Text of interview with Edward J. Bergman, Africa Travel Association's newly elected executive director. By Mary Ellen Schultz, Travel World News, New York Click on image of news page (right) to download double page spread. Note. This interview was in early summer 2006 and some of the meetings mentioned have alerady taken place. TWN: First, please tell us some of your background? EB: I've been an associate member of ATA for the past seven years, and have also been a member of their international board of directors for the last three years. During this time, I've built private-public strategic partnerships committed to promoting travel and tourism opportunities on the African continent. Together with my colleague Robert Alsbrooks [now ATA's executive programs director], we've initiated entrepreneurial community development programs around Africa that have benefited thousands of people. TWN: How did you and Robert first learn of ATA? EB: We were exploring online, looking up organizations whose main focus was promoting Africa. We found ATA's website, got in touch, and found their membership very responsive. TWN: What piqued your interest in joining ATA? EB: I think I've always been interested in Africa and tourism, and ATA and its membership captured my imagination. What impressed me was that it's unique - it's the only tourism organization or association out there that concentrates on Africa as a whole. TWN: What's your vision for ATA? EB: Basically, it's one of optimism, realism and entrepreneurialism. Robert and I believe ATA provides a platform to showcase the greatness of Africa to the world. We believe the special atmosphere and values that ATA has been known for must be preserved - not only within Africa, but by reaching out across the continent and the African Diaspora as a living entity - the Diaspora is all too often forgotten aboutÉitÕs truly a global community - we want to communicate through our New York office, and hope to become the global voice for African tourism. TWN: What are your near- and long-term goals for ATA? EB: Our central objective is to increase travel to the African continent. We'll focus on further advancing our existing strategic partnerships here and in Africa with a priority on retaining and expanding membership in both public and private sectors. This goes along with increasing revenue flow for the organization to sustain and expand our programs - always with Africa's interests at heart. We'll be seeking new partnerships in untapped areas, such as aircraft manufacturers, insurance companies and travel publications, and collaborating with ATA's website developer to generate more revenue through advertising, adding additional website links for member chapters and countries. TWN: What are your priorities? EB: To repeat, our new team will further cultivate relationships with African Diaspora communities. We'll also focus on developing the youth travel market, particularly from North America, Europe and Asia - this represents an incredible opportunity for Africa. In addition, we'll be exploring the establishment of African regional headquarters - our goal is 100% Africa country membership! My co-director, Robert will focus on building grassroots membership and chapter development. TWN: Please give us an update since the election? EB: We're in a period of transition, assessing where ATA stands today, its successes and opportunities - the challenges lying ahead as we move toward the future. We've just hosted a reception for a visiting Zambia Tourism Board delegation. Rob's begun laying the groundwork for expanding membership by visiting the ATA Los Angeles chapter. We're organizing planning missions to Nigeria and Ethiopia in preparation for ATA/s 10th Ecotourism Symposium (Nigeria, November 15-20), and our 32nd Annual Congress (Ethiopia, May 2007). We co-hosted a special luncheon at Nasdaq, in honor of H.E. Jakaya Mrisho Kiwete, Tanzania's president, who was visiting the U.S. Rob, an Atlanta chapter member and I met with Archbishop Desmond Tutu recently, and discussed the concept of faith-based tourism - he agreed to endorse a future ATA program in this area. We're building on the ATA-PATA (Pacific Asia Tourism Association) memo of understanding [signed in Ghana], and will be meeting with the memo signers - former ATA president, Hon. Kabinga J. Pande MP and Zambia's Tourism Minister, and PATA president and CEO Peter deJong- and already have some exciting developments in the works. The Asian market is huge, they love to travel and are looking to find friends in Africa - the potential is enormous! TWN: More? 'Were preparing for an Africa Presidential Tourism meeting in NY in September, in parallel to the UN General Assembly meeting at UN Headquarters. And,we've initiated an intensive series of meetings with ATA strategic plan. TWN: Who should consider joining ATA? EB: Those selling and/or planning to sell African destinations, of course, and as mentioned earlier, we want to expand our membership and encourage younger tourism professionals to explore ATA. We've also learned that many Africans haven't visited their own attractions (yes, that is similar to what many of us haven't done here! They need to know their own countries in order to promote them - for example, the Diaspora market - there are over three million Nigerians living here in the U.S.- if Nigeria could attract one-third of them to go back and visit, that would be their tourism market! TWN: In closing? EB: I'm excited to lead ATA into a new chapter of history and look forward to partnering with all of the global stakeholders. Building on the strong foundation laid by my predecessor Mira Berman - a great visionary and now our executive director emeritus - it's an honor to join ATA's team of diverse and passionate individuals who share a common interest and love for humanity, travel and tourism and, at the heart of the agenda, Africa. Africa Travel Association, info@fricatravelassociation. org, www.africatravelassociation.org