A first for the continent, the African Association of Visitor Experiences and Attractions (AAVEA) is a membership-driven association, governed by a board of experienced industry professionals, which offers the only educational opportunities for visitor experience and attractions professionals in Africa.

While AAVEA began its journey in 2014 as an annual two-day conference for the attractions industry focused on education, training, benchmarking, and networking , it was officially launched as an association in November 2018.


AAVEA’s mission is to represent the interests of visitor experiences and attractions, to raise awareness of the contribution they make to the broader tourism industry, to enhance discussion and co-ordination among visitor experience and attraction professionals, and to host an annual conference that provides education, valuable engagement with industry peers, and collaboration opportunities.


With more than 50 members in the African attractions industry, including visitor experience and attractions professionals, tourism industry stakeholders, and suppliers to visitor experiences and attractions, our efforts are focussed on five core pillars:

  • Data Gathering and Benchmarking
  • Advocacy
  • Training and Education
  • Community
  • Hosting the Annual AAVEA Conference

First Benchmark Survey of Attractions

In a first for both South Africa and the continent, AAVEA has conducted a Benchmark Survey of attractions in South Africa.

The benchmark survey results, researched and analysed in the second quarter of 2021 by AAVEA Executive Director Sabine Lehmann, were compiled using data collected for 2019 and 2020.

Bearing in mind the impact of COVID-19 and the national lockdown, the report has yielded a fascinating snapshot of the attractions industry.