Once upon a time, booking a holiday meant heading to your local travel agency, a manila folder of handwritten tickets to carry home and a visit to the bank to order your travellers cheques. Today, travellers can book an entire holiday from the palm of their hand.

As ASATA celebrates its 70th anniversary, they’re opening their archives and inviting us to revisit the milestones that modernised the industry – and changed how South Africans travel. 

1. 1956: Travel agencies become part of the journey

In 1956, ASATA was established as the first formal body to represent South African travel agents and elected Jim Finlay as its first chairman. At the time, travel agencies were essential to planning a trip, handling everything from tickets and passports to visas and even foreign currency. There was no such thing as booking it all yourself.

2. 1959–1971: The world gets easier to reach

The arrival of the first American Express plastic charge card in 1959 transformed international travel. Instead of carrying cash or travellers cheques, travellers could pay for flights, accommodation and everyday expenses with a single card. The arrival of the Boeing 747 in 1970 made long-haul travel more accessible than ever before, and in 1971, SAA rounded things off with SAAFARI, its very own automated reservations system – basically the ancestor of every booking app on your smartphone today.

3. 1972: A genuine world-first

In 1972, just one year after Japan pioneered IATA’s Billing and Settlement Plan (BSP), South Africa became the second country in the world to adopt it. The same year, ASATA elected its first president, John Bing, and successfully negotiated an increase in domestic airline commission from 5% to 7%.

*BSP is the standardised system that keeps ticket sales, reporting and payments between agents and airlines from descending into chaos.

4. 1978–1985: Regulation, insurance and the ticketing shake-up

Between the late 1970s and early 1980s, ASATA really rolled up its sleeves. The association helped draft the bill that became the Travel Agent and Travel Agencies Act (1983) and teamed up with SAA to introduce automatic ticket printing. It also negotiated an exclusive traveller insurance (Travelsure) and secured a 15-day BSP settlement period, modernising how travel agencies operated behind the scenes.

5. 1992–1994: Ethics and deregulation

During this timeframe, ASATA introduced its first Code of Conduct, reinforcing ethical standards across the industry. Just two years later, the Tourism Bill repealed the Travel Agent and Travel Agencies Act, ushering in a new era of competition and deregulation.

6. 1993–1998: A changing landscape

The repeal of marital power meant married women could finally open bank accounts, obtain credit cards, sign contracts and pay for travel independently without their husband’s consent. In 1998, ASATA elected its first Black president, Kananelo Makhetha, reflecting the transformation of both the association and South Africa itself.

7. 2001: Flying would never feel the same again

Before 9/11, passengers could arrive at the airport shortly before departure and loved ones could accompany them to the boarding gate. Then everything changed. Security tightened everywhere, and “arrive three hours early” became gospel.

8. The 2000s: Reinvention begins

During this time, smartphones, social media and online booking platforms completely transformed how people researched, booked and shared their travels. In 2005, ASATA elected its first woman president, Amanda Harrod, and as airline commissions shrank, professional service fees models filled the gap.

In 2010, the FIFA World Cup showcased South Africa to billions of people across the globe as a world-class tourism destination, proving that this country knows how to host a good party.

Throughout the 2010s, ASATA engaged government on unabridged birth certificates for minors, worked with National Treasury on cost containment measures, secured legal guardrails for pricing transparency, and helped determine the VAT treatment of international tickets through a favourable Constitutional Court outcome in 2020.

9. 2020: When travel stopped

COVID-19 became the greatest crisis the travel industry had ever faced. Borders closed, airlines grounded fleets and refunds became a lifeline for travellers. ASATA worked tirelessly to support members through SAA’s business rescue (2019-2022) and advocate for border reopening.

10. 2023 and beyond: Buckle up for the next chapter

Today, AI, digital borders and new traveller expectations are reshaping travel once again. Yet one thing has remained remarkably consistent: When flights are cancelled, visas become complicated or plans fall apart, people still turn to trusted travel professionals for guidance.

“That belief has guided ASATA since 1956,” says ASATA CEO, Otto de Vries. “Seventy years later, it remains at the heart of South African travel. In all that time, credible expertise never went out of fashion, and I suspect it never will.”

