The Cross River State Tourism Bureau has officially joined the African Travel Commission (ATC) as an affiliate member with immediate effect, as part of ongoing efforts to boost tourism cooperation and highlight top African destinations.
In a statement announcing the admission, the Commission said the development marked “an important step towards strengthening institutional collaboration between the African Travel Commission and tourism development agencies across the continent, particularly in promoting intra-African travel, destination marketing, tourism investment and sustainable tourism development.”
The Commission said the affiliation followed engagements with the Cross River State Tourism Bureau under the leadership of its Managing Director, John Atsu, whose involvement helped advance the process towards formal membership.
According to the ATC, “As an affiliate member, the Cross River State Tourism Bureau will have the opportunity to collaborate with the ATC on programmes and initiatives aimed at advancing Africa’s tourism industry, facilitating partnerships between public- and private-sector stakeholders, and promoting African destinations to regional and international markets.”
The Commission noted that Cross River State remained one of Nigeria’s notable tourism destinations, with attractions and events including the annual Calabar Carnival, cultural festivals, natural heritage and ecotourism opportunities.
It said the state’s admission was expected to strengthen efforts to position Cross River as a competitive destination within Africa’s growing tourism market.
Commenting on the development, the Executive Director of the African Travel Commission, Dr. Lucky Onoriode George, said the inclusion of the Cross River State Tourism Bureau reflected the Commission’s commitment to building a stronger and more inclusive African tourism network.
He noted that collaboration with subnational tourism institutions was essential to expanding destination visibility, encouraging tourism investment, strengthening regional connectivity and creating opportunities for local communities and tourism businesses.
The Commission expressed confidence that the partnership would provide a platform for Cross River State to participate more actively in continental tourism initiatives, exchange knowledge and expertise, and explore opportunities for international promotion and strategic partnerships.
It added that the admission reinforced its broader commitment to bringing African tourism stakeholders together to address common industry challenges and advance a more integrated, accessible and competitive African tourism economy.
The African Travel Commission, established in 1965 by African national tourism organisation leaders, promotes tourism development across the continent through marketing, research and advocacy.
The Commission said its work focuses on encouraging cooperation among national tourism organisations, government agencies, tourism boards, private-sector operators and other stakeholders to unlock Africa’s tourism potential.
The Cross River State Tourism Bureau’s affiliate membership takes effect immediately.
What You Should Know
The inclusion of the Cross River State Tourism Bureau into the African Travel Commission marks an important milestone for Nigeria’s tourism sector, opening doors for international cooperation and destination marketing.
- Positive Impact: This partnership will help put Cross River State—known for attractions like the famous Calabar Carnival—on the broader continental and international map, potentially attracting more visitors and boosting local businesses.
- Potential Concerns: The state tourism bureau will need to actively leverage this platform through strong funding, infrastructure improvements, and effective marketing to ensure tangible economic benefits for local communities.
