MORE Collection has partnered with federal Airlines to launch a flight connection between Marataba Game Lodges in the mountainous and malaria-free Marakele National Park and Lion Sands Game Reserve which uniquely spans both Sabi Sand Nature Reserve and Kruger National Park, and is widely regarded as one of southern Africa’s foremost Big Five destinations. Guests can now travel between the two reserves in either direction via O.R. Tambo International Airport in a single day.

“Marataba and Lion Sands offer guests two completely different safari worlds – different landscapes, different wildlife dynamics, different atmospheres entirely. Linking them through a practical, subsidised flight connection means travel partners can now build truly immersive multi-destination itineraries, particularly for families who want to experience the breadth of what South Africa’s wilderness has to offer,” said Robert More, Custodian and CEO of MORE Collection.

Nicole Schickerling, federal Airlines Commercial General Manager – Shuttle, said: “federal Airlines has long served both the Waterberg and Greater Kruger. We know how much guests value the ability to move between reserves without losing a full day to logistics. This partnership with MORE Collection makes that connection both practical and attractive. We’re proud to be the airline that links two of South Africa’s great safari destinations.”

How the Connection Works

The routing operates as follows:

• Marataba → Lion Sands: Depart Marataba 10:30, arrive O.R. Tambo approx. 12:30, depart 13:00, arrive Lion Sands approx. 14:30
• Lion Sands → Marataba: Depart Lion Sands 10:00, arrive O.R. Tambo approx. 12:30, depart 13:00, arrive Marataba approx.14:45

Connecting flight starting rates (per person, excluding fuel levies):

Flights are bookable directly with federal Airlines through your travel specialist. Terms and conditions apply; routing and fares are subject to change, and the offer is not combinable with other MORE Collection promotions.

– ENDS –

For more information, contact Sue Kelly on pr@more.co.za | www.more.co.za

ABOUT MORE COLLECTION
MORE Collection is a fourth-generation South African hospitality company with a portfolio of luxury safari lodges, boutique hotels and exclusive-use villas across some of the country’s most remarkable destinations. Rooted in a family legacy that began in 1933, the business has evolved from protecting a single stretch of wilderness into a collection shaped by people, place and genuine hospitality.

Today, MORE Collection’s purpose – Great People. Strong Connections. – reflects its belief that exceptional hospitality begins with the relationships between guests, teams, communities and the natural environments that surround them. Across Lion Sands Game Reserve, Marataba Game Lodges, Monwana Game Lodge and Cape Cadogan Boutique Hotel, every stay is guided by thoughtful hospitality, a deep respect for place, and a commitment to creating meaningful experiences that endure long after guests leave.
More Collection | Luxury Hotels & Lodges in South Africa

ABOUT FEDERAL AIRLINES
Federal Airlines (FedAir) is South Africa’s leading Shuttle and Private Charter provider to luxury destinations and safari lodges. Since the 1990s, FedAir has helped shape safari air travel, building lasting partnerships with leading safari operators and delivering personalised journeys with safety, comfort and reliability at their core. Our versatile fleet of Cessna 208 Caravans, Pilatus PC-12s and Beechcraft 1900Ds provides convenient access to remote airstrips and secluded lodges across Southern Africa.  

From seamless lodge connections to bespoke Private Charter itineraries, FedAir offers flexible travel shaped around each guest’s schedule and destination. Our three private lounges, collectively known as The Baobab Lounge by federal Airlines, provide a welcoming space to relax between connections, supported by attentive guest services. Guided by a commitment to exceptional service, sustainable partnerships and thoughtful hospitality, federal Airlines makes the journey as memorable as the destination.
Federal Airlines | Luxury Private Charter & Shuttle Airline Services

Cape Town, Tuesday, 29 September 2026 — As South Africa marks Tourism Month, Cape Town Tourism (CTT) and Visit Stellenbosch are joining forces to encourage visitors to stay longer and experience both destinations as part of a connected Cape journey.

The two organisations have signed a Joint Marketing Agreement (JMA), bringing together two distinctive destinations that complement one another within the same journey, from Cape Town’s coastline, city energy and cultural attractions to Stellenbosch’s wine, food, heritage, art, nature, shopping and unique local experiences.

