Experience Africa

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

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ATTA® Heart for Heritage and Community Champion

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 eg. tourism boards, local businesses, or NGOs that promote purposeful travel in Africa.
  • Effective use of partnerships to amplify the project’s reach and impact.
  • Commitment to supporting responsible tourism initiatives and local communities.

Eco-Friendly Practices:

  • Implementation of travel practices that minimise environmental impact
  • Positive social impact through responsible sourcing (local crafts, food) and community development projects.
  • Commitment to the ethical treatment of cultural sites.

Regenerative Tourism:

  • Creation of positive environmental and social change through tourism activities. This could include reforestation projects, supporting local conservation efforts, or promoting effective waste management on tours.
  • Investment in local infrastructure and capacity building that empowers communities to benefit from tourism.
  • Demonstration of a long-term vision for regenarative tourism development in Africa.

Innovation and Leadership:

  • Development of unique and innovative heritage tours. 
  • Setting high standards for the industry through best practices and advocacy for heritage tourism in Africa.
  • Use of technology and storytelling to enhance the visitor experience and create a deeper connection with African heritage.

Internal Team Impact:

  • Strong track record that demonstrates an inclusive corporate culture, and empowerment.
  • Measurable impact on empowerment within the organisation and the building of community.
  • Evidence of internal projects that have made a tangible impact for their staff and, in turn, their dependents.

ATTA® Ethical Wildlife Experience

This award recognises an organisation that offers ethical wildlife tour experiences that respect animal welfare (captive and wild), educate tourists, and, where applicable, has demonstrated a significant contribution to natural habitat conservation and the reduction of human wildlife conflict.

Conservation Focus:

  • Proven track record of supporting wildlife conservation initiatives (e.g., anti-poaching patrols, endangered species protection, habitat restoration).
  • Collaboration with research efforts and involvement in data collection for wildlife management.
  • Educational programmes for guests that raise awareness about conservation challenges and successes.

Eco-friendly Practices:

  • Use of low-impact safari vehicles and eco-friendly lodges that minimises energy consumption and waste production. 
  • Responsible water use practices and commitment to renewable energy sources.
  • Implementation of responsible waste management systems (e.g., composting, recycling).

Community Engagement:

  • Employment of local guides and staff, ensuring fair wages and opportunities for professional development.
  • Partnerships with local communities for resource management and income generation.
  • Support for community projects that benefit wildlife conservation and local livelihoods.

Responsible Wildlife Viewing:

  • Adherence to ethical guidelines for wildlife viewing that minimises stress on animals and prioritises their welfare. 
  • Emphasis on responsible photography techniques that avoid disturbing animal behaviour.
  • Educating guests on responsible wildlife interactions and the importance of habitat protection.

Guest Experience and Impact:

  • Strong emphasis is placed on guest education about the importance of wildlife conservation.
  • Measurable impact on guest understanding and appreciation of African wildlife.
  • Positive guest reviews highlighting the responsible and educational nature of the safari experience.

ATTA® Eco-Innovation in Hospitality

This award recognises an organisation that honours accommodation establishments with integrated innovative eco-friendly practices and technologies and that have effectively integrated renewable energy sources into their operations.

Climate Change Mitigation and Adaptation:

  • Implementation of strategies to minimise one's carbon footprint (e.g., energy-efficient office practices, offsetting emissions, eco-friendly transportation choices).
  • Integration of carbon offsetting options for clients' travel itineraries.
  • Support for initiatives that promote climate change adaptation within the tourism industry (e.g., investing in renewable energy in destinations).

Sustainable Destination Management:

  • Collaboration with local stakeholders (hotels, guides, and communities) to promote eco-friendly and ethical tourism practices throughout the supply chain.
  • Development and promotion of tourism experiences that minimise environmental impact (e.g., eco-tours, off-the-beaten-path adventures).
  • Advocacy for environmental regulations and policies that protect the destination's natural resources.

Community Engagement and Empowerment:

  • Active involvement in supporting local communities that are vulnerable to climate change impacts.
  • Prioritisation of locally owned and operated businesses for client itineraries.
  • Investment in community projects that promote sustainable livelihoods and empower local participation in tourism.

