London, 05 November 2025 – The African Travel & Tourism Association (ATTA®) has joined forces with The Long Run, a global network for sustainable tourism, to champion sustainability and regenerative principles and practices across Africa’s tourism sector. The partnership marks a major step toward aligning the continent’s tourism growth with global best practice in conservation and community engagement.
The collaboration connects ATTA®’s extensive B2B network – representing accommodation providers, tour operators, and destination marketing specialists – with The Long Run’s internationally recognised 4Cs sustainability model (Conservation, Community, Culture, Commerce).
“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, 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.
This partnership comes as Africa’s travel economy continues to rebound strongly. The World Travel & Tourism Council (WTTC) estimates the sector now contributes over US$168 billion to the continent’s GDP. Simultaneously, Booking.com has reported that, as of 2025, over 80% of global travellers want to travel more sustainably, demonstrating momentum for meaningful industry transformation.
How the partnership works
Under the new MoU:
- ATTA® will act as a global ambassador for The Long Run and its 4Cs approach, sharing related resources, case studies, and training opportunities with its members.
- The Long Run will provide ATTA® members access to sustainability tools, frameworks, and select peer‑learning events, and offer discounted membership to eligible operators.
- The two organisations will collaborate on awareness‑building initiatives, joint events, and content that promote measurable sustainability improvements across ATTA’s membership base.
The road ahead
Going forward, the partnership will roll out a series of joint initiatives, including webinars, case‑study exchanges, and workshops for tourism businesses seeking to measure and improve their sustainability performance.
“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,” she concluded.
-ENDS-
Please contact Kgomotso Ramothea on info@atta.travel should you need further information | The ATTA® team is available at WTM London 4-6 November at Stand S15-300.
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.
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 THE LONG RUN
Founded in 2009, The Long Run is a global community of pioneers leading the sustainable tourism movement. Collectively, its members protect and regenerate over 23 million acres of biodiverse landscapes and marine areas, improve the lives of more than 350,000 people through education and employment, invest millions each year in conservation and cultural projects, and support over 100 unique cultures worldwide.
Members range from eco-lodges and nature-based tourism businesses to conservation organisations, travel agent and destination management companies, all united by their commitment to positive impact.
At the heart of The Long Run is its holistic 4Cs framework: Conservation, Community, Culture, and Commerce. This model empowers members to balance environmental stewardship with socio-economic responsibilities, fostering long-term prosperity for both people and planet.
This unique network is unlike any other, providing a platform for shared learning and transformative change in the tourism and conservation sectors.
Learn more at www.thelongrun.org