Rob Hetem remembers the moment he understood why. At a trade show in 2006, he watched representatives of a tourism business sitting inside their exhibition stand, eating lunch, while international buyers streamed past. “No one had explained how a trade show works,” recalls Hetem, who has spent more than two decades working in tourism development and transformation. “No one had shown them how to price for intermediaries, how to approach buyers or what buyers look for when assessing risk.”

When exhibitors went home without contracts, the usual conclusion was that the businesses weren’t ready for international markets. Hetem saw it differently. The businesses hadn’t failed. The model had put them in the room without equipping them to compete once they got there.

Those early lessons shaped a different approach. SATSA CEO David Frost, COO Hannelie du Toit and Rob Hetem brought their combined development, industry and sales experience together to build a model that prepares businesses properly before pushing them towards market access.

As Hetem explains, the journey starts with the less glamorous foundations: compliance, costing, pricing, packaging and distribution, with coaching and mentoring woven through each stage. Buyers only enter the picture once a business has the commercial tools and confidence to turn an introduction into something lasting.

Building businesses that can build others

The KwaZulu-Natal Department of Economic Development, Tourism and Environmental Affairs (EDTEA) Tour Operator Development Programme shows how the approach has evolved. Delivered by SATSA with Hetem leading it, the Tour Operator Project supported more than 70 small tourism businesses over four years. The fifth year added an important next step.

Working with the KwaZulu-Natal Tourism and Film Authority (KZN TAFA), the programme created a pathway for its strongest participants to move from business development into focused market access. KZN TAFA selected ten businesses with the potential to become commercial anchors in their regions, chosen not just for their own growth prospects but for the opportunities they could open up for others.

A capable local tour operator doesn’t need to sell a single accommodation establishment or experience. It can combine a lodge stay in St Lucia with a hiking experience in Underberg, a village homestay, a local transport provider and a small safari business.

To an international buyer, that’s one itinerary, one relationship and one contract instead of five. The lead operator handles pricing, compliance and quality standards, which lowers the buyer’s risk and gives smaller businesses access to markets they’d struggle to reach alone. One strong business becomes the commercial doorway for an entire network of local suppliers.

A model designed to multiply

“Our goal was to build ten reliable commercial anchors that could pull the rest of the ecosystem with them,” Hetem explains. He calls it “village alignment”: government provides the enabling investment, an NPO like SATSA coordinates the programme, experienced tourism businesses share what they know, and developing businesses grow into increasingly commercial roles.

Each participant contributes something different. The value is in how the pieces fit together. Rather than supporting businesses in isolation, the model builds a pipeline that keeps knowledge, opportunity and market access moving long after a specific programme ends.

That thinking is now reaching beyond South Africa’s borders. Ubuntu Travel Connexions, a Southern African tour operator turned marketer now based in Europe, has partnered with SATSA to launch the Ubuntu Incubator Programme. For 12 months, Charmaine Wardenberg’s Ubuntu will represent three trade-ready SMEs from the KwaZulu-Natal programme in the German market, at no cost to the businesses.

For the South African operators, it’s representation in a market they couldn’t easily enter alone. For Ubuntu, it’s a pipeline of tourism businesses that have already done the work to become compliant, reliable and ready to sell.

“It isn’t a new concept,” says Hetem. “We draw from the ideals of Ubuntu.” What’s different is applying that philosophy deliberately to commercial development, where success is measured not only by whether a business grows, but by how many others it brings into the tourism economy with it.

The same jointly developed approach shaped SATSA’s Desk to Desert initiative in the Northern Cape. The virtual familiarisation programme takes operators through compliance, pricing, distribution and marketing before they meet buyers, so they understand not just what a destination offers, but how to package and sell it.

From mentees to mentors

The clearest sign a development model is working may be what happens after the formal programme ends. Many participants go on to mentor other entrepreneurs, passing on the knowledge, connections and experience they once received themselves.

Thabo Modise started out selling T-shirts on Vilakazi Street before building Toura Travel Therapy. Today, known as “Thabo the Tourist,” he speaks at industry conferences, introduces visitors to Soweto’s art scene and creates opportunities for emerging artists.

Semadi Manganye and Paul Maluleke turned community guiding into GATHA, the Greater Alexandra Tourism and Heritage Association, which connects local tourism businesses while its greening projects supply fresh produce to restaurants in Sandton.

Thabo and GATHA aren’t just good news stories. Development that stops at keeping one entrepreneur afloat is only doing half the job.

