Atta will become a trade association for buyers, suppliers and Africa specialists under Kate Kenward, the former Aito executive director, who has served as director and consultant. A newly formed company, Experience Africa Events Ltd, a wholly owned subsidiary of Atta, will promote tourism to Africa.

Atta chair John Corse said: “The pandemic has highlighted the value that many associations can provide and Atta is no different. 

“We see that the separation of our remit into its two distinct elements will allow greater focus on each and therefore provide members with greater energy on both sides.

“Our signature exhibition, Experience Africa will be held at the London Oval in June and through our new events company we will enhance our marketing menu to cover all types of virtual and physical events. This will include exhibitions, trade dinners and network gatherings in source markets and across Africa.” 

Experience Africa Events will be led by managing director Chris Mears. Mears has headed the Atta team for the last four years. Anita Powell, founder of Small World Marketing and the Africa Hub, has stepped down from Atta’s management board, but remains as a Fellow.

Corse added: “After a turbulent two years, we look forward to the repurposed Atta and our newly formed Experience Africa Events, leading our members and those in the greater African trade community towards the re-establishment of our great travel and tourism industry.”