Measurement and Transparency:

  • Public reporting such as carbon footprint data and progress on mitigation goals.
  • Use of recognised certifications or frameworks, e.g., Eco Tourism Kenya, Responsible Tourism Tanzania (RTTZ, Fair Trade Tourism, or Travelife, to ensure transparency.
  • Continuous monitoring and improvement of practices in all areas of operation.

ATTA® Earth-Friendly Cuisine

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:

  • Sourcing of local, seasonal, and indigenous ingredients to support local farmers and reduce food miles.
  • Implementation of food waste reduction strategies (e.g., composting, menu planning, portion control).
  • Offering vegetarian and vegan options to promote plant-based diets and reduce environmental impact.

Water Conservation and Management:

  • Installation of water-saving fixtures and appliances.
  • Guest education programmes on water conservation practices.
  • Use of rainwater harvesting or grey water systems for irrigation or non-potable needs.

Waste Minimisation and Recycling:

  • Comprehensive waste management programme that prioritises waste reduction, reuse, and recycling.
  • Elimination of single-use plastics and disposables wherever possible.
  • Partnerships with local recycling facilities for efficient waste processing.

Guest Engagement and Education:

  • Provision of clear information and opportunities for guests to participate in eco-friendly practices (e.g. recycling bins).
  • Educational materials and initiatives that raise guest awareness about the establishment's efforts.
  • Offering experiences that connect guests with local food producers and eco-friendly practices.

Leadership and Transparency:

  • Public communication of the goals and progress in food, water, waste, and recycling management.
  • Participation in recognised certification programmes, e.g., Eco Tourism Kenya, Responsible Tourism Tanzania- RTTZ, Fair Trade Tourism, or Travelife.
  • Continuous improvement and innovation in environmentally friendly practices.
  • 4. Chefs taking a lead in this approach and educating staff.
  • Public communication of the goals and progress in food, water, waste, and recycling management.
  • Participation in recognised certification programmes, e.g., Eco Tourism Kenya, Responsible Tourism Tanzania- RTTZ, Fair Trade Tourism, or Travelife.
  • Continuous improvement and innovation in environmentally friendly practices.
  • This award celebrates restaurants and chefs who use seasonable, indigenous, and organic produce and who minimise food waste in their operations.
  • Does your restaurant use seasonable, indigenous, and organic produce and minimise food waste in their operations? This award highlights commitment to sourcing local ingredients, reducing your environmental footprint, and offering guests an eco-conscious hospitality experience.

ATTA® Meaningful Engagement Champion

This award recognises the tourism entity that has demonstrated exceptional commitment to protecting both people and places through outstanding employee and client engagement initiatives. It honours those who have successfully fostered a culture of caring within their workforce and clientele, actively involving them in meaningful conservation and community actions.

Community Wellbeing and Empowerment:

  • Focus on creating economic opportunities and fair benefits for local communities through tourism.
  • Investment in capacity building and training programmes for local residents to ensure their participation in tourism activities.
  • Emphasis on cultural preservation and safeguarding the traditional way of life in the community.

Wellbeing and sensitivity:

  • Engage in a way that has a positive and sensitive impact on the wellbeing of the project recipients.
  • Creation of authentic and immersive experiences that connect visitors with the local culture and environment in a responsible way.
  • Promotion of activities that support health and wellbeing for visitors, such as nature immersion, cultural engagement, and traditional practices.

Partnership and Collaboration:

  • Strong partnerships with local stakeholders (community leaders, NGOs, businesses) to ensure a holistic approach to community tourism development.
  • Collaboration with tour operators and travel agents to promote the programme responsibly and ensure fair distribution of benefits.
  • Open communication and joint decision-making processes with the community at all stages of programme development and operation.

Measurable Impact:

  • Demonstration of positive social, economic, and environmental impact on the community.
  • Evidence of the long-term success of the programme, ensuring its benefits continue for future generations.
  • Monitoring and evaluation mechanisms are in place to assess progress and continuously improve the programme.

ATTA® Digital Storytelling Champion

This award recognises a captivating digital media story (video, blog post, podcast, social media campaign) that inspired viewers or readers to travel responsibly from coast to coast and contribute to a positive impact on the continent.

