘Emerging Changemaker Award’ will highlight a new initiative with high potential for impact in the African tourism sector. Additionally, this years’ Experience Africa will feature brand-led sessions and networking opportunities, with participating brands including Flywire, South African Tourism and Uganda Airlines.
“Experience Africa is a catalyst for progress. At a time when the travel industry must be agile, innovative and deeply connected to its communities and environment, this event provides the insights, relationships and tools to power that evolution. For anyone working in African tourism today, there’s no better place to be,” adds Mears.
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