LONDON, 1 APRIL 2025 – The African Travel & Tourism Association (ATTA®) announced the return of its ATTA® for Action Awards – now in their second year – honouring organisations across the continent leading with purpose, innovation, and impact.
Following an enthusiastic response to the inaugural awards in 2024, which drew over 90 entries from across Africa’s broader travel ecosystem, this year’s programme introduces two new categories reflecting evolving industry priorities: one recognising media professionals shaping narratives around responsible tourism in Africa, and the other highlighting early-stage initiatives from small organisations making a measurable difference on the ground.
The awards celebrate initiatives aligned with the eight ATTA® for Action pillars – inspired by the UN Sustainable Development Goals – with categories spanning community upliftment, environmental conservation, traveller education, and ethical enterprise. Open to international buyers as well as African accommodation providers, activity suppliers and non-profits, the awards aim to recognise excellence while amplifying approaches that can be scaled or replicated throughout the industry.
“These stories are practical blueprints showing how purposeful travel can transform lives while protecting biodiversity,” said Chris Mears, ATTA® Events CEO. “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.”
A distinguished panel of judges – all leaders in responsible tourism – will oversee a rigorous evaluation process guided by transparency and high standards.
Winners will be celebrated at an exclusive ceremony on 23 June 2025 at Experience Africa, ATTA®’s flagship annual trade event that draws global buyers focused on African product development.
Organisations may submit entries into up to two categories:
Core Award Categories:
- ATTA® Purpose & People Award
Recognises exceptional leadership in delivering tangible benefits to local communities while preserving cultural heritage. - ATTA® Earthkeepers Award
Honours ethical wildlife experiences and innovative conservation models protecting ecosystems at risk. - ATTA® Eco-Innovation Award
Highlights adoption of technologies or practices that reduce environmental footprints or mitigate climate change effects. - ATTA® Zero Waste Trailblazer Award
Celebrates sustainable food systems within hospitality, including local sourcing, water-saving methods and waste reduction strategies. - ATTA® Community Upliftment Award
Focuses on projects creating long-term social value through education access, health services or inclusive employment pathways. - ATTA® Marine Impact Award
Spotlights efforts safeguarding marine biodiversity along Africa’s coastlines through restoration or policy advocacy work. - ATTA® Collaborative Impact Award
Recognises partnerships between public/private/non-profit sectors working collectively toward shared sustainability goals. - ATTA® Traveller Education & Awareness Award Applauds programmes throughout the travel journey that through storytelling or experiential learning supports visitors in adopting responsible behaviours.
New This Year:
- ATTA® Media Voice for Action Award
Rewards journalists or creators using compelling storytelling rooted in ethics and accuracy to inspire conscious travel decisions about Africa. - ATTA® Emerging Changemaker Award
Celebrates small businesses or non-profits launching early-stage projects already demonstrating potential for transformative impact.
Award entrants gain more than recognition – they position themselves as leaders in sustainable tourism at a time when global buyers are actively seeking purpose-led partners across Africa.
Entries close on 5 May 2025 – full guidelines including judging criteria are available at: awards.atta.travel
For further information please contact: chris@atta.travel
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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 ATTA® Events:
ATTA® Events is the foremost platform for connecting African suppliers with top international buyers at various 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.
Issued by:
Big Ambitions
Brenda Walters
Email: brenda@bigambitions.co.za
Tel: +27 76 061 3114
