Our story

Welcome to the African Association of Visitor Experiences and Attractions (AAVEA), a 3333pioneering organisation dedicated to transforming and professionalizing the visitor attractions industry across Africa. As the first and only membership-driven association of its kind on the continent, AAVEA plays a crucial role in elevating the standards and competitiveness of Africa’s attractions and tourism experiences.

Founded in 2014, AAVEA began as an annual conference aimed at the attractions industry, focusing on education, training, benchmarking, and networking. This event quickly became a cornerstone for industry professionals seeking to elevate their skills and connect with peers across the continent. In November 2018, the association evolved into a fully-fledged membership organisation, serving as the continent’s leading voice for visitor experiences and attractions.

AAVEA is dedicated to raising the standards of Africa’s visitor attractions industry, striving to make it more competitive on the global stage. The association focuses on promoting excellence and professionalism, showcasing the continent’s vast cultural and natural diversity through world-class tourism experiences. AAVEA works to represent and advocate for the industry, while fostering collaboration and knowledge sharing that contribute to its long-term growth and sustainability

What do we do?

At AAVEA, we focus on empowering and uplifting the visitor attractions sector through a wide range of activities that support growth, professionalisation, and advocacy:

Host Conferences, Learning, and Networking Events
We organise annual conferences and learning events designed to bring together industry professionals for skills development, networking, and knowledge sharing. These gatherings foster a strong community of practice within the visitor attractions industry.

Benchmark and Share Industry Best Practices
We benchmark industry standards to ensure that members can learn from global best practices. By sharing these insights, we elevate the quality and performance of attractions across the continent.

Support Professionalisation of the Industry
AAVEA is committed to raising the bar for professionalism within the sector. We provide tools, training, and certifications that help industry professionals meet international standards and improve the quality of visitor experiences.

Represent, Lobby, and Advocate for the Industry
We actively represent and advocate for the interests of the visitor attractions industry to local and national authorities. Our goal is to ensure that the sector’s role in economic, cultural, and social development is recognised and supported by key stakeholders.

Conduct Research and Gather Data
Through comprehensive research initiatives, AAVEA collects and analyses data to provide valuable insights into industry trends, performance, and intelligence. This research supports our members in making informed decisions that drive growth and competitiveness.

As the tourism landscape continues to evolve, AAVEA remains steadfast in its commitment to shaping the future of visitor experiences and attractions in Africa. By professionalizing the sector and championing the highest standards, we are laying the foundation for a sustainable and prosperous industry. We invite all attractions professionals, organisations, and stakeholders to join us on this journey as we work together to unlock Africa’s vast potential.