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 https://africantourismboard.com/wp-content/uploads/2019/08/ATBCharter2019.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 https://africantourismboard.com/association/

More information on African Tourism and Convention marketing is available on: https://africantourismboard.com/association/

Download a PDF brochure: https://africantourismboard.com/wp-content/uploads/2019/07/ATBFLYER.pdf

Download the ATB charter as a PDF : https://africantourismboard.com/wp-content/uploads/2019/08/ATBCharter2019.pdf

Contact ATB at https://africantourismboard.com/contact/

Join African Tourism Board at https://africantourismboard.com/join/

 Former UNWTO Secretary-General Dr. Taleb Rifai today issued this statement when joining the African Tourism Board as their Patron.

Travel & Tourism Today is a powerful economic sector affecting and changing the lives of Billions of people around the world , but , beyond the numbers and the economic benefits of Generating $ 3.4 billion of global spending every DAY , Creating 1/10 jobs all over the world , and Representing 10.4 % of world GDP , Travell and Tourism, is today a major contributor to much more significant change and transformation that slowly and gradually is bringing us together, as humans, like never before. We and Africa are ONE in today’s world. Travel has connected us back to where it all started.

WE ALL CAME OUT OF AFRICA .

In today’s world, I would like to believe that, the transformative power of Travel and Tourism, When well managed and utilized, is a cornerstone in establishing world peace and in turn a better world, for people and planet,
Protecting our cultural and natural heritage, Empowering local communities. Breaking down stereotypes enabling us to experience, enjoy and celebrate the beauty of our rich cultural diversity,

These are indeed some of tourism’s contributions to MAKING THE WORLD A BETTER PLACE.

Just imagine what that means to Africa.
Mark Twain summed it up pretty well when he said
“Travel is fatal to prejudice, bigotry, and narrow-mindedness, and many of our people need it sorely on these accounts. Broad, wholesome, charitable views of men and things cannot be acquired by vegetating in one little corner of the earth all one’s lifetime.”

Travel, my friends, opens minds, open eyes, and open hearts. We became better people when we travel

That is why it’s a great honor for me to have joined ATB . It’s my, our opportunity to pay back to Africa, our motherland, the birthplace of mankind, a long-standing debt that we all owe 

Come join us let us make Africa ONE again and, be ONE with Africa.
Dr. Taleb Rifai

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 www.africantourismboard.com

“Whatever our business in life may be, let us always remember that our core business is, and will always be, to make this world a better place.” The person who said these words – and is a mentor for many in the travel and tourism industry – is now also part of the African Tourism Board (ATB).

Dr. Taleb Rifai, the former UNWTO Secretary-General is now officially a board member and honorary patron of the African Tourism Board leadership team. Where Africa becomes ONE tourism destination of choice in the world was the dream behind this initiative when it was started by ICTP Chairman Juergen Steinmetz at World Travel Market in London in November of 2018.

Click to read the full article on eTurboNews

Cuthbert Ncube, the World Tourism Organisation (UNWTO) regional vice-president was appointed today as the Vice President of the African Tourism Board

Mr. Ncube is based in Pretoria, South Africa. In his initial welcome statement to African Tourism Board members, Mr. Ncube said:

“For the past decade, Africa has exhibited strong Tourism growth. New growth momentum has been established, but headline economic growth is not enough. Deliberate policies to reduce inequalities and promote Regional inclusion are now needed more than ever before.

The process of renewal is ceaseless. It is as a fountain that keeps flowing no matter how ill-prepared or prepared the benefactors may be. It is constantly and persistently in motion, regardless of time, season or place.

The winds of change are ever blowing. Not only across Africa, but throughout the World. Africa therefore, as the incubator of all life cannot afford to drag her feet nor find herself out of sync with current trends. Africa must, therefore, spearhead the processes of renewal in view of the boundless resources at her disposal. From natural resources to Human Resources, gold, diamond, and all flora and fauna, we are the custodians and have it all.

We are the dream Tourist destination of the World. In as much as there is splendor in the great historical monuments of the Greco-Roman era. Africa boasts of living attractions. Satiation for the Tourist appetites. The thrill of the game parks, that offer days of camp out in the African Wilderness.

The starlit skies that offer an intriguing get away from the hustle and bustle of city life. The stretches of the African plans, whether be it on the Okavango Delta, or the Masai plains, or the jungles of the Hwange Game reserve or the great Kruger National park. All these sites offer what cannot be paralleled elsewhere.

We are the living Tourist destination of the World.

However, let me hasten to highlight our challenges. In as much as the natural offerings of our continent may be great, the package of our continent leaves a lot to be desired. There is no country in this continent that is still under colonial rule, and yet we are still struggling with issues such as greed and gluttony such as was found in our oppressors, who had all grounds to feel so, as they were fully aware of the fact that they were plundering what was not theirs.

