The Cross River State Tourism Bureau was officially admitted as an affiliate member of the African Travel Commission (ATC) on October 18, 2026. The bureau’s managing director, John Atsu, led the engagement process that secured this membership, which became effective immediately upon announcement, according to businessday.ng.
Membership Enables Greater Collaboration Across Africa
This affiliation permits the Cross River State Tourism Bureau to collaborate with the ATC on initiatives designed to promote Africa’s tourism industry. The bureau will engage in programmes fostering partnerships between private and public tourism stakeholders, support marketing of African destinations, and contribute to efforts in sustainable tourism development across the continent.
Cross River State as a Major Nigerian Tourist Destination
Cross River
State, located in Nigeria, is recognized for its cultural and natural tourism assets, including the annual Calabar Carnival, diverse cultural festivals, and ecotourism attractions rooted in its rich natural heritage. Its official linkage with the ATC is expected to broaden its visibility within the wider African tourism market.
Background on African Travel Commission and Its Role
Established in 1965 by leaders of African National Tourism Organisations, the African Travel Commission functions to advance tourism across Africa through marketing, research, and advocacy. It pursues cooperation among national tourism entities, government agencies, tourism boards, and private-sector operators to stimulate continent-wide tourism development.
ATC Leadership on Cross River State’s Admission
ATC Executive Director Lucky Onoriode George noted that
the integration of Cross River State Tourism Bureau aligns with the Commission’s objective to build a more inclusive and stronger tourism network across Africa. The ATC highlighted that affiliate membership will provide Cross River State with platforms to actively contribute to continental tourism initiatives, exchange expertise, and explore opportunities for international exposure and partnerships.
