African Association of Women in Tourism and Hospitality
AAWTH is a nonprofit membership association founded in 2021 that empowers women of African descent in tourism and hospitality across 17+ countries through tiered memberships, the Upskill Her Africa leadership and mentorship initiative, and partnerships with global industry bodies.
- Company typePrivate
- Founded2021
- HeadquartersSuffolk, United States
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingServices
What African Association of Women in Tourism and Hospitality does
African Association of Women in Tourism and Hospitality (AAWTH) is a nonprofit professional association founded in 2021 by Amaka Amatokwu-Ndekwu and Daphne Spencer, headquartered in Virginia, USA with a planned regional headquarters in Accra, Ghana. Its mission is to empower, promote, and develop women of African descent occupying roles across the tourism and hospitality value chain, spanning travel agents, tour operators, hoteliers, hospitality professionals, food and beverage operators, aviation, MICE, and students aged 18-32. The organization operates as a Pan-African community of female changemakers present in 17+ countries, including Botswana, DR Congo, Ghana, Kenya, Mauritius, Mozambique, Namibia, Nigeria, Rwanda, Senegal, South Africa, Uganda, Zimbabwe, plus diaspora markets in the USA, UK, and UAE.
AAWTH's core product is the Upskill Her Africa initiative, which bundles four programs: the High Impact Leadership Program (AHIP) for senior executives, the Student Development Program (ASDP), the Accelerator Program (AAP) for entrepreneurs, and the Lean on Me Mentoring & Coaching Program (LOM). The association monetizes primarily through a tiered annual subscription membership model: Individual ($100), Associate ($150), Corporate Individual ($250 for three executive members), Corporate ($350), and a free Student tier. Adjacent products include the Pyne Awards, Africa's first hospitality and tourism awards established in Nigeria. Marketing and member acquisition run through a community-led, event-driven GTM motion using LinkedIn, Instagram, the website aawth-africa.org, webinars, conferences, and partnerships with industry organizations.
Underlying technology is non-proprietary: a WordPress-based website with WooCommerce-style product pages for membership tiers, a basic login/registration portal, and standard social channels. No software, API, mobile app, or AI capabilities are disclosed. AAWTH has established strategic MOUs with the World Tourism Association for Culture and Heritage (WTACH), the Boutique Lifestyle Leaders Association (BLLA), and the Travel Industry Executive Women's Network (TIEWN), enabling cross-promotion, joint educational initiatives, and combined membership structures across multiple time zones.
African Association of Women in Tourism and Hospitality firmographics
Firmographics- Name
- African Association of Women in Tourism and Hospitality
- Legal name
- African Association of Women in Tourism and Hospitality
- Website
- https://aawth-africa.org
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- AAWTH is a nonprofit membership association founded in 2021 that empowers women of African descent in tourism and hospitality across 17+ countries through tiered memberships, the Upskill Her Africa leadership and mentorship initiative, and partnerships with global industry bodies.
- Ownership category
- akta.pro rank
African Association of Women in Tourism and Hospitality industry classification
Industry- Product category
- Professional Association Services
- NAICS
- Professional Organizations (81392), Business Associations (813910), Human Rights Organizations (813311)
- SIC
- Services-Membership Organizations (8600), Services-Educational Services (8200)
- akta.pro primary industry
- International & Local Implementing NGOs (HLAJAKAD)
Keywords
Where African Association of Women in Tourism and Hospitality is headquartered
LocationHeadquarters
- HQ city
- Suffolk
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
African Association of Women in Tourism and Hospitality business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Others
Revenue model
- Membership Fees: AAWTH generates revenue through tiered membership fees including Individual ($100), Associate ($150), Corporate Individual ($250), Corporate ($350), and free Student memberships. The association also collects fees for the Upskill Her Africa mentorship/mentee programs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Individual Membership - $100 per year |
| Subscription | Annual | Associate Membership - $150 per year |
| Subscription | Annual | Corporate Individual Membership - $250 per year |
| Subscription | Annual | Corporate Membership - $350 per year |
| Freemium | Annual | Student Membership - Free |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
African Association of Women in Tourism and Hospitality product offering
Product offeringCore offering
AAWTH is a membership-based professional association that serves African-descent women working in tourism and hospitality across Africa and the diaspora. It sells tiered annual memberships (Individual, Associate, Corporate Individual, Corporate, and Student) and runs the Upskill Her Africa initiative, which includes leadership development, student development, accelerator, and mentorship programs for industry professionals.
