African Tourism Board officially launched today

Pretoria, South Africa – African Tourism Board Chairman Cuthbert Ncube today officially declared the African Tourism Board open and operational after less than 2 years in the making and more than 400 members included in 36 African and 25 non-African countries.

Download the ATB charter as a PDF

It is a New Dawn for the Continent as we usher in the voice of Africa by Africa in Africa, Chairman Mr. Cuthbert Ncube announced.

It’s the birth of the African Tourism Board (ATB)  whose mandate is to drive the vision and the aspirations of more than 1,323,568,478 people in Africa.

ATB is ready to represent our Nations whose pride is vested on its untapped resources. Africa arises and synergies your efforts.

ATB is officially at your disposal as the only tool and voice that will unify our efforts and bring hope and change to the masses through sustainable tourism projects.

As we embark on this journey I am honored to be working with a team who have vested their energy and expertise with a wealth of experience in the Travel and Tourism sector in fulfilling the objectives of ATB.

May I take this time to invite our strategic partners, Affiliate Members, and all Tourism Bodies across the continent to join hands with us as we fulfill the mandate of people.

Leading ATB as the Chairperson my mandate is to serve with humility and uncompromising the integrity of our diverse societies, my conviction is ATB in Africa for Africans by Africans together we can go a long way yet segmented we might go faster and limit our destinations.”

African Tourism Board started as an initiative by the International Coalition or Tourism Partners (ICTP)under chairman Juergen T Steinmetz.

Steinmetz said: “Many of you know me as the Publisher of eTurboNews. African Tourism Board started with an idea. The idea developed into a project and grew way beyond this in a very short time frame.

I am so proud to witness and be part of the amazing progress of this new organization and hear the excitement among our motivated team and members. This excitement is echoed across the African continent and beyond.

I am also so grateful to my all African colleagues on the Executive Board allowing me to stay on as your CMCO.

We are inviting members to present projects and ideas to us and will be introducing communication groups.

I am also excited to announce the creation of African Tourism and Convention Marketing (ATCM).

The African Tourism and Convention Marketing (ATCM) is an independent corporate entity based in the United States and other countries.
Services are exclusively available to benefit members of the African Tourism Board. ATCM is working with members for members.
ATCM may sometimes reach out to third-party contractors if no members are available to provide needed services. 

Get ready for the ride!”

COO Simba Mandinyenya said:

The new kid, African Tourism Board (ATB) is up and running. Based on the plans being crafted by the Board, Africa’s tourism space will soon be enjoying some fantastic hospitality events and projects that will have an immediate impact on the continent’s tourism development trajectory.

ATB will soon be sharing with Stakeholders ( private and public, big and small) these plans. We invite you to keep watching this space.

ATB is established in response to the right move by the continent’s political leadership to move the emancipation agenda from the political to the economic front.

ATB is all about wholesome sustainable development of tourism on the beloved continent.

Engagement with key Africa tourism development partners is at an advanced stage.

If this is exciting to you, please come join us and be part of a revolution that will forever change tourism in Africa, One Destination of Choice in the World.

CEO Doris Wörfel said:

It is a great pleasure for me to announce the launch of the African Tourism Board and its marketing company, African Tourism and Convention. Africa has long been waiting for an institution that connects the public sector with the private sector to facilitate, advance and promote tourism growth and development on a Continental level.

African Tourism Board was soft-launched in April 2019 at WTM Africa in Cape Town, and since then has been restructured by a new strategic framework:

ATB is an Africa-based company to benefit Africa and its people and is perfectly positioned to provide the strategic platform for any topics of common interest relating to the tourism sector.

The aim of the African Tourism Board is not only to further grow and sell well-known and established tourism destinations, but also to benefit the many underdeveloped regions with the highest tourism potential.

Strategic partnerships between private sectors are the key for ATB to sustainable growth and development in the African tourism sector to improve the livelihood of African people by job creation.

A unique tool adds more value to ATB: To productively promote Africa to the Global Source Markets, the African Tourism Board is affiliated with the marketing orientated company, “African Tourism and Convention Marketing” to implement events, programs and projects related to promoting tourism on the Continent.

Join us on the journey to become this unique, extraordinary, and fascinating Continent ONE Tourism Destination of Choice in the World! I am looking forward to welcoming you on Board!

About African Tourism Board:

  • Philosophy:
    Tourism as a Catalyst for Unity, Peace, Growth, Prosperity, Job Creation for the People of Africa
  • Vision:
    Where Africa becomes ONE tourism destination in the WORLD
  • Code of Ethics:
    ATB supports the UNWTO Global Code of Ethics for Tourism which highlights the “decisive and central” role of UNWTO, as recognized by the General Assembly of the United Nations, in promoting and developing tourism with a view to contributing to economic development, international understanding, peace, prosperity, and universal respect for, and observance of human rights, and fundamental freedoms for all without distinction and without any form of discriminations.
  • The  Board provides leadership and counsel on an individual and collective basis to its member organizations.
  • The African Tourism Board provides an effective platform for both the public and private sector to engage and reach out.

More information on African Tourism Board is available on

More information on African Tourism and Convention marketing is available on

Download a PDF brochure:

Download the ATB charter as a PDF :

Contact ATB at

Join African Tourism Board at