atta®

What atta® does

ATTA® is a London-based, non-profit, member-driven trade association serving organizations involved in tourism across Africa and the Indian Ocean. Its network includes more than 900 members in 31 African countries, spanning aviation, safari and tour operations, hospitality, conservation, destination representation, and tourism technology. The association provides a member directory, news and media, jobs and advisory resources, webinars, destination information, familiarization trips, sustainability resources, and industry events including WTM London, Africa's Travel Indaba, and Essence of Africa.

ATTA generates revenue through tiered annual membership subscriptions, exhibitor packages, and event registrations. A WTM London member workstation was listed at £6,665, while membership prices and total revenue were not disclosed. Event delivery, membership operations, and web design and development are supported by On Show Solutions, ReadyMembership, and Pixl8, respectively. ATTA operates with 1-10 employees, and the supplied information discloses no funding program, acquisition activity, or AI or machine-learning capability.

Name

atta®

Legal name

African Travel and Tourism Association (ATTA®)

Website

https://atta.travel

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

ATTA® is a UK-based, member-driven trade association serving tourism businesses across Africa and the Indian Ocean through membership services, industry events, media, training, sustainability resources, and destination connections, with 900+ members in 31 African countries.

Ownership category

akta.pro rank

Product category

Tourism Trade Association

NAICS

Convention and Trade Show Organizers (561920), Convention and Trade Show Organizers (56192)

akta.pro primary industry

Travel Subscription, Membership & Deal Clubs (THAKAAAL)

akta.pro secondary industry

Sustainability & ESG Travel Intelligence (Emissions, SAF, impact data) (THALAIAL)

Keywords

• African tourism trade association
• Travel industry networking events
• Tour operator membership services
• African travel trade shows
• Sustainable tourism certification

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: ATTA® generates revenue through tiered membership fees from tourism businesses across Africa. The membership levels and fees structure is detailed on their website, with different tiers offering various benefits.
2. Event Exhibitor Packages: Revenue from trade show participation including WTM London booth space. Members pay £6,665 for workstation at WTM London, with additional exhibitor badges at £225 and £170 per subsequent badge.
3. Event Registrations: Revenue from webinars, networking events, roadshows, and trade shows. Some events are free for members while others have associated fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

ATTA® is a member-driven trade association that promotes African and Indian Ocean tourism through tiered membership services, trade shows (WTM London, Africa's Travel Indaba, Essence of Africa), networking events, webinars, and a media/news platform. The association represents over 900 African tourism businesses across 31 countries, acting as Pan-Africa's largest tourism network for accommodation, transport, tour operators, and travel specialists.

Product overview

ATTA® (African Travel and Tourism Association) is a membership-based professional association serving and supporting businesses in Africa and the Indian Ocean Islands. The organization acts as Pan-Africa's largest tourism network, representing over 900 members across 31 African countries. The offering is a unified membership platform providing access to a Directory of tourism product, News dissemination, Member Resources (including advisors, jobs board, webinars, destination information, and FAM trips), an Events Platform (trade shows, networking events, webinars, roadshows), Sustainability Resources (including certification guidance, toolkit, and charter), and an ATTA® Media Network (press releases and media requests). Key annual events include Africa's Travel Indaba in Durban, Essence of Africa International Buyers Forum, and WTM London exhibition. The organization also provides member-only login functionality for accessing restricted content.

Differentiator

Problem solved

Functional benefit

Brands

• ATTA Group Events: A division of ATTA that delivers events including Essence of Africa, an International Buyers Forum connecting Africa's tourism suppliers with global buyers.
• ATTA® Media Network
• ATTA® for Action

