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 were meeting all over the world to share best practices, but no such meeting 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. She was assisted in 2014 by African Agenda, the conference secretariat, and a project team of four others: Craig Allenby, Claire Kaplan, Alichia Nortje and Tony Rubin – all of whom are still part of the team. In 2016, Fazielah Williams joined the team, and in 2017 Bronwen Cadle du Pont has come on board as the additional representative from the 2017 host location.