London, 03 November 2025 — The African Travel & Tourism Association (ATTA®), the leading voice for African and Indian Ocean Islands tourism, has announced the launch of its highly anticipated white paper: “Too Close for Comfort: Rethinking Human-Wildlife Boundaries for a Sustainable African Future.” The white paper equips travel suppliers, advisors, and their partners with pragmatic guidance to ensure ethical wildlife encounters across Africa’s diverse landscapes and experiences.
Industry at a Turning Point
Amidst rising global demand for African wildlife experiences, ATTA® recognises that mounting incidents of tourists getting “too close for comfort” are threatening animal welfare, guest safety, and the industry’s long-term reputation. Additionally, the global travel sector is rapidly evolving, with an increasing demand for proof of ethical, sustainable conduct. This is the moment for African tour operators to lead.
“Getting ‘too close’ is one of the sector’s greatest risks and setting clear, respectful boundaries enables local operators to lead the world in delivering wildlife experiences that are both ethical and more meaningful,” says Kgomotso Ramothea, Chief Executive Officer for ATTA®. “Our members were united in asking for tools that are fit for Africa; that are practical and easy to brief both to guides and guests. This white paper is our response as it turns talk into action.”
What the White Paper Delivers
The document distils the most current research and hands-on experience from ATTA® members, including EcoTraining, Great Plains Conservation, Marine Dynamics, and Pangolin.Africa. Key features include:
- A 4D framework for setting and enforcing boundaries: distance, duration, density, and directional freedom.
- Concrete, adaptable protocols: guest briefings, in-vehicle cards, species micro-briefs, radio etiquette, geofenced alerts, and digital sightings logs.
- Self-assessment tools: a fast diagnostic for organisations, plus operator and travel advisor pledges aligned with the ATTA® Sustainability Charter.
- Infographic-ready case studies illustrating transparent, ethical practices from leading lodges, marine operators, and conservation-focused organisations.
Who Should Read It?
The white paper is designed for:
- Lodge owners, DMCs, marine guides, guides, and concessionaires across Africa and the Indian Ocean Islands.
- Travel advisors aiming to responsibly manage guest expectations.
- Park authorities and community leaders seeking shared, enforceable norms.
- Media partners committed to responsible travel journalism and content.
“Too Close for Comfort: Rethinking Human–Wildlife Boundaries for a Sustainable African Future” is available for download now: CLICK LINK
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For media comment or interview opportunities please contact Kgomotso Ramothea on info@atta.travel | The ATTA® team is available at WTM London 4-6 November at Stand S15-300.
Any excerpts used from the white paper: “Too Close for Comfort: Rethinking Human–Wildlife Boundaries for a Sustainable African Future” must please be credited to The African Travel & Tourism Association (ATTA®).
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.