The partnership will see the two organisations develop joint itineraries, share content and run collaborative campaigns across their digital channels, supported by joint media and trade activity. The focus will include domestic visitors during key periods such as school holidays, long weekends and the festive season, while also creating reasons to visit year-round and supporting efforts to address seasonality.

The collaboration will encourage visitors to extend their stay in either destination by adding the other to their itinerary, showing how two distinct destinations can work together to create a richer, longer Cape experience.

Joint content will showcase the breadth of experiences available across both destinations, with campaigns, competitions and giveaways creating further opportunities for tourism businesses on both sides to participate in shared storytelling. Joint media and trade engagement will also highlight the combined offering to travel journalists, travel sellers and other industry audiences.

Where relevant, international media and trade activity will position Cape Town and Stellenbosch together as complementary destinations within a longer South African itinerary.

Enver Duminy, CEO of Cape Town Tourism, says:

“Cape Town is a destination that can easily fill a holiday, but it is also the gateway to so much more of the Cape. Stellenbosch adds another dimension to the Cape Town experience, and vice versa. There is a real opportunity to encourage visitors to stay longer, explore more and experience the diversity of our region. This partnership gives us a platform to make that connection more visible, particularly during key travel periods and throughout the year.”

The City of Cape Town’s Mayoral Committee Member for Economic Growth, Alderman James Vos, adds: “Cape Town’s visitor economy is showing strong momentum, with 1.44 million international overnight visitors and 1.42 million domestic overnight trips recorded in 2025. The opportunity now is to turn that demand into longer stays, greater visitor spend and wider economic benefits.

One of my fundamentals for tourism has always been that we must be soft on borders and strong on vision. Visitors don’t experience destinations by municipal boundaries, and neither should our tourism thinking. Our Tourism Framework recognises working with neighbouring destinations as an important way to improve geographic spread and grow the visitor economy.

This partnership puts that into practice. By connecting Cape Town and Stellenbosch more deliberately, we can encourage visitors to stay another night, explore more and spend more. Every additional night creates opportunities across the tourism value chain, from accommodation and restaurants to attractions, guides, retailers and the many businesses and people who depend on tourism.”

Annemie Liebenberg, CEO of Visit Stellenbosch, says:

“Working with Cape Town Tourism allows us to connect two complementary destinations and create a stronger proposition for the region. It also has a very practical benefit for our tourism economy. Longer stays mean more visitor spend, more nights in accommodation and more opportunities for businesses across the tourism value chain to benefit.

“Importantly, this partnership is also about addressing seasonality and creating reasons to visit across the year. When we work together to grow the overall tourism pie, there is greater opportunity for both destinations and for the businesses and communities that depend on tourism.”

Stellenbosch recorded more than 1.35 million overnight visitors in 2025, contributing an estimated R13 billion in total economic impact. The partnership with Cape Town Tourism builds on the strength of both destinations while creating new opportunities to distribute visitor demand, increase length of stay and broaden participation in the tourism economy.

For visitors, the message is simple: Cape Town and Stellenbosch. One more night. So much more to experience.

#LoveCapeTown #VisitStellenbosch #MyCapeTown #TourismMonth

About Visit Stellenbosch

Visit Stellenbosch is the official destination marketing organisation for Stellenbosch, working in partnership with tourism businesses, local government and industry stakeholders to position Stellenbosch as one of South Africa’s leading year-round leisure, lifestyle and business events destinations. Through strategic destination marketing, visitor services and industry collaboration, Visit Stellenbosch inspires travellers to discover the region’s exceptional wine, award-winning culinary experiences, rich heritage, vibrant culture and breathtaking natural landscapes.

Media enquiries

Roland Muller: roland@bigambitions.co.za

Madalene Manuel: madalene@bigambitions.co.za

ENDS

For an island so small and remote, St Helena has played host to a remarkably large number of influential figures throughout its history. Some visitors are remembered for their positive contributions to the world, while others are perhaps more infamous than famous.

As part of the UK Government funded Tourism Development Programme, an interpretative art installation titled A Walk Through History has been installed to showcase some of the island’s notable visitors.  The installation features an initial 28 plaques commemorating internationally significant figures who have visited St Helena since its discovery. 

Set along one of Jamestown’s most historic areas, the walk presents St Helena’s rich and varied past in chronological order, allowing visitors to experience its story as they move through the space.

