Africa Tourism Leadership Forum

What Africa Tourism Leadership Forum does

Africa Tourism Leadership Forum (ATLF) is a Pan-African dialogue platform that convenes stakeholders across Africa's travel, tourism, hospitality, and aviation sectors to network, share insights, and coordinate strategies for intra-Africa travel and tourism growth. Founded in 2018 and organized by Africa Tourism Partners and BDO South Africa, ATLF has held seven annual editions across South Africa, Rwanda, and Botswana, with the eighth edition scheduled for 2-4 September 2026 at Meropa Casino & Entertainment World in Polokwane, Limpopo. The organization's core product is the annual forum itself, supplemented by a portfolio of sub-products: the Africa Tourism Leadership Awards (the first Pan-African tourism awards program), Creatives Connect Afrika (a creative industries platform under the AfCFTA Protocol on Trade in Services), the Africa Youth in Tourism Innovation Challenge, and the AfCFTA Forum on Tourism, Creatives, and Cultural Industries. Target audiences include government tourism officials and Heads of National Tourism Organizations, tourism industry CEOs, women and youth entrepreneurs, tourism SMEs, global investors, and industry innovators.

ATLF operates an event-driven go-to-market motion with a community-led engagement layer. The forum does not charge delegate registration fees; instead, it monetizes through corporate and institutional sponsorships and co-convening partnerships with a small set of strategic backers, including BDO South Africa, UNWTO, AfCFTA, and host-destination partners such as Limpopo Tourism Agency and LEDET. Distribution is run through annual in-person forums held across different African cities, an online registration portal, discounted hotel and airline partner arrangements for delegates, and a digital presence spanning website, LinkedIn, Facebook, X, YouTube, Instagram, TikTok, and email newsletters.

ATLF is not a technology company. Its operations are event- and relationship-based, relying on standard digital channels for marketing and online forms for delegate registration. The organization has no proprietary software products, no disclosed AI/ML capabilities, no API integrations, and no app products. Its competitive positioning rests on convening authority, institutional partnerships, and brand equity built over seven consecutive editions, rather than on technology or data assets.

Name

Africa Tourism Leadership Forum

Legal name

Africa Tourism Leadership Forum

Website

https://tourismleadershipforum.africa

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Africa Tourism Leadership Forum (ATLF) is a Pan-African dialogue platform convening stakeholders across 55+ African countries in travel, tourism, hospitality, and aviation through annual forums, awards, and innovation challenges. Founded in 2018, it monetizes via sponsorships rather than delegate fees.

Ownership category

akta.pro rank

Product category

Tourism Industry Events

NAICS

Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920), Business Associations (813910)

akta.pro primary industry

Executive Leadership Summits (C-Suite, Board, Strategy Offsites) (THAHAMAA)

akta.pro secondary industries

Executive Summits & Invitation-Only Forums (MPAGAGAK), Product & Innovation Summits (Roadmap, Launch Readiness, Innovation Days) (THAHAMAG), Training, Enablement & Talent Development Summits (THAHAMAH)

Keywords

• Pan-African tourism forum
• Travel industry events
• Tourism leadership awards
• Intra-Africa travel dialogue
• Hospitality sector networking

Headquarters

HQ city

Midrand

HQ country

South Africa

HQ region

Africa

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Event Sponsorships: Corporate and institutional sponsorships supporting the annual forum and awards ceremonies. The organization partners with global brands, hospitality companies, and tourism boards.
2. Partnership and Convening Fees: Revenue from strategic partnerships with organizations like Africa Tourism Partners and BDO South Africa who co-convene the forum.
3. Complimentary Registration Model: Registration for delegates is complimentary; the forum generates revenue through sponsorship and partnership arrangements rather than attendee fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Africa Tourism Leadership Forum (ATLF) convenes an annual Pan-African forum, awards program, and complementary platforms (Creatives Connect Afrika, Africa Youth in Tourism Innovation Challenge, AfCFTA Forum on Tourism, Creatives, and Cultural Industries) that bring together government officials, tourism business leaders, investors, and entrepreneurs from Africa's travel, tourism, hospitality, and aviation sectors. Registration is complimentary for delegates, with revenue generated through corporate sponsorships and strategic partnerships with co-convenors Africa Tourism Partners and BDO South Africa.

Product overview

Africa Tourism Leadership Forum (ATLF) is a Pan-African dialogue platform that serves as the only forum of its kind in Africa highlighting tourism as a major economic pillar to diversify African economies. The organization operates a portfolio of interconnected products: the core ATLF annual forum bringing together travel, tourism, hospitality, and aviation stakeholders; the Africa Tourism Leadership Awards recognizing Pan-African innovation and excellence; Creatives Connect Afrika focused on creative and cultural industries under AfCFTA; the Africa Youth in Tourism Innovation Challenge for youth empowerment; and the AfCFTA Forum on Tourism, Creatives, and Cultural Industries for policy dialogue. The forum is convened by Africa Tourism Partners and BDO South Africa.

Differentiator

Problem solved

Functional benefit

Products and services

• Africa Tourism Leadership Forum (Annual Forum) Annual Pan-African forum convened by Africa Tourism Partners and BDO South Africa that brings together ministers, NTO heads, travel/tourism/hospitality/aviation executives, investors, and entrepreneurs for B2B/B2G networking, policy dialogue, masterclasses, awards, and fam trips aimed at growing intra-Africa travel and tourism.
• Africa Tourism Leadership Awards The first Pan-African travel and tourism awards program recognizing innovation, excellence, and change-making by African tourism leaders, with nominations and winners published annually since 2018.
• Creatives Connect Afrika A creative industries platform aligned with the AfCFTA Protocol on Trade in Services, celebrating dynamic sectors of tourism, creatives, and cultural industries in Africa.
• Africa Youth in Tourism Innovation Challenge A youth-focused innovation competition aimed at empowering young African entrepreneurs in the tourism sector through capacity building, mentorship, and exposure to investors and industry leaders.
• AfCFTA Forum on Tourism, Creatives, and Cultural Industries A strategic forum co-hosted with AfCFTA that convenes stakeholders to advance sustainable tourism and cultural development through policy dialogue aligned with the AfCFTA Protocol on Trade in Services.

