The African Travel and Tourism Association (ATTA) has announced the appointment of Virginia Messina as its new Group Chief Executive Officer, in a strategic move aimed at strengthening the global voice of African tourism amid growing international interest.

Messina joins the organization following a distinguished career at the World Travel & Tourism Council (WTTC), where she served as Executive Vice President and previously led Advocacy and Communications. In these roles, she represented the global private travel sector at the highest levels of government and international institutions, helping shape policies related to sustainability, mobility, and economic development.

With prior experience at Mexico’s Ministry of Tourism, her background combines both public and private sector expertise, reinforcing ATTA’s strategy at a time when Africa is emerging as one of the world’s most promising tourism growth regions.

“Tourism in Africa is experiencing a dynamic moment full of opportunity. It is an honor to take on this role and work alongside the ATTA community to maximize the sector’s impact,” said Messina, noting that the industry already contributes more than $220 billion to the continent’s economies.

Recognized as one of the leading trade associations in the sector, ATTA will continue to strengthen connections between operators, destinations, media, and international buyers, with the goal of driving sustainable development and enhancing Africa’s visibility on the global tourism stage.