We continue to drive meaningful impact in Africa’s attractions and visitor experiences sector through purposeful engagement, strategic discussions, and targeted networking. These efforts enable us to shine a spotlight on the attractions industry, elevate its contribution to the broader tourism landscape, and advance a progressive agenda for visitor experiences across the continent. Below are some of the platforms we have actively participated in to advance Africa’s attractions and visitor experiences.

Driving strategic dialogue at the Gauteng Tourism Roundtable
At the Gauteng Tourism Roundtable, hosted by the Gauteng Department of Economic Development (GDED), AAVEA contributed actively to shaping conversations on township and heritage tourism. Our President and Chairperson, Mpume Mabuza, moderated a panel on Heritage Township Tourism Revitalisation, emphasising the shift from ideas to actionable strategies. The session brought together industry leaders, policymakers, and academics, reinforcing the essential role of local communities in shaping a thriving visitor economy.

Driving Policy, Partnerships, and Sector Growth
The Tourism Business Council of South Africa Leadership Conference in Sun City provided a high-level platform for engaging with key decision-makers shaping Africa’s tourism and attractions sector. Our participation enabled AAVEA to contribute to strategic conversations on sector development, investment, and collaboration, ensuring that the perspectives of attractions operators and stakeholders are represented. For our members, this engagement reinforces AAVEA’s role as a trusted voice in the industry and creates opportunities to align with emerging initiatives that shape policy, strengthen partnerships, and elevate the sector’s profile across the continent.

#AfrikaHeritage Forum
Heritage and culture remain central pillars of Africa’s tourism identity. As Programme Director for the inaugural #AfrikaHeritage Forum at Gold Reef City, hosted by AAVEA member Rendzo Network Africa, we guided discussions that positioned cultural heritage as a catalyst for sustainable tourism development. As part of the Forum programme, we explored Johannesburg’s heritage sites – Museum of Africa, Gold Reef City Mine Museum, Workers Museum, Origins Centre – experiencing firsthand how cultural, mining, and archaeological heritage can enrich visitor experiences while supporting community development.

Global Engagement: World Amusement and Attractions Summit
On the international stage, we represented Africa at the World Amusement and Attractions Summit in Bangkok, Thailand. AAVEA President presented “Africa Rising: The Next Frontier of Global Attractions,” engaging with global industry leaders and reinforcing Africa’s expanding influence in the attractions sector. We emphasised Africa’s significance not just as a destination, but as a strategic partner, highlighting opportunities for innovative collaborations and partnerships – and members have the opportunity to join as exhibitors and showcase their offerings to a global audience.

Thought Leadership: Afrofuturism Lecture at the University of Johannesburg
AAVEA participated in the Afrofuturism lecture at the University of Johannesburg’s School of Tourism and Hospitality, delivered by Pam Golding Tourism and Consulting, which offered forward-looking perspectives on destination diversification and sustainable tourism. The School of Tourism and Hospitality allows us to support research, contribute to sector strategy, and explore innovative approaches that shape Africa’s attractions landscape. We look forward to continuing to translate such insights into opportunities and actionable strategies for our members.

Elevating Visitor Experiences
The opening of the Lanseria Airport Visitor Experience Centre marks a significant milestone for South Africa’s tourism sector. Chairperson Mpume Mabuza and Board Member Hulisani Thabela joined the Mayor and other dignitaries for the ribbon-cutting ceremony, celebrating an initiative that sets a new benchmark for world-class visitor experiences. For our members, the centre offers a valuable platform to showcase their offerings and connect with a wider audience.

Looking ahead
Through these strategic engagements and platforms, AAVEA continues to ensure that attractions and visitor experiences, as well as heritage and communities, remain central to a sustainable and globally competitive sector. By championing innovation, collaboration, and sustainable tourism, and by contributing to discussions that shape policy and sector growth, we advance the industry while delivering real value to our members.

We welcome opportunities to participate in initiatives, events, and projects that align with our mandate. Members and stakeholders interested in collaborating with AAVEA can reach out to info@aavea.org.za to explore ways we can support your initiatives.