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A Powerful Alliance Driving Sustainability, Conservation, And Community Empowerment Across The Continent
Africa’s tourism landscape is evolving — and this time, the focus is on regeneration. The African Travel & Tourism Association (ATTA®) has joined forces with The Long Run, a global network of sustainable tourism leaders, to drive a transformative shift in the way travel is experienced and managed across Africa. This groundbreaking partnership, announced in London on 5th November 2025, seeks to weave sustainability and regeneration into the very fabric of African tourism, ensuring that growth goes hand in hand with conservation and community well-being.
Through this strategic collaboration, ATTA®’s expansive B2B network of over 900 members — including accommodation providers, tour operators, and destination specialists — will now have access to The Long Run’s globally recognized 4Cs framework: Conservation, Community, Culture, and Commerce. This innovative model empowers tourism businesses to strike the perfect balance between environmental stewardship and socio-economic prosperity, promoting practices that protect biodiversity while enriching local lives and cultures.
“This partnership marks a pivotal moment for Africa’s tourism story. By combining ATTA®’s reach with The Long Run’s proven 4Cs model, we’re empowering our members with the knowledge, tools, and networks to embed regeneration into the core of their operations,” said Kgomotso Ramothea, CEO of ATTA®.
“Africa holds one-quarter of the world’s biodiversity; protecting it is both our responsibility and our competitive advantage. Through this collaboration, we’re redefining growth to mean prosperity that also safeguards our heritage and people,” she added.
The partnership comes at a time when Africa’s travel economy is thriving once again. According to the World Travel & Tourism Council (WTTC), the sector now contributes over US$168 billion to Africa’s GDP — a powerful rebound reflecting the continent’s growing appeal. Moreover, sustainability is no longer a niche interest; over 80% of global travellers are seeking more sustainable experiences, according to Booking.com’s 2025 report.
Empowering Africa’s Tourism Businesses With Real Tools For Change
Under the new Memorandum of Understanding (MoU), ATTA® will act as a global ambassador for The Long Run, promoting the 4Cs approach through shared resources, case studies, and training opportunities. In turn, The Long Run will grant ATTA® members access to its sustainability tools, frameworks, and exclusive peer-learning events — along with discounted memberships for eligible operators.
Together, the two organizations will spearhead joint campaigns, events, and workshops aimed at strengthening measurable sustainability practices across Africa’s tourism ecosystem.
“We’re delighted to partner with ATTA® to accelerate practical action on sustainability in Africa’s tourism sector,” said Dr. Anne-Kathrin Zschiegner, Executive Director of The Long Run. “Our members have proven that long-term success depends on ecosystems and communities in balance. By combining our 4Cs framework with ATTA®’s reach, we hope to support more tourism operators to turn good intentions into measurable impact – strengthening Africa’s role as a global leader in regenerative tourism.”
A Future Where Tourism Sustains People, Planet, and Prosperity
This partnership signals more than just collaboration — it represents a movement toward regenerative tourism, where every journey taken, lodge built, and experience curated contributes positively to Africa’s natural and cultural legacy. Through knowledge exchange and on-the-ground impact, ATTA® and The Long Run are paving the way for a more resilient, responsible, and regenerative tourism future for the continent.
About ATTA®
The African Travel & Tourism Association (ATTA®) is the leading pan-African trade association promoting tourism to Africa and the Indian Ocean islands. Known as the Voice of African Tourism, ATTA® serves over 900 member businesses and provides invaluable networking, training, and trade opportunities. Learn more at atta.travel.
About The Long Run
Founded in 2009, The Long Run is a global community of nature-based tourism pioneers committed to making travel a force for good. Collectively, its members protect over 23 million acres of land and sea, support over 350,000 people, and safeguard more than 100 unique cultures through its 4Cs framework. Learn more at thelongrun.org.
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