A visitor attraction is a permanent resource (either natural or human-made) that is developed and managed for the purpose of attracting visitors (both day visitors, domestic and international tourists) for the purposes of entertainment, education or interest.
~Lehmann, 2016

What do we do?

Attractions Africa is dedicated to advancing the visitor attractions industry in Africa through the sharing of knowledge. The Attractions Africa Conference provides an opportunity for attractions professionals at every level to participate, learn and network.

It’s a forum for attractions professionals to discuss the art and science of attraction management, sharing challenges and solutions.

The genesis of this conference and community came about in 2014 when it was founded by Sabine Lehmann (formerly of Table Mountain Aerial Cableway, currently with Zeitz MOCAA). She realised that attractions professionals around the world were meeting to share knowledge and best practice, but no such meetings existed in Africa. So she set about rallying attractions professionals from across South Africa – even those who didn’t think they were an attraction professional – to focus on defining their industry.

If your top priority is to deliver an exceptional experience to every visitor, every time they visit your attraction, you are an attraction professional. Join us at the next Attractions Africa Conference.

International interest was piqued by the success of the first Attractions Africa conference in 2014 and we were approached by the International Association of Amusement Parks and Attractions (IAAPA) European section to discuss the development of Southern Africa’s first attractions association. Karen Staley, the Executive Director of IAAPA Europe, participated in the Attractions Africa 2015 Conference and it was announced shortly thereafter that IAAPA Europe and Middle East would expand to incorporate Africa. Ms Staley attended the 2016 and 2017 conferences with the IAAPA chair, Andreas Andersen, and we continue to discuss further collaboration and co-operation between Attractions Africa and IAAPA.

Participation in IAAPA’s educational program qualifies for continuing education (CE) hours application toward an IAAPA Certification. IAAPA’s certification program helps set your career apart from others in the industry. Let your years of experience and participation in educational experiences work for you.

Who is an attraction?

  • Aquaria and zoos
  • Family entertainment centres
  • Heritage and cultural attractions
  • Museums and science centres
  • Natural attractions
  • Nature and game reserves
  • Public gardens, parks and recreation facilities
  • Theme parks and water parks
  • Wine farms, craft breweries, markets and other food and drink attractions

Whether your visitors are school children or international tourists, you draw visitors by consistently providing an interesting and enjoyable adventure. Your top priority is to deliver an exceptional experience to every visitor, so take your attraction to new heights with the knowledge, connections and expertise you’ll gain with Attractions Africa.


Sabine Lehmann

Executive Director, Attractions Africa

Alichia Nortje

Two Oceans Aquarium

Craig Allenby

National Zoological Gardens

Fazielah Williams

Table Mountain Aerial Cableway


Gold Reef City Theme Park

Mpume Mthembu

uShaka Marine World

Sibusiso T. Dlamini

City of Tshwane

African Agenda

Conference Secretariat

Patron Sponsors