African Travel & Tourism Association 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.

Armed with a bold new whitepaper and a renewed focus on emerging markets like India, African Travel and Tourism Association’s CEO Kgomotso Ramothea is 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.