The African Travel Commission (ATC) officially admitted the Cross River State Tourism Bureau as an affiliate member, effective October 18, 2026. This membership integrates the Bureau within continental tourism efforts led by the ATC.
Role of John Atsu and Cross River State Tourism Attractions
The affiliation was secured through negotiations spearheaded by John Atsu, managing director of the Cross River State Tourism Bureau. Cross River State, located in Nigeria, is recognized for its annual Calabar Carnival, cultural festivals, natural heritage sites, and ecotourism offerings.
Purpose and Outcomes of the Affiliation
As an ATC affiliate, the Cross River State Tourism Bureau will collaborate on programs aimed at advancing tourism across Africa. This includes partnerships between public and
private sectors, destination marketing, investment promotion, and sustainable tourism development.
History and Role of the African Travel Commission
Established in 1965 by African National Tourism Organisation leaders, the ATC promotes tourism development across the continent through marketing, research, and advocacy. The body facilitates cooperation among national tourism bodies, governments, tourism boards, and private stakeholders to maximize Africa’s tourism potential.
Statements from ATC Executive Director Lucky Onoriode George
Lucky Onoriode George, executive director of the ATC, noted that incorporating the Cross River State Tourism Bureau reflects the Commission’s dedication to strengthening and diversifying African tourism networks. He said collaboration with subnational institutions enhances destination visibility, encourages investment, improves regional connectivity, and creates opportunities for local communities and
businesses.
The ATC expressed confidence that this partnership would enable Cross River State to participate more actively in continental initiatives, knowledge exchange, and international promotion. The admission also aligns with ATC’s broader strategy of uniting diverse African tourism stakeholders to tackle common challenges and promote a competitive tourism economy.
