Africa is pulling its tourism powerhouses together to form a collaborative African Tourism Board (ATB), and has put a call out for tourism stakeholders across the continent to put forward nominations.

The official launch is set for later this year, with the organisation looking at heavyweight tourism drivers to join its ranks. These will include not only tourism boards, ministers of tourism and both government and private associations; but public figures, government representatives, and private stakeholders, including destination management companies, convention and visitors bureaus, investment banks, law firms and consultants.

“It’s all about marketing and outreach,” said one of the soon-to-be-announced tourism leaders and founding members. “Our mission is to encourage African countries to work together, sharing joint tourism opportunities and assisting with projects and investments important to the African travel and tourism industry. There is so much potential and this can be done more easily united.”

Marketing and awareness of the Board will include activities like road shows in North America, virtual outreach, a special roadshow for the meeting and incentive industry on the sideline of IMEX America, PR and media communication, and a tourism wellbeing summit in Africa (to be announced) are already in the pipeline together with members of the International Coalition of Tourism Partners (ICTP).

The ATB hopes to work closely with Brand Africa, Regional Tourism Organisation of Southern Africa (Retosa), African Union, World Tourism Organisation, World Travel and Tourism Council, the World Tourism Alliance, International Coalition of Tourism Partners, Africa Travel Association, the aviation and hospitality industry and other initiatives important to further tourism to Africa.