The Cross River State Tourism Bureau of Nigeria has been admitted as an affiliate member of the African Travel Commission (ATC), with the membership effective immediately as announced on October 18, 2026.
John Atsu, managing director of the Cross River State Tourism Bureau, led the engagement with the ATC that secured the affiliation. The bureau will now collaborate on programs promoting Africa’s tourism sector, foster partnerships across public and private stakeholders, and assist in marketing African destinations locally and internationally.
Cross River State is a major Nigerian tourism destination known for the annual Calabar Carnival, various cultural festivals, extensive natural
heritage, and ecological tourism opportunities. The state’s new affiliation with the ATC is expected to boost its competitiveness within the African tourism market.
The ATC was established in 1965 by leaders of the African National Tourism Organisation to promote tourism growth across the continent. It facilitates cooperation among national tourism organizations, government agencies, tourism boards, private sector operators, and other stakeholders.
Lucky Onoriode George, executive director of the ATC, indicated the inclusion of the Cross River State Tourism Bureau reflects the commission’s commitment to building a more inclusive and stronger African tourism network. He said cooperation with subnational tourism bodies
is crucial to expanding destination visibility, supporting investment, enhancing connectivity, and creating opportunities for communities and businesses.
The affiliation aligns with the ATC’s broader goals of fostering coordination among African tourism stakeholders to address industry challenges, advance sustainable development, and promote a unified, accessible tourism economy across Africa.
