The African Travel and Tourism Association recently honoured outstanding contributors to sustainable tourism at its second annual ATTA for Action Awards, held during the Experience Africa event in London. These awards recognise tourism initiatives across Africa that align with the United Nations Sustainable Development Goals, shining a spotlight on projects making a real difference on the continent.
According to Travel News Africa, this year’s awards attracted an impressive number of entries, underscoring the accelerating momentum behind sustainable tourism in Africa. Chris Mears, CEO of ATTA Events, expressed enthusiasm about the mix of well-established organisations and emerging innovators driving positive change in the sector.
Tourism News Africa reports that each winner received a distinctive trophy crafted from recycled snare wire, created by SNARE Art, a project of the KaiNav Conservation Foundation that empowers African artists while combating wildlife poaching.
Zambia-based Green Safaris took home the Purpose and People Award for its leadership in heritage-focused tourism and community empowerment. The company incorporates eco-friendly technologies, such as solar energy and electric vehicles, while fostering a deep respect for local cultures and promoting meaningful community engagement.
Great Plains Conservation, led by renowned conservationists Dereck and Beverly Joubert, earned the Earthkeepers Award. Operating across multiple African countries, Great Plains blends low-impact tourism with robust conservation efforts, protecting over 1.1 million acres of wilderness and collaborating closely with local communities.
Madagascar’s Tamàna Company was honoured with the Eco-Innovation Award for its dedication to sustainable practices, including reducing its carbon footprint and building strong community partnerships. As a certified Travelife Partner, Tamàna Company meets rigorous global sustainability standards.
Blue Safari Seychelles received the Zero Waste Trailblazer Award for its pioneering work in sustainable food systems. Their regenerative farm on Alphonse Island exemplifies best practices in production, waste reduction, and principles of the circular economy.
Kenya’s Collection in the Wild, a family-owned portfolio of safari homes and conservation projects, won the Community Upliftment Award. The company’s focus on restoring biodiversity, enhancing local livelihoods, and delivering exceptional guest experiences stood out.
South African marine ecotourism leader Marine Dynamics was recognised with the Marine Impact Award. With 25 years of expertise, Marine Dynamics combines thrilling shark cage diving and whale watching with marine research, education, and community engagement.
Uganda’s EyeOpenerWorks earned the Collaborative Impact Award for its work in skills training, community involvement, and fostering public-private partnerships to professionalise and diversify the country’s tourism sector.
Pangolin Africa, a South African nonprofit, won the Traveller Education and Awareness Award for its efforts in pangolin conservation. Their multilingual online course, Pangolin Guardians, educates both travellers and local communities about protecting this endangered species.
Charlotte Beauvoisin, host of The East Africa Travel Podcast, was honoured with the Media Voice for Action Award. Her podcast amplifies sustainable tourism initiatives and features insightful conversations with industry changemakers.
Botswana-based Lowapi Drone Light Shows received the Emerging Changemaker Award for using drone technology to create captivating visual storytelling at cultural heritage sites, promoting tourism while preserving traditions.
ALSO READ:
These awards highlight key trends shaping African tourism, including the rise of eco-sustainable travel, an emphasis on community and heritage tourism, the integration of innovative technologies, the prioritisation of conservation and biodiversity, the adoption of zero-waste practices, a focus on traveller education, and the power of collaboration and partnerships.
East Africa emerged as a hotspot for sustainable tourism innovation, closely followed by Southern Africa. Countries like Kenya, Botswana, South Africa, and Uganda each had multiple winners, reflecting their strong commitment to responsible tourism.
The absence of any Nigerian organisations among the finalists and winners of the prestigious ATTA Action 2025 Awards has cast a spotlight on the nation’s travel and tourism sector. Nigeria’s omission from this year’s accolades presents a significant missed opportunity for a country striving to diversify its economy and promote its unique tourism offerings on the global stage.
To be fair and transparent, Nigeria was nominated and featured in other African travel and tourism awards in 2025, such as the World Travel Awards, where Nigeria appeared among the nominees in various categories but did not secure top wins. However, while Nigeria participated and was recognised in the nominations, it effectively missed out on winning the ATTA for Action Awards 2025.
Securing a win at the ATTA Action 2025 Awards could have provided a substantial boost to Nigeria’s travel and tourism industry in several key areas. An ATTA award would have placed Nigeria in the international spotlight for positive reasons, showcasing its commitment to sustainable tourism. This kind of recognition builds trust and credibility among international tourists, tour operators, and investors who are increasingly seeking responsible travel destinations.
Modern travellers, particularly those interested in eco-tourism and authentic cultural experiences, are often influenced by such awards. A win would have positioned Nigeria as a destination that aligns with their values, attracting a demographic of tourists who tend to stay longer and spend more.
Additionally, the award categories emphasise impactful initiatives. A Nigerian winner would have shone a light on a specific project or community, potentially attracting further funding, partnerships, and support for their conservation and social development work. This, in turn, inspires other local tourism operators to adopt more sustainable practices.
Nigeria’s absence from the ATTA Action 2025 Awards highlights several challenges and missed opportunities for its tourism sector. By not being featured, Nigeria remains less visible in the rapidly growing global market for sustainable and responsible travel. This allows other African nations to solidify their positions as leaders in this lucrative niche.
The marketing value of such an award is immense. Nigeria has missed out on the Associated Press coverage, digital marketing campaigns, and word-of-mouth promotion that comes with being an ATTA award winner.
The lack of Nigerian winners or finalists may suggest a gap between the country’s tourism offerings and the international standards for sustainability and innovation that these awards recognise. It could indicate a need for greater investment in and promotion of eco-conscious tourism practices within the country.
For Nigeria’s travel and tourism stakeholders, the results of the ATTA Action 2025 Awards should serve as a wake-up call. It underscores the urgent need to identify, support, and promote local tourism initiatives that are making a positive impact on the environment and communities.
Showcase Nigeria Through Your Lens – Join Our Open Call for Creators
Are you a photographer, videographer, or content creator passionate about capturing Nigeria’s beauty, from fashion runways and cultural festivals to tourist landmarks and local events? Our Open Call for Content Creators in Nigeria is your opportunity to get featured, collaborate, and bring authentic Nigerian stories to life. Whether you’re into travel, lifestyle, or visual storytelling, we want to see Nigeria through your eyes
Discover the latest travel events in Nigeria — from cultural festivals and local tours to eco-adventures and heritage celebrations.
FAQs
1. What are the ATTA for Action Awards?
The ATTA for Action Awards recognise outstanding tourism initiatives in Africa that align with the UN Sustainable Development Goals, celebrating projects that promote sustainability, conservation, and community empowerment.
2. Which new award categories were introduced this year?
Two new categories debuted: the Media Voice for Action Award, honouring impactful storytelling in responsible travel, and the Emerging Changemaker Award, spotlighting grassroots projects creating tangible community impact.
3. How do the awards support sustainable tourism in Africa?
By highlighting best practices and innovative approaches, the awards inspire travel professionals and organisations to adopt more responsible and eco-friendly tourism models that benefit local communities and environments.
4. Which regions and countries stood out in this year’s awards?
East Africa and Southern Africa led the way, with Kenya, Botswana, South Africa, and Uganda each producing multiple award winners, showcasing their leadership in sustainable tourism.
5. How do the award winners contribute to conservation and community development?
Winners integrate eco-friendly technologies, promote cultural respect, restore biodiversity, engage local communities, reduce waste, and educate travellers, all while supporting wildlife conservation and sustainable livelihoods.