Home | The African Tourism Board

"Travel, my friends, opens minds, open eyes, and open hearts. We become better people when we travel"

Taleb Rifai – PATRON

"It is a new Dawn as we Usher in the Voice of Africa by Africa in Africa"

Cuthbert Ncube – CHAIR



I am so proud to be part of the amazing progress of this new organization and hear the excitement among our motivated team and members. This excitement is echoed across the African continent and beyond.

Jürgen Steinmetz – CMCO & Founding Chair

The 54 African states that make this great continent is the home to cultural diversity as never seen before, and is the home to the largest range of unique selling points. Africa needs its tourism industry and ATB will help in ensuring that the People of Africa claim back their tourism industry.

Alain St. Ange – PRESIDENT


Where Africa becomes The One Tourist Destination of Choice in the World



Tourism as a catalyst for Unity | Peace | Growth | Prosperity | Job Creation for the People of Africa!


Where Africa becomes the One tourism destination of choice in the WORLD.


ATB Supports the UNWTO Global Code of Ethics for Tourism which highlights the decisive and central role of UNWTO as recognised by the General Assembly of the United Nations in promoting and developing tourism with a view to contributing to economic development, international understanding, peace, prosperity and universal respect for, and observance of human rights and fundamental freedoms for all without distinction and without any form of discriminations.

Tourism as a Catalyst for Unity | Peace | Growth | Prosperity | Job Creation for the People of Africa!

The African Tourism Board


Taleb Rifai -Jordan

Former Secretary-General UNWTO
(Non-Executive Board Member)


Hon. Alain St. Ange – Seychelles

Former Minister of Tourism Seychelles

Executive council

Cuthbert Ncube – CHAIRPERSON

Doris Wörfel – CEO

Simba Mandinyenya – COO

Jürgen Thomas Steinmetz

Founding Chair & CMCO


From our Patron: Taleb Rifai

Travel & Tourism Today is a powerful economic sector affecting and changing the lives of Billions of people around the world , but , beyond the numbers and the economic benefits of Generating $ 3.4 billion of global spending every DAY , Creating 1/10 jobs all over the world , and Representing 10.4 % of world GDP , Travell and Tourism, is today a major contributor to much more significant change and transformation that slowly and gradually is bringing us together, as humans, like never before. We and Africa are ONE in today’s world. Travel has connected us back to where it all started.


In today’s world, I would like to believe that, the transformative power of Travel and Tourism, When well managed and utilized, is a cornerstone in establishing world peace and in turn a better world, for people and planet,
Protecting our cultural and natural heritage, Empowering local communities. Breaking down stereotypes enabling us to experience, enjoy and celebrate the beauty of our rich cultural diversity,

These are indeed some of tourism’s contributions to MAKING THE WORLD A BETTER PLACE.

Just imagine what that means to Africa.
Mark Twain summed it up pretty well when he said
“Travel is fatal to prejudice, bigotry, and narrow-mindedness, and many of our people need it sorely on these accounts. Broad, wholesome, charitable views of men and things cannot be acquired by vegetating in one little corner of the earth all one’s lifetime.”

Travel, my friends, opens minds, open eyes, and open hearts. We became better people when we travel

That is why it’s a great honor for me to have joined ATB . It’s my, our opportunity to pay back to Africa, our motherland, the birthplace of mankind, a long-standing debt that we all owe

Come join us let us make Africa ONE again and, be ONE with Africa

Taleb Rifai

“Africa has long been waiting for an institution that connects the public sector with the private sector to facilitate, advance and promotes tourism growth and development on a Continental level.”

Doris Wörfel – CEO

Honors Circle Members

Taleb Rifai Jordan

Former Secretary General UNWTO

Hon. Alain St. Ange Seychelles

Former Minister of Tourism Seychelles

H.E. Hon. Najib Balala Kenya

Cabinet Secretary for Tourism

H.E. Hon. Min. Edmund Bartlet Jamaica

Minister of Tourism Jamaica

H.E. Hon. Minister Memunatu Pratt Sierra Leone

Minister of Tourism Sierra Leone

Hon. Hisham Zazou Egypt

Former Minister of Tourism Egypt

Advisory Board

Prof. Geoffrey Lipman – Belgium

CEO SUNx Former top Executive in IATA, WTTC and UNWTO President of International Council for Peace Through Tourism (ICPT)

Dr. Peter Tarlow – Texas USA

Member Global Resilience Council

Louis d’ Amore – Belgium

President & Founder Int’l Institute For Peace Through Tourism (IIPT)


Carol Weaving South Africa

MD Thebe-Reed Exhibitions

Ibrahim Ayoub – Mauritius

CEO Daiichi Process & Daiichi Display Ltd.

Daniela Wagner Germany

Jacobs Media Group Business Development Director PATA European Coordinator

brand ambassadors

Abigail (Longe) Olagbaye Msc. MITP Nigeria MD Desigo Tourism Development and Facility Management Company Limited

Tumelo Mothotoane – South Africa MD of EST Communications and Founder of Afri Channel Network – ACN

Mary Kalikawe Tanzania Chairperson Association of Women in Tourism (AWOTTA)

Kuyanga Angela Martha Diamantino Angola CEO na KADD Invetimento LDA CEO Women in Tourism Angola


Anne Mukami Wanyoike Kenya

CEO Lufthansa Centre Nairobi, Former CEO at Corporate Travel & Leisure Travel Group , Director at Student Flights Africa

Sonto Mayise South Africa

Acting Chief Convention Bureau Officer at KZN CONVENTION BUREAU

Melton Makhumisani Ba-Venda/South Africa

CEO MR Holdings (Pty) Ltd Former Pilot for Emirates Airline UAE

Dimakatso Malwela South Africa Executive at NKPI Holding & WOVSA (Women of Value South Africa)

Levy Motebejane South Africa

Alumni Committee member Unisa Graduate School of Business Leadership (GSBL).

Linda Nxumalo Eswatini

CEO Eswatini Tourism Association

Dov Kalmann Israel

CEO PITA Marketing

Apolinari Pius Tairo Tanzania

Senior Journalist and Editor.

Prof. Dr. Zivanayi Nyandoro South Africa

Associate Profession University of the Western Cape

Tony Smyth Hong Kong

Senior Vice President Corporate Development & Communications iFree Group

The new kid, African Tourism Board is up and running. Based on the plans being crafted by the Board, Africa’s tourism space will soon be enjoying some fantastic hospitality events and projects that will have an immediate impact on the continent’s tourism development trajector

Simbarashe Mandinyenya – COO

Our Strategic Partners

Apply now

To be published on the ATB Website

Newletter sign-up

13 + 4 =