ATTA® for Action Award Categories
Are you at the forefront of purposeful travel in Africa? Do your efforts help preserve the rich heritage and natural beauty of Africa while fostering economic and environmental well-being? Entering these awards could elevate your visibility and affirm your commitment to making a meaningful impact and shaping a transformational future for African tourism.
The ATTA® for Action Awards is a prestigious award designed to highlight and honour the leaders in African tourism who are driving meaningful change within the industry. These awards seek to identify and celebrate the organisations and initiatives that not only promote an eco-conscious approach and foster inclusivity but also demonstrate a measurable impact in their operations and communities.
Consider this your opportunity to be recognised as a beacon to inspire others in the industry and part of the vanguard transforming African tourism for the better.
Categories
Select a category below to view criteria.
ATTA® Purpose & People Award
This award recognises an organisation that demonstrates exceptional leadership in heritage-focused African tourism, and creates a corporate culture of community, empowerment and inclusivity within their internal teams.
Commitment to Heritage:
- Strategic collaboration between organisations - tourism boards, local businesses, NGOs, or cultural institutions - to promote purposeful and culturally enriching travel in Africa.
- Effective use of partnerships to enhance the visibility and impact of heritage and culture preservation efforts.
- Demonstrated support for responsible tourism initiatives that respect and preserve local cultural heritage, traditions, and communities.
Eco-Friendly Practices:
- Implementation of travel practices that minimise environmental impact.
- Positive social impact through the promotion of locally sourced crafts, food, and responsible tourism-related products.
- Commitment to the ethical treatment and preservation of cultural and heritage sites and artifacts.
Regenerative Tourism:
- Creation of lasting positive environmental and social change through tourism activities, such as reforestation, conservation initiatives, or waste reduction strategies.
- Investment in local infrastructure, education, and capacity-building projects that enable communities to directly benefit from tourism, fostering economic independence.
- Demonstration of a long-term, strategic vision for regenerative tourism that emphasises community growth, and the preservation of Africa's natural and cultural heritage.
Innovation and Leadership:
- Development of unique and innovative heritage-focused tours that engage visitors with culture, history, and traditions in meaningful ways.
- Leading by example, setting high standards for heritage tourism through advocacy, best practices, and continuous improvement.
- Use of modern technology and compelling storytelling to enrich the visitor experience and forge deeper connections with heritage and culture in Africa.
Transparency and Internal Team Impact:
- A strong internal track record of fostering an inclusive, diverse, and empowered workforce that reflects the values of responsible tourism.
- Measurable impact on employee empowerment and development, contributing to the broader community by extending support to staff and their families.
- Clear evidence of projects that have led to tangible, positive changes for staff and their dependents, reinforcing the organisation’s commitment to social responsibility.
ATTA® Earthkeepers Award
This award recognises an organisation that offers ethical wildlife experiences (wild or captive), respects animal welfare, educates tourists, and where applicable, has demonstrated a significant contribution to natural habitat conservation and the reduction of human wildlife conflict.
Conservation Focus and Transparency:
- Proven and measurable contributions to wildlife conservation initiatives, such as anti-poaching patrols, protection of endangered species, and habitat restoration efforts.
- Active collaboration with scientific research and involvement in wildlife data collection for better conservation management and decision-making.
- Transparency in reporting and education for both guests and staff that raise awareness of conservation challenges, successes, and the role of responsible tourism in wildlife preservation.
Eco-Friendly Practices:
- Eco-friendly lodges* and low-impact safari vehicles designed to reduce energy consumption, waste, and environmental footprint. (*Buyer can speak to use of | wildlife rehabilitation facilities can speak to their low impacts)
- Adoption of responsible water usage practices and a commitment to renewable energy sources like solar or wind power.
- Implementation of waste management systems that prioritise composting, recycling, and reducing landfill waste.
Community Engagement:
- Prioritising the employment of local guides and staff with fair wages and opportunities for professional growth, contributing to community upliftment.
- Partnerships with local communities in areas such as resource management and income generation, ensuring that tourism supports both wildlife conservation and local livelihoods.
- Support for community projects in time, resources and possible financial support that supports local socio-economic development.
Responsible Wildlife Viewing:
- Adherence to ethical guidelines for wildlife viewing that minimises stress on animals and ensures their safety and welfare.
