The African Travel & Tourism Association (ATTA) has partnered with The Long Run, a global network for sustainable tourism, to advance regenerative tourism across Africa.
The collaboration links ATTA’s extensive network of accommodation providers, tour operators and destination marketing specialists with The Long Run’s internationally recognised 4Cs sustainability framework (conservation, community, culture and commerce).
“This partnership marks a pivotal moment for Africa’s tourism story,” said Kgomotso Ramothea, CEO of ATTA. “By combining ATTA’s reach with The Long Run’s proven 4Cs model, we’re empowering our members with the knowledge, tools and networks to embed regeneration into the core of their operations.”
Under the memorandum of understanding, ATTA will serve as a global ambassador for The Long Run: sharing resources, case studies and training with members. The Long Run will provide sustainability tools, discounted membership and peer learning opportunities.
The partnership will see a series of joint initiatives such as webinars, case study exchanges and workshops for tourism enterprises looking to measure and improve sustainability performance.
Anne-Kathrin Zschiegner, Executive Director of The Long Run, said: “Our members have proven that long-term success depends on ecosystems and communities in balance. By combining our 4Cs framework with ATTA’s reach, we aim to help more operators turn good intentions into measurable impact.”
