Africa Tourism Partners

What Africa Tourism Partners does

Africa Tourism Partners (ATP) is a privately held Pan-African tourism development and strategic destination marketing advisory firm headquartered in Midrand, South Africa, with additional offices in Ghana and East & Central Africa. The firm provides professional consulting services across strategy formulation, research, master planning, investment facilitation, sales and market representation, training, and event staging, targeting government tourism organizations, tourism boards, hotels, lodges, private operators, MICE event organizers, and tourism investors. Its service portfolio spans travel, tourism, hospitality, aviation, and golf sub-industries, and is delivered through a sales-led and event-driven go-to-market approach anchored by six recurring flagship events including the Africa Tourism Leadership Forum & Awards (8th edition scheduled for September 2-4, 2026 in Polokwane, South Africa), the Africa Youth In Tourism Innovation Summit, the Africa Business Tourism & MICE Masterclass, the Africa Tourism Innovation Hub, the Africa Blue Economy Summit, and the Women In Tourism Summit.

Revenue mechanics are professional services-based across four streams: tourism strategy advisory, investment facilitation, event management and training, and sales and market representation. Pricing is quote-based and bespoke to client needs rather than publicly disclosed. The firm claims a team of professionals with over 80 years of combined industry experience operating across an 11-50 headcount range. ATP is UNWTO-recognized and maintains a partnership ecosystem with the UN World Tourism Organisation, the AfCFTA Secretariat, BDO, the Africa Tourism Private Sector Alliance (ATPSA), the Rwanda Convention Bureau, IATA, WTTC, and ICCA, providing it continental institutional reach and credibility in policy-aligned tourism development work.

Underlying technology is light: ATP operates a corporate website and the Africa Tourism Innovation Hub (atih.africa) platform, but no proprietary AI, data, or software products are disclosed. The business is fundamentally a people-led advisory practice monetized through project fees, event sponsorship, and training programs. No funding rounds, M&A activity, patents, certifications, or management team details are publicly disclosed in the available source data, and the firm is privately held with no known institutional investors.

Name

Africa Tourism Partners

Legal name

Africa Tourism Partners

Website

https://africatourismpartners.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Africa Tourism Partners is a privately held, UNWTO-recognized Pan-African tourism development and destination marketing advisory firm headquartered in South Africa, serving government tourism boards, hospitality operators, and tourism investors across Africa through consulting services, investment facilitation, and a portfolio of six flagship industry events.

Ownership category

akta.pro rank

Product category

Tourism Consulting & Advisory Services

NAICS

Convention and Trade Show Organizers (56192), Advertising Agencies (54181)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Tourism Trade & Services Exports Development (BPADAMAO)

akta.pro secondary industry

Sustainability Training, Consulting & ESG Advisory (Operational Playbooks, Staff Training) (THAAANAL)

Keywords

• Tourism advisory services
• Destination marketing
• Tourism strategy consulting
• MICE industry consulting
• Tourism investment facilitation

Headquarters

HQ city

Midrand

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Tourism Strategy Advisory Services: Professional consulting services for tourism strategy formulation, destination marketing, and brand strategies including project management and implementation support.
2. Investment Facilitation: Connecting clients with potential investors and securing funding for tourism development projects and vision realization.
3. Event Management & Training: Staging signature business tourism events, exhibitions, and providing training in market readiness, access, and development for the African tourism industry.
4. Sales & Market Representation: Market representation and sales strategies to expand reach and generate more sales through targeted marketing approaches.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Africa Tourism Partners provides Pan-African tourism development and strategic destination marketing advisory services, including strategy formulation, research, master planning, investment facilitation, sales & market representation, MICE consulting, and training, complemented by staging of signature business tourism events across the travel, tourism, hospitality, aviation, and golf sub-industries. The firm serves government tourism bodies, destination marketing organizations, and private tourism operators across multiple African countries.

Product overview

Africa Tourism Partners (ATP) is a Pan-African tourism development and strategic destination marketing advisory firm offering a portfolio of six flagship events and six consulting services. The flagship events include the Africa Tourism Leadership Forum & Awards, Africa Youth In Tourism Innovation Summit, Africa Business Tourism & MICE Masterclass, Africa Tourism Innovation Hub, Africa Blue Economy Summit, and Women In Tourism Summit. The consulting services encompass strategy formulation & project management, investment facilitation, sales & market representation, training in market readiness, destination marketing, MICE strategy, brand management, and golf tourism advisory. The firm operates across travel, tourism, hospitality, aviation, and golf sub-industries with a global network of strategic partners.

Differentiator

Problem solved

Functional benefit

Brands

• Africa Tourism Leadership Forum & Awards: Annual flagship forum and awards ceremony organized by the company
• Africa Youth In Tourism Innovation Summit (AYITIS)
• Africa Business Tourism & MICE Masterclass
• Africa Tourism Innovation Hub
• Africa Blue Economy Summit
• Women In Tourism Summit
• Africa Tourism Private Sector Alliance (ATPSA)

