The successful development and management of visitor experiences and attractions, the backbone of the tourism industry , is both a science and an art. Until 2014, no help or network existed for visitor experience and attraction professionals in Southern Africa. Attractions Africa Conferences filled the gap and became the conference of choice for visitor experience and attraction professionals, tourism practitioners, and destination management organisations. Important conversations have been ignited in this area of expertise and that are advancing and growing the visitor experiences and attractions industry (and ultimately contributing to the draw of visitors throughout the region). After five annual Attractions Africa Conferences, the African Association of Visitor Experiences and Attractions (AAVEA) was formed in November 2018. AAVEA’s mission is to represent the interests of visitor experiences and attractions, to raise awareness of the contribution they make to the broader tourism industry, to enhance discussion and co-ordination among visitor experience and attraction professionals, and to host an annual conference that provides education, networking, and collaboration opportunities. Our members are visitor experience and attraction professionals, tourism industry stakeholders, and suppliers to visitor experiences and attractions.