The Cross River State Tourism Bureau was admitted as an affiliate member of the African Travel Commission (ATC) on October 18, 2026, with immediate effect. This membership was secured through the efforts of John Atsu, managing director of the bureau, who led engagement with the ATC to formalize the affiliation.
Admission Strengthens Collaboration Between ATC and Cross River State
The affiliation advances cooperation between the ATC and tourism agencies across Africa, targeting enhanced marketing, investment, and sustainable tourism development. The membership allows Cross River State Tourism Bureau to participate in ATC programs, foster partnerships between public and private sectors, and promote African destinations across regional and international markets.
Cross River State’s Tourism Profile and Strategic Importance
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River State is a prominent Nigerian tourism location known for the annual Calabar Carnival, cultural festivals, diverse natural heritage, and ecotourism. The state’s admission into the ATC is expected to bolster its competitive position within Africa’s tourism sector and support efforts to elevate its visibility and market share on the continent.
African Travel Commission’s Mission and Benefits of Membership
Founded in 1965 by African National Tourism Organisation leaders, the ATC promotes tourism development throughout Africa by coordinating marketing campaigns, conducting research, and carrying out advocacy efforts. The commission supports collaboration among national tourism organizations, governments, private operators, and other stakeholders to amplify the continent’s tourism potential.
Lucky Onoriode
George, Executive Director of the ATC, stated that Cross River State’s inclusion reflects the commission’s dedication to a more inclusive African tourism network. He emphasized that collaboration with subnational tourism agencies is vital for expanding destination visibility, attracting tourism investment, enhancing regional connectivity, and generating economic opportunities for local businesses and communities.
The ATC anticipates that the partnership will enable Cross River State to engage effectively in continental tourism initiatives, exchange expertise, and explore international promotion and strategic alliances, contributing to a more integrated and accessible African tourism economy.