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• Limpopo Tourism AgencyflagshipStrategic or Co-development Partner · 1 January 2026Host destination partner for the 2026 Forum in Polokwane, Limpopo. The agency coordinates local tourism promotion, venue arrangements, and destination showcase for the annual event.
• LEDET (Limpopo Economic Development, Environment and Tourism)coreStrategic or Co-development Partner · 1 January 2026Provincial government department supporting the 2026 Forum hosting in Limpopo. LEDET provides official backing and coordination with provincial tourism initiatives.
• AfCFTA (African Continental Free Trade Area)flagshipStrategic or Co-development Partner · 1 January 2023Co-host of the AfCFTA Forum on Tourism, Creatives, and Cultural Industries, aligned with the AfCFTA Protocol on Trade in Services. This partnership celebrates dynamic sectors and advances Africa's economic competitiveness through sustainable tourism.
• UNWTO (World Tourism Organization)coreStrategic or Co-development Partner · 1 January 2023Strategic partner providing global tourism expertise and international visibility. UNWTO association enhances the forum's credibility and connects ATLF with global tourism policy frameworks.
• Africa Tourism PartnerscoreStrategic or Co-development Partner · 1 January 2018Primary convenor and organizer of the Africa Tourism Leadership Forum. Africa Tourism Partners is the driving force behind ATLF, responsible for structuring and executing the annual forum and awards programs across Africa.
• BDO South AfricacoreStrategic or Co-development Partner · 1 January 2018Co-convenor of the Africa Tourism Leadership Forum. BDO South Africa brings professional services expertise and credibility to the forum's operations and governance.
• Africa MICE AcademyminorStrategic or Co-development PartnerTraining and education partner focused on MICE (Meetings, Incentives, Conferences, and Exhibitions) industry development across Africa.
• Marriott InternationalminorGTM or Marketing PartnerSponsored cocktail event at the 2022 Forum in Botswana, demonstrating hospitality industry partnership for delegate engagement.
• SAACI (Southern African Association for the Conference Industry)minorStrategic or Co-development PartnerRegional industry association for conference and meeting professionals, supporting industry standards and networking within Southern Africa.
• MillvestminorStrategic or Co-development PartnerInvestment and development partner contributing to tourism infrastructure and investment discussions at the forum.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ITB Berlin: ITB Berlin is the world's largest travel trade show, with a dedicated Africa hall and conference programming covering the continent. Comparable as a broad incumbent convening global tourism trade, including Africa-focused content and exhibitors that overlap with ATLF's audience.
• World Travel & Tourism Council (WTTC): WTTC is a global forum for the travel and tourism industry convening CEOs, governments, and policymakers at events such as its Global Summit. Comparable to ATLF as a policy and leadership convening platform, though operating at global rather than continental scale.

Direct peers

• Africa Travel Association (ATA): ATA is a US-based trade association promoting travel and tourism to and within Africa, hosting events and capacity-building programs for African tourism professionals. Comparable as a Pan-African tourism convening body with overlapping membership, awards, and policy objectives.
• Africa Hotel Investment Forum (AHIF): AHIF is the leading Africa-focused hospitality investment conference connecting hotel investors, operators, and policymakers. Comparable to ATLF because both convene African tourism and hospitality leaders, government officials, and global investors around deal-making and policy dialogue.
• IBTM Africa: IBTM Africa is a meetings, incentives, conferences, and exhibitions (MICE) industry event focused on the African market, bringing together corporate buyers and suppliers. Comparable to ATLF in its B2B convening format targeting African business events and tourism stakeholders.
• World Travel Market (WTM) Africa: WTM Africa is a flagship B2B travel and tourism trade exhibition held annually in Cape Town, attracting exhibitors, buyers, and tourism officials from across the continent. It competes directly with ATLF for the same pool of African tourism sponsors, exhibitors, and government delegations.
• AviaDev Africa: AviaDev is a specialist conference connecting African aviation, tourism, and government stakeholders to develop intra-African air connectivity. Like ATLF, it targets airline, tourism authority, and policy audiences in Africa with a curated forum format.

Emerging players

• Africa MICE Academy: Africa MICE Academy is a training and education partner focused on developing the MICE industry across Africa. Comparable to ATLF's youth and masterclass tracks in building African tourism and events capacity, and is already an ATLF partner.
• SAACI (Southern African Association for the Conference Industry): SAACI is a regional industry association for conference and meeting professionals in Southern Africa, supporting industry standards and networking. Already a listed ATLF partner, it is comparable as a regional MICE industry body with overlapping stakeholder base.

Others

• Africa Tourism Partners: Africa Tourism Partners is the convening organization behind ATLF and is operationally inseparable from it. Included as a peer because it is the operating entity through which the forum is structured, rather than an independent competitor.

Market position

Strengths4 records

Weaknesses2 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/atl_forum
• YouTubeyoutube.com/channel/UCGFEbgZSruv7Tdr2IM57ffg/featured
• Facebookfacebook.com/AfricaTourismLeadershipForum
• LinkedInlinkedin.com/company/africa-tourism-leadership-forum-awards
• Instagraminstagram.com/africatourismforum?igsh=MTBrd2JvZ3d0eHpyNw==
• TikToktiktok.com/@africatourismforum?_t=8nqwLeorauk&_r=1

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 Leadership Forum