- Emphasis on responsible photography techniques that avoid disrupting natural animal behavior.
- Educating guests on ethical wildlife interactions, habitat protection, and the importance of respecting the animals’ natural environment.
Guest Experience and Impact:
- Emphasis on guest education about the critical importance of wildlife conservation and the role they play in protecting ecosystems.
- Demonstrable evidence of a positive impact on guest understanding and appreciation of African wildlife and conservation efforts.
- Strong reviews from guests highlighting the ethical, responsible, and educational nature of their wildlife experience.
ATTA® Eco-Innovation Award
This award recognises an organisation committed to protecting the planet and mitigating climate change through integrating eco-friendly practices and technologies, like renewable energy sources, and transparently monitors their efforts.
Climate Change Mitigation and Adaptation:
- Implementation of strategies to minimise carbon emissions, such as energy-efficient operations, renewable energy adoption, and use of eco-friendly transportation.
- Integration of carbon offsetting options into client travel itineraries, allowing guests to contribute directly to climate action.
- Investment in renewable energy and climate resilience initiatives at the destination level, ensuring tourism businesses and communities are equipped to adapt to climate change impacts.
Sustainable Destination Management:
- Collaboration with local stakeholders (hotels, guides, and communities) to implement eco-friendly and ethical tourism practices throughout the supply chain.
- Development and promotion of tourism experiences that minimise environmental impact eg. eco-tours, sustainable accommodations, and nature-based itineraries that avoid over-tourism.
- Leading efforts to advocate for and implement environmental regulations and policies that preserve the destination's natural resources.
Circular Economy and Waste Reduction:
- Incorporation of circular economy principles by upcycling products (e.g., turning waste materials into new, valuable items for use in lodges/hotels) and reducing waste.
- Adoption of waste management practices that aim for zero waste, including reducing plastic packaging (especially single-use), composting organic waste, and recycling materials wherever possible.
- Commitment to sourcing products and materials locally and sustainably, favouring those with minimal environmental impact and supporting the local economy.
Community Engagement and Empowerment:
- Active involvement in supporting communities that are vulnerable to climate change impacts by promoting projects that enhance climate resilience and sustainable livelihoods.
- Prioritising locally owned and operated businesses in guest itineraries and supply chains, ensuring that tourism revenue stays within the community.
- Investment in community-led initiatives focused on sustainability, including water management, energy conservation, and eco-friendly tourism ventures.
Measurement and Transparency:
- Public reporting of key metrics, such as carbon footprint data, waste reduction, and energy use, alongside progress toward climate mitigation and adaptation goals.
- Use of recognized sustainability certifications (e.g., Eco Tourism Kenya, Responsible Tourism Tanzania, Fair Trade Tourism, Travelife) to demonstrate commitment to transparency and continuous improvement.
- Ongoing monitoring, continuous refinement and adaptation to meet evolving climate action and sustainability goals.
ATTA® Zero Waste Trailblazer Award
This award celebrates organisations that prioritise seasonal, local and indigenous produce, working with ethical suppliers, minimising food waste, and educating guests and other stakeholders.
Eco-friendly Food and Beverage Practices:
- Commitment to sourcing local, seasonal, and indigenous ingredients to support local farmers, reduce food miles, and promote biodiversity.
- Implementation of robust food waste reduction strategies such as composting, accurate menu planning, portion control, and donation of surplus food to local communities or charities.
- Offering diverse vegetarian and vegan options to encourage plant-based diets, lowering the establishment’s overall environmental footprint.
- Adoption of circular economy practices, such as upcycling food scraps into new dishes or reusing food by-products for creative, waste-free menus.
Water Conservation and Management:
- Installation of water-saving fixtures and appliances (e.g., low-flow faucets, efficient dishwashers) that reduce water usage across the kitchen and guest areas.
- Implementation of rainwater harvesting and greywater recycling systems for non-potable uses such as irrigation, cleaning, or landscaping.
- Guest and staff education programs that promote water conservation habits, including signage, workshops, or interactive demonstrations.
Waste Minimisation and Recycling:
- A comprehensive waste management system that focuses on waste reduction, reuse, and recycling, with a clear focus on minimising landfill contributions.
- Proactive efforts to eliminate single-use plastics and unnecessary packaging.
