The West Africa Tourism Organisation (WATO), Travelife for Tour Operators and Travel Agents, and Fair Trade Tourism (FTT) have announced a strengthened partnership dedicated to advancing responsible tourism practices across West Africa.
The collaboration combines the organisations’ shared commitment to sustainability, their complementary expertise, and their long-standing support for tourism businesses working to embed ethical, environmental, and socially responsible operations.
The initiative will be implemented through WATO’s flagship platform, the West Africa Ecotourism Network (WAEN), which promotes sustainable tourism practices, knowledge exchange, and market opportunities for tourism enterprises across the region.
A central pillar of this joint effort is the newly signed MoU between WATO and Travelife, establishing a structured partnership aimed at expanding sustainability knowledge, management systems, and certification pathways in West Africa.
Under this MoU: WATO, through WAEN, will lead efforts to introduce sustainability tools that are culturally and operationally relevant for West African businesses.
Travelife will provide its internationally recognised sustainability management system, technical assistance, and training resources to build local capacity.
The partners will collaborate on the development of a West Africa-specific sustainability standard aligned with global benchmarks but designed for regional realities.
Together, they will strengthen pathways for West African businesses to gain access to European markets, particularly those requiring verifiable sustainability performance.
Ola Wright, President and CEO of the West Africa Tourism Organisation, emphasises the regional importance of the collaboration:
“This partnership marks a major milestone for sustainable tourism in West Africa. Through WAEN, we are ensuring that tourism businesses across the region have access to the tools, training, and international recognition they need to compete globally while protecting our environment, supporting our communities, and building a resilient tourism future”, said Wright.
In his words, Naut Kusters, General Manager of Travelife said “The support of WATO for Travelife marks a historic step forward for sustainable tourism in West Africa. We warmly welcome WATO’s leadership, which will offer clear guidance to committed tour operators and strengthen market recognition for frontrunners. This cooperation will open new business opportunities and accelerate the region’s transition toward a more sustainable travel industry.”
The broader collaboration is further reinforced by the MoU between Fair Trade Tourism and WATO, which with the support of the Travelife network brings together regional insight, internationally recognised systems, and decades of African sustainability leadership.
Grace Stead, General Manager of Fair Trade Tourism, explains why this matters for members and for the continent.
Stead said “Our members are already delivering community benefit, protecting fragile ecosystems and building resilient tourism models. What they need now is reach and recognition the ability to translate day-to-day good practice into market confidence and long-term opportunity.
Over the coming years, the partners will collaborate on six shared priorities: Promoting responsible tourism principles among West African tourism businesses; Coordinated advocacy and sector-wide communication; Expanding access to sustainability tools, training, and capacity-building; Improving market access for responsible tourism products and services; Supporting alignment with regional and national policy frameworks and Joint research, projects, and events that advance sustainable development.
Expected activities include co-branded educational materials, webinars, articles, cross-promotion of programmes, shared learning resources, and joint opportunities that advance sustainable tourism initiatives across West Africa.
The partners have also committed to regular meetings to monitor progress and identify emerging opportunities for collaboration.
