Interview with Chris Mears IN CONVERSATION WITH CEO, A FRICAN TRAVEL & TOURISM ASSOCIATION Chris Mears
Africa has it all. From savannahs and mountains to rainforests and coral reefs, it is a true wonder. We caught up with Atta's CEO, Chris Mears, who shared his insight into Africa's increased connectivity, Kenya's evolution as a high-end destination & the launch of Atta's new sustainable charter
What do you find most amazing about travel in Africa? Diversity and the variety of different experiences available on the continent, from the rolling plains of the Serengeti to the fever tree forests of northern Kruger to the arid semi-desert in northern Kenya. No two areas are the same. But itʼs not only the remote destinations: Africa’s cities are vibrant, buzzing and full of energy. While often overlooked by travellers there are some amazing experiences available and itʼs well worth having some time to experience these.
Which regions do most of your travellers come from? And is this changing? Historically, from an Atta perspective, the traditional markets are the UK, North America and continental Europe. While these areas all remain strong in terms of demand, there are ever-increasing numbers of travellers coming from China, India and South America.
What new trends do you predict emerging in 2020 and beyond? With an increase in connectivity not only to Africa but within the continent, we are seeing more and more multi-destination itineraries. However, the consumer is becoming more and more aware, and itʼs vital that the trade can make the footprint as light as possible.
How have you seen Kenya adapt as a high-end travel destination? Kenya has a mature tourism industry with a wonderful array of options for the traveller but most importantly, Kenyan businesses have invested in their number one resource: their people. This means that tourism products have consistently improved, providing a first-class experience with warm Kenyan hospitality.
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How would you describe Kenya in three words? Vibrant, welcoming and memorable.
How is the topical issue of sustainability impacting your business? This is a vital area. Earlier this year, we launched the Atta charter for sustainable tourism and are actively encouraging our members to sign up to the charter. As a second stage to this, we are in the process of developing
a toolkit for our members which will give them guidance in making their businesses more sustainable in a relevant, meaningful and manageable way.
What impact do you believe the Connections partnership will have on the region? Africa is a wonderful continent and to many it’s unknown, as such they are often wary to sell the destination Partnering with Connections will expose a whole new group
of top-end buyers to the wonders of the continent and give them the knowledge and contacts to sell with confidence.
What does luxury mean to you? Itʼs about the whole experience, not just where you are staying but what you are experiencing, having your expectations not only met but exceeded.
Connections is partnering with Atta to host ConnecTALKS Adventure in Kenya, 6 October 2020. (
atta.travel)
Facing: Elephant in Kenya Above: Sunset tree in Tsavo East National Park, Kenya Pictures: Harshil Gudka & Damian Patkowski
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