Cross River State Tourism Bureau Joins African Travel Commission as Affiliate Member

The African Travel Commission (ATC) has officially welcomed the Cross River State Tourism Bureau as an affiliate member, a strategic move aimed at enhancing tourism collaboration and promoting African destinations. This decision, announced on October 15, 2026, is expected to bolster efforts in destination marketing, tourism investment, and sustainable tourism development across the continent.

The ATC emphasized that this affiliation represents a significant step in fostering institutional collaboration between itself and various tourism development agencies throughout Africa. The Commission aims to promote intra-African travel and facilitate partnerships that can elevate the continent's tourism sector.

The admission of the Cross River State Tourism Bureau follows a series of discussions and engagements led by its Managing Director, John Atsu. His leadership played a crucial role in advancing the bureau's application for formal membership within the ATC. As an affiliate member, the bureau will have access to collaborative opportunities with the ATC on various programs and initiatives designed to enhance the African tourism landscape.

Cross River State is recognized as one of Nigeria's premier tourism destinations, renowned for its vibrant attractions such as the annual Calabar Carnival, numerous cultural festivals, and rich natural heritage. The state also offers significant ecotourism opportunities, making it a competitive player in Africa's growing tourism market.

Dr. Lucky Onoriode George, the Executive Director of the African Travel Commission, commented on the development, highlighting that the inclusion of the Cross River State Tourism Bureau underscores the Commission's commitment to building a more robust and inclusive tourism network across Africa. He noted that collaboration with regional tourism institutions is vital for increasing destination visibility, attracting tourism investments, and enhancing regional connectivity.

The ATC expressed confidence that this partnership would enable Cross River State to engage more actively in continental tourism initiatives. The bureau will have the opportunity to exchange knowledge and expertise with other stakeholders and explore avenues for international promotion and strategic partnerships.

The Commission's broader mission is to unite African tourism stakeholders to tackle common challenges in the industry and to advance a more integrated, accessible, and competitive tourism economy across the continent. Established in 1965, the ATC focuses on promoting tourism development through marketing, research, and advocacy, while encouraging cooperation among national tourism organizations, government agencies, and private-sector operators.

With the Cross River State Tourism Bureau's affiliate membership taking effect immediately, the ATC anticipates that this collaboration will significantly contribute to the growth and visibility of African tourism on both regional and international stages. The partnership is expected to enhance the tourism potential of Cross River State, positioning it as a key player in Africa's evolving tourism landscape.