Powering Africa Through Knowledge
The Academy of Tourism & Hospitality Africa is a tourism and hospitality learning institution, equipping individuals, businesses, and destinations with the practical acumen, strategic partnerships, and leadership required to build a globally competitive African tourism economy.
Our Direction
The guiding principles behind our educational delivery and continental expansion.
To be Africa’s leading tourism and hospitality academy, powering the future of tourism in Africa through transformative education, innovation, and the development of globally competitive industry leaders.
To deliver industry-led tourism and hospitality education through practical learning, strategic partnerships and innovative approaches that empower individuals, strengthen businesses, and produce skilled professionals who drive service excellence and sustainable growth across Africa.
What guides us
Pursuing the highest international benchmarks in hospitality and education.
Powering Africa through industry-relevant expertise and practical insight.
Holding ourselves accountable to ethical leadership and transparency.
Embracing technology, AI, and modern guest experience practices.
Uniting educators, industry partners, and communities for shared impact.
Instilling poise, discipline, and executive service standards.
Championing environmental stewardship and responsible tourism.
Celebrating our rich heritage while setting global benchmarks.
Our Brand Purpose
To advance Africa’s tourism and hospitality industry through transformative education, innovation, and the development of globally competitive professionals who shape the future of African hospitality and destination excellence.
Guided by deep industry expertise, rigorous standards, and unapologetic African pride, ATHA equips learners to move beyond theory. We instill the mindset, grace, and precision that command respect in five-star boardrooms and international resorts alike.
The Living Classroom
Unlike traditional colleges confined to textbooks and staged simulation rooms, ATHA operates directly inside the storied New Ambassador Hotel in the heart of Harare.
From their very first week, students don professional uniforms and train under real service pressures—interacting with paying guests, managing live reservations, working in operating commercial kitchens, and mastering luxury guest relations in real time.
Strategic Foundation
Our strategic pillars guide ATHA's mission to power the future of tourism in Africa through transformative learning, innovation, service excellence, and strategic partnerships.
Delivering practical, industry-led learning that prepares professionals for the future of tourism.
Driving innovation that prepares Africa’s tourism industry for tomorrow.
Connecting education with industry through meaningful collaboration.
Developing professionals who consistently deliver exceptional guest experiences.
Empowering tourism as a driver of economic growth, community development and environmental stewardship.
Brand Architecture
An integrated institutional ecosystem connecting vocational education, corporate excellence, executive leadership, research, and graduate career placement across the African continent.