The same principle runs through SATSA’s wider development work. In one initiative, 56 senior tourism professionals volunteered more than 1,000 years of combined industry experience to mentor 44 small tourism businesses over a year. Their focus was the practical commercial decisions that determine whether a business survives: pricing correctly, protecting margins, managing risk, and knowing when to walk away from an opportunity that isn’t worth it.

“These are results we’re proud of because they show that we now have development models that work,” says Du Toit. But she says success cannot be measured by business support alone. By the end of 2025, overseas arrivals had recovered to just 92% of pre-pandemic levels, according to Statistics South Africa. In her view, even the strongest enterprise development programme can only take businesses so far if the market itself is not expanding. “Readiness is only one side of the equation. We need to work just as deliberately on demand if the businesses we have developed are going to grow and remain sustainable.”

Ends

Issued by: Big Ambitions
Contact: Brenda Walters

Email: satsa@bigambitions.co.za

Tel. +27 73 061 3114

About SATSA

SATSA is the voice of inbound tourism in Southern Africa, representing over 1,100 quality assured members across the tourism value chain. As a trusted mark of credibility, SATSA-member businesses are vetted annually with stringent financial checks and adhere to a strict Code of Conduct, ensuring high ethical and operational standards. SATSA continually works to promote responsible tourism and protect travellers from fraudulent activity within the industry. https://www.satsa.com/

Now in their third year, the awards recognise outstanding organisations and individuals driving positive environmental, social and economic impact across Africa’s tourism sector and received more than 100 entries across ten categories.

Each winner received a trophy handcrafted by the FlipFlopi Project – an East African movement dedicated to ending single-use plastic pollution through community-led circular economies. Makers of the world’s first recycled plastic sailing dhow, the FlipFlopi Project embodies the values these awards exist to celebrate. The trophies were revealed for the first time on the night.

2026 ATTA® for Action Award Winners

• ATTA® Purpose & People Award — TAMàNA (Madagascar)
• ATTA® Earthkeepers Award — Gamewatchers Safaris (Kenya)
• ATTA® Eco-Innovation Award — Porini Safari Camps, Gamewatchers Safaris (Kenya)
• ATTA® Zero Waste Trailblazer Award — Sirikoi Lodge (Kenya)
• ATTA® Community Upliftment Award — Nomad Tanzania (Tanzania)
• ATTA® Marine Impact Award — andBeyond (South Africa)
• ATTA® Collaborative Impact Award — The Safari Collection (Kenya)
• ATTA® Traveller Education and Awareness Award — Blood Lions and Marine Dynamics (South Africa) (joint winners)
• ATTA® Media Voice for Action Award — Marco Barneveld, Wide Oyster Media (Netherlands)
• ATTA® Emerging Changemaker Award — Travel4Purpose (Kenya)

Each award category was assessed against rigorous criteria designed to identify organisations delivering measurable impact. From ethical wildlife experiences and marine conservation initiatives to community empowerment programmes, circular economy innovations and traveller education campaigns, the awards recognise leadership that goes beyond aspiration and demonstrates tangible outcomes.

The joint award in the Traveller Education and Awareness category – shared by Blood Lions and Marine Dynamics – was a direct reflection of the quality of entries. The judges recognised the two organisations as excelling in distinct but equally vital dimensions of the same challenge: one for advocacy and policy change, the other for direct traveller engagement and measurable conservation outcomes.

This year also marks the first time in the awards’ history that a single organisation has won across two categories in the same year. Gamewatchers Safaris and their Porini Safari Camps claimed both the Earthkeepers and Eco-Innovation Awards – a result that speaks to the depth and consistency of a conservation model nearly three decades in the making. In 2024, the inaugural year of the awards, they were recognised for their collaborative approach. TAMàNA, meanwhile, returns as a multi-year winner, claiming the Eco-Innovation Award in 2025 and, this year, recognised for heritage tourism leadership in an entirely different category. Marine Dynamics similarly becomes a two-time winner across the awards’ history, previously recognised for marine conservation and this year for traveller education – a testament to the breadth of their work.

