Fully accredited by the Council on Higher Education, the NQF5 qualification is the highest achievable within the South African guiding sector. The year-long programme, running from 13 February 2027 to 6 February 2028, is designed to equip students with the practical skills and theoretical grounding required to lead the future of African ecotourism. 

The accreditation is important and marks the end of a rigorous seven-year journey, during which the higher-education authorities examined the organisation’s governance, integrity and training quality in depth. The process was demanding, but it confirms EcoTraining’s position as the only provider of this qualification in South Africa, and gives students, partners and the wider public independent assurance that it meets the strict standards expected. EcoTraining is also CATHSSETA accredited and FGASA endorsed, offering further confidence in the standards and relevance of its training. 

“As Grade 12 learners head into their final matric exams, they’ll be exploring study opportunities for next year,” says Anton Lategan, MD at EcoTraining. “We’re proud to be the only field guide training provider in South Africa currently offering the Higher Certificate in Ecotourism Guiding, an NQF Level 5, 120-credit tertiary education qualification.” 

Students can expect: 

• A year immersed in the principles, theory and practice of guiding 

• A curriculum designed specifically for the ecotourism industry, and a rising demand for deeper, more conservation-focused safari experiences 

• Nine core modules and a specialist elective, from ecology and tracking to guiding ethics and work-integrated learning 

• The skills needed to kickstart a career in tourism and guiding 

• Training to organise and facilitate guiding experiences within legal and regulatory frameworks 

• Grounding in safe and responsible wildlife viewing 

• Hands-on experience in small, closely mentored groups at some of the country’s top lodges 

• Guidance from expert trainers 

• 120 credits that support further study, including internationally, subject to the receiving institution’s requirements 

• A Higher Certificate from an accredited, reputable provider that strengthens employment prospects 

The qualification’s practical grounding is already paying off: of the first 15 students to complete the programme, 14 are now in permanent guiding jobs, a 93% employment success rate. A further 16 students are currently on the programme, completing their workplace integration at lodges around the country. 

Most significant, for Lategan, is the opportunity for students to mature and gain real-world experience. 

“You cannot fully understand this industry while training in isolation,” says Lategan. “Our camps sit in wilderness areas rich in biodiversity, but they’re also within reach of some of the country’s top lodges and active tourism destinations. So, our students don’t just learn about nature, guiding and conservation from the best in the business. They also see firsthand how international guests are hosted and guided, which is something no classroom can teach.” 

The Ecotourism Guiding course is held at EcoTraining’s camps in southern Africa, including Greater Kruger Timbavati, Greater Kruger Balule Pridelands, Kruger National Park Makuleke, and Karongwe Game Reserve. 

The compulsory modules (115 credits) cover End User Computing, English Communication, Introduction to Ecotourism and Nature Guiding in South Africa, Guiding Ethics and Safety, Planning and Conducting a Guided Experience, Basic Ecology, Animal Studies, Vegetation Studies and Animal Tracking. Students then choose one elective (for 5 credits) from either Viewing Dangerous Animals on Foot, Navigation or Birding.  

“For anyone who loves wildlife and nature and can already see themselves living and working in the bush, this is where that journey starts,” says Lategan. “Ecotourism is one of the most important fields we have for protecting Africa’s wild places, and it depends on guides who are properly trained for it.” 

For more information around EcoTraining’s courses, including the Higher Certificate in Ecotourism Guiding, visit: www.ecotraining.co.za 

SATSA, the voice of inbound tourism in Southern Africa, has unveiled the full programme for its flagship annual conference, bringing together an exceptional line-up of business leaders, destination specialists, conservation pioneers, hospitality executives and tourism innovators to explore the opportunities and challenges shaping the future of tourism in the region.

Taking place from 19–21 August 2026 at Southern Sun Cape Sun, the conference will provide a platform for industry collaboration, strategic discussion and practical insight at a time when tourism businesses are navigating changing global markets, technological advances, conservation priorities and evolving traveller expectations.

