Southern Cross Experiences joins African Tourism Board

Southern Cross Experiences in Faerie Glen, South Africa, joins ATB as a member

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The African Tourism Board (ATB) is pleased to announce that Southern Cross Experiences in Faerie Glen, South Africa, has joined ATB as a member.

The DMC and responsible tourism development consultancy, Southern Cross Experiences (PTY) Ltd., with its focus on international visitors, realizes the potential for African communities with under-marketed and highly-significant tourist attractions to benefit from overseas tourists through infrastructure and socio-economic tourism development. Southern Cross developed a program called “The Southern Cross Heritage Tourism Development Program” which is designed to support these communities in participating and benefitting in the international tourism industry.

Doris Woerfel, CEO of Southern Cross Experiences, said: “We realized that all funding into African tourism initiatives will have no effect on the socio-economic development of African people if there is no infrastructure development, capacity building, skills development, education and information on the history and heritage of a site or destination, and last not least a support to connect these people to international investors, tourism development funds, and marketing structures such as trade fairs and e-marketing.

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

“The objective in joining the ATB is to bring all the expertise and knowledge we have to support the successful implementation and future operation of the organization for the benefit of Africa and its people,” Doris added.

Juergen Steinmetz, member of the African Tourism Board Steering Committee and Chairman of the International Coalition of Tourism Partners known as ICTP, said:

“Africa needs its own voice in the global travel and tourism industry. With 54 countries, many more cultures, and a wealth of attractions, it’s still a continent to be discovered. Our vision is to have ATB be based in every member destination and in every source market. This will create a global network for Africa and enables every base to interact with one another.

“We invite stakeholders to have an email address or website on our platform. This will raise confidence among consumers and provide a chance for small- to medium-sized businesses in Africa to do business in source markets.

“Tourism means responsibilities and sustainability, and tourism means business, investments, and should mean prosperity. And this is where the African Tourism Board can be of great help. With our steering committee formed, the African Tourism Board goal is to convert this initiative into a stand-alone organization by April 2019.

Founded in 2018, the African Tourism Board is an association that is internationally acclaimed for acting as a catalyst for the responsible development of travel and tourism to, from, and within the African region.

The  African Tourism Board is part of the International Coalition of Tourism Partners (ICTP).

The Association provides aligned advocacy, insightful research, and innovative events to its members.

  • In partnership with private and public sector members, the African Tourism Board enhances the sustainable growth, value, and quality of travel and tourism to, from, and within Africa.
  • The Association provides leadership and counsel on an individual and collective basis to its member organizations.
  • The Association is expanding on opportunities for marketing, public relations, investments, branding, promoting, and establishing niche markets.

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