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Shining A Spotlight On Innovation, Impact, And Purpose Across Africa’s Tourism Industry
The African Travel & Tourism Association (ATTA®) is back with its highly anticipated ATTA® for Action Awards, returning for a second year to spotlight the outstanding organisations driving purpose, innovation, and impact across Africa’s travel and tourism landscape. After an overwhelmingly positive response to last year’s inaugural awards, which attracted over 90 entries from across the continent, the 2025 edition introduces exciting new categories, further emphasising the industry’s evolving priorities.
This year’s awards not only continue to honour organisations that align with the UN Sustainable Development Goals, but also introduce two new categories. The ATTA® Media Voice for Action Award celebrates media professionals shaping narratives around responsible tourism in Africa, while the ATTA® Emerging Changemaker Award shines a light on small organisations with early-stage initiatives that are already making a measurable impact on the ground.
ATTA® CEO Chris Mears emphasises the importance of this year’s expanded focus: “These stories are practical blueprints showing how purposeful travel can transform lives while protecting biodiversity. We want these examples front and centre, so others are encouraged and equipped to follow suit. This year, we’re also making space for grassroots changemakers whose journeys are just beginning but whose ideas hold incredible promise.”
The awards are open to international buyers, African accommodation providers, activity suppliers, and non-profits. Submissions are evaluated across categories that span a range of impactful areas, including community upliftment, environmental conservation, traveller education, and ethical enterprise. The eight core award categories for 2025 include:
- ATTA® Purpose & People Award: Recognising leadership in community development and cultural heritage preservation.
- ATTA® Earthkeepers Award: Honouring innovative wildlife conservation and ecosystem protection models.
- ATTA® Eco-Innovation Award: Celebrating technologies and practices that reduce environmental footprints and mitigate climate change.
- ATTA® Zero Waste Trailblazer Award: Acknowledging sustainable food systems within hospitality, including local sourcing and waste reduction.
- ATTA® Community Upliftment Award: Focusing on projects that create long-term social value through education, healthcare, or inclusive employment.
- ATTA® Marine Impact Award: Highlighting initiatives that protect marine biodiversity along Africa’s coastlines.
- ATTA® Collaborative Impact Award: Recognising successful partnerships between public, private, and non-profit sectors working toward shared sustainability goals.
- ATTA® Traveller Education & Awareness Award: Applauding programmes that promote responsible travel behaviour through storytelling or experiential learning.
The newly introduced categories this year are:
- ATTA® Media Voice for Action Award: Recognising journalists and creators who inspire responsible travel decisions with compelling, ethical storytelling.
- ATTA® Emerging Changemaker Award: Celebrating small businesses or non-profits making a meaningful difference with early-stage projects that show great potential for transformative impact.
With a distinguished panel of responsible tourism leaders overseeing a transparent and rigorous evaluation process, the ATTA® for Action Awards aim to elevate industry excellence and inspire scalable approaches to sustainability. Winners will be honoured at an exclusive ceremony during Experience Africa, ATTA®’s flagship trade event, on 23 June 2025, gathering global buyers focused on African product development.
Award entrants gain more than just recognition, they position themselves as leaders in sustainable tourism at a time when global buyers are increasingly seeking purpose-driven partners across the continent.
Entries for the ATTA® for Action Awards close on 5 May 2025. Full guidelines and judging criteria are available at: awards.atta.travel
Now is the time for African tourism organisations to demonstrate their commitment to sustainability and innovation, making a lasting impact on the industry and the communities they serve.
ABOUT ATTA®
ATTA® (The African Travel and Tourism Association) 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, including accommodation providers, tour operators, and travel specialists. It provides accurate industry news, hosts networking events and trade shows, and delivers valuable member training and resources. For more information, visit atta.travel.
ABOUT ATTA® EVENTS
ATTA® Events is the foremost platform for connecting African suppliers with top international buyers at a variety of shows. Promoting an expansive range of travel products and unique experiences from across Africa, ATTA® Events hosts B2B events that are not just a meeting ground but a catalyst for forging essential industry connections, making these #ThePlaceToConnect for the African tourism industry.
Join the ATTA® Media Network to gain access to news about tourism in Africa, access to spokespeople and thought leaders and other media benefits. Email info@atta.travel for details.
About Essence Of Africa
Essence of Africa is a private sector-led initiative designed to connect international buyers with African tourism suppliers. The event features pre-scheduled meetings, networking events, educational seminars, and familiarisation trips, providing a comprehensive platform for business development and collaboration.
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