We, on the other hand, have all the rights to take care of all our resources as they are ours and our progeny. It is time to learn the hard lesson that, our Africa has more than enough for our time and the times ahead if only we learn to only use what we need now.

We are heavily polarised by what the colonialists have worked hard to destroy after discovering its incapacitating effects. As a continent, we are so hopelessly fragmented such that, we are not even ready to move into the levels of economic competitiveness that can warranty our stake in the world economic playing field. We are still inhibited by foreign policies that are a legacy of colonialism.

We are fully open to foreign Tourists and yet very suspicious of our domestic clients. Inter boarder relations within our continent, therefore, must be repackaged, be user-friendly Both by a domestic and international clientele.

Africa must be accessible and affordable to its people and by its people. It is time to break away from this culture of colonial seclusions and embrace the culture of a free Africa.

Being part of the African Tourism Board I am advocating for a new way of  We are a prime Tourist destination.

Therefore, a Brotherhood of African states is the best legacy that we can live in and leave behind. Tourism sector as one of the key economic drives, thereby increasing Tourism contribution to the Region’s domestic product. It is time to reunite our strength and unite our resolve. It is time to move as one for the unfailing outcome. Now is the time to speak with one voice. Let the walls of separation fall and let bridges spun the divide. We are one and we are Africa.”

Cuthbert Ncube is the current Regional Vice President of the United Nations World Tourism Organization (UNWTO) and the Chief Executive Director of Kwela Fleet Management, South Africa and Golden Feathers Lodge in Cape Town. He has over 20 years’ experience in business leadership and business development, including his role as the regional vice president of the UNWTO.

In 2013 Kwela Fleet Management was accepted as an Affiliate Member to the United Nations World Tourism Organisation which is an organ of the United Nations. In the same year of 2013 during the United Nations World Tourism Organisation General Assembly in Zambia, Mr. Ncube was elected as the Regional Vice – President of the United Nations World Tourism Organisation Affiliate Members – Africa and also serves as a Board Member. He was re-elected in September 2015 at the Plenary Session of the United Nations World Tourism Organisation General Assembly in Madeline Columbia, 2017 saw him being re-elected again in London during the Plenary Session as he is serving his 3rd  term.

Cuthbert’s areas of expertise include strategic management, business development, International Relations, Cooperate Governance, and customer service. He also has other business interests in the tourism industry including journalism and brand management.

Before getting involved in his current profession, Cuthbert maintained affiliation with all key role player of Africa Tourism Industry including Cape Town Tourism, the Durban Chamber of Commerce and Industry, Africa Tourism Partners and RETOSA. He also collaborates with other African tourism experts to create economic development opportunities for Africans, particularly, in tourism, travel, and hospitality. He currently serves on numerous boards.

Kwela Fleet Management was established in Pretoria in 1996 providing services across all the major provinces and cities in South Africa including Eastern Cape, Western Cape, KwaZulu-Natal and Gauteng, and has its presence in Lisbon trading as Kwela Europa. It has a highly experienced and committed management team. Among the company’s clients are government departments, embassies, travel management companies and private.

African Tourism Board interim chairman Juergen Steinmetz said: “I am very happy to see Mr. Cuthbert Ncube bring in his ideas and wealth of knowledge into our new organization. It’s another great day for th African Tourism Board and an important next step for our ultimate goal to for Africa to become one tourist destination.”

More information on African Tourism Board and how to join go to www.africantourismboard.com 

The new president of the African Tourism Board is not a newcomer in the African travel and tourism industry. Alain St. Ange was the minister of Tourism for Seychelles and prior to that the head of the Seychelles Tourism Board.He had made a name for all of Africa when he started the Victoria Carnival for Africa and the world.Commenting on his new position he stated:

“When I took up the position of President of the African Tourism Board, this brought the world of African Tourism together as I received calls from so many tourism ministers and heads of tourism-related bodies from across Africa, and it clearly showed the importance of tourism for the continent.Even the Seychelles President, Mr. Danny Faure, sent words of congratulations after I assumed my role as President of the African Tourism Board, as did the island’s former President Mr. James Michel.

For Seychelles, the importance of tourism as the industry respected as the pillar of the economy, is known and accepted.But Seychelles is no different to the rest of Africa because a buoyant tourism industry can only help consolidate the economies of so many countries on the continent.We are now planning the next meeting where together we can look at the challenges we are facing and share success stories and learnings.The newly-appointed CEO of the African Tourism Board, Doris Woerfel, who is based in Pretoria, South Africa, sees huge potential for Africa from China and is already concentrating to build a broad membership base in Africa for ATB.She is now moving to contact industry players across Africa to plan the next meeting which will probably be held in August of this year.The press from across Africa will be invited to attend because success for the African Tourism Board is so dependent on them.”

He concluded in saying: May I urge everyone in the public and private sector to rally behind African Tourism Board to make Africa one Tourist Destination and join.