Among those taking to the stage are some of South Africa’s most respected business, destination and tourism leaders, including Marcel von Aulock, Chief Executive Officer of Southern Sun; Adrian Enthoven, Executive Chairman of Yellowwoods and Family Owner of Spier Wine Farm; Graham Wood, Chief Executive Officer of the V&A Waterfront; Alderman James Vos, Mayoral Committee Member for Economic Growth, City of Cape Town; Enver Duminy, Chief Executive Officer of Cape Town Tourism; and Rashid Toefy, Deputy Director General: Economic Development and Tourism, Western Cape Government.

Joining them are respected leaders from organisations including SANParks, Rhino Africa, Africa’s Eden, Wesgro, Dream Hotels & Resorts, the Tourism Grading Council of South Africa, Nielsen Sports, Londolozi, Wild Wings Safaris, Isibindi Africa Lodges and Motsamayi Tourism Group, reflecting the breadth of expertise represented across the programme.

The programme explores some of the defining issues shaping tourism today, including:

• SANParks at 100: Legacy, Growth and the Road Ahead
• The South African Business Landscape: Navigating Change and Creating Opportunity
• The V&A Waterfront: Reinvention, Relevance and the Road Ahead
• Panorama Reimagined & Wild Eastern Cape: Destination Reinvention and Regional Competitiveness
• The Collaboration Advantage: How Government and Industry Are Building a Common Roadmap for Tourism Growth
• Beyond the Middle East Horizon: New Markets, New Routes and the Courage to Grow
• Reimagining Tourism, Together: Building a More Competitive, Connected and Inclusive Southern Africa

According to SATSA CEO David Frost, the conference has been designed to bring together the ideas, people and partnerships that will help shape the future of tourism.

“Tourism has always been one of South Africa’s greatest strengths, but the environment in which we operate is changing rapidly. Success will increasingly depend on our ability to collaborate, adapt and embrace new ways of thinking. SATSA Conference 2026 brings together the people, ideas and partnerships that will help shape tourism’s next chapter. More than a conference, it is where our industry comes together to challenge thinking, build relationships and create momentum for the future.”

SATSA Chairperson Oupa Pilane said the programme reflects both the diversity and strength of Southern Africa’s tourism sector.

“This year’s programme has been carefully curated to bring together some of the most influential voices from across business, conservation, government and tourism. By creating space for meaningful dialogue and practical insight, we hope delegates leave not only inspired, but equipped with new ideas, stronger partnerships and renewed confidence in the future of our industry.”

The full conference programme and registration details are available here.

About SATSA

SATSA is the voice of inbound tourism in Southern Africa, representing over 1,200 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/

Media Contact

Kim Taylor | Strategic Communications and Marketing Manager, SATSA

kim@satsa.co.za

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.

LinkedIn | Facebook | Instagram

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

The recognition in Indaba’s Inspirational Awards rounds off a landmark 12 months for the EcoTraining team.

In the past year, EcoTraining became the first and only field guidetraining provider in South Africa to offer university-level NQF5 qualifications accredited by the Council on Higher Education.

In September, it was named Best Education Study Abroad Provider at the 2025 Global Youth Travel Awards in Lisbon.

Now, South African Tourism has recognised the organisation for innovation in conservation education through its Inspirational Awards.

Bringing the bush to a global audience

Over 33 years, EcoTraining has trained more than 17,000 people from 33 countries at its immersive, unfenced camps in South Africa, Botswana and Kenya. Its graduates lead safaris across the continent. Close to a thousand have come from China alone, returning home as guides and guardians of the African wilderness.

The Indaba judges recognised the way EcoTraining is opening the world of conservation to people who can’t always reach the bush. In 2023, it launched the Online Field & Trails Guide Programme, making FGASA-accredited training available anywhere through virtual classrooms, live lectures and field videos, with the option to follow up with an immersive in-camp practical.