- Focus on circular economy principles through collaboration with local recycling facilities or waste management companies to ensure efficient and responsible waste processing, as well as partnerships for upcycling materials (e.g., turning organic waste into compost for local farmers)
Guest Engagement and Education:
- Provision of clear information and opportunities for guests to participate in eco-friendly practices such as recycling, or reducing water and energy consumption.
- Offers further educational materials that raise awareness of the eco-friendly efforts, from farm-to-table sourcing to waste management.
- Offers immersive experiences for guests uch as guided visits to organic farms, engaging with local food producers, cooking classes focusing on local ingredients, or learning about the restaurant’s food waste reduction systems.
Leadership and Transparency:
- Public communication of the goals, progress, and achievements in areas such as food, water, and waste management through reports, certifications, and public statements.
- Ongoing commitment to innovate and improve eco-friendly practices through exploring new technologies and methods.
- Chefs and kitchen staff take the lead in integrating sustainable food practices, training the team, and promoting eco-conscious choices across the menu.
ATTA® Community Upliftment Award
This award recognises an organisation that has demonstrated exceptional commitment to fostering a collaborative and caring culture within local communities, actively involving them in meaningful conservation and community actions, providing growth opportunities and improved wellbeing.
Community Wellbeing and Empowerment:
- Focus on creating fair economic opportunities and equitable benefits for local communities through tourism initiatives, ensuring sustainable livelihoods and inclusive growth.
- Invest in training and capacity-building programs for local residents, empowering them to actively participate in and benefit from tourism activities, including leadership roles.
- Promote and safeguard local cultural heritage and traditional practices
Health, Wellbeing, and Sensitivity:
- Engage with communities in a positive and sensitive way that enhances health, wellbeing, and overall quality of life.
- Offer immersive, authentic experiences that respectfully connect visitors with local cultures, traditions, and natural environments, fostering cultural appreciation while maintaining community integrity.
- Promote activities that benefit both visitors and local residents, such as nature-based wellness experiences, traditional healing practices, and cultural engagements that support physical and mental health.
Partnership and Collaboration:
- Development of strong, mutually beneficial partnerships with local stakeholders—including community leaders, NGOs, and businesses—to ensure that tourism development is community-driven, addressing local needs and aspirations.
- Collaboration with tour operators, travel agents, and other partners to responsibly promote the programme, ensuring fair and transparent distribution of benefits throughout the community.
- Establishment of open communication channels and joint decision-making processes with community members, involving them in all stages of the tourism program’s development, from planning to implementation and beyond.
Transparency and Measurable Impact:
- Provide clear evidence of positive social, economic, and environmental impacts on the community.
- Commitment to ensuring the program’s benefits extend to future generations, through strategic planning and ongoing support for the community.
- Ongoing monitoring and evaluation mechanisms to regularly assess the program’s progress, enabling continuous improvements and adaptations to meet evolving community needs and challenges.
ATTA® Marine Impact Award
This award shines a spotlight on those organisations, products or services that are making a tangible difference to the protection of the marine and coastal environment of Africa’s Coastline whilst supporting long-term community benefits.
Conservation Focus:
- Proven commitment to marine and coastal conservation efforts, such as anti-poaching patrols, protection of endangered marine species, habitat restoration, and the preservation of coastal ecosystems.
- Collaboration with research institutions and partners in data collection that enhancea marine wildlife and habitat management, and contributes to scientific understanding and conservation strategies.
- Support for or initiation of innovative products or services that address marine conservation, such as sustainable seafood choices, apps for marine wildlife protection, or marine pollution solutions and promote local sustainable fishing practices.
- Development of guest educational programs to raise awareness of marine conservation challenges, successes, and the importance of responsible coastal tourism.
Community Engagement:
- Employment of local guides, and staff, with fair wages, ensuring professional development opportunities and long-term benefits for the community.
- Partnerships with local communities to manage coastal and marine resources in a way that sustains both livelihoods and environmental health, while fostering local ownership of conservation efforts.
- Support for community-led projects that promote sustainable livelihoods and contribute to local education on marine conservation and responsible tourism practices.
Eco-conscious Approach:
- Comprehensive eco-friendly practices that include waste reduction, recycling implementation, responsible water usage, and the sourcing of eco-friendly products.
