ATTA CEO bets on niche experiences, India linkages for a new growth chapter

With a bold new whitepaper released this year and a sharpened focus on emerging markets like India, ATTA's CEO Kgomotso Ramothea seems positive about redefining continent’s tourism playbook—one rooted in niche experiences, grassroots impact, and purpose. Her mission? To shift global narratives and spotlight Africa’s vast, untapped potential beyond the usual circuit.

When Kgomotso Ramothea took over as first African female CEO of ATTA-African Travel and Tourism Association in September 2024, she brought with her a vision to rewrite Africa’s tourism narrative—one that’s inclusive, purpose-driven, and with a mission aimed at reshaping how the world experiences the continent. And among her top priorities is an unlikely but increasingly powerful player: India. “It may not be in our top five yet, but the potential is immense,” she told T3 during an exclusive interaction on the sidelines of INDABA. 

While ATTA has traditionally engaged with key markets like Europe and the U.S., India is clearly emerging as a market of interest. “We’ve kept the doors open for Indian buyers to join ATTA, and several are already part of the network. The interest is there, and we are building those bridges. We are also actively collaborating with Indian travel publications to raise awareness,” said Ramothea, while pointing to China as another potential market. 

For India, she acknowledged that there is still work to be done but noted encouraging signs from trade engagement at events and platforms where African destinations meet Indian agents and tour operators. “India is extremely receptive, and we need to be more deliberate in our outreach. Our engagements with South African Tourism and other bodies are aimed at building stronger linkages with India, among other emerging markets,” she said, adding that the market response is consistently strong. “We’re eager to further deepen these connections and ensure Indian operators and travellers see the vast potential of Africa beyond the usual routes.”

ATTA’s Blueprint for Growth: Going beyond mainstream tourism

Under her leadership, ATTA, during the first half of the year, had launched a ground-breaking whitepaper titled Africa’s Untapped Tourism Niches: A Blueprint for Growth. The report identifies six high-potential tourism sectors poised to drive transformative growth and diversify the continent’s tourism offerings in a post-pandemic world. The whitepaper, released amid intensifying global competition for tourists, outlines compelling opportunities in dark-sky tourism, nature therapy, roots tourism, rural tourism, multi-sensory safaris, and women-only expeditions—sectors that not only respond to evolving traveller expectations but also promise inclusive, community-driven development. 

“The idea is to go beyond the ‘hero destinations’ and encourage travellers to explore lesser-known regions. That’s where tourism can make the most meaningful impact on local communities. It’s about fundamentally reimagining what African tourism can be,” she said. 

Women-only Expeditions & Dark-sky Tourism are also gaining traction and align with global trends, the CEO shared. The report mentions that some of South Africa's most established private reserves are already working to align themselves with dark-sky tourism best practices. Among them, Lapalala Wilderness Nature Reserve in Limpopo, which is in the process of securing Dark Sky Park certification from DarkSky International. If successful, Lapalala will become Southern Africa's first officially certified Dark Sky Park, giving it a status currently held by only 195 locations globally. 

On the other hand, Women-only safaris, a trend that is personally favoured by Ramothea, is aimed at offering an alternative to traditional safari experiences with itineraries that foster connection, confidence, and exploration on women’s terms, free from conventional expectations

“While traditional safaris remain central to our tourism identity, the future lies in creating new, authentic experiences that resonate with today’s conscious traveller,” added Ramothea, giving a holistic perspective.   

The whitepaper also cites powerful economic potential—highlighting Ghana’s ‘Year of Return’ campaign, which drew global attention to roots tourism and generated over USD 3.3 billion in 2019. Another opportunity lies in the rapidly growing agritourism market, projected to expand at nearly 11.9 CAGR% annually over the next five years, offering Africa an ideal platform to lead.

It offers strategic frameworks, success stories from early adopters, best practices for community engagement, and guidance on sustainability—all vital tools for policymakers, tourism boards, and investors seeking to leapfrog traditional models and capture niche markets.

Ramothea urged stakeholders to act with urgency. “The window for early adoption won’t stay open forever. Destinations that act now, with a community-first mindset, will secure a leadership edge that will be difficult to replicate later,” cautioned Ramothea. 

When asked, she cited wellness tourism, indigenous knowledge, and regenerative travel as three key growth vectors that ATTA is actively promoting, as also mentioned in the report. “Africa has long practiced what the world is just discovering—eco-conscious, slow, and community-led travel.”

ATTA’s vision to create real, ground-level impact

When asked about what drew them to African Travel and Tourism Association, the CEO revealed her continental ambitions. She outlined a compelling vision focused on grassroots empowerment, intra-Africa cooperation, and bold diversification. “What really attracted me to ATTA was the opportunity to work with an association that represents the entire continent. My personal journey had always been centred around South Africa. Leading ATTA gave me the opportunity to influence tourism across the entire continent—and more importantly, help smaller, underrepresented businesses thrive,” she said.

ATTA, which now boasts over 900 members spanning tour operators, accommodation providers, and destination marketers, is also pushing for greater government support in training, visibility, and infrastructure development—particularly for smaller players, said the CEO. Visa processing delays, limited air access, and safety concerns remain high on the association’s advocacy agenda. “We are engaging with tourism ministers and government agencies across Africa. Efficient visa systems, improved flight connectivity, and prioritising traveller safety are non-negotiables if we want to unlock the next chapter of growth.”

At the heart of ATTA’s 2025 roadmap is a drive to create real, ground-level impact. “We’re not just here to represent members—we want to ensure they grow, gain access to new markets, and contribute meaningfully to local economies,” said Ramothea.

“In many ways, Africa is already doing what the world now demands. We just need to tell our story better and more boldly,” she concluded.