The African Travel and Tourism Association (ATTA) has revamped its membership structure as it takes a new strategic direction.
Five membership tiers – Network, Business, Growth, Strategic and Leadership – will replace the existing model, which was based on whether members were ‘suppliers’ or ‘buyers’.
Existing members have been recommended the most relevant tier but will be able to progress. Membership fees start from £250.
The association said it will also strengthen its advocacy on behalf of its members, expand market intelligence and insight, develop strategic partnerships and amplify African voices,as well as continuing and growing its award-winning events programme.
The structure will take effect from the beginning of ATTA’s new membership year on 1 October 2026.
ATTA Group Chief Executive Virginia Messina said: “Africa’s position as the world’s fastest-growing tourism region during the first half of this year demonstrates the continent’s resilience, the strength of its international appeal and enormous opportunities.
“Growing consumer interest, improving connectivity, developing source markets and investment in new products and experiences are opening new possibilities across the continent. ATTA’s new strategy and membership structure are designed to help our members understand, access and shape those opportunities.
“Realising that potential will require a stronger collective voice and closer collaboration between tourism businesses, governments, global partners and investors. It also requires growth that creates lasting value for local economies and communities while protecting the natural and cultural assets on which tourism depends.
“For more than three decades, ATTA has been trusted to connect African tourism with the world. Our next chapter builds on that heritage while responding to how our industry and the needs of our members are changing.
“Our new membership structure recognises that a small emerging business, an established tourism company and a major international organisation will require different levels of support and engagement. It gives businesses a clearer choice and creates a pathway through which their relationship with ATTA can grow alongside their ambitions.”
