{"id":8323,"date":"2026-06-26T13:48:53","date_gmt":"2026-06-26T13:48:53","guid":{"rendered":"https:\/\/www.travelindex.org\/media\/global-travel-news\/atta-and-the-long-run-launch-new-communicating-impact-guide\/"},"modified":"2026-06-26T13:48:53","modified_gmt":"2026-06-26T13:48:53","slug":"atta-and-the-long-run-launch-new-communicating-impact-guide","status":"publish","type":"post","link":"https:\/\/www.travelindex.org\/media\/global-travel-news\/atta-and-the-long-run-launch-new-communicating-impact-guide\/","title":{"rendered":"ATTA and The Long Run launch New Communicating Impact Guide"},"content":{"rendered":"
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\"ATTA<\/a>London, United Kingdom, June 26, 2027 \/ TRAVELINDEX \/ The African Travel & Tourism Association (ATTA\u00ae<\/a>) and The Long Run have launched a new practical guide designed to help tourism businesses communicate their sustainability and impact initiatives with greater credibility, transparency and effectiveness.<\/p>\n

The Communicating Impact guide, launched during Experience Africa (held in London from 22 \u2013 24 June 2026), provides tourism operators, lodges, camps, DMCs and travel businesses with practical guidance on how to share their conservation, community, culture and sustainability achievements in a way that builds trust, avoids greenwashing and inspires meaningful action.<\/p>\n

The launch coincided with Experience Africa, the UK\u2019s leading B2B trade event for African tourism, which brings together African tourism suppliers and international buyers through a programme of curated meetings, networking and industry content.<\/p>\n

As travellers, trade partners and investors increasingly seek evidence of genuine sustainability commitments, many tourism businesses face the challenge of communicating complex impact work clearly, authentically and to meet legislative requirements.\u00a0 The new guide addresses this need by offering practical frameworks, examples and recommendations that help organisations move beyond marketing claims and towards transparent impact communication.<\/p>\n

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Kgomotso Ramothea, CEO of ATTA\u00ae said: \u201cAfrica has never been late to the values that define world-class tourism. Long before sustainable tourism became a global trend, many of its principles were already embedded across the continent and reflected in how visitors experienced Africa. African businesses face a structural disadvantage:\u00a0 the frameworks through which global buyers measure and validate sustainability were not designed with Africa in mind. Buyer demand for data is growing, and the cost of not meeting it is market access.\u00a0 Communicating Impact builds on this strong foundation, while helping tourism businesses measure and communicate impact in ways that are credible, measurable, and aligned with buyer expectations.\u201d<\/p>\n<\/blockquote>\n

The guide draws on The Long Run\u2019s internationally recognised 4Cs framework \u2013 Conservation, Community, Culture and Commerce \u2013 which promotes a holistic approach to sustainable tourism and long-term positive impact. The resource builds on the growing collaboration between ATTA\u00ae and The Long Run to advance regenerative tourism practices across Africa.<\/p>\n

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Dr Anne-Kathrin Zschiegner, Executive Director of The Long Run, said: \u201cCommunicating impact with integrity and transparency has never been more important. Tourism businesses have an opportunity to demonstrate the real difference they make for people and nature, but doing so requires evidence, honesty and thoughtful storytelling. We hope this guide will support organisations across Africa in sharing their impact more effectively and authentically.\u201d<\/p>\n<\/blockquote>\n

The guide is available online and is intended for tourism businesses at every stage of their sustainability journey, from those beginning to measure their impact to organisations already implementing comprehensive reporting frameworks.<\/p>\n

The launch initiates a partnership between ATTA\u00ae and The Long Run which will continue to provide members with ongoing workshops and support to accelerate momentum to provide innovative, world-class sustainable tourism with measurable impact.\u00a0\u00a0Members can find Communicating Impact on the members\u2019 section of ATTA.travel.<\/p>\n

About The Long Run<\/strong>
\nThe Long Run is a global community of tourism businesses, conservation organisations and destinations committed to driving positive impact through its 4Cs framework: Conservation, Community, Culture and Commerce. Collectively, members protect and regenerate millions of acres of biodiverse landscapes while supporting communities and cultural heritage around the world.<\/p>\n

About ATTA<\/strong>
\nThe African Travel and Tourism Association (ATTA\u00ae) is the leading trade association promoting tourism to Africa and the Indian Ocean islands. Through its global membership spanning the entire tourism ecosystem, strategic partnerships and internationally recognised events, ATTA\u00ae connects African tourism businesses with buyers, media and industry leaders worldwide, helping drive sustainable growth and opportunity across the continent.<\/p>\n

Source<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

London, United Kingdom, June 26, 2027 \/ TRAVELINDEX \/ The African Travel & Tourism Association (ATTA\u00ae) and The Long Run have launched a new practical guide designed to help tourism businesses communicate their sustainability and impact initiatives with greater credibility, transparency and effectiveness. The Communicating Impact guide, launched during Experience Africa (held in London from …<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[2315,37,14,2316,1966],"class_list":["post-8323","post","type-post","status-publish","format-standard","hentry","category-global-travel-news","tag-global-travelnews","tag-news","tag-travelindex","tag-travelindex-media-group","tag-untourism"],"_links":{"self":[{"href":"https:\/\/www.travelindex.org\/media\/wp-json\/wp\/v2\/posts\/8323","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.travelindex.org\/media\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.travelindex.org\/media\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.travelindex.org\/media\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.travelindex.org\/media\/wp-json\/wp\/v2\/comments?post=8323"}],"version-history":[{"count":0,"href":"https:\/\/www.travelindex.org\/media\/wp-json\/wp\/v2\/posts\/8323\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.travelindex.org\/media\/wp-json\/wp\/v2\/media?parent=8323"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.travelindex.org\/media\/wp-json\/wp\/v2\/categories?post=8323"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.travelindex.org\/media\/wp-json\/wp\/v2\/tags?post=8323"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}