Virginia Messina, Group CEO of ATTA®, said: “The ATTA® for Action Awards exist to celebrate the organisations and individuals proving that tourism can be one of Africa’s most powerful forces for positive change. Across the continent, we continue to see extraordinary leadership in conservation, community empowerment, cultural preservation and environmental innovation. In many ways, African tourism businesses have been pioneering responsible tourism practices for decades, often developing solutions that the wider global industry is only now beginning to embrace.

“As an association, we will continue to champion evidence-based responsible tourism, showcase innovation from across Africa, and provide our members with the knowledge, tools and inspiration they need to thrive in a rapidly changing landscape. The future of African tourism depends on protecting the very people, places and wildlife that make the continent so extraordinary, and these winners are showing what that future can look like.”

The ATTA® for Action Awards form part of ATTA®’s broader commitment to advancing responsible tourism across Africa and supporting members in creating measurable, positive impact for people, places and the planet.

For a full list of winners and finalists, visit: https://awards.atta.travel/winners-finalists-2026/

ENDS

High res images can be found here

ABOUT ATTA®

The African Travel and Tourism Association (ATTA®) is the leading trade association promoting tourism to Africa and the Indian Ocean islands. Through its global membership spanning the entire tourism ecosystem, strategic partnerships and internationally recognised events, ATTA® connects African tourism businesses with buyers, media and industry leaders worldwide, helping drive sustainable growth and opportunity across the continent. 
For more information, visit atta.travel.

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Issued by: Big Ambitions Brenda Walters
Email: brenda@bigambitions.co.za
Tel: +27 76 061 3114

FEDHASA says the Department’s acknowledgement that substantial amendments are required – together with the decision to place current Resource Management Plans (RMPs) on hold pending further review – is an important and constructive development for the hospitality, tourism and broader business sectors.

FEDHASA National Chairperson, Brett Tungay, said:

“The hospitality and tourism industry welcomes the Department’s willingness to listen to the extensive concerns raised by stakeholders across the country. This is a positive and encouraging indication that meaningful public participation is being taken seriously.

The initial Draft Regulations and associated Resource Management Plans created widespread concern due to their potential impact on tourism, hospitality, recreational access, investment certainty, and water-based economic activity around many of South Africa’s dams and waterways.”

Anderson added that the industry remains deeply concerned about the broader economic implications of over-regulation within an already constrained tourism economy.

“Tourism and hospitality are key job creators in South Africa. At a time when many businesses are still recovering from the devastating impact of COVID-19 restrictions, combined with increasing operational costs and deteriorating municipal infrastructure, it is critical that future regulations support economic growth, investment certainty and sustainable tourism development – rather than unintentionally undermining it.”

FEDHASA Board Member – Rosemary Anderson, said the Department’s acknowledgement of concerns regarding general access, tourism activity and lease-related matters was particularly important.

“One of the major concerns raised by stakeholders was the potential impact that aspects of the proposed regulations and lease policy could have had on investment confidence in tourism and hospitality businesses situated around dams and inland waterways.

Tourism developments, marinas, boat-based tourism operations, lodges, restaurants and waterfront hospitality businesses require long-term investment horizons and certainty of access in order to justify substantial capital investment and job creation.

We are therefore encouraged that DWS has recognised the need for further engagement and review.”

Tunday added that the decision to revisit the role and scope of Resource Management Plans (RMPs) was also significant.

“The industry strongly supports responsible environmental management, safety and protection of water resources. However, regulations must be practical, constitutionally sound, economically rational and aligned with existing legislation and operational realities.

There now exists an important opportunity for collaborative engagement between government, tourism operators, environmental stakeholders, water users and affected communities to develop a workable framework that protects South Africa’s water resources while also supporting tourism, recreation, investment and job creation.”

FEDHASA further welcomed the Department’s commitment to additional stakeholder consultation and indicated that the organisation would continue participating constructively in the process.

“South Africa’s dams, rivers and waterways are not only strategic water assets – they are also important tourism, recreation and economic assets that support many thousands of livelihoods,” Anderson concluded.

“We believe it is possible to achieve both responsible environmental custodianship and sustainable economic development through balanced, practical and properly consultative regulation.”

As the gap widens between ‘marketing sustainability’ and ‘operational reality,’ these awards identify the trailblazers who are turning responsible tourism principles into measurable, scalable business assets.

Important Dates and Entry Information

• Entry Deadline: 17 April 2026
• Awards Ceremony: 22 June 2026 at Experience Africa, London
• Cost: Free to enter
• Limit: Applicants may enter a maximum of two categories.

