In a first for both South Africa and the continent, the African Association of Visitor Experiences and Attractions (AAVEA) released the highly-anticipated results of its inaugural attractions benchmark survey at its AAVEA 2021 Virtual Conference today, Thursday 19 August 2021.

The attractions benchmark survey results, researched and analysed in the second quarter of 2021 by Sabine Lehmann, an esteemed tourism industry professional, CEO of Curiositas, and the executive director of AAVEA, were compiled using data collected for 2019 and 2020. Bearing in mind the impact of COVID-19 and the national lockdown, the attractions benchmark survey report yielded the following fascinating snapshot of the attractions industry:

• South African attractions received a total of 11,7 million visitors in 2019.
• In 2019, the domestic market was the largest single source of visitors for attractions and experiences with 61%of visitations being domestic visitors.20% of full time jobs were lost at attractions between 2019 and 2020.
• The majority of attractions (66%) were closed for the equivalent of half a year or more in 2020.
• 27% say the attractions industry has changed fundamentally and we won't see those numbers again.

The full survey results report is available on the AAVEA website.

As the first membership-based organisation of its kind on the continent, AAVEA represents the interests of visitor experiences and attractions, raises awareness of the contribution they make to the broader tourism industry, and hosts events and online sessions that provide education, valuable engagement with industry peers, and collaboration opportunities.

The organisation announced its partnership with South African Tourism (SAT), the marketing agency for the Department of Tourism, in 2020. The survey results report is one of the key deliverables of this partnership.

Lehmann is delighted to be able to present this pioneering report and is looking forward to extending its reach in the future:

“If we wish to advocate for our sector within the tourism economy, then having data available to prove our importance in the industry is vital. Never has the role of the attractions and experience industry been more important than in the year when we lost international tourist arrivals. For the domestic tourism economy, visitor attractions and experiences are an instrumental driver of leaving home for a fun day out. We wish this to be the first of an annual attractions and experience survey which will eventually be extended to attractions and experiences in Africa.”

For more information about AAVEA and its industry data gathering initiatives, please visit www.aavea.org.za.

The African Association for Visitor Experiences and Attractions (AAVEA) is gearing up to host its sixth annual conference for attractions managers and industry professionals at the Radisson RED Hotel in Cape Town on 21 and 22 August 2019. 

The association, which launched in April 2019, is proud to present an inspiring two-day programme of insightful case studies, captivating presentations by international and local speakers, and thought-provoking roundtable discussions. 

This year’s programme will include a presentation by Mikael Ahlerup, the CEO of Lund Group in Norway. The Lund Group is a family-owned company that goes back generations and is one of Norway’s largest leisure companies. Mikael will be sharing his experience on how to embrace leadership. 

AAVEA is supported by the International Association of Amusement Parks and Attractions (IAAPA) who will be holding its Institute for Attractions Managers (IAM) at the Radisson RED Hotel from 18 to 20 August 2019. The IAM course, being held for the first time ever in Africa, is directed at emerging industry professionals who have the potential to join senior management team and newly hired executives in the attractions industry. Those who participate in both the AAVEA Annual Conference and the IAM course will be awarded 26 credits towards their IAAPA qualification as a Certified Attractions Leader, an internationally recognised endorsement that can open up opportunities in the attractions industry. 

AAVEA president Sabine Lehmann, who founded the conference in 2014, is excited to welcome participants to both of these attractions industry events.

 “Both the AAVEA conference and the IAM course are fantastic opportunities for African attractions managers to learn from and with the best global pioneers in the industry. We are proud to be working alongside the IAAPA team to bring emerging trends, best practice case studies, and universal benchmarks to the shores of Cape Town, and to showcase examples of local excellence to our international peers. Register today and join us for this once-in-a-lifetime opportunity!” says Lehmann. 

Join us at the Annual AAVEA Conference 2019:

Attractions Africa, now AAVEA, will hold its sixth annual conference (AAVEA 2019) on Wednesday 21 and Thursday 22 August 2019 at the Radisson RED Hotel in Cape Town. The conference is a two-day gathering especially designed for visitor experience and attraction professionals. The programme offers insights into best practice, trends, management, and bench marking. Networking events open up collaboration opportunities. Panelists and presenters share personal experiences and case studies of real-world excellence. It’s the only African platform for visitor experience and attraction professionals to network, share, and seek solutions together.  