Storytelling and Creativity:

  • Engaging and impactful storytelling that captures the audience's attention and conveys the message of travelling with purpose effectively.
  • Creative use of the chosen digital media format to deliver a compelling narrative.
  • High-quality production value (if applicable) that enhances the presentation without detracting from the message.

Measurable Impact and Reach:

  • Evidence of the story's reach and engagement (e.g., views, shares, comments) on the chosen platform.
  • Demonstrates the potential for the story to inspire positive behavioural change, ensuring meaningful impact in tourism.
  • Possibility of the story influencing policy or industry practices related to responsible travel in Africa (bonus points).

Eco-Conscious Focus:

  • Clear and effective communication of the importance of eco-conscious tourism practices in Africa.
  • Highlighting specific examples of destinations, businesses, or initiatives promoting responsible travel.
  • Encouraging viewers/readers to adopt a responsible approach on their own African adventures.

Emotional Impact and Engagement:

  • Evoke a sense of wonder and appreciation for Africa's natural beauty and cultural richness.
  • Inspires viewers and readers to connect with the local communities and environment in a responsible way.
  • Generates a positive emotional response that motivates action towards purposeful travel.

Accuracy and Transparency:

  • Factual accuracy of the information presented about Africa and eco-conscious tourism practices.
  • Transparency about partnerships with tourism businesses or destinations featured in the story (if applicable).
  • Acknowledgement of ongoing challenges and complexities within the African tourism industry.

ATTA® Collaborative Champions of Climate and Social Justice

This award recognises the collaboration of organisations with aligned missions that share resources to make a holistic impact.

Collaboration and Partnerships:

  • Strategic collaboration between multiple organisations eg. tourism boards, local businesses, or NGOs that promote purposeful travel in Africa
  • Effective use of partnerships and a spirit of collaboration for community impact.
  • Commitment to supporting responsible tourism initiatives and local communities.

Project Creativity and Impact:

  • Originality and effectiveness of the project concept in raising awareness about responsible tourism in Africa.
  • Strategic use of social media platforms and target audiences to reach a broad and relevant demographic.
  • Demonstrable impact of the project in terms of engagement, reach, and positive conversations about responsible travel.

Focus and Authenticity:

  • Clear and consistent messaging about responsible tourism practices throughout the project.
  • Genuine focus on showcasing authentic experiences that minimise environmental impact and benefit local communities.
  • Project elements that demonstrate passion and knowledge regarding meaningful impact on tourism in Africa.

Audience Engagement and Inspiration:

  • Interactive project elements that encourage audience participation and dialogue about responsible travel.
  • Inspiring content that motivates viewers to make conscious choices when travelling in Africa.
  • Demonstrations of how responsible tourism can enhance the travel experience.

Transparency and Accountability:

  • Disclosure of sponsorships or partnerships with tourism businesses featured in the project (if applicable).
  • Transparency about the project's goals and its approach to promoting responsible tourism.
  • Accuracy of information presented about responsible tourism and destinations in Africa.

ATTA® Traveller Education and Awareness Champion

This award recognises a buyer 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:

  • Uniqueness and effectiveness of the educational programme or initiative in promoting responsible travel practices.
  • Use of creative and engaging educational methods to reach a diverse audience.
  • Integration of technology or innovative tools to enhance learning experiences.

Impact and Target Audience:

  • A clear definition of the target audience for the educational programme (e.g., tourists, travel professionals).
  • Measurable impact of the programme on knowledge, attitudes, and behaviours.
  • Evidence of the programme's reach and potential to create a ripple effect towards broader adoption of responsible practices.

Focus on Africa and Responsible Tourism:

  • Specific focus on educating stakeholders about responsible tourism practices within the African context.
  • Integration of case studies, examples, or resources that showcase eco-conscious tourism initiatives in Africa.
  • Contribution to building capacity for transformational tourism development in African destinations.

Accessibility and Longevity:

  • Affordability and accessibility of the educational programme.
  • Use of eco-friendly practices within the programme itself (e.g., online learning platforms, responsible resource use).
  • Long-term success of the programme and its potential for continued impact.

Collaboration and Partnerships:

  • Effective collaboration with other organisations or institutions working in responsible tourism education.
  • Strategic partnerships and supplier choice to amplify the programme's reach and impact.
  • Commitment to knowledge sharing and collaboration for advancing responsible tourism education in Africa.

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