Product overview
AAWTH is a membership-based professional association that serves African-descent women in the tourism and hospitality industry. The organization offers a tiered membership structure (Individual, Associate, Corporate Individual, Corporate, and Student) providing access to networking, advocacy, mentorship, scholarships, education, and professional development resources. The flagship Upskill Her Africa Initiative encompasses four programs: the High Impact Leadership Program (AHIP) for senior executives, Student Development Program (ASDP) for students, Accelerator Program (AAP) for entrepreneurs, and Lean on Me Mentoring & Coaching Program (LOM) for young professionals. The association also organizes the Pyne Awards, Africa's first hospitality and tourism awards established in Nigeria.
Differentiator
Problem solved
Functional benefit
Brands
- Upskill Her Africa: A project initiative by AAWTH that aims to upskill women through leadership programs, mentorship, and professional development. Between 2022-2023 it aimed to empower 2500 women. Includes programs: AAWTH High Impact Leadership Program (AHIP), AAWTH Student Development Program (ASDP), AAWTH Accelerator Program (AAP), and Lean on Me Mentoring & Coaching Program.
Products and services
- Upskill Her Africa Initiative A flagship empowerment initiative offering multiple tracks including AAWTH High Impact Leadership Program (AHIP), AAWTH Student Development Program (ASDP), AAWTH Accelerator Program (AAP), and Lean on Me Mentoring & Coaching Program for women in tourism and hospitality.
- Individual Membership Basic annual membership tier at $100 for individual tourism and hospitality professionals including travel agents, tour operators, education practitioners, hospitality professionals, hoteliers, and food & beverage professionals.
- Associate Membership Annual membership tier at $150 for service providers, vendors, industry partners, and allied industries supporting the tourism and hospitality sector.
- Corporate Individual Membership Annual membership tier at $250 for organizations represented by 3 executive members.
- Corporate Membership Annual membership tier at $350 for associations, hospitality, travel, and tourism organizations.
- Student Membership Free annual membership tier for students aged 18-32 in high schools, colleges, and universities pursuing hospitality and tourism studies.
Quantifiable outcome
- Upskill Her Africa initiative aims to empower 2500 women between 2022-2023
- +1 more outcomes
Companies that use African Association of Women in Tourism and Hospitality
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
African Association of Women in Tourism and Hospitality technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
African Association of Women in Tourism and Hospitality partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Boutique Lifestyle Leaders Association (BLLA)coreBLLA, a global organization for verified boutique hotels and lifestyle leaders, partnered with AAWTH to cross-promote diverse leadership and companies, coordinate joint programs including virtual conferences, educational initiatives, joint membership structures, trend reports, and studies across multiple time zones.
- Travel Industry Executive Women's Network (TIEWN)coreTIEWN, a global organization for travel, tourism, and hospitality executives, partnered with AAWTH to support women and diversity in the industry. The partnership includes joint programs, educational initiatives, and a combined membership structure to advance women in leadership roles globally.
- World Tourism Association for Culture and Heritage (WTACH)coreWTACH and AAWTH signed an MOU to implement training and advance their complementary agendas. The partnership focuses on training, upskilling, and empowerment of African women in the tourism sector, with both organizations working toward an inclusive future for Africa's tourism industry including setting basic professional standards.
- African Food NetworkminorAAWTH endorsed the African Food Network based on the brand's commitment to promotion of African food culture and development of African Culinary Tourism through initiatives such as the recurrent African Food and Drinks Festival held in various parts of the continent.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
African Association of Women in Tourism and Hospitality competitors and assessment
Company assessmentBroad incumbents
- UN World Tourism Organization (UNWTO): United Nations specialized agency for tourism responsible for promoting sustainable and accessible tourism globally. Comparable as the highest-level incumbent in tourism policy and standards, against which AAWTH positions its advocacy mission.
