"AFRICAN TOURISM COUNCIL crafted a Strategic Framework to allow Africa’s tourism space enjoying some fantastic hospitality events, programs, and projects that will have an immediate impact on the Continent’s tourism development trajectory."

SIMBARASHE MANDINYENYA - Secretary General and Founding Director

"During this COVID-19 pandemic and its massive impact on the tourism sector, Africa has been waiting for an institution that connects the public sector with the private sector and to prepare the Continent for the post-COVID time to facilitate, advance and promote tourism growth and development on a Continental level. This is one of the main reasons why the African Tourism Council was established.

DORIS WÖRFEL - Managing Director and Founding Director

Welcome

Welcome to the Home of the AFRICAN TOURISM COUNCIL. The place where the African Experience becomes a reality for Generations to come.

About us

WHO WE ARE

THE AFRICAN TOURISM COUNCIL (ATC)

The African Tourism Council (ATC) is a not-for-profit and a non-partisan organization that strives to grow Africa through Sustainable Tourism Development. ATC developed a Joint Action Plan (JAP) with the African Union Development Agency AUDA-NEPAD (AUDA_NEPAD) to promote and implement a COVID-19 sustainable tourism recovery strategy across the African Continent.

ATC seeks partnerships with the African Union, the UNWTO, Governments, the Private Sector, communities, and other stakeholders in promoting and facilitating sustainable tourism development and marketing across the African Continent, including

– the Public Sector,

– the Private Sector,

– Local Communities,

– Civic Bodies,

– Institutions of Higher Learning,

– Funding Agencies

– International Cooperating Partners and

– the Media.

ATC has a perpetual existence within Africa in African Union Member States with its Headquarters in Midrand, Johannesburg.

OUR PHILOSOPHY

Tourism as a catalyst for

Unity | Peace | Growth | Prosperity

for the people of Africa!

Our vision

Growing Africa through Sustainable Tourism.

Our code of ethics

ATC Supports the UNWTO Global Code of Ethics for Tourism which highlights the decisive and central role of UNWTO as recognised by the General Assembly of the United Nations in promoting and developing tourism with a view to contributing to economic development, international understanding, peace, prosperity and universal respect for, and observance of human rights and fundamental freedoms for all without distinction and without any form of discriminations.

OUR MISSION

ATC is committed to improving the livelihoods of the people of Africa through tourism by promoting, facilitating, lobbying and venturing into tourism enterprises using the following enabling factors:

vCarry out relevant research, provide statistics and market intelligence

vcreating strategic networks between and among the continent’s tourism stakeholders

v running capacity building and resilience programs

v promoting and lobbying for the free movement of all Africans across Member States borders, and the Easy movement of visitors to the continent across the national borders

v Free and secure movement of tourism goods and services across Member States borders

v Access to financial and tourism resources by the majority of Africans wishing to venture into travel and tourism activities across the continent

v development and promotion for the preservation and sustainable utilization of Africa’s cultural and historical heritage

v Promoting sustainable investment into the continent’s tourism sector by locals especially Small to Medium Scale Tourism Enterprises, also from abroad

vMarketing African Tourism targeting all markets (domestic, regional, intra-African and overseas)

OBJECTIVES

Objective 1: To build a strong impactful ATC,

Key activities:

Resource mobilization

Building of robust structures to provide leadership, and for implementation of programs and projects

Objective 2:

Access to good positive information: To be a one stop agency (Centre of Excellence) for the provision of tourism information including statistics accessible and for informed decision making by all stakeholders.

Strategic Activities:

üCreate a comprehensive database, carry out research and provide relevant information to all users via digital, online social media platforms as well through traditional information dissemination and communication systems.

Objective 3

Influence positive improvement of Africa’s product and service quality

Strategic Activities:

–lobby for continental open skies policy based on the Yamoussoukro Agreement.

üPromote and facilitate globally competitive sustainable tourism standards.

–Lobby for incentives and a more friendly and competitive business environment for African entrepreneurs.

–Promote and facilitate investment in travel and tourism infrastructure ,goods and services.

–Establishment of an entrepreneurial mindset for the tourism industry across the Continent

Objective 4:

Tourism Investment Promotion

– Research and strategic market intelligence

– Workshops, and an annual leadership and Investment Summit

Objective 5:

Create awareness and capacity to ensure all tourism stakeholders in Africa apply Sustainable Tourism Practices (Consumption and Production) in their operations and activities including Policy, Legislation and Regulations.

Strategic Activities:

Create awareness, capacitate and empower the central and local governments, the private sector, including small operators, local communities, women and youth to value and sustainably manage their operations.

Objective 6

Marketing and promoting all African destinations.

With the establishment of a single continental free trade area by the AU strategy, tourism must be at the forefront.

Strategic Activities:

üOrganize/Attend/Participate at Fairs and other MICE programs that benefit Africa and its destinations.

üUse online, digital and social media platforms to market Africa and its destinations.

üFocus on positive news and facilitate such news to be told by the Africans themselves.

üUpgrade and effectively use the website to communicate and market Africa

üUse print media and other traditional methods to promote Africa

üEngage with all relevant stakeholders (MEDIA HOUSES) creating strategic partnerships

A WORLD TO BE DISCOVERED!