ATTA Group Events Welcomes Two New Team Members

ATTA® Group Events are delighted to announce two  important appointments to the team, strengthening our capacity across buyer engagement  and event operations as we continue to grow our events portfolio.  ATTA Group Events is a newly fully owned subsidiary of ATTA® and is responsible for  managing and delivering all ATTA® events worldwide. This renaming underscore the strong  connection between ATTA® and its events operations, reflecting the organisation’s  commitment to excellence and consistency across our global calendar.

Samantha (Sammy) Kelly – Buyer Engagement Manager
Sammy joins the team with a wealth of experience across the tourism industry and a strong,  data-driven approach to buyer engagement. With extensive knowledge of the needs and
expectations of the Experience Africa audience, she brings both strategic insight and hands-on systems expertise.  Sammy will lead buyer and hosted buyer recruitment, vetting, and engagement across the  ATTA® events portfolio. She will ensure we attract high-quality buyers and deliver  exceptional value for exhibitors at all shared-stand events, as well as at Experience Africa  and Essence of Africa.

Michelle Hollis – Event Operations Manager
We are equally pleased to welcome Michelle, who brings exceptional organisational skills  and an in-depth familiarity with ATTA®, having participated in many of our events over the
years in previous roles.  Michelle’s operational strength, attention to detail, and calm, solutions-focused approach  will play a vital role in supporting the full delivery of the ATTA® events calendar. She will
work closely with exhibitors, suppliers, venues, and the wider team to ensure our events  continue to run efficiently, professionally, and to the highest standards.

A message from Chris Mears, CEO – ATTA Group Events

"We are thrilled to welcome both Sammy and Michelle to the ATTA Group Events team at such a pivotal moment in our growth. Their combined experience across tourism, systems, operations, and stakeholder management strengthens our ability to deliver world-class events for our members".  Their arrival comes at an exciting time: we are about to open buyer applications for Experience  Africa 2026, and we have just announced our participation at FITUR 2026 in Madrid — our  newest addition to the global calendar. Sammy and Michelle will play a key role in elevating the  quality, delivery, and impact of these events for the entire ATTA® Membership and the wider  Africa Travel & amp; Tourism community".

Sammy and Michelle can also be reached via the central ATTA Group Events inbox  at events@atta.travel