- World Travel & Tourism Council (WTTC): Global industry council representing the travel and tourism private sector to governments and international bodies. Comparable as a broader incumbent operating in the same tourism policy and advocacy space AAWTH seeks to influence.
Regional players
- African Travel Association (ATA): Africa-focused travel industry association promoting tourism across the continent. Comparable as a regional membership body for tourism professionals, though broader in scope than AAWTH's women-only focus.
Direct peers
- Women in Travel CIC: UK-based social enterprise supporting women across the travel and tourism industry through mentoring, events, and professional development. Directly comparable as a women-focused travel industry community with similar programming model.
- Travel Industry Executive Women's Network (TIEWN): Global organization for travel, tourism, and hospitality executives, and a core partner of AAWTH since 2022. Directly comparable as a women-focused professional network in the travel and tourism industry.
- The Castell Project: US-based nonprofit focused on advancing women into senior leadership in the hospitality industry. Comparable as a women-in-hospitality leadership pipeline organization with similar professional development and mentorship programming.
- Women in Hospitality Nigeria (WIHN): Nigeria-based association for women in hospitality, founded by AAWTH co-founder Amaka Amatokwu-Ndekwu. Directly comparable as a sister organization targeting women in the same industry and geography, with overlapping leadership.
- World Tourism Association for Culture and Heritage (WTACH): Strategic partner under formal MOU with AAWTH focused on training, upskilling, and empowerment in tourism. Comparable as a global membership-driven tourism association with overlapping standards-setting and advocacy agendas.
- Boutique Lifestyle Leaders Association (BLLA): Global organization for verified boutique hotels and lifestyle leaders, and a core partner of AAWTH since 2022. Comparable as a membership-based hospitality industry association offering networking, education, and advocacy.
Others
- Hospitality Net: Global hospitality industry news, information, and networking platform serving hoteliers and hospitality professionals. Comparable as an ecosystem enabler reaching the same professional audience AAWTH serves through content and community.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
African Association of Women in Tourism and Hospitality social profiles
Digital presenceAfrican Association of Women in Tourism and Hospitality financial estimates
Financial estimateRevenue estimate
Valuation estimate
African Association of Women in Tourism and Hospitality leadership team
Management profileNumber of profiles
Profiles22 records
African Association of Women in Tourism and Hospitality funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
African Association of Women in Tourism and Hospitality M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about African Association of Women in Tourism and Hospitality
What does African Association of Women in Tourism and Hospitality do?
AAWTH is a membership-based professional association that serves African-descent women working in tourism and hospitality across Africa and the diaspora. It sells tiered annual memberships (Individual, Associate, Corporate Individual, Corporate, and Student) and runs the Upskill Her Africa initiative, which includes leadership development, student development, accelerator, and mentorship programs for industry professionals.
Is African Association of Women in Tourism and Hospitality a public or private company?
African Association of Women in Tourism and Hospitality is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was African Association of Women in Tourism and Hospitality founded?
African Association of Women in Tourism and Hospitality was founded in 2021. It employs 5,001 to 10,000 people.
Where is African Association of Women in Tourism and Hospitality based?
African Association of Women in Tourism and Hospitality is headquartered in Suffolk, United States, in the North America region.
How does African Association of Women in Tourism and Hospitality make money?
One revenue line is on record: membership Fees.
Who are African Association of Women in Tourism and Hospitality's main competitors?
Broad incumbents on record are UN World Tourism Organization (UNWTO) and World Travel & Tourism Council (WTTC). African Travel Association (ATA) is listed as a regional player. Direct peers are Women in Travel CIC, Travel Industry Executive Women's Network (TIEWN), The Castell Project, Women in Hospitality Nigeria (WIHN), World Tourism Association for Culture and Heritage (WTACH) and Boutique Lifestyle Leaders Association (BLLA). Hospitality Net is listed as an others.
Does African Association of Women in Tourism and Hospitality have an API?
No public API is recorded for African Association of Women in Tourism and Hospitality.
What industry is African Association of Women in Tourism and Hospitality in?
African Association of Women in Tourism and Hospitality's product category is Professional Association Services. Its primary akta.pro industry code is HLAJAKAD, International & Local Implementing NGOs. Its NAICS code is 81392 and its SIC code is 8600.