Products and services

• Strategy Formulation & Project Management Strategic planning, research, and project management services for tourism development, delivered to government agencies, tourism boards, and private tourism operators across Africa.
• Investment Facilitation Connecting tourism ventures with potential investors and facilitating funding acquisition and project realization for African tourism and hospitality projects.
• Sales & Market Representation Targeted marketing and sales strategies that expand client reach and generate sales for tourism organizations and operators in African and international markets.
• Training in Market Readiness, Access & Development Skills development and training programs that equip tourism industry professionals with the market knowledge needed to compete in the African tourism industry.
• Staging of Signature Business Tourism Events & Exhibitions Planning and execution of business tourism events and exhibitions that connect tourism stakeholders, generate leads, and deliver measurable outcomes for sponsors and clients.
• Golf Tourism Advisory & Project Management Specialized advisory, strategic development, event planning, and operational management services for the golf tourism market across Africa.
• Africa Tourism Leadership Forum & Awards Annual pan-African forum bringing together tourism stakeholders to discuss innovation, sustainable development, and intra-African travel, anchored by an awards ceremony recognizing industry leaders.
• Africa Youth In Tourism Innovation Summit Summit focused on youth engagement and innovation in African tourism, supporting the next generation of tourism entrepreneurs and leaders.
• Africa Business Tourism & MICE Masterclass Educational masterclass program covering Meetings, Incentives, Conferences, and Exhibitions (MICE) strategy and project management across Africa.
• Africa Tourism Innovation Hub Platform dedicated to fostering innovation in African tourism, operated as an online hub for tourism innovation initiatives.
• Africa Blue Economy Summit Summit addressing sustainable blue economy development in Africa with a focus on marine and coastal tourism.
• Women In Tourism Summit Summit focused on empowering women in the African tourism industry and promoting gender equality across the sector.

Quantifiable outcome

• Measurable ROI delivered to clients through world-class, value-for-money services

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core, major and supporting.

• UN World Tourism Organisation (UNWTO)coreStrategic or Co-development Partner · 22 March 2026Strategic support partner for Africa Tourism Leadership Forum and Awards. UNWTO provides institutional backing and global tourism expertise to ATP's flagship events and initiatives across Africa.
• AfCFTA SecretariatcoreStrategic or Co-development Partner · 22 March 2026Strategic support partner for Africa Tourism Leadership Forum, bringing continental trade facilitation expertise and AfCFTA implementation support to tourism development initiatives.
• BDOcoreStrategic or Co-development Partner · 22 March 2026Professional services partner providing audit, advisory, and tax expertise to support tourism investment facilitation and financial structuring for tourism projects.
• Africa Tourism Private Sector Alliance (ATPSA)coreStrategic or Co-development PartnerATPSA is a Pan-African private sector alliance that collaborates with ATP on industry initiatives, roadshows, and advocacy for tourism development across the continent.
• Rwanda Convention BureaumajorStrategic or Co-development PartnerRwanda's national convention bureau collaborating on tourism promotion, MICE industry development, and destination marketing activities.
• IATAsupportingTechnology or IntegrationInternational Air Transport Association providing aviation industry expertise and connectivity insights for tourism development strategies.
• World Travel and Tourism Council (WTTC)supportingStrategic or Co-development PartnerGlobal travel and tourism industry advocacy organization providing research, policy guidance, and industry standards collaboration.
• ICCAsupportingStrategic or Co-development PartnerInternational Congress and Convention Association supporting MICE industry development and knowledge sharing for business events professionals.

Scale indicators3 records

Recent moves1 record

Expansion highlights4 records

Broad incumbents

• Brand USA: United States' national destination marketing organization. Comparable to ATP because it leads destination marketing, trade events, and investment promotion for an entire country's tourism sector, mirroring ATP's national-tourism-board offerings in Africa.
• Informa Markets Travel & Tourism: Global events and exhibitions group running major travel trade shows. Comparable to ATP because it operates signature travel and MICE events worldwide that compete for sponsor and delegate attention against ATP's flagship forums.
• Deloitte Travel, Hospitality & Services: Global consulting practice covering travel, hospitality, and aviation. Comparable to ATP because it advises tourism boards, hospitality operators, and investors on strategy and transactions, competing for similar mandates at the enterprise end.
• KPMG Travel, Leisure & Hospitality: Global professional services firm with a dedicated travel, leisure and hospitality practice. Comparable to ATP because it delivers strategy, investment, and operational advisory to tourism boards, hotel groups, and investors, albeit as part of a broader portfolio.

Others

• Phocuswright: Travel industry research and events company. Comparable to ATP because it provides research, advisory, and industry events for the global travel and tourism ecosystem, intersecting with ATP's research and event-based business lines.
• Euromonitor International Travel & Tourism: Global market research firm with a dedicated travel and tourism practice. Comparable to ATP because it supplies research, intelligence, and strategy support to tourism boards and operators, serving as an enabler rather than direct competitor.

Direct peers

• Twenty31 Group: Tourism strategy and destination development consulting firm. Comparable to ATP because it provides strategic advisory to destinations and tourism organizations on master planning, marketing, and investment readiness.
• Team Tourism Consulting: UK-based specialist tourism advisory and training firm. Comparable to ATP because it provides strategic consulting, training, and capacity-building services to national and regional tourism bodies, mirroring ATP's training and advisory model.
• Resonance Consultancy: Global place branding and destination strategy consultancy. Comparable to ATP because it sells advisory services to tourism boards and destinations for branding, marketing, and economic development, similar to ATP's destination marketing advisory.

Regional players

• South African Tourism: South Africa's national tourism marketing agency, headquartered in the same country as ATP. Comparable to ATP because it conducts destination marketing, trade shows, and investment promotion for African tourism, overlapping with several ATP service lines in the South African market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AfricaTourismPartners2021
• LinkedInlinkedin.com/company/africa-tourism-partners

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Africa Tourism Partners