Following a surge in high-calibre entries in 2025, the 2026 programme retains its ten established categories spanning the full spectrum of regenerative travel, from marine conservation and climate innovation to community empowerment and ethical storytelling. This is a deliberate strategic move. By keeping the criteria consistent, ATTA® is establishing a year-on-year yardstick.

Chris Mears, CEO of ATTA Group Events, explained the shift in expectation:

“By keeping our categories consistent, we are challenging the industry to show us progress. We want to see how last year’s emerging ideas have become this year’s business models. An initiative might look good on paper, but we need to question how it actually changes a life, contributes to saving a species, or alters a supply chain. We encourage all organisations to enter, from small eco-lodges to major operators. If you have a blueprint that works, the industry needs to see, model, and celebrate it.”

Nigel Vere-Nicoll, ATTA® Honorary President, emphasised that these awards are designed to separate those saying the right things from those doing the hard work.

“Africa is setting itself apart as a world leader in regenerative tourism, and these awards are the mechanism by which we validate that claim.”

The awards apply a double check process on scoring with a selected group of judges. “We have assembled a judging panel that combines historical industry knowledge with the fresh, uncompromising perspective of young changemakers,” added Vere-Nicoll.  

“Beyond recognition, these awards provide a platform for organisations to position themselves as leaders in the eyes of international buyers actively seeking purpose-led partners. Entering is an opportunity to validate their team’s hard work on a global stage,” Vere-Nicoll concluded.

To enter and view full criteria, visit: https://awards.atta.travel/

For further information please contact: chris@attagroup.events

-Ends-

ABOUT ATTA®

ATTA® (The African Travel and Tourism Association) is the leading pan-African trade association promoting tourism to Africa and the Indian Ocean islands. Known as the “Voice of African Tourism,” ATTA® serves over 900 member businesses, including accommodation providers, tour operators, and travel specialists. It provides accurate industry news, hosts networking events and trade shows, and delivers valuable member training and resources. For more information, visit atta.travel.

Join the ATTA® Media Network to gain access to news about tourism in Africa, access to spokespeople and thought leaders and other media benefits. Email media@atta.travel for details.

About ATTA® Group Events:

ATTA® Group Events is the foremost platform for connecting African suppliers with top international buyers at various shows. Promoting an expansive range of travel products and unique experiences from across Africa, ATTA® Group Events hosts B2B events that are not just a meeting ground but a catalyst for forging essential industry connections, making these #ThePlaceToConnect for the African tourism industry.

The World Travel Agents Associations Alliance (WTAAA) is alerting the global travel agency community to a sophisticated fraud scheme involving the unauthorised use of agency IATA accreditation numbers to obtain airline NDC access and issue fraudulent tickets.

Confirmed incidents have been reported across multiple markets globally, with cases identified in several regions, including in North and South America, and attempted activity noted elsewhere. WTAAA is issuing this advisory to ensure that travel agencies worldwide are aware of the threat and are taking appropriate precautionary steps.

In the incidents reported, fraudsters have used spoofed or look-alike email domains designed to closely resemble those of legitimate travel agencies, to request NDC onboarding or airline agent portal access. By presenting a valid IATA accreditation number alongside a convincing but fraudulent identity, they have in some cases been granted ticketing authority without the knowledge or consent of the agency whose credentials were used.

Once access is established, tickets are issued at volume using stolen credit cards. The legitimate agency typically only becomes aware of the fraud when chargeback notifications arrive, by which point significant financial damage has already occurred. In one confirmed case, with more than USD $350,000 equivalent in fraudulent ticket issuance was recorded.

There is currently no evidence of a breach of any GDS system. The vulnerability appears to relate to onboarding and verification processes that rely primarily on IATA number validation alone.

A call to action for the global agency community

Otto de Vries, Executive Director of WTAAA, commented:

“This is a timely reminder that as our industry embraces new distribution technology, our security practices need to keep pace. The agencies affected in these cases did nothing wrong; their credentials were used without their knowledge. We are urging all agencies to take a few straightforward steps to protect themselves, and we are calling on airline and technology partners to strengthen their verification processes at the point of NDC onboarding.”