- Clear and transparent communication of your efforts to guests, encouraging them to participate in eco-conscious behaviors.
- Educational programs and training for staff to adopt eco-conscious practices, ensuring that these initiatives also filter into community actions and inspire broader change.
Collaborations and Partnerships:
- Strategic collaborations that could include tourism boards, local businesses, municipalities, NGOs, and community groups to support marine conservation.
- Effective use of these collaborations to positively impact both the community and the preservation of Africa’s coastline.
- Commitment to responsible tourism initiatives that protect marine ecosystems while ensuring that local communities benefit economically and socially.
Transparency and Scalability:
- Disclosure of partnerships supporting marine conservation efforts, with clear communication about project goals and the impact of actions taken.
- Transparency about ongoing challenges with marine and coastal tourism in your country.
- A focus on the potential for mentorship and expansion, ensuring that the project can be replicated or scaled to benefit other coastal communities and regions, contributing to broader conservation efforts across Africa.
ATTA® Collaborative Impact Award
This award recognises collaboration and creativity of organisations that have aligned missions and share resources to have a holistic and meaningful impact for travel in Africa.
Collaborations and Partnerships:
- Strategic collaboration between multiple organisations, such as tourism boards, local businesses, NGOs, and community groups, to promote climate action and/or social justice initiatives that support purposeful travel and benefit vulnerable communities across Africa.
- Effective use of partnerships to create tangible community impact, with a focus on reducing inequality and promoting economic empowerment.
- Commitment to supporting responsible tourism initiatives that protect both the environment and local communities, fostering a sustainable and equitable future.
Project Creativity and Impact:
- Original, creative and forward-thinking project concepts that effectively raise awareness about responsible tourism in Africa.
- Strategic use of social media platforms to reach diverse and relevant audiences, driving engagement and education.
- Demonstration of the project's success in terms of community engagement, reach, and positive outcomes, showing how the initiative has effectively contributed to climate action and social equity.
Focus and Authenticity:
- Clear and consistent messaging about the project, ensuring alignment between goals and actions.
- Commitment to showcasing authentic experiences that minimise environmental harm while providing benefits to local communities.
- Evidence of genuine passion, knowledge, and dedication to making a meaningful impact on reducing inequality through tourism, with an emphasis on climate and social justice.
Audience Engagement and Inspiration:
- Interactive elements that encourage audience participation, open dialogue, and collaboration about responsible travel.
- Inspiring content that inspires viewers to take conscious, responsible actions when traveling in Africa, with a focus on supporting marginalised communities and protecting the environment.
- Clear demonstrations of how responsible tourism practices can enhance both the traveler’s experience and the lives of local residents, creating a positive cycle of change.
Transparency and Accountability:
- Transparent communication of any partnerships, sponsorships, or financial support received from tourism businesses or other entities, ensuring accountability and openness.
- Transparency about the project's objectives and its role in promoting responsible and equitable tourism in Africa.
- Commitment to providing accurate, fact-based information about responsible tourism and destinations in all communications.
ATTA® Traveller Education and Awareness Award
This award recognises an organisation that educates travellers on how to be better visitors in order to make a more positive impact on tourism in Africa.
Educational Approach and Innovation:
- Development of educational initiatives that are both unique and effective in promoting responsible travel practices.
- Use of creative methods such as interactive workshops, storytelling, digital platforms, or hands-on experiences to engage a diverse audience and encourage active participation.
- Incorporation of technology or innovative tools such as mobile apps, virtual tours, or online platforms to enhance learning and broaden the reach of educational programmes.
Impact and Target Audience:
- A well-defined target audience, whether tourists, travel professionals, or local communities, ensuring that educational programmes are tailored to meet their specific needs and interests.
- Measurable impact and evidence of the educational initiative on audience's knowledge, attitudes, and behaviors towards responsible tourism.
- Evidence of the programme’s reach, and its potential to inspire broader adoption of responsible travel practices among a larger audience.
Focus on Africa and Responsible Tourism:
- Specific focus on educating stakeholders about responsible social, environmental, and cultural tourism practices within Africa
- Integration of local case studies and examples that highlight eco-conscious tourism initiatives.
- Contribution to capacity building and transformational tourism development within African destinations, and empowering local communities through education.