To complement the plaques, and to encourage a relaxing feel, the area has been beautified with trellised seating and planters.

Location and Site Description

The Castle Terrace wall in Jamestown has been identified as the ideal setting for the installation. This important heritage structure has been underutilised in recent years and, at times, affected by antisocial behaviour, particularly at night.

By introducing a prominent visitor attraction, the project aims to increase positive foot traffic and encourage greater use of the area. Enhanced lighting will further improve safety and security.

The Walk also strengthens links between key nearby attractions, improving access from the Wharf to Castle Gardens and surrounding businesses. The site is sheltered from extreme weather, pedestrian-friendly, and restricted to emergency and maintenance vehicles only.

Importantly, there are no entrance barriers, allowing both residents and visitors to enjoy the installation at any time.

The Dolphin Stone

Beautification efforts extend beyond the Terrace. Near the Castle arch lies the Dolphin Stone Garden, a small but historically significant space that is often over-looked.

Recent improvements have gently enhanced the garden, drawing attention to the remarkable story of the Dolphin Stone itself. At the centre is a stone inscribed in 1645 by the crew of the British ship Dolphin during their voyage to Europe. At that time, St Helena served as a mid-Atlantic crossroads for ships of all nations.

Long before the first official Post Office in 1815, this stone acted as a simple but effective postal exchange. Sailors would leave letters beneath it or at the island chapel, trusting that other vessels would collect and deliver them to their final destination.

To further highlight this unique feature, a discreet spotlight will be installed, allowing the historic inscription to be clearly seen and appreciate after dark.

While the garden is small, it is a meaningful place of connection that represents the island’s global maritime past. It enhancement reflects the importance of preserving St Helena’s heritage, ensuring that these stories are not lost over time. By continuing to care for and thoughtfully develop such sites, renewed awareness and appreciation of the island’s history can be fostered.

Repainting of the Church Lane Arch

The repainting of the Church Lane Arch forms part of ongoing efforts to enhance the visual character of Jamestown while celebrating its historic layout. Leading into Church Lane, a traditional rear access route behind St James’ Church, the arch marks an area that once played an important role in the town’s day-to-day life. Enhancements like this help present Jamestown as a place that values both its heritage and its appearance, creating a more inviting and visually appealing environment.

St Helena Tourism is confident that the community will take pride in and help protect these shared spaces for everyone to enjoy.

The property has grown from four bedrooms to five, with capacity now at a maximum of 10 adults and two children under 16. The new, east-facing fifth bedroom features air conditioning, a private terrace, and an outdoor shower. The existing lounge has been extended to include a dedicated TV room and library, anchored by a dramatic 2.4-metre Farooo lamp by celebrated Dutch designer Marcel Wanders for Moooi, a striking centrepiece that sets the tone for the refreshed interior throughout. The current kids’ room now features two proper single beds, and a second rooftop terrace on the west side of the upstairs bar offers dedicated sunset views.

Commissioned to reimagine the interiors were Guus and Fenny Koevoets of Vervoort Living, a Netherlands-based studio with an international portfolio spanning hotels and restaurants worldwide. Rooted in a hospitality-focused background, their overarching design philosophy holds that hospitality sits at the core of all human environments – a belief that translates instinctively into spaces that feel as considered as they are beautiful. Their design direction for Morukuru Ocean House introduces a more Scandinavian minimalistic style in soft beige and blue tones – a palette drawn directly from De Hoop Nature Reserve’s beaches, ocean, and fynbos landscape. Layered textures and tonal depth bring warmth to the spaces, while selected works by South African artist Lionel Smith are positioned throughout the house, deepening the sense of place across all five bedrooms, as well as the living and dining areas.

“Morukuru Ocean House has always been somewhere special. A place where families come to truly exhale. This refurbishment is about honouring that feeling while elevating every detail of the experience. We can’t wait for our guests to discover it,” said Ed Zeeman, Co-founder and Co-owner of Morukuru Family.

Co-founder and Co-owner Anka Zeeman added: “Working with Guus and Fenny has been a joy. They understand intuitively how a space should feel, not just how it should look and they moved to a calmer and more minimalistic, kind of Scandinavian design style, which deeply connects with its surroundings and emphasises the extraordinary location of this special off grid house.”