Products and services

• ATTA® Membership Directory A searchable directory of over 900 ATTA® member businesses operating across 31 African countries, covering accommodation, transport, travel specialists, tour operators, representation companies, and PR firms promoting tourism to Africa.
• ATTA® News & Information Platform A trusted platform for disseminating accurate and informative news from and relating to the African continent and Indian Ocean islands, enabling ATTA® members to share their news through ATTA® channels.
• ATTA® Member Resources Comprehensive resource hub offering ATTA® Advisors, Jobs Board, Professional Partners directory, Webinar Library, Destination Information, FAM Trips and Member Offers, FAQs, Middle East Aviation Updates, and Guide for Communicating Impact.
• ATTA® Events Platform Platform hosting trade shows (including WTM London, Africa's Travel Indaba, Essence of Africa), networking events, webinars, roadshows, and member training opportunities throughout the year.
• ATTA® Sustainability Resources Sustainability initiative offering ATTA® for Action program, Certification Bodies directory, Toolkit, Tools and Resources, Training and Advice, and Sustainability Charter for members.
• ATTA® Media Network Media platform providing Press Release Hub, Media Events coverage, and ATTA® Media Requests functionality for members and media organizations.
• Africa's Travel Indaba Major annual trade show taking place in Durban, South Africa, providing networking and business opportunities for African tourism stakeholders.
• Essence of Africa International Buyers Forum bringing together Africa's tourism suppliers with carefully selected global buyers in a curated, meeting-led format, hosted in rotating African destinations.
• WTM London Exhibition Stand ATTA® organized exhibition stand at World Travel Market London, the world's most influential travel and tourism marketplace, held at ExCeL London.
• ATTA® Membership Program Tiered annual membership program for tourism businesses, providing access to the directory, events, media network, resources, and trade representation. Membership levels and fees are detailed on the Levels of Membership & Fees page.

Quantifiable outcome

• Pan-Africa's largest tourism network representing buyers and suppliers across 31 African countries

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and support.

• On Show SolutionscoreStrategic or Co-development PartnerCollaboration partner for Essence of Africa International Buyers Forum. On Show Solutions brings extensive experience delivering events across Africa, working with ATTA Group Events to deliver the forum in rotating African destinations.
• ReadyMembershipsupportTechnology or IntegrationMembership software provider powering ATTA's membership management system including member directory, registrations, and member-only content access.
• Pixl8supportTechnology or IntegrationDesign and development partner responsible for ATTA website design and development.
• Tourism Ministries and AuthoritiescoreStrategic or Co-development PartnerATTA® maintains continuing dialogue with tourism ministries, tourist authorities, and associations across the African continent to represent African tourism interests at the highest levels.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• UN World Tourism Organization (UNWTO): UNWTO is the United Nations agency promoting sustainable tourism globally through policy, statistics, and education. Comparable industry-representation function to ATTA but operating as an intergovernmental body rather than a private trade association.
• World Travel & Tourism Council (WTTC): WTTC is the larger global tourism body, with member dues from major corporates, economic impact research, and global advocacy. Overlaps ATTA's industry-representation role but at a different (broader and corporate) scale.

Direct peers

• American Society of Travel Advisors (ASTA): ASTA is the long-established trade association for travel advisors and suppliers, offering advocacy, events, education, and a member directory. Same membership/value proposition as ATTA but with primary focus on the US market.
• Society of Incentive & Travel Executives (SITE): SITE is a global member-driven association for the incentive travel industry, with chapters, events, certifications, and a member directory. Highly comparable member-services and event-driven model to ATTA, even though the inbound vertical is different.
• Pacific Asia Travel Association (PATA): PATA is the closest structural analogue to ATTA: a regional, member-driven trade association representing tourism businesses across Asia Pacific, hosting buyer forums and producing industry intelligence. Same operating model, but anchored to Asia Pacific rather than Africa/Indian Ocean.
• European Tourism Association (ETOA): ETOA represents European tourism suppliers and international buyers through membership, advocacy, and trade events. Mirrors ATTA's trade-association model, member directory, and policy dialogue function, but focused on inbound European tourism.
• Skål International: Skål International is a global professional association of tourism leaders, operating through local chapters with networking events, conferences, and industry representation - very similar membership-club model to ATTA.

Others

• Reed Travel Exhibitions (WTM portfolio): Reed runs WTM London and allied travel trade fairs - the venue where ATTA hosts its Africa section. They are an ecosystem partner/competitor rather than a peer association, but share the trade-show hosting function.
• ITB Berlin (Messe Berlin): ITB Berlin is the world's largest tourism trade show, organised by Messe Berlin. Comparable to ATTA's events platform at a global scale, and a relevant indirect peer for benchmarking trade-show economics.

Emerging players

• African Tourism Board: The African Tourism Board is a newer pan-African body promoting African tourism to international markets. Competes with ATTA on the same membership and destination-marketing territory but is earlier in its development cycle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/atta

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 atta®