The [African Travel Commission](https://en.wikipedia.org/wiki/African_Travel_Commission) announced that the [Cross River State Tourism Bureau](https://crossriverstate.gov.ng/tourism) is now an affiliate member, a status that takes effect straight away and aims to strengthen tourism cooperation throughout Africa.
In its release, the Commission described the move as a pivotal step toward bolstering institutional ties between the ATC and tourism development bodies across the continent, especially in the areas of intra‑African travel, destination marketing, tourism investment and sustainable development.
The affiliation follows a series of discussions with the Cross River State Tourism Bureau, led by Managing Director John Atsu, whose active participation helped move the process to formal membership.
According to the ATC, affiliate status will allow the Cross River State Tourism Bureau to work jointly with the Commission on programmes and initiatives designed to advance Africa’s tourism sector, foster partnerships between public and private stakeholders, and market African destinations to both regional and global audiences.
The Commission highlighted that Cross River State remains one of Nigeria’s premier tourism hubs, featuring attractions such as the annual [Calabar Carnival](https://en.wikipedia.org/wiki/Calabar_Carnival), cultural festivals, natural heritage sites and ecotourism opportunities.
It added that the state’s new affiliation is expected to reinforce efforts to position Cross River as a competitive player in Africa’s expanding tourism market.
Commenting on the development, the Executive Director of the African Travel Commission, [Dr. Lucky Onoriode George](https://www.africantravelcommission.org/executive-director), said the inclusion of the Cross River State Tourism Bureau demonstrates the Commission’s dedication to building a stronger and more inclusive African tourism network.
He emphasized that collaboration with sub‑national tourism agencies is vital for raising destination visibility, attracting tourism investment, improving regional connectivity and creating opportunities for local communities and tourism businesses.
The Commission expressed confidence that the partnership will give Cross River State a platform to engage more actively in continental tourism initiatives, share knowledge and expertise, and explore possibilities for international promotion and strategic alliances.
It also noted that the admission underlines the ATC’s broader mission to unite African tourism stakeholders, tackle common industry challenges and advance a more integrated, accessible, and competitive African tourism economy.
Founded in 1965 by leaders of African national tourism organisations, the African Travel Commission works to promote tourism development across the continent through marketing, research and advocacy.
Its activities focus on encouraging cooperation among national tourism organisations, government agencies, tourism boards, private‑sector operators and other stakeholders to unlock Africa’s tourism potential.
The affiliate membership of the Cross River State Tourism Bureau is effective immediately.