Welcome Messages

Dr. Taleb Rifai, Patron

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

Alain St. Ange, President

Dear African Tourism Board Members, When  I took up the position of President of the African Tourism Board, this brought the world of African Tourism together as I received calls from so many tourism ministers and heads of tourism-related bodies from across Africa, and it clearly showed the importance of tourism for the continent. Even the Seychelles President, Mr. Danny Faure, sent words of congratulations after I assumed my role as President of the African Tourism Board, as did the island’s former President Mr. James Michel. For Seychelles, the importance of tourism as the industry, respected as the pillar of the economy, is known and accepted. But Seychelles is no different to the rest of Africa, because a buoyant tourism industry can only help consolidate the economies of so many countries on the continent. We are now planning the next meeting where together we can look at the challenges we are facing and share success stories and learnings. The newly-appointed CEO of the African Tourism Board, Doris Woerfel, who is based in Pretoria, South Africa, sees huge potential for Africa from China and is already concentrating to build a broad membership base in Africa for ATB. She is now moving to contact industry players across Africa to plan the next meeting which will probably be held in August of this year. The press from across Africa will be invited to attend, because success for the African Tourism Board is so dependent on them. Alain St. Ange
African Tourism Board[email protected] 

Cuthbert Ncube, Chairman

For the past decade, Africa has exhibited strong Tourism growth. A new growth momentum has been established, but head line economic growth is not enough…….. Deliberate policies to reduce inequalities and promote Regional inclusion are  now needed more that ever before.

The process of renewal is ceaseless. It is as a fountain that keeps flowing no matter how ill prepared or prepared the benefactors may be. It is constantly and persistently in motion, regardless of time , season or place.

The winds of change are ever  blowing. Not only across Africa, but throughout the World. Africa therefore, as the incubator of all life cannot afford to drag her feet nor find herself out of sync with current trends.Africa must therefore spearhead the processes of renewal in view of the boundless resources at her disposal. From natural resources to Human Resources, gold, diamond and all flora and fauna, we are the custodians and have it all.

We are the dream Tourist destination of the World. In as much as there is splendour in the great historical monuments of the Greco-Roman era. Africa boast of living attractions. A satiation for the Tourist appetites. The thrill of the game parks, that offer days of camp out in the African Wilderness.

The star lit skies that offer an intriguing get away from the hustle and bustle of city life. The stretches of the African plans, whether be it on the Okavango delta, or the Masai plains, or the jungles of the Hwange Game reserve or the great Kruger National park. All these  sites offer what cannot be paralleled else where.

We are the living Tourist destination of  the World.

How ever let me hasten to highlight our challenges. In as much as the natural offerings of our continent may be great, the package of our continent leaves a lot to be desired. There is no country in this continent that is still under colonial rule, and yet we are still struggling with issues such as greed and gluttony such as was found in our oppressors, who had all grounds to feel so, as they were fully aware of the fact that they were plundering what was not theirs.

We, on the other hand, have all rights to take care of all our resources as they are ours and our progeny. It is time to learn the hard lesson that, our Africa has more than enough for our time and the times ahead   if only we learn to only use what we need now.

We are heavily polarised by what the colonialists have worked hard to destroy after discovering its incapacitating effects. As a continent we are so hopelessly fragmented such that, we are not even ready to move into the levels of economic competitiveness that can warranty our stake in the world   economic playing field. We are still inhibited by foreign policies that are a legacy of colonialism.

We are fully open to foreign Tourists and yet very suspicious of our domestic clients. Inter boarder relations within our continent therefore, must be repackaged, to be user friendly Both by domestic and international clientele.

Africa must be accessible and affordable to its people and by its people. It is time to break away from this culture     of colonial seclusions and embrace the culture of a free Africa.

Being part of the African Tourism Board I am advocating for a new way of repackaging Tourism in Africa. We are a prime Tourist destination.

Therefore, a Brotherhood of African states is the best legacy that we can live in and leave behind. Tourism sector as one of the key economic drives, thereby increasing Tourism contribution to the Region’s domestic product. It is time to reunite our strength and unite our resolve. It is time move as one for unfailing outcome. Now is the time to speak with one voice. Let the walls of separation fall and let bridges spun the divide. We are one and we are Africa.

Best regards,

Cuthbert Ncube
Kwelafleet Management

[email protected] 

Dear African Tourism Board Member,

Having been in charge of the eTN Corporation for amore than 20 years, I had the opportunity to work with African destinations and their stakeholders in tourism on many occasions.

Africa is an often forgotten continent, not only when it comes to travel & tourism while at the same time it has the most potential of any region in the world.

When I started with the idea to build an African Tourism Board, my dream was not to take over African Tourism. I knew very well Africa has to been run by Africans, but I also thought seeing Africa from the eyes of someone who understands the source markets could be helpful.

As a friend of Africa, my goal is to contribute to the growth of your continent. I fell in love with the many great and dedicated people,  the diversity of the continent, and the potential tourism plays to enhance overall business in Africa.

What was an idea first is now becoming a mission and an institution.

Although my interest is not to get involved in inner-African conversations or politics, but I think helping to put a platform together allowing such an conversation is a good contribution.

My vision is to contribute to the growth of tourism from an outside-the-box perspective with the guidance of African Tourism leaders and stakeholders.

This is why the African Tourism Board Marketing Corporation was created separately from the African Tourism Board Association.

I look at Africa from a global perspective.
As the Chairman of the World Tourism Network, I see Africa well positioned to take a leading role in this global network.

I see many volunteer initiatives that do a great job to support Africa struggling.

My objective is to build a professional corporation with the only goal in mind to implement, coordinate, and assist with marketing activities in source markets relevant to Africa. 

I am convinced that sharing resources and working together is a way to establish a cost-effective platform to wake up the real potential of African Tourism.

I hope with my experience in global visibility projects, in travel and tourism safety and security issues, and as a publisher of 11 global travel industry publications, as Chairman of the World Tourism Network, I can contribute to this goal with the help of all members.

Let’s do it – together! 
Aloha from Hawaii,

Juergen Steinmetz
Co-Founder and Executive Board Member

[email protected]