Welcome Messages

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

Cuthbert Ncube, Vice President.

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
Chief Executive Director
Kwelafleet Management
VP African Tourism Board


Doris Woerfel, CEO

Dear Colleagues,

I am thrilled to have been appointed as the CEO of the African Tourism Board, and I’m excited about many of the things we’ll be working on shortly.

For almost 20 years of commercial and non-profit experience, I worked in Responsible Tourism, Destination Management, Marketing, and Socio-Economic Community Development. My main objective as the newly-appointed CEO of the ATB is to bring my network and our expertise and knowledge to support the successful implementation and future operation of the organization not only for our members but also for the benefit of Africa and its people.

Over the past decades, African tourist destinations, especially cultural destinations, such as the world-famous UNESCO World Heritage sites – the great Zimbabwe and the Kingdom of Mapungubwe – have missed out on the opportunities of international visitors and travelers to Africa due to a massive lack of physical and human infrastructure.

In my role as the CEO of a Responsible Tourism Destination Management Company, a Socio-Economic Tourism Development company and an NGO, I collaborated extensively with a think-tank of experts and scientists. We cooperated with the South African Presidency, different UN agencies, the NEPAD Council, and other high-level links to governments – both locally and internationally – to elaborate and promote new tourism development and marketing programs and concepts for Africa.  The key focus of these programs is on African communities with under-marketed and highly-significant tourist attractions to benefit from overseas tourists through infrastructure- and socio-economic tourism development.

There is no doubt that there is a great need for an organization like the African Tourism Board on the African continent – a Tourism Board that unites all countries on the continent into one tourist destination.

For many countries in Africa, Tourism is one of the most important economic sectors. What makes traveling the African continent so exciting is the wide variety of its attractions: its uncountable species of wildlife, its multitudes of natural landscapes, its colorful tangible and intangible cultural heritage, and its friendly and mystical folklore.

But not all countries on the African continent contribute from tourism. There are three different categories of tourism development on the African continent:

  1. those countries with a developed tourism industry;
  2. those with a developing industry; and
  3. those that would like to extend the development of the tourism industry.

The African Tourism Board aims to contribute to developing tourism further, not only in those countries with no tourism industry, but also in those with a highly-developed and sophisticated tourism sector.

The African Tourism Board was founded in 2018 at the WTM in London and launched at WTM Africa in Cape Town in April 2019.  In cooperation with our public and private sector members, ATB aims to develop tourism responsively not only to and from but also within Africa and to unite countries on the African continent to declare Africa as one tourist destination.

With our team of experts, we provide our  members with a variety of services and projects such as:

  • peace and security-related projects,
  • advocacy,
  • draft of African tourism policies and white papers,
  • insight into tourism and travel research,
  • access to our innovative global events, and
  • counseling and implementation of projects in all areas from socio-economic tourism development and investment to tourism marketing and infrastructure development.

After the launch in Cape Town, the name “African Tourism Board” remains the brand of two independent entities working as one brand:

1) The African Tourism Board Association

2) The African Tourism Board Marketing Corporation

The African Tourism Board Association is an entity based in Africa – mainly for the public sector – run and operated by Africans and for Africa.

The African Tourism Board Marketing Cooperation is expanding on opportunities for marketing, public relations, development and investments, branding, and promoting and establishing niche markets.

African Tourism Board Members have access or can participate in projects and services provided by both the ATB Association and the ATB Marketing Corporation.

For example, one of our partners is a global company pioneering new ways to stay connected in the world of travel and mobile communications. From international calls and data roaming solutions to Wi-Fi connectivity and unique travel products, our partner has set a goal to break down barriers and bring Africa and the world closer together.

Travel Security & Safety Surety is another essential service the African Tourism Board can offer to our members. The recent terrorist attacks in Sri Lanka demonstrate in a somber, drastic, and dramatic way, how important it is to protect our African tourist destinations from these kinds of today’s potential threats in our industry.

When making my decision to act as the new CEO of the ATB, five areas stood out most:

  • I want to see the African Tourism Board as your “one-stop shop” for services related to peace and security, tourism development, tourism marketing, and tourism investment in Africa;
  • I want us to be easily accessible and, therefore, being presented globally in satellite offices in all these countries which are bringing their tourists and travelers to Africa;
  • I want us to tap into the full potential of tourism development and marketing the African tourism industry has to offer;
  • I want us as a service provider to step into the “whatever it takes” attitude to assist you as our members; and
  • I want you and your organization to benefit from all this and the biggest network of travel-hospitality and tourism professionals in Africa.

With your registration as a new member of the ATB, you will add your organization or company to a comprehensive world-class database of African and international tourism experts and professionals with all its benefits and advantages.

Our full list of services, structured membership fees, and target market are available on our website: https://africantourismboard.com/join/.

I trust I encouraged you with my letter to sign in as one of our new members.

If you have any questions about the African Tourism Board and our products, or if you would like to contribute with new suggestions, please feel free to contact me directly at any time at dmw@africantourismboard.com.

I am looking forward to welcoming you as a new member of our African Tourism Board!

Yours sincerely,

Dear African Tourism Board Member,

Having been in charge of the eTN Corporation for almost 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.

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, I can contribute to this goal with the help of all members.

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

Juergen Steinmetz
Chairman of African Tourism Board & Marketing Corporation