WTAAA is asking all travel agencies to take the following precautionary steps immediately:

• Review active NDC registrations. Check all airline portal connections and NDC agreements currently associated with your agency. If anything is unfamiliar, investigate and report it without delay.
• Monitor BSP and ARC activity regularly. Do not wait for the billing cycle. Check for unfamiliar ticket issuance, particularly on carriers or through distribution channels you do not typically use.
• Be alert to domain spoofing. Monitor for email domains that closely resemble your own and alert partners if you identify fraudulent use of your agency name or contact details.
• Report suspicious activity promptly. Notify the relevant airline and GDS security teams, report to IATA, and inform your national travel agency association so that broader awareness can be maintained.

Industry coordination

WTAAA is coordinating with member associations across multiple regions and will continue to share information as the situation develops. We are calling on airline and distribution partners to review their NDC onboarding and verification processes as a matter of urgency; IATA number validation alone is not a sufficient safeguard, and stronger identity verification needs to be part of how access is granted going forward.

“WTAAA exists to give travel agents a unified global voice, and that is exactly what we intend to use here. We will be working with our partners across the industry to ensure that the right safeguards are put in place, not just for the agencies affected today, but for every agency operating in an increasingly digital distribution environment,” de Vries added.

Member associations that have identified similar activity in their markets are encouraged to contact WTAAA directly so that a clearer picture of the global scope of this issue can be established.

SATSA, in partnership with Futureneer Advisors, has released a new white paper revealing South Africa’s adventure tourism industry generated R12 billion in direct revenue in 2024, while supporting 91,000 jobs.

The strategic document outlines the full economic impact of adventure tourism (which reaches R25 billion when multiplier effects are applied), gaps and opportunities, and how South Africa can capitalise on the global adventure tourism market, projected to reach USD 1.68 trillion by 2032 with an annual growth rate of 9.42%.

Key findings:

• Adventure tourism offers significant opportunities for geographic expansion beyond established tourism hotspots.
• The sector creates meaningful social inclusion in areas with high unemployment.
• South Africa faces a critical choice to either lead with its extraordinary diversity of adventure experiences or risk losing market share to global competitors.
• The report highlights the importance of integrating professional standards through initiatives like SATSA’s 101 Adventures self-regulation framework (which now covers more than 101 adventure activities), inclusive of a  free self-assessment tool,  Adventure Tourism Self-Regulation Roadmap, Category-specific Codes of Good Practice and Adventure Industry Toolkits.

“Adventure tourism is no longer a niche market for adrenaline junkies. It’s a powerful economic force reshaping how and where tourism revenue flows across destinations,” explains Nic Shaw, Chair of SATSA’s Adventure Chapter. “It spreads economic benefits into previously bypassed communities, creating opportunities for sustainable regional development – while meeting the changing needs of international visitors.”

Those needs centre on cultural immersion, natural environments, and physical activity that creates authentic connection rather than passive consumption.

For South Africa’s tourism industry, this shift offers visitors something beyond iconic destinations like Cape Town and Kruger, dispersing economic benefits into rural corridors, mountain ranges, and coastal trails. It creates jobs for guides, shuttle drivers and hospitality staff – roles that keep value local and build career ladders for youth.

Call to action

For SATSA, the question isn’t whether adventure tourism represents opportunity, it’s whether South Africa will act decisively to claim its share, as global competitors double down on adventure tourism for regional development.

“Other countries aren’t sitting still,” explains Hannelie du Toit, SATSA COO. “Australia, one of our biggest competitors, continues expanding its adventure portfolio, with regional Australia presenting massive opportunity. And yet, our offering is deeper and more diverse. It’s an opportunity we can’t afford to let slip through our fingers.”

The full white paper is available for download at here.

Review SATSA’s 101 Adventures Self-Regulation Framework here: Adventure Tourism | Southern Africa Tourism Services Association

As the only African association representing the Southern Africa’s tourism industry in the ATTA stable, SATSA is now linking its 1,200+ members — particularly SMEs in nature-based and community tourism — with ATTA’s network of 30,000+ professionals across 100 countries, unlocking access to international buyers, market intelligence and specialist sustainability expertise.

“Adventure tourism creates jobs in communities where potentially few other economic opportunities exist — from tourism entrepreneurs and guides to local craft makers and hospitality providers,” says Hannelie du Toit, COO of SATSA. “This collaboration helps us scale that impact by connecting operators with international markets that value authentic, conservation-focused but credible experiences.”