Other online courses, including the newly launched Inside the Pride, which explores the evolution, ecology and behaviour of lions, allow guides, wildlife enthusiasts and conservationists to broaden their knowledge and safeguard Africa’s vulnerable species and natural heritage – alongside courses in ecology, wildlife photography, birding and tracking, designed for travellers who want to add more onto a traditional Big-5 safari.

Recognition with a wider message

The Indaba Inspirational Awards honour innovation, inspiration, empowerment, and excellence across African tourism, and the recognition means a great deal to the entire team.

“Three achievements in a single year tell us something bigger is happening,” says EcoTraining’s MD, Anton Lategan. “People want travel that means something. They want to understand the places they visit and leave them better than they found them. Our job is to keep building the courses, camps, guides and advocates that make that possible.” EcoTraining has delivered guide training in eight countries over the last year and is honoured to train the safari guides of A&K Sanctuary, Londolozi, Great Plains Botswana, the Female Nature Guide Training Programme of African Bush Camps Foundation, and many other top safari organisations. Alongside this, EcoTraining’s wider course range continues to grow, with career courses for school leavers, guides, career-changers, gap year students, mature learners and lifelong conservationists, online and in the bush.

(Pictured left to right: Jessica Redinger: General Manager, Hyde Johannesburg Rosebank; Charity Mabuza: Rooms Divisions Manager, Hyde Johannesburg Rosebank; Cindy-Lee Cloete: WESSA CEO; Karel Mienie: Facilities Manager, Hyde Johannesburg Rosebank)

Johannesburg, South Africa, 27 March 2026: Hyde Johannesburg Rosebank has officially been awarded Green Key certification, an internationally recognised eco-label for tourism establishments committed to responsible and sustainable practices. Managed in South Africa by WESSA (The Wildlife & Environment Society of South Africa), the programme includes independent audits and annual verification, ensuring that certification reflects sustained performance rather than a once-off achievement.

Speaking at the official handover, WESSA CEO Cindy-Lee Cloete emphasised that Green Key certification represents more than compliance: “Green Key certification reflects a real commitment to sustainability, responsible tourism, and continuously improving how we operate as a hospitality establishment. This achievement is not just about receiving a certificate – it is about recognising the journey, the effort, and the people behind it.”

Sustainability engineered into the building

At the core of Hyde Rosebank’s sustainability journey is a design-led approach, where environmental performance is embedded into the building itself – not retrofitted.

The property operates with solar panels, a gas generator system, heat recovery for hot water, and a borehole supplying approximately 40% of its water needs, significantly reducing reliance on municipal infrastructure.

These systems are complemented by energy-efficient LED lighting, an Energy Performance Certificate, and water-saving aerators across guest rooms and operational areas, ensuring resource efficiency is maintained across all touchpoints.

“These aren’t cosmetic changes; they’re engineered into how the building runs every day. Sustainability is part of the infrastructure, and it shapes how we operate across every level of the hotel,” explains Jessica Redinger, General Manager of Hyde Johannesburg Rosebank.

Operational change embedded into systems

Beyond infrastructure, the hotel has embedded sustainability into daily operational practices and team behaviour, a critical factor in achieving Green Key certification.

Housekeeping and maintenance teams actively monitor energy usage, water consumption, and air conditioning systems, with daily checks ensuring unused rooms are not consuming unnecessary resources.

“We’ve already seen measurable reductions in energy and water consumption through daily monitoring and team accountability. It’s about turning awareness into action at every level of the operation,” adds Redinger.

Efforts to reduce waste are equally embedded. The hotel has eliminated single-use plastic water bottles, replacing them with a reusable glass bottle system supported by on-site purification and washing infrastructure, alongside broader waste reduction initiatives.

Embedding sustainability into experience, culture and community

A defining feature of Hyde Johannesburg Rosebank’s approach is the seamless integration of sustainability across guest experience, team culture, and community impact – without compromising comfort or design.

