The fourth annual Attractions Africa conference will be held in Tshwane this June. Image credit: National Zoological Gardens of South Africa

The fourth annual Attractions Africa conference will be held in Tshwane this June. Image credit: National Zoological Gardens of South Africa

For Immediate Release

The fourth annual Attractions Africa conference, the continent’s only attractions management event, heads to the National Zoological Gardens of South Africa in the City of Tshwane from 7 to 8 June 2017.

Attractions Africa is dedicated to advancing the visitor attractions industry in Africa through the sharing of knowledge. The conference is a two-day event especially designed for visitor attraction professionals. The programme comprises international speakers sharing trends, benchmarks and best practice, as well as local examples of excellence, case studies and white papers.

Most importantly, it’s the only educational opportunity for attractions professionals in Africa, and it’s the only African platform for attractions professionals to network, share, and seek solutions together.

For the first time, the conference will be held in Tshwane in order to make it more accessible and affordable for attractions based in Gauteng. This important educational and networking opportunity is not to be missed.

The exciting 2017 conference programme is filled with industry thought leaders, including Velma Corcoran of Airbnb who will discuss how the company is improving accommodation experiences; and Callum Lumsden, a retail design specialist for the museum and leisure sectors, elaborating on how the gift shop has evolved into a vital business proposition for attractions.

The development of this attractions management community-focussed conference came about in 2014 when Sabine Lehmann, now Chief Operations Officer for the Zeitz Museum of Contemporary Art Africa (Zeitz MOCAA) and formerly Managing Director of the Table Mountain Aerial Cableway, founded Attractions Africa.

She realised that attractions professionals were meeting all over the world to share and learn, but that no such meeting existed in Africa. Inspired to take action, Lehmann set about rallying attractions professionals from across South Africa – even those who didn’t think they were an attraction professional – to focus on defining their industry.

An educational opportunity for attraction managers as well as a platform for information sharing and the recognition of common challenges, the Attractions Africa conference, now in its fourth year, is a collaborative effort between some of the continent’s top attractions including Table Mountain Aerial Cableway, National Zoological Gardens of South Africa, Two Oceans Aquarium, SAB World of Beer and Cape Point.

In 2017, the Tshwane Tourism Association joined the project team and is represented by Bronwen Cadle de Ponte.

Cadle de Ponte is excited about this partnership: “The Tshwane Tourism Association (TTA) is exceptionally excited that the Attractions Africa 2017 conference, a valuable continuing education experience for our tourism industry, is to be held in the City of Tshwane” says Cadle de Ponte.

She continues: “The TTA was instrumental in motivating for this conference to come to our city as we are well aware of the leading role that our attractions play in delivering an exciting, memorable and informative quality experience to our visitors – attractions are the key to the growth of tourism in our city and the Attractions Africa Conference has proven to be the undeniable leader in providing a platform for improving attraction quality through education and knowledge sharing in South Africa – we are excited about assisting to expand the reach of this conference to our neighbouring countries too.”

Join us at the Attractions Africa conference:

Registration for the Attractions Africa 2017 conference is OPEN. A discounted rate for early registration is available until Monday, 21 May so be sure to act quickly and book your spot. Register online with a credit card or request an invoice.

For more information about the Attractions Africa conference, or to conveniently register online and ensure you don’t miss this unique opportunity for attractions professionals, please visit or call +27 (0)21 683 2934.

Image caption:
The fourth annual Attractions Africa conference will be held in Tshwane this June. Image credit: National Zoological Gardens of South Africa


Issued by African Agenda on behalf of Attractions Africa (Hi-res images and interviews available on request)

Contact: +27 (0)21 683 2934