The partnership is already active. SATSA recently participated in a global stakeholder call with ATTA alongside more than 30 international partner associations. “The knowledge-sharing potential was immediately evident,” says du Toit. “These connections will directly benefit our members.”

“There’s strong value in the two-way exchange this creates,” says Nicolás Caram, Vice President: Destination and Business Development at ATTA. “SATSA members can tap into global markets, while we gain deeper insight into Southern Africa’s conservation-led and community-based tourism models.”

At the same time, SATSA is creating Codes of Conduct and practical tools for adventure operators. These guides and checklists help businesses understand safety requirements and put industry standards into practice. The 101 Adventures platform then showcases operators who meet these standards, making it easier for travellers to find quality adventure experiences and helping Southern African adventure businesses reach more customers.

The move also responds to proven market demand. In 2025, SATSA conducted South Africa’s most comprehensive adventure tourism market study with Wesgro, engaging over 4,200 travellers. Results confirmed a strong appetite for nature-based and culturally immersive experiences, alongside operators’ need for support in meeting international standards.

“Our members are doing exceptional work, especially in remote areas where tourism creates meaningful economic impact,” says Nic Shaw, SATSA Adventure Chapter Chairperson. “This alliance provides the international connections and practical support they’ve been seeking to grow sustainably.”

The collaboration also advances SATSA’s policy work, including South Africa’s first Adventure Tourism White Paper, due for release this month.

“We’re focused on building a sector that benefits local communities long-term,” adds du Toit. “Learning from ATTA’s global experience helps us avoid the pitfalls other destinations have faced and build something genuinely sustainable.”

SATSA, the voice of inbound tourism, encourages clear, reliable, and factual communication as parts of the Garden Route continue to experience water shortages and increased fire activity in the height of summer in South Africa

While these conditions are not uncommon at this time of year, the current situation requires heightened vigilance and coordinated response from both authorities and the tourism sector. Local authorities are actively managing water restrictions and fire preparedness measures to protect communities, visitors and essential services.

 Level 4 water restrictions are now in place in the Greater Knysna area, with contingency planning underway should conditions require further escalation. The Western Cape government has reported regional dam levels lower than at the same time last year and has expressed that early proactive measures are far more effective than emergency restrictions.

At the same time, emergency services remain vigilant as hot, dry, and windy weather continues to drive fire risk across the country. The Nelson Mandela Bay Municipality confirms that whilst fire incidents have increased since December, teams are successfully containing outbreaks and maintaining a high level of readiness.

Firefighting efforts continue in Mossel Bay and the municipality has urged the public to remain alert and avoid affected areas, allowing emergency services to operate safely.

Despite these pressures, tourism businesses across these regions remain open and operational. Industry-wide conservation measures, including water-saving protocols and guest education initiatives, have been adopted to ensure responsible resource use. The sector draws on extensive experience managing similar seasonal challenges in the past and is committed to maintaining high service standards whilst safeguarding the wellbeing of visitors and local communities.

What travellers should expect

Visitors may notice practical water conservation efforts – shorter showers, towel reuse programmes, and occasional low pressure. In areas affected by active fires, certain outdoor activities or routes may be temporarily restricted in line with official safety advisories. Route changes could also impact travel time.

Practical advice for visitors

• Contact your booking consultant or accommodation provider directly to understand current conditions and any adjustments
• Be mindful of water use in impacted areas and follow on-site conservation guidelines
• Pack with water conservation in mind – fewer outfit changes, quick showers
• Stay flexible with outdoor plans and monitor local emergency advisories
• Avoid areas where authorities advise against travel due to fire risk
• Continue supporting local businesses where it is safe and appropriate to do so

Useful contacts

Relevant municipal fire and water updates are available via official local authority channels. Some key contacts are listed below. We also recommend following local authorities on their social media channels to revise real-time updates.

Knysna Municipality – knysna.gov.za
George Municipality – george.gov.za
City of Cape Town – capetown.gov.za
Nelson Mandela Bay Municipality – nelsonmandelabay.gov.za

Mossel Bay Tourism – visitmosselbay.co.za By working directly with local authorities and maintaining credible information, we can safeguard local economies and ensure that visitors continue to have a positive and safe experience.