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MESSAGE FROM
THE ATA PRESIDENT
Dear
Members of ATA,
Travel and
tourism to Africa is a powerful force for
economic growth, job creation, cultural
preservation, environmental protection,
and peace. To drive industry growth, The
Africa Travel Association is building
strong partnerships in the public and
private sectors that will benefit everyone
involved. A spirit of great optimism
animates ATA initiatives. We anticipate a
booming travel and tourism industry to and
within Africa. Realizing this vision
requires your support, and we look forward
to working together to show the world
Africa's beauty, hospitality and
opportunity. Welcome to ATA.
Honorable
Jake Otanka Obetsebi-Lamptey
Minister of Tourism and Diaspora
Relations
Republic of Ghana
MESSAGE FROM THE
ATA EXECUTIVE DIRECTOR
Dear
Members, Colleagues and Friends,
ATA welcomes you as an active partner in
our mission to promote travel and tourism
to and within Africa.. For more than 32
years, ATA members have starved to
increase the flow of tourism to Africa
from around the world. In tandem, ATA's
international headquarters has worked to
implement these strategies, and to plan
for the future. Tourism is a pillar of
economic growth n Africa and, to ensure
that the continent benefits, we encourage
private-public partnership, investment and
entrepreneurial initiatives. Our success
rests on the inspiration and ideas of our
members. We look to our members to lead us
in meeting the present and future
challenges of tourism to Africa. This
manual was created to provide insight into
ATA as an organization. We hope you will
contribute your energy & voice to our
shared mission.
Edward J.
Bergman
The
western media needs to focus more on
success stories in Africa.
We are doing so many good things out here
which do not get enough publicity."
His
Excellency Jakaya Mrisho Kikwete
President of the United Republic of
Tanzania
First Annual ATA Africa Presidential
Forum
New York, New York, USA, September
2006
ATA
PURPOSE
1. Promote the growth of travel,
tourism and transport to and within
Africa.
2. Raise public awareness around the
world of Africa's rich and diverse tourism
opportunities and products.
3. Cooperate with organizations
interested in travel and tourism to
Africa, including ministries, tourism
boards, tour and ground operators,
incentive travel organizers, conference
planners, agents, airlines and
hoteliers.
4. Present opportunities for ATA
members to showcase their products and
services.
5. Provide international and regional
forums for travel experts from the public
and private sectors.
6. Collect, compile and disseminate
information related to travel, tourism and
transport to Africa.
7. Establish a code of ethical
standards and trade practices for ATA
members.
8. Help ATA members brand, market and
promote their Africa tourism products.
9. Represent the collective voices of
ATA members and advocate for Africa as a
travel destination.
10. Offer ATA members a variety of
continuing education, training and
learning opportunities.
"Tourism is now one of the largest
and fastest growing industries in the
world. Globally, tourism has become the
engine that propels the economy of many
nations."
His Excellency Chief Olusegun
Obasanjo
President of the Federal Republic of
Nigeria
First Annual ATA Africa Presidential
Forum,
New York, New York, USA, September
2006
ATA
ORGANIZATION
"We are
very excited to work closely with an
organization focusing on Africa that
is structurally
and philosophically very similar to
PATA."
Peter
de Jong
President and CEO, Pacific Asia Travel
Association (PATA)
Bangkok, Thailand, September
2006
What is
ATA?
ATA is the
premier international travel industry
trade association
promoting tourism to the African continent
and Intra-Africa
travel and partnership since 1975. ATA
is registered
in the U.S. as a 501(c)(6) nonprofit
association and
its headquarters are based in New York
City, USA.
Vision
•
Establish partnerships to promote positive
news
•
Advocate for Africa as a travel
destination in a variety of
international,
regional and local forums
•
Establish 100% membership of Africa's
tourism ministries
•
Engage industry experts worldwide in
promoting travel to
and within Africa
•
Provide ATA members with a knowledge base
of travel and
tourism opportunities to Africa
•
Develop grassroots training and
certification standards
•
Foster African Diaspora
relations
•
Expand ATA Chapters and increase
membership globally
•
Provide referral and trade networks to
benefit members
President, Board
Members and Chapters
• The
ATA President is elected from Member
Countries on ATA's
Board of Directors. Past Presidents
include tourism ministers
from Ghana, Benin, Kenya, Ethiopia,
Zambia and
Tanzania
• The
ATA Board of Directors comprises
international representatives,including
tourism ministers, airlines,
hotels, tour
operators, marketing and PR firms, and
travel agents
• ATA
Chapters are active across North America
and Africa and
expanding globally
Membership
Tourism
ministries, tourism boards, tour and
ground operators,
incentive travel organizers, conference
planners, agents,
airlines, hoteliers, multinational hotel
and resort companies,
travel trade media, public relations firms
and other
organizations, associations and
individuals from the public
and private sectors.
