African Travel & Tourism Association introduces structural changes

Monday, September 20, 2021

The African Travel & Tourism Association (ATTA) recently created a marketing subsidiary and made a series of appointments as part of its post-pandemic recovery plan. It will retain its current structure as a pan-African membership association for buyers, suppliers, and specialists.

It has also created Experience Africa Events, a wholly owned subsidiary of Atta, to provide the platform for promoting tourism to Africa. As part of the changes, Kate Kenward will become Managing Director of ATTA while Chris Mears takes on the role of Managing Director of Experience Africa Events.

Kenward currently serves as a consultant and director of the ATTA management board and a former executive director of The Specialist Travel Association (Aito). Meanwhile, Mears has been Atta chief executive for the last four years and will establish the new stand-alone events and networking company within the African tourism community.

Anita Powell, founder of Small World Marketing and the Africa Hub, has stepped down from the African Travel & Tourism Association management board. As one of ATTA’s only three Fellows, she holds an ex officio place on ATTA’s advisory board.

John Corse, Chair, ATTA said in a statement that the association has seen that the separation of remit into its two distinct elements will allow greater focus on each and therefore provide members with greater energy on both sides. He mentioned that it will expand and improve the services, information, lobbying and support for our own members in international source markets and across Africa.

He also mentioned that the signature exhibition, Experience Africa, will be held at the London Oval in June and through the new events company, ATTA will enhance marketing menu to cover all types of virtual and physical events. He shared that following two turbulent years, the association is looking forward to the repurposed ATTA and the newly formed Experience Africa Events, leading members and those in the greater African trade community, towards the re-establishment of the great travel and tourism industry.

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