Accessibility and Sustainability:
- Affordablilty and accessibility of the educational initiatives.
- Implementation of eco-friendly and inclusive practices within the educational programme itself, such as using online learning or responsible resource use.
- Clear strategies for ensuring the long-term success of the educational programme, with a focus on its continued relevance and potential for lasting impact.
Collaboration and Partnerships:
- Effective collaboration with other organisations, institutions, or governments working in responsible tourism education, ensuring a collective effort to promote responsible travel.
- Strategic partnerships with suppliers, local businesses, and NGOs to amplify the reach and effectiveness of the programme.
- A commitment to knowledge sharing and collaboration, promoting open-source learning materials and resources to advance responsible tourism education throughout Africa.
ATTA® Media Voice for Action Award
This media award recognises the importance of creativity, accurate storytelling, ethical focus, and audience impact to amplify the message of responsible tourism in Africa.
Creativity and Storytelling:
- Compelling and original content that effectively tells the story of responsible tourism, climate action, or social justice within Africa.
- Use of innovative storytelling techniques (e.g., documentary, podcast, photojournalism, digital storytelling) that captivate the audience and raise awareness about the subject matter.
- Strong visual and narrative elements that create an emotional connection with the audience and inspire action towards responsible travel and environmental protection.
Message and Relevance:
- Clear communication of the values of responsible tourism, climate awareness, and social equity throughout the media piece, aligning with the overall mission of sustainability.
- A specific focus on issues relevant to Africa, including climate challenges, community empowerment, and cultural heritage protection, highlighting real stories and on-the-ground realities.
- Delivery of fact-based, accurate information that demonstrates thorough research and a deep understanding of the topic.
Impact and Reach:
- Evidence of the media’s reach and audience engagement, with measurable outcomes such as viewer/listener feedback, social media interaction, and positive discussions generated by the content.
- Demonstrable impact on audience attitudes and behaviours, encouraging them to make conscious and responsible choices in their travels and interactions with communities and the environment.
- Ability to reach a wide and diverse audience, effectively communicating messages about responsible tourism and social justice across various platforms (e.g., TV, radio, social media, print).
Social Responsibility and Ethical Focus:
- A strong focus on promoting ethical and responsible tourism practices, highlighting efforts to protect the environment, support local communities, and reduce inequality through tourism.
- Efforts to amplify the voices of underrepresented groups, including indigenous communities, local guides, and conservation champions, ensuring that their stories are heard and respected.
- Adherence to high ethical standards in journalism, ensuring accurate representation of subjects, transparency in sourcing, and respect for cultural sensitivities.
Amplification:
- Strategic partnerships with platforms, media outlets, or organisations to extend the reach and impact of the media content, ensuring broader dissemination of responsible tourism messages.
- Integration of cutting-edge technology or platforms (e.g., virtual reality, drones, mobile apps) to create immersive and engaging experiences that deepen audience understanding of the subject.
- Demonstration of sustainable media production practices, such as minimising environmental impact during reporting or using eco-conscious methods of content creation.
ATTA® Emerging Changemaker Award
This award recognises an organisation (NGO, organisation, or business) that is at the beginning of the journey and committed to having a positive impact on people and/or planet through an inspiring project or collective actions.
Commitment to Positive Change:
- Clear demonstration of how the organisation’s work benefits local communities or the natural environment in Africa, particularly in relation to the tourism sector.
- Evidence of grassroots initiative/s that foster positive change at the local level, whether through cultural preservation, conservation, or community development.
- A commitment to a long-term vision of impact with clear goals for expanding or maintaining efforts.
- Effective use of partnerships to amplify the project's reach and impact.
Passion and Dedication:
- A passionate and dedicated leader or team driving the organisation’s mission forward with purpose and determination.
- A deep understanding of the community or environment served, demonstrated through ongoing engagement and responsiveness to local needs.
- An authentic commitment to preserving Africa’s culture, ecosystems, or communities.
Innovation and Creativity:
- Application of a creative solution or unique approach to addressing local challenges, whether in heritage preservation, conservation, or community engagement.
- Efficient and strategic use of limited resources to achieve significant positive outcomes, demonstrating resilience and innovation.
- Potential for replication or scalability providing a blueprint for others to follow in addressing tourism-related challenges across Africa.