• From digital in-room systems and bamboo key cards to reusable glass water bottles and initiatives such as “Skip the Clean”, which reduces water, energy, and chemical use, guests can participate in more responsible practices without disruption.
• Beyond the property, Hyde Rosebank maintains a strong focus on local community engagement, with ongoing support for New Jerusalem Children’s Home through food, clothing donations, and regular visits, alongside participation in Rosebank clean-up initiatives and wellness-driven community partnerships.
• Internally, this approach is underpinned by a culture-driven model, where sustainability is embedded into daily operations. A cross-departmental ESG committee, supported by leadership and operational teams, ensures accountability through daily briefings, monitoring, and continuous reinforcement.

Redinger shares that, “The highest compliment is that guests often don’t notice because sustainability is built into the experience from the start. Where guests do have a choice, it’s positioned as a benefit, not a sacrifice.”

Green Key certification is recognised in over 90 countries and forms part of a global network of tourism establishments committed to sustainability.

For Hyde Johannesburg Rosebank, this milestone marks not an endpoint, but the beginning of a deeper commitment. “Sustainability does not sit in a file or a policy. It lives in daily actions, in how teams use resources, engage with guests, and contribute to a culture of responsibility. It’s about asking what more can be done and how we keep improving, and based on what we’ve seen here, this team is well positioned to lead in this space,” concludes Cloete.

# # #

About Green Key
Coordinated internationally by the Foundation for Environmental Education (FEE), Green Key is the leading global eco-certification for the tourism and hospitality industry. The programme recognises establishments that uphold high environmental standards through an independent auditing process and continuous improvement.

About Hyde Hotels, Resorts & Residences

From the moment Hyde hit the nightlife scene in 2005 with the eponymous Hyde Lounge on Los Angeles’ iconic Sunset Strip, it has been committed to bringing people together through exceptional communal experiences and impeccable setlists. Staying true to its roots, the brand has evolved to include Hyde Hotels and Residences, Beach Clubs, and Mixology Lounges, giving access to a new kind of lifestyle hospitality grounded in the spirit of discovery. Currently set in Dubai, Miami, Ibiza, Hollywood, FL, London and Johannesburg with upcoming openings in Bodrum and Perth, each Hyde location is individually curated to embrace its local music and creative scene yet is connected through a unique state of mind that celebrates freedom of expression and the spirit of collective experience. HydeHotels.com.

Hyde Hotels, Resorts & Residences is part of Ennismore, a creative hospitality company rooted in culture and community, with a global collective of entrepreneurial and founder-built brands with purpose at their heart. Formed in 2021, Ennismore is a joint venture with Accor, which holds a majority shareholding. ennismore.com 

About WESSA*
WESSA (The Wildlife and Environment Society of South Africa), established in 1926, is one of South Africa’s oldest and most respected environmental non-profit organisations. As WESSA marks its 100th year of action for nature in 2026, the organisation continues a proud legacy of advocating for sustainable solutions, conservation, environmental education, and evidence-based policy that supports both people and the planet. Through its diverse programmes and strategic local and global partnerships, WESSA has played a pivotal role over the past century in fostering a culture of environmental responsibility and care across South Africa’s landscapes, coastlines, schools, and communities. As the national operator of the Green Key programme in South Africa, WESSA works with partners across the tourism sector to embed sustainability into everyday operations and promote a healthier planet. https://www.wessa.org.za/green-key/. *Media note: In all communications, please write as WESSA (The Wildlife and Environment Society of South Africa). WESSA Media Liaison: Ronell Swartbooi, marketing@wessa.co.za, +27 (82) 460 9368

ENDS

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.

JOHANNESBURG, SOUTH AFRICA – February 21, 2026 (World Pangolin Day) – Pangolin.Africa today announced a coordinated campaign to achieve the approval of a pangolin emoji with the Unicode Consortium, marking a renewed effort following a rejection of an application in 2019.

The Unicode Consortium, the non-profit organisation responsible for approving new emojis, requires specific, quantifiable evidence of public interest. Petitions and social media campaigns are explicitly not accepted. Instead, Unicode evaluates:

• Google Search volume and trends
• Google Video Search metrics
• Website traffic data
• Comparative analysis with approved animal emojis

“Unicode’s requirements are rigorous, and rightfully so,” notes Toby Jermyn, Director of Pangolin.Africa. “They need proof that people will actually use a pangolin emoji. Our campaign is designed to build exactly that proof – transparently, measurably, and in accordance with their documented standards.”