Morukuru Ocean House remains exclusive use only. Rates are unchanged despite the additional bedroom and wider enhancements. Trade partners should note that the minimum stay requirement at Morukuru Family De Hoop during peak season 2027 has been revised to three nights.

For bookings, prospective guests can contact their preferred travel advisor or get in touch with Morukuru Family directly via reservations@morukuru.com. Ts & Cs apply.

~Ends~

For more information, contact Sales & Marketing Director, Rinse Wassenaar: rinse@morukuru.com

Morukuru Family

Reconnecting family, friends, nature, and you, is the promise of Morukuru Family, a renowned award-winning hospitality group and a member of Relais & Châteaux. Morukuru Family’s three exclusive-use houses in Madikwe Game Reserve as well as Morukuru Ocean House in De Hoop Nature Reserve, each offer the ‘Morukuru Freedom Concept’ for guests to create a unique and personalised holiday. Morukuru Beach Lodge in De Hoop Nature Reserve can be booked per suite, or on an exclusive-use basis. AtholPlace Hotel & Villa in Sandton, Johannesburg, consists of a 9-room boutique hotel and a 4-bedroom private villa. Morukuru Family is dedicated to securing a sustainable future for the reserves and protecting our planet and offer specialised travel packages – Safaris with a Purpose and Coastal Conservation with a Purpose.
www.morukuru.com

Morukuru Goodwill Foundation

Morukuru Family’s commitment to conservation, community, and sustainability led to the establishment of Morukuru Goodwill Foundation in 2007 by owners Ed and Anka Zeeman. Working in partnership with the Parks Board and CapeNature, and together with local communities we support nature-based projects, educate, mentor and ultimately empower the conservation of Africa’s wildlife sanctuaries.
https://morukuru.com/morukuru-goodwill-foundation

Relais & Châteaux

Relais & Châteaux is an exceptional worldwide collection of 580 unique, independently operated hotels and restaurants, united by strong values and a devotion to excellence across every aspect of hospitality.  Originating in France in 1954, and now present in 65 countries, the Association works to celebrate the distinct art de vivre of every global destination. Led by passionate hoteliers, chefs and restaurateurs, each of its properties cultivates a meaningful sense of place by nurturing its individual cultural, gastronomic and environmental heritage and collaborating with local artisans.  With many of its properties run by families, who pass their savoir-faire down from one generation to the next, Relais & Châteaux represents an evolving legacy of memorable travel experiences, in harmony with all life on Earth. 
www.relaischateaux.com

Now in its second year, Visit Stellenbosch’s annual Tourism Economic Impact Study provides an evidence-based measure of tourism’s contribution to the local economy. The latest findings show that more than 1.35 million overnight visitors generated R13 billion for Stellenbosch in 2025 while supporting 48,007 direct, indirect and induced jobs across the municipality.

Every day, tourism contributes an estimated R35 million to Stellenbosch’s economy. Behind every visitor is a local story: jobs created, businesses supported, entrepreneurs empowered, and communities strengthened through a thriving visitor economy. These are the lives behind the numbers.

The latest Tourism Economic Impact Study, commissioned by Visit Stellenbosch and independently compiled by Futureneer Advisors, confirms that tourism remains one of Stellenbosch’s most important economic drivers and demonstrates how a shared destination strategy is delivering measurable value for residents, businesses and visitors alike.

The research shows that international overnight arrivals increased by 12% to 641,405 visitors, while domestic overnight tourism grew by an impressive 21% to 711,330 visitors. Together, these figures reinforce Stellenbosch’s position as one of South Africa’s leading tourism destinations and demonstrate the growing strength of a balanced, year-round visitor economy.

While direct tourism value added remained stable at R6.3 billion, the sector continued to generate significant economic value despite global economic uncertainty and increasingly cautious consumer spending. The results point to a destination that has moved beyond post-pandemic recovery and into a new phase of resilient, sustainable growth.

A destination strategy delivering measurable results

Tourism success does not happen by chance. It is the result of long-term planning, strategic investment and collaboration between Stellenbosch Municipality, Visit Stellenbosch, the tourism industry, local businesses and communities working towards a shared vision for the destination.

That strategy focuses on growing year-round demand, encouraging longer stays, expanding the geographic spread of visitors across the destination, supporting tourism businesