Kgomotso Ramothea, the CEO for ATTA, is responsible for growth and management of ATTA membership and the execution of strategic partnerships for exclusive member benefit.
She joined ATTA from South African Tourism where, as the Acting Hub Head, she directed the marketing strategy, implementing trade and media strategies to drive tourist arrivals from the UK and Ireland.
How long have you worked in the African tourism business?
I have worked in the tourism business in the UK since 2010, when I started at South African Tourism. It is the various roles at SA Tourism that have contributed to my current role at ATTA.
Over your career what do you consider to be the main changes in tourism within Africa?
One of the most exciting things I have seen out of Africa in the last few years is the diverse offering that has increased choice for tour operators and consumers. Seasoned travellers, for example, can now go beyond the traditional big five safari to more specialised experiences like gorilla trekking in Rwanda.
Destinations across the continent are also broadening their appeal beyond wildlife — with adventure tourism gaining momentum in Kenya and culinary experiences drawing visitors to Ethiopia. The breadth and depth of what Africa has to offer has truly evolved, making the continent more compelling than ever for a wide range of travellers.
What were the main impacts of the pandemic on tourism to and within Africa? Can you outline any positive impact?
The pandemic triggered a grown in domestic and regional travel. Domestic travel in South Africa, for example, has been a recent good news story. The pandemic has also opened so many opportunities for destinations in Africa, many of whom are adopting and implementing long-term stays and nomad visas to boost length of stay and spend from foreign arrivals.
How is the UK market finding its way back into Africa and what are the main challenges?
North Africa and East Africa are leading in terms of arrivals from the UK, with South Africa lagging slightly behind. Visitors are seeking authentic experiences that are sustainable and ones that allow them to contribute to local economies.
The main challenges are air connectivity and pricing, with capacity levels slowly coming back to pre-pandemic levels. The continent also suffers from poor perceptions, which are deterring travellers from booking.
You have attended INDABA in Durban for many years wearing your South African Tourism hat. How does the trade show benefit tourism and how does it go about positioning Africa as a premier global travel destination?
INDABA is an important show for the travel and tourism trade calendar. As a pan-African show it positions the continent as a global travel destination with the ability to bring together tourism suppliers, international and local buyers, media, stakeholders and government together.
The success of INDABA is a success for all players and will contribute to the growth of tourism on the continent. Being a trade show organised in Africa by Africans and for the benefit of Africa, it fosters a deep sense of pride, ownership and collective responsibility for its success.
Over the years we have watched ATTA grow to become Pan-Africa’s largest network of tourism products. Can you outline what ATTA represents today? What is the future for ATTA – it seems to be unstoppable!
At its core, ATTA is there to make sure that tourism to Africa from all markets grows. As such, membership to the association is designed to equip businesses to make connections, market their services and use our insights and research to enhance their offering.
We also run several advocacy services where we engage with governments and other stakeholders to lobby for tourism and ensure that obstacles that stunt growth are prioritised.
As CEO of ATTA what are your main objectives and how do you propose to achieve these?
My vision is to see real, positive and impactful change made by ATTA. I would like to see more small business grow within our association.
It is networks like ATTA which truly contribute to the growth of African tourism. I would love to see youth-owned and women-owned business flourish in our platform
In a nutshell: What are your hopes for tourism to and within Africa for the future?
My hope for the future of tourism in Africa is that it becomes a truly inclusive, sustainable, and transformative force — one that not only brings visitors to the continent but also delivers lasting value to the people and places they visit.
