UnifyingAfrica’s Tourism Private Sector
Driving sustainable growth, innovation, and intra-Africa tourism trade.



More Than 50
Who We Are
ATPSA (Africa Tourism Partners Alliance) is an AfCFTA endorsed Private Sector body aims to prioritize tourism and implement trading services agenda. It serves as a unified voice for advocating and positioning tourism across Africa, focusing on Policy harmonization, removing intra-Africa travel barriers, improving connectivity, and promoting Africa collaboratively with AfCFTA.
Key Initiatives:
- Pan-African Industry Growth & Development Advocacy
- Research & Development
- Skills Development & Capacity Building
- Marketing & Brand Africa Initiatives
- Investment, Promotions, Facilitation and Attractions
A unified voice for Africa’s tourism private sector.

50+
Members
Driving sustainable growth, innovation, and intra-Africa tourism trade.


Driving Africa’s Tourism Industry Forward
ATPSA was founded during the Africa Tourism Leadership Forum (ATLF) 2022 in Botswana as a collaborative platform to strengthen Africa’s tourism industry. Recognized by the African Continental Free Trade Area (AfCFTA), we work closely with governments, businesses, and organizations to remove barriers, foster innovation, and promote sustainable tourism.
Our Vision
To enhance Africa’s tourism economy through a unified, private-sector-driven approach.
Our Mission
To advocate, facilitate, and empower tourism businesses across Africa to create a competitive, sustainable, and inclusive industry.
Our Values
We champion sustainability, collaboration, integrity, innovation, inclusivity, and cultural respect to drive Africa’s tourism growth.
Navigate the Path to Success
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Policy Growth and Advocacy
We are committed to fostering a culture of innovation and knowledge-driven growth within the African tourism sector. Our initiatives provide critical insights, drive innovation, and support evidence-based decision-making. This research covers areas such as traveler behavior and emerging markets.
Read MoreMarketing and Investment
We play a crucial role in promoting Africa as a premier tourism destination and driving investment into the sector. Our marketing and investment initiatives aim to enhance Africa's brand, attract visitors, and facilitate sustainable growth. We work to mobilize resources and facilitate investment in Africa's tourism sector.
Read MoreEducation and Training
We are committed to providing high-quality skills development and capacity-building programs to industry professionals, communities, and entrepreneurs. We develop and deliver training programs designed to equip African tourism professionals with the skills needed to compete globally.
Read MoreResearch and Innovation
We are committed to fostering a culture of innovation and knowledge-driven growth within the African tourism sector. Our initiatives provide critical insights, drive innovation, and support evidence-based decision-making. This research covers areas such as traveler behavior and emerging markets.
Read MoreWhy Join ATPSA?



Stay Ahead of the Curve
Get real-time updates on industry trends, policies, and market shifts. ATPSA keeps you informed, so you can anticipate changes and seize new opportunities with confidence.
Sharpen Your Competitive Edge
Gain access to expert-led training, masterclasses, and resources designed to elevate your skills, boost innovation, and drive business growth.
Expand Your Network & Influence
Connect with Africa’s top tourism leaders and innovators. Attend exclusive events—online and in-person—to forge partnerships, share insights, and grow your influence in the industry.
Unlock Powerful Market Insights
Make informed decisions with exclusive research, data, and industry reports. Our webinars and expert analyses provide the intelligence you need to stay ahead in Africa’s evolving tourism landscape.
Our Portfolio

Meetings Africa
Meetings Africa 2025 will see the 19th advent of this Business Events Trade Show, owned…

Africa’s Travel Indaba
Africa’s Travel Indaba is one of the largest tourism marketing events on the African calendar…

The Rand Easter Show
Get ready for a five-day spectacle that brings together the best of South Africa’s entertainment,…

World Trade Market – Africa
World Travel Market Africa delivers the leading global events for the travel industry. One of…
Transform Business with Guidance

Meetings Africa

Africa’s Travel Indaba

The Rand Easter Show

World Trade Market – Africa
Your Business Goals a Confidence
Apex Private sector bodies in Africa, Educational and Research institutions, Tourism Advisory Firms, Entrepreneurs, SMMEs and Aviation/Airlines and other Tourism-related entities.

Since joining the African Tourism Private Sector Alliance, we've gained valuable industry knowledge, meaningful connections, and exposure that has truly elevated our work. As the founder of the African Youth In Tourism and Hospitality Association, I’ve seen firsthand how ATPSA creates real opportunities for youth empowerment and collaboration across the sector. It’s been an inspiring journey to be part of a community that’s actively shaping the future of African tourism.

Luckson Zambuko
Founder - African Youth In Tourism and Hospitality Association1. I have always dreamed of accessing other countries for attractive tourism products and market, and it looked quite complex until I joined ATPSA. This platform has assured me smooth access to any African country through healthy networks and collaborations stemming from this initiative. The cross pollination of tourism ideas and solutions through this platform has boosted my motivation to pursue bolder ideas in tourism space.

John Tsatsi
Vice Chairman - Tour Operators Association of Lesotho (TOAL)Joining ATPSA has been a game-changer for your holiday abroad, the support, credibility, and exposure we’ve gained through the partnership have helped us grow faster and reach a wider audience.

Zena Mshana
CEO - YourholidayabroadSANTACO Joins ATPSA to Drive Inclusive Tourism. We are proud to announce that SANTACO Travel and Tourism Services is now a proud member of the African Tourism Private Sector Alliance (ATPSA). This milestone connects our taxi operators and township tourism leaders to new markets, investment opportunities, and continental platforms for growth. Through this partnership, we are championing a digital, inclusive, and people-powered tourism economy — one ride and one destination at a time. #SANTACO #ATPSA #InclusiveTourism #TaxiDrivenGrowth #AfricaRising

Mr. Eugene Ngoetjana
CEO - SANTACOAfrica Tourism Private Sector Alliance is the best body to join for anyone looking to collaborate, gain insights and trade across Africa in the tourism sector. It is by far the best body prioritising African Youth In Tourism as I physically experienced their innovation challenge that took place at Windhoek Namibia in 2024. I advise all young people in the tourism sector to join ATPSA for a broader range focused on African Continental Free Trade Area. Africa has the potential, young people need to come together under this body to join meaningful conversations, create continental networks, trade with other African Youth In Tourism and definitely get exposure through conferences organised by ATPSA throughout each year.

Katlego Reuben Mogopodi
Founder - Mogopodi Adventures Pty LtdATPSA has Excellent communication and organization. Very good experience. Their training programs exceeded my expectations and provided me with a comprehensive foundation in hospitality management. The hands-on experience, coupled with the expert guidance of the instructors, was invaluable. I have not only gained practical skills in business startup, and operational procedures, but also developed a deeper appreciation for the hospitality industry and the importance of creating memorable guest experiences. The supportive and collaborative environment fostered a strong sense of community, making the learning process enjoyable and engaging. I am confident that the skills and knowledge I gained here will serve me well in my business. I am incredibly grateful for the opportunity to have been part of this ATPSA and would highly recommend it to anyone seeking a rewarding exposure to different countries. Thank you Palesa and Rejoice for good and professional coordination.

Esther Mbuva
CEO - Toto Tembo SafarisProvide quality a the Services
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