ATA Major
Events
•
Annual World Congress
•
Travel Promotion Road shows and
Forums
•
Annual Africa Presidential Forum on
Tourism
•
Ecotourism and Investment Symposium
in Member
Country
ATA also
hosts special events with visiting
dignitaries from Africa,
special guests, and travel experts during
the year.
ATA MEMBERSHIP
BENEFITS
Visibility and
Recognition
• Use
of ATA's logo, representing 32 years
of industry
credibility, on marketing
materials
•
Opportunity to advertise in ATA Passport
to Africa™
and other industry media
•
Right to use footage and/or photographs
of ATA
events in your communications
•
Country/company presence at ATA
Headquarters
•
Media exposure (i.e. press releases,
press kits,
and press conferences) at ATA
events
Special ATA
Opportunities
•
Special rates to ATA-organized or
affiliated events
•
Open invitation to partner travel trade
events
•
Listing in ATA's membership directory and
free copy
•
Eligibility for election to ATA's
International Board of Directors
and to participate in ATA's
committees
•
Nominate candidates for ATA's Young
Professionals Network
•
Advocacy for Africa's travel
destinations
Offers news and updates about ATA,
the travel
trade industry, chapters
and upcoming
events and marketing expos.
Members are invited to submit
ATA
Headquarters with feedback,
pictures,
press releases & news.
Global Network
Expansion
•
Network, cooperate and exchange ideas with
Africa's leading travel
and tourism experts from the public and
private sectors, including
ministries, tourism boards, tour and
ground operators, incentive
travel organizers, conference planners,
agents, airlines, marketing
and public relations firms and hoteliers
at ATA's events and
partner events
•
Interact with Africa destination policy
makers & opinion shapers
•
Cooperate with other regional travel trade
associations
•
Gain access to ATA global membership
directory
News and
Updates
•
Free subscription to ATA bimonthly
newsletter
ATA Passport to Africa™
•
Special offers on other travel
trade publications
•
Access up-to-date materials on
Africa's rich
and vast tourism offerings
"We
look forward to continue
working
with ATA and bringing
the
world to Africa."
Zambia
National Tourist Board
ATA
CHAPTERS
How to Start an
ATA Chapter
ATA
Chapters are regionally-based, organized
networks of
travel & trade associates promoting
tourism to Africa.
• Any
ATA member may start a Chapter where
one does
not yet exist.
•
Membership is open to any individual
engaged in promoting
travel and tourism to and within
Africa.
• All
membership applications must be forwarded
to ATA
Headquarters for evaluation and
acceptance.
• A
minimum number of paid members are
required to
start a Chapter.
• The
Chapter's organizing group ("Interim
Executive Committee")
may request technical assistance
from ATA
Headquarters to start a
Chapter.
• The
Chapter's Executive Officers include a
President, 2
Vice Presidents, a Treasurer and a
Secretary to be elected
every two years.
•
Membership dues will be determined by and
paid in full
to ATA Headquarters, which will allocate a
% pending
good governance to the Chapter.
•
Chapter jurisdiction will be defined in
consultation with
ATA Headquarters.
• To
receive financial support, Chapters
must:
•
Convene a minimum number of
meetings each
year.
•
Maintain a bank account and submit
annual financial
statements to ATA Headquarters.
•
Present a Chapter Report orally to ATA
at the
Annual General Meeting and submit a
written
report to ATA Headquarters no later
than April 15
each year.
•
Organize and operate exclusively for
the purposes
described in Section 501(c)(6) of
the Internal
Revenue Code (US Chapters).
•
Sign a contract with ATA
Headquarters which
sets forth these and other
provisions (renewable
annually).
Benefits of
Starting an ATA Chapter
•
Expand network of travel trade
professionals
•
Meet Africa's dignitaries devoted to
tourism
•
Develop new business
opportunities
•
Deliver and experience inspirational
presentations
on latest
industry trends &
developments
•
Receive invitations to travel events and
expos
•
Launch and take part in new travel
initiatives
•
Organize seminars, forums and special
events
For more
information, contact ATA
Headquarters.
ATA OPPORTUNITIES
IN AFRICA
ATA UPDATE ON
TOURISM IN AFRICA
"Africa is experiencing a major boom in
the youth market… There is also
significant growth in travel by the more
experienced high-end customer. Sales of
African destinations grew by 156% in the
last two quarters. Our product grew by 50%
over this period and we added only
cultural destinations." Interview with
Bruce Poon Tip, CEO of GAP Adventures by
Sean Barlow, Producer, Afropop.org
Cross-Cultural Communication and
Understanding- A Principle Engine for
Economic Growth
In 2004, the New Partnership for
Africa's Development (NEPAD) developed a
new tourism action plan in cooperation
with Africa's tourism ministers at the
World Tourism Organization's (WTO)
Commission for Africa (CAF). According to
this plan, tourism has the greatest
potential to contribute to economic growth
on the continent, particularly through the
diversification of economies and
generation of foreign exchange earnings.
The tourism sector also has the potential
to catalyze growth in other areas,
including agriculture, infrastructure and
services. It also contributes to the
achievement of the UN's Millennium
Development Goals (MDGs).
How Can ATA Help
Promote Travel, Tourism and Transport to
Africa?
• Develop strategic partnerships
and collaborative alliances and advocate
for Africa's tourism destinations
• Build capacity for global,
regional and community-based tourism
initiatives and projects
• Market diverse and unique
tourism products
• Promote regional coordination of
tourism initiatives
• Develop integrated marketing
campaigns to brand and market Africa as a
unified travel destination
Six Key Areas in
Africa to Address (According to NEPAD
2004)
• Development of a supportive
policy and regulatory environment
• Institutional capacity
building
• Tourism marketing and
branding
• Research and development
• Investment in tourism
infrastructure and services
• Human resources and quality
assurance
Trends According
to World Tourism Organization
(WTO)
Over 700 million tourist trips took
place across international boundaries in
2002 at a rate of USD $474 billion. 2020
projections envisage a rise in tourism
arrivals at 1.6 billion and earnings to
about USD $2 trillion. In Africa, the
significant growth of tourism development
in Mauritius, Morocco, South Africa and
Tunisia demonstrate how countries have
successfully incorporated tourism into
their economic development strategies.
Potential markets
for significant Tourism growth in Africa
Diaspora
Youth
Asia
"Faith-based tourism is an exciting
sector in the tourism industry that needs
to be explored."
South African Archbishop Desmond
Tutu
ATA Luncheon, New York, New York, USA,
July 2006
Reasons for
Public and Private Investments in
Africa
• Cater for a growing demand for
international tourism with new markets
• Promote Africa's untapped
potential as a new exciting
destination
• Contribute to economic
development (foreign exchange earnings,
employment and income generation)
• Stimulate inward investment
• Improve the region's economic
well-being and the quality of life of its
inhabitants
• Contribute to world
understanding and economic stability
• Share development costs of
tourism industry (infrastructure and
marketing)
• Integrate an African tourism
development strategy
• Support bilateral and
multilateral government agreements and
interstate cooperation
• Develop a policy framework that
encourages profitable investments,
formulates incentives and supports
regulatory frameworks
• Job creation
Challenges for
Africa's Tourism Industry
• Eliminate negative perception
fueled by media
• Achieve international
competitive standards in all countries
• Build sufficient communication
technologies, sustainable infrastructure
and international safety standards for
travelers across the continent
• Train and educate skilled
workforce for a growing industry
• Encourage reduction of visas and
processing fees
• Increase airline links to and
between countries and reduce ticket
costs
ATA is the vehicle to promote and
brand Africa as a unified continental
tourism destination.
ATA SPONSORSHIP
OPPORTUNITIES
ATA MAJOR
EVENTS
• Annual World Congress
• Travel Promotion Road shows and
Forums
• Annual Africa Presidential Forum
on Tourism
• Ecotourism and Investment
Symposium in Member Country
ATA PARTICIPATION
IN INDUSTRY EVENTS
• Adventures in Travel Expo (New
York, Chicago,
California, Washington, DC, USA)
• New York Times Travel Show (New
York, USA)
• Boston Globe Travel Show
(Boston, USA)
• INDABA (Durban, South
Africa)
• Adventure Travel Symposium
(Orlando, Florida, USA)
• The TRADE SHOW (ASTA)
• TourismAfrica2006 (Geneva,
Switzerland)
• PATA Travel Mart (Hong Kong)
• Africa Diaspora Heritage Travel
Conference (Bermuda)
• China Outbound Travel &
Tourism Market (Beijing, China)
• International Institute for
Peace through Tourism
• Miami Travel Expo and South
Florida Travel Show
• World Tourism Marketing Summit
(Beijing, China)
BENEFITS TO HOST
COUNTRY
• Visibility & recognition of
tourism products
• New visitors, including sellers
& buyers of tourism products
• Foreign income generation
• Access to travel experts in
public & private sectors
RESPONSIBILITIES
OF HOST COUNTRY
• Establish Ministry-led Host
Committee with private-public sector
representation and Host Committee
Chair
• Participate in pre-event
promotional activities, including US Road
shows, Gala Dinner & ads in travel
trade press
• Host ATA Inspection Committee
and media
• Facilitate relations between ATA
and airlines and hotels serving Host
Country
• Coordinate transport, arrange
accommodation & event
venues, facilitate introductions to
Consulates
• Sponsor Host Country Day during
event
• Invite Heads of State to ATA
Annual Presidential Forum
• Invite other Tourism Ministers
to event
• Invite Travel media and provide
sample story lines
• Provide registration kits and
translation services
• Manage registration process
• Support ATA Young Professionals
Forum
• Provide ATA Headquarters with
tourism materials
For more information, contact ATA
Headquarters.
ATA MAJOR
EVENTS
• Annual World Congress
• Travel Promotion Road shows and
Forums
• Annual Africa Presidential Forum
on Tourism
• Ecotourism and Investment
Symposium in
Member Country
ATA PARTICIPATION IN INDUSTRY
EVENTS
• Adventures in Travel Expo (New
York, Chicago,
California, Washington, DC, USA)
• New York Times Travel Show (New
York, USA)
• Boston Globe Travel Show
(Boston, USA)
• INDABA (Durban, South
Africa)
• Adventure Travel Symposium
(Orlando, Florida, USA)
• The TRADE SHOW (ASTA)
• TourismAfrica2006 (Geneva,
Switzerland)
• PATA Travel Mart (Hong Kong)
• Africa Diaspora Heritage Travel
Conference (Bermuda)
• China Outbound Travel &
Tourism Market (Beijing, China)
• International Institute for
Peace through Tourism
• Miami Travel Expo and South
Florida Travel Show
• World Tourism Marketing Summit
(Beijing, China)
BENEFITS TO HOST
COUNTRY
• Visibility & recognition of
tourism products
• New visitors, including sellers
& buyers of tourism
products
• Foreign income generation
• Access to travel experts in
public & private sectors
RESPONSIBILITIES
OF HOST COUNTRY
• Establish Ministry-led Host
Committee with private-public
sector representation and Host
Committee Chair
• Participate in pre-event
promotional activities, including
US Road shows, Gala Dinner & ads in
travel trade press
• Host ATA Inspection Committee
and media
• Facilitate relations between ATA
and airlines and hotels serving Host
Country
• Coordinate transport, arrange
accommodation & event
venues, facilitate introductions to
Consulates
• Sponsor Host Country Day during
event
• Invite Heads of State to ATA
Annual Presidential Forum
• Invite other Tourism Ministers
to event
• Invite Travel media and provide
sample story lines
• Provide registration kits and
translation services
• Manage registration process
• Support ATA Young Professionals
Forum
• Provide ATA Headquarters with
tourism materials
"Bringing
the World to Africa.”
Africa Travel
Association
ATA
International Headquarters
166
Madison Ave. | Fifth Floor | New York, NY
| 10016 USA
Tel:
+1.212.447.1357 | Fax: +1.212.213.4890
www.africatravelassociation.org
info@africatravelassociation.org
|