Conference registration for AAVEA 2019 is open and AAVEA members will enjoy special discounted pricing.  

For more information about AAVEA, please visit www.aavea.org.za, call +27 (0)21 683 2934, or send an email to This email address is being protected from spambots. You need JavaScript enabled to view it..

IAAPA expands its international operations to include Africa

With less than a month to go until the third annual Attractions Africa conference from 8 to 9 June, 2016 in Cape Town, comes the big news that the event has been recognised as the continent’s foremost Attractions management event by the International Association of Amusement Parks and Attractions (IAAPA).

Founded in 2014, Attractions Africa is a collaborative effort between some of the continent’s top Attractions including Table Mountain Aerial Cableway, National Zoological Gardens of South Africa, Two Oceans Aquarium, SAB World of Beer and Cape Point.  

The two day Attractions Africa programme comprises international speakers sharing trends, benchmarks and best practice, as well as local examples of excellence, case studies and white papers presented by local Attraction managers.

Attracting hundreds of delegates from all over Africa and in the tourism industry, Attractions Africa, chaired by Sabine Lehmann, is the driving force in IAAPA’s decision to include the continent in its operations and change its name to IAAPA EMEA (Europe, Middle East, and Africa):

“What an honour for our conference and Africa to be recognised by such a global Attractions management force! As the only event of its kind on the continent, Attractions Africa is the pioneer in the local attractions industry and we are excited to be bringing together its top leaders and peers each year with the full support of IAAPA EMEA”, says a thrilled Lehmann.

IAAPA EMEA’s announcement of recognition comes as a result of the organisation’s decision to expand the scope of operations of its Europe regional office to incorporate the Middle East and Africa to better serve IAAPA EMEA’s members in the regions.

“The formation of the IAAPA EMEA office in Brussels further strengthens IAAPA’s international presence and reiterates the association’s commitment to serve its members in the Middle East and Africa region,” said Karen Staley, senior vice president of IAAPA EMEA Operations. “With explosive growth in the Middle East and the quickly emerging market in the continent of Africa, we look forward to playing a role in this exciting growth period for the attractions industry.”

Join us at the Attractions Africa conference:

Registration is open for the Attractions Africa 2016 Conference, which will be held at the Double Tree by Hilton Hotel Cape Town – Upper Eastside from Wednesday 8 to Thursday 9 June, 2016.   To register and for more information about the Attractions Africa conference, please visit www.attractionsafrica.co.za or call +27 (0)21 683 2934.

The third annual Attractions Africa conference, the continent’s premier attractions management event, heads to the Double Tree by Hilton Hotel Cape Town – Upper Eastside from Wednesday 8 to Thursday 9 June, 2016.  

Delegates of the conference will be treated to a two day programme, comprising international speakers sharing trends, benchmarks and best practise, as well as local examples of excellence, cases studies and white papers presented by local attraction managers.  

This year’s thrilling presentations include a case-study of the Homo Naledi discovery by Michael Worsnip of Maropeng a’Afrika Leisure; a talk by the Cape Town Cycle Tour’s David Bellairs about the marketing, communication and reputation management needed for the world’s largest cycle tour; a look into community participation in Attractions building by the rising star Siphiwe Ngwenya of the Maboneng Art Experience and more.  

An educational opportunity for attraction managers as well as a platform for information sharing and the recognition of common challenge, Attractions Africa is a collaborative effort between some of the continent’s top attractions including Table Mountain Aerial Cableway, National Zoological Gardens of South Africa, Two Oceans Aquarium, SAB World of Beer and Cape Point.

  Now in its third year, the Attractions Africa conference has become a highlight of the tourism calendar:

  “A conference of this magnitude brings together leaders and their peers within in the attractions management industry and provides invaluable learnings for those on the frontline of providing amazing visitor experiences at their establishments. Whether you are a museum, an art gallery, a hotel, a mega event, a restaurant or a theme park, we want you to join us for this must-attend educational event, “says Sabine Lehmann, Attractions Africa chair.  

Join us at the Attractions Africa conference:  

Registration for Attractions Africa 2016 Conference is OPEN. A discount rate for early registration is offered and will run until Friday 13 May 2016, so be sure to get in there fast and book your spot. Register online with a credit card or request an invoice.   To register and for more information about the Attractions Africa conference, please visit www.attractionsafrica.co.za or call +27 (0)21 683 2934.