African Tourism Association Consolidated Operations
The trade body has unified its membership and events under a single not-for-profit structure to enhance industry support.
Updated on Oct. 12, 2026 in Africa
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The African Travel and Tourism Association and ATTA Group Events have merged into one organization. This consolidation introduces a five-tier membership model designed to increase commercial opportunities for tourism businesses.
Why it matters
The restructuring aims to provide members with more tailored support and better access to markets. By organizing under a unified brand, the association intends to strengthen relationships across the sector through its new Connect, Invest, and Protect strategy.
The 2026 Experience Africa event in London hosted 269 buyers from 195 companies and 205 exhibitors representing 33 countries. Organizers managed 7,865 pre-scheduled meetings during the three-day conference.
The players
Chris Mears
He recently accepted the role of Chief Commercial Officer to help lead the organization's new commercial strategy.
Virginia Messina
She serves as the Group CEO and is overseeing the merger of the association and event operations.
The details
The association has reorganized its operations into a single not-for-profit entity to streamline its global tourism focus. Chris Mears has joined the leadership team as Chief Commercial Officer to support Group CEO Virginia Messina during this transition.
Timeline
The Experience Africa event occurred in London over three days in June 2026.
This news was published on October 12, 2026.
Travel Outlook
This consolidation mirrors a broader shift toward centralized trade bodies that prioritize year-round engagement over isolated annual conferences. By integrating events and memberships, the organization is better positioned to navigate the seasonal and regional tourism fluctuations of African markets.
Tourism businesses should review the new five-tier membership model to identify which benefits align with their current commercial objectives. Members can expect more tailored support and enhanced networking access following the unification of event and membership services.
The takeaway
The unification of these entities creates a more streamlined support system for businesses operating within the African tourism market. Industry stakeholders should evaluate how the new membership tiers can facilitate better access to regional trade opportunities.
What happens next
The organization is actively recruiting for the newly created position of chief marketing and strategy officer.
Further reading
Learn more about ongoing trade developments in Africa.
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