The campaign launches on World Pangolin Day (21^st February 2026) with a call for global audiences to search for “Pangolin” on Google and alternative search engines to build the quantifiable public interest metrics that Unicode requires for emoji approval.

“A pangolin emoji was proposed to Unicode in 2019 and was summarily declined,” says Emma Bracher, Programme Director at Pangolin.Africa. “Then COVID-19 hit, and suddenly everyone was searching for pangolins because of the virus’s suspected origins. Search traffic spiked dramatically. But we can’t rely on a global pandemic to generate awareness. We need sustained, organic interest—and we’re building that now.”

The Case for Pangolin Representation

Pangolins occupy a unique position among endangered species: they are simultaneously real animals facing extinction and creatures of almost mythical quality in popular imagination. Their distinctive scales, long tongues, and solitary nature make them unlike any other mammal on Earth.

Yet while dragons, unicorns, and other mythical creatures have emoji representation, pangolins do not. Even extinct animals like the dodo and dinosaurs are represented in emoji keyboards worldwide.

“There is a genuine incomprehension as to why pangolins don’t have an emoji,” explains Jermyn. “They’re visually distinctive. They’re culturally significant across Africa and Asia. They’re critically endangered and need awareness. And they have all the characteristics that make for compelling emoji use. The only thing missing has been demonstrated public interest.”

Emoji Design Competition

Following the awareness campaign, Pangolin.Africa will launch a design competition open to anyone who has completed the Pangolin Guardians Course. Participants will create Unicode-compliant emoji designs (curled-up and walking poses) for submission.

Pangolin.Africa will open submissions for design entries from 15 March 2026. A full design brief with details of the Unicode specifications, is available on the Pangolin.Africa website.

The winning designer receives international recognition and the distinction of creating the first pangolin emojis, with designs submitted to Unicode during May 2026.

The Conservation Context

Pangolins are the world’s most illegally trafficked mammals, with over one million individuals stolen from the wild in the past decade. All eight pangolin species – four in Africa and four in Asia – are threatened with extinction due to poaching for their scales (used in traditional medicine despite having no medicinal value) and meat.

Despite this critical conservation status, pangolins remain largely unknown to the general public. Digital representation through emojis would provide a tool for everyday conservation conversations, much as elephant , rhinoceros , and gorilla emojis have done for those species.

“When people can text about pangolins as easily as they can text about elephants, pangolins become part of our cultural conversation,” says Bracher. “That visibility drives awareness. Awareness drives action. Action drives conservation outcomes.”

The COVID-19 Precedent

In early 2020, search interest in pangolins surged dramatically as scientists investigated the virus’s origins and potential wildlife reservoirs. Google Trends data showed a spike in “pangolin” searches that persisted for several months.

(Google Trends Data)

“That spike proved people were interested. But it was driven by a global health crisis, not by genuine conservation engagement,” explains Jermyn. “What we’re building now is sustainable, education-based interest. People aren’t searching because they’re afraid. They’re searching because they want to learn, understand, and help.”

Call to Action

Individuals worldwide are encouraged to:

1. Search “pangolin” on Google (web search, image search, video search)
2. Visit Pangolin.Africa to learn about the species and conservation efforts
3. Complete the FREE 15-minute Pangolin Guardians Educational Course

Media organisations can support the campaign by:

• Covering pangolin conservation and the emoji campaign
• Including pangolin imagery in World Pangolin Day coverage
• Linking to Pangolin.Africa educational resources
• Explaining the trafficking crisis and conservation needs

For more information about the campaign, to access educational resources and imagery, or to complete the Pangolin Guardians Course, visit pangolin.africa

View video by Toby Jermyn here on the Pangolin Emoji Campaign.

Media Contact

Nikki Evans
Marketing Manager, Pangolin.Africa
Email: nikki@pangolin.africa
Phone: +27 082 578 3602
Website: www.pangolin.africa

About Pangolin.Africa

Pangolin.Africa is a South African based registered non-profit organisation (Reg. No. 2018/380634/08) dedicated to the survival of the most highly trafficked wildlife species on Earth – the African pangolin. Through Pangolin.Africa’s three-pronged approach of publicity, participation, and protection, its projects enable global partners in tourism, conservation, and business to contribute to research, protection, and rehabilitation of this vulnerable species.

The term popped up in the 1990s and hit its stride in the 2000s, when gap-year adventurers set out with a backpack full of dreams and a clean T-shirt. You wouldn’t be wrong for picturing “hippie-type” solo travellers, content with beach huts and a diet of budget noodles.

But those free-spirited 2000s travellers are parents now. Instead of just swapping stories from Southeast Asia, they’re teaching their kids the value of responsible travel. And boom, family voluntourism is born.

It looks a little different these days. Less ‘Survivor’ chic, more practical and purposeful. If you’re dreaming of a family holiday that builds memories and contributes to real, sustainable change, here’s what you need to know.

The Benefits

Studies, including research led by the University of Texas, link youth volunteering with lower anxiety and depressive symptoms and fewer behavioural issues in adolescence and young adulthood. It builds empathy, perspective and self-esteem beyond the confines of a standard educational environment.

Family trips already bond us. Volunteering adds purpose to that connection. Throw travel into the mix, and suddenly your child is learning in the world’s biggest classroom, with “global citizen” as their unofficial job title.

So where does a family actually start in their quest for an out-of-the-ordinary holiday to remember? That’s where the magic of professionally arranged volunteer travel comes in. Those original voluntourists may have had time to figure things out on the road, but today’s families can rely on expert guidance instead.

“Our Travel Experts match families with responsible, well-run programmes through trusted partners,” says Antoinette Turner, GM of Flight Centre South Africa. “This makes it easy to add purpose to a holiday, at the comfort level that suits you.”

Turner adds that booking through a trusted advisor gives families total peace of mind.

“We vet our partners carefully, so travellers know their time and efforts are genuinely contributing to local communities and conservation projects, not just ticking a box.”

Travel Kind: The Do No Harm Checklist

Voluntourism works best when it genuinely helps, not harms. Before adding any give back experience to your family itinerary, run a quick ethics check.

What to look for

• Local-led or community-owned projects that reinvest in the area
• Transparent use of volunteer fees
• Strong child-safeguarding policies when little ones are involved

What to avoid

• Any wildlife handling or performances
• Visits to residential care facilities (orphanages/children’s homes) as global child‑safeguarding guidance discourages these
• Pay-to-play photo opportunities
• Activities that replace local jobs

International Highlights

1. Mauritius – Puppy Cuddles and Purpose

Join the Protection of Animals Welfare Society (PAWS) for a morning of walking, bathing and caring for rescue dogs. It is a heartwarming experience squeezed neatly between snorkelling sessions.

At a glance: Half day experience | Year-round | Light activity | Accessible from most resorts | All ages with guardian | Under staff supervision

2. Cambodia – Elephant Sanctuary

The Cambodia Wildlife Sanctuary protects forests and their wild residents after decades of illegal logging. Families can join weekly volunteer programmes focused on forest restoration and animal care. Observation only, no riding, feeding or bathing.

At a glance: Three to five days | Year-round | Moderate walking on rough paths | Minimum age ten with guardian

3. Seychelles – Coral Gardeners in Training

The WiseOceans Marine Discovery Programme within the five-star Kempinski Seychelles Resort on Mahé offers something very special indeed. Not only can youngsters experience

Seychelles’ ocean life through tailored excursions (and under the wing of the resort’s marine biologist), including beach exploration, guided snorkelling and a host of kids’ club activities, but guests can become active participants in coral conservation too.

As Christine Vel, Director at Seychelles Tourism, explains, it is an unforgettable opportunity for budding marine biologists.

“Guests can choose their level of involvement, including getting hands-on by learning how to attach coral fragments, monitor their growth, and then following their journey back to the reef,” explains Vel. “Coral sponsors even receive certificates, photographs of their coral ‘babies’ and regular updates on their growth and progress.”

At a glance: Year-round | Activities differ according to age, weather and interest

4. Costa Rica – Hatchlings and Hope

Along Costa Rica’s Pacific coast, local NGOs guide families during turtle nesting and hatching season. Watching a hatchling waddle toward the surf might be the most memorable empathy lesson on earth.

At a glance: Night patrols one to two hours | Peak June to November depending on coast | Moderate beach walking | Red light torches only | Eight plus with guardian

Local Legends

1. Cape Town – Penguin Rescue Mornings At SANCCOB

Help prepare feeds and care for rescued seabirds under expert supervision, with no direct wildlife handling unless trained.

At a glance: Half day | Year-round with peak May to August | Indoor and outdoor tasks | Ten plus with guardian

2. The Garden Route – Tree Planting with Greenpop

Roll up your sleeves, plant indigenous trees, learn about reforestation and enjoy a little music, laughter and maybe some compost in your hair.

At a glance: Half or full day | Seasonal August to November | Outdoor activity | Family friendly with guardian for minors

3. Kruger Region – Citizen Conservation

Partner lodges near Kruger and Addo collaborate with SANParks Honorary Rangers to include practical conservation experiences, from removing invasive plants to monitoring wildlife. Equal parts rewarding and wild.

At a glance: Half to multi day | Year-round | Heat exposure and light hiking | Activities vary by lodge such as invasive plant removal

4. Namibia – Ocean Conservation Days

Join Ocean Conservation Namibia volunteers to support trained teams during seal rescues, with no direct handling, or take part in high-impact coastal cleanups. Sustainability with a side of sea breeze.

At a glance: Half day | April to October | Windy conditions, moderate stamina helpful | Twelve plus with guardian

Big Memories, Bigger Impact

“The new generation of travellers is moving beyond ‘leave no trace’ – they want to leave a positive impact,” says Turner. “Families are leading that charge, with parents recognising how travel can shape children’s values in the best possible way.”

Whether you help penguins find their feet or corals find new life, you will come home with more than souvenirs. You’ll return with empathy, perspective and a very good story for Monday’s school drop-off.

The collaboration connects ATTA®’s extensive B2B network – representing accommodation providers, tour operators, and destination marketing specialists – with The Long Run’s internationally recognised 4Cs sustainability model (Conservation, Community, Culture, Commerce).

“This partnership marks a pivotal moment for Africa’s tourism story. By combining ATTA®’s reach with The Long Run’s proven 4Cs model, we’re empowering our members with the knowledge, tools, and networks to embed regeneration into the core of their operations,” said Kgomotso Ramothea, CEO, ATTA®.

“Africa holds one‑quarter of the world’s biodiversity; protecting it is both our responsibility and our competitive advantage. Through this collaboration, we’re redefining growth to mean prosperity that also safeguards our heritage and people,” she added.

This partnership comes as Africa’s travel economy continues to rebound strongly. The World Travel & Tourism Council (WTTC) estimates the sector now contributes over US$168 billion to the continent’s GDP. Simultaneously, Booking.com has reported that, as of 2025, over 80% of global travellers want to travel more sustainably, demonstrating momentum for meaningful industry transformation.

How the partnership works

Under the new MoU:

• ATTA® will act as a global ambassador for The Long Run and its 4Cs approach, sharing related resources, case studies, and training opportunities with its members.
• The Long Run will provide ATTA® members access to sustainability tools, frameworks, and select peer‑learning events, and offer discounted membership to eligible operators.
• The two organisations will collaborate on awareness‑building initiatives, joint events, and content that promote measurable sustainability improvements across ATTA’s membership base.

