Our Pillars
Our activities are supported by key pillars that we have identified. ATA's strategic pillars are the fundamental areas that we believe will shape the future of tourism in Africa. They support marketing, investment, capacity building, cultural exchange, and global engagement.
Meetings & Events
Positioning Africa as a premier global destination for meetings, incentives, conferences, and exhibitions via MEET in Africa Platform.
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Program Areas:
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Destination & Facility Promotion
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North America Engagement: Associations & organizations
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Live Events (Festivals, Concerts)
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Sporting Events (Collegiate & Professional)
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North America Road Show Development
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Partnerships with global MICE organizers
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Promotion of sustainable MICE practices
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Virtual Event Facilitation​
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Diaspora/Black Meetings
​Strategic Outcomes:
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Market Access & Business Development
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Destination Positioning & Global Visibility
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MICE Growth & Meetings Conversion
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Investment & Trade Opportunities
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Diaspora Engagement
​Connecting the global African diaspora with the continent through culture, travel, investment, and storytelling.​
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Core Programs:
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Diaspora Tourism Campaigns
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The Collective: Global network of Black travel writers, media, influencers
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BIPOC Media Engagement
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Press Trips & FAM Tours
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Diaspora Investment Opportunities
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Cultural Exchange Programs
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Virtual Events & Webinars
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Strategic Outcomes:
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Strengthen diaspora identity through travel
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Increase tourism flows
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Expand diaspora-led investment
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Amplify African storytelling
Creative Industries
Showcasing Africa’s creative excellence as a driver of culture, tourism, and global influence.
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Program Areas:
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Cultural Heritage Promotion
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Trade Mission Facilitation
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Partnerships with Film Festivals
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Promotion of Film Incentives & Subsidies
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Promotion of Concerts & Music Festivals
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Art Exhibitions & Museum Partnerships
- Promotion of African Designers & Fashion
Strategic Outcomes:
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Position African cities as cultural capitals
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Support global promotion of African creative talent
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Increase film production in Africa
Sports
Building Africa’s sports tourism landscape by connecting fans, athletes, leagues, and destinations.​
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Program Areas:
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Sports Tourism Promotion
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Engagement with Sports Entities
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Partnerships with BAL / NBA Africa
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Collegiate Outreach
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Health & Wellness Initiatives
Events Portfolio:
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Sports Tourism Investment Forum (Dakar)
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Africa Sports Business Symposium (MEA Region)
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Sports Summit during AFCON
Positioning:
Promote Africa as a hub for:
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Major sports events
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Sports business
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Adventure & wellness sports
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Investment
Driving tourism investment across Africa—from micro-enterprises to national-scale infrastructure.​
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Program Areas:
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Investment Education & Awareness
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Promotion of Investment Opportunities
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Micro: holiday homes, small tourism businesses
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SMEs
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Eco-tourism & sustainable projects
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Funding guidance
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Access to investment resources
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Support for live & virtual investor events
Strategic Purpose
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Strengthen tourism entrepreneurship
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Drive sustainable investment
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Support governments & private sector funding partnerships