The road ahead

Going forward, the partnership will roll out a series of joint initiatives, including webinars, case‑study exchanges, and workshops for tourism businesses seeking to measure and improve their sustainability performance.

“We’re delighted to partner with ATTA® to accelerate practical action on sustainability in Africa’s tourism sector,” said Dr Anne-Kathrin Zschiegner, Executive Director of The Long Run.

“Our members have proven that long-term success depends on ecosystems and communities in balance. By combining our 4Cs framework with ATTA®’s reach, we hope to support more tourism operators to turn good intentions into measurable impact – strengthening Africa’s role as a global leader in regenerative tourism,” she concluded.

-ENDS-

Please contact Kgomotso Ramothea on info@atta.travel should you need further information | The ATTA® team is available at WTM London 4-6 November at Stand S15-300.

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 info@atta.travel for details.

ABOUT THE LONG RUN

Founded in 2009, The Long Run is a global community of pioneers leading the sustainable tourism movement. Collectively, its members protect and regenerate over 23 million acres of biodiverse landscapes and marine areas, improve the lives of more than 350,000 people through education and employment, invest millions each year in conservation and cultural projects, and support over 100 unique cultures worldwide.

Members range from eco-lodges and nature-based tourism businesses to conservation organisations, travel agent and destination management companies, all united by their commitment to positive impact.

At the heart of The Long Run is its holistic 4Cs framework: Conservation, Community, Culture, and Commerce. This model empowers members to balance environmental stewardship with socio-economic responsibilities, fostering long-term prosperity for both people and planet.

This unique network is unlike any other, providing a platform for shared learning and transformative change in the tourism and conservation sectors.

Learn more at www.thelongrun.org

Industry at a Turning Point

Amidst rising global demand for African wildlife experiences, ATTA® recognises that mounting incidents of tourists getting “too close for comfort” are threatening animal welfare, guest safety, and the industry’s long-term reputation. Additionally, the global travel sector is rapidly evolving, with an increasing demand for proof of ethical, sustainable conduct. This is the moment for African tour operators to lead.

“Getting ‘too close’ is one of the sector’s greatest risks and setting clear, respectful boundaries enables local operators to lead the world in delivering wildlife experiences that are both ethical and more meaningful,” says Kgomotso Ramothea, Chief Executive Officer for ATTA®. “Our members were united in asking for tools that are fit for Africa; that are practical and easy to brief both to guides and guests. This white paper is our response as it turns talk into action.”

What the White Paper Delivers

The document distils the most current research and hands-on experience from ATTA® members, including EcoTraining, Great Plains Conservation, Marine Dynamics, and Pangolin.Africa. Key features include:

• A 4D framework for setting and enforcing boundaries: distance, duration, density, and directional freedom.
• Concrete, adaptable protocols: guest briefings, in-vehicle cards, species micro-briefs, radio etiquette, geofenced alerts, and digital sightings logs.
• Self-assessment tools: a fast diagnostic for organisations, plus operator and travel advisor pledges aligned with the ATTA® Sustainability Charter.
• Infographic-ready case studies illustrating transparent, ethical practices from leading lodges, marine operators, and conservation-focused organisations.

Who Should Read It?

The white paper is designed for:

• Lodge owners, DMCs, marine guides, guides, and concessionaires across Africa and the Indian Ocean Islands.
• Travel advisors aiming to responsibly manage guest expectations.
• Park authorities and community leaders seeking shared, enforceable norms.
• Media partners committed to responsible travel journalism and content.

“Too Close for Comfort: Rethinking Human–Wildlife Boundaries for a Sustainable African Future” is available for download now: CLICK LINK

-ENDS-

For media comment or interview opportunities please contact Kgomotso Ramothea on info@atta.travel | The ATTA® team is available at WTM London 4-6 November at Stand S15-300.

Any excerpts used from the white paper: “Too Close for Comfort: Rethinking Human–Wildlife Boundaries for a Sustainable African Future” must please be credited to The African Travel & Tourism Association (ATTA®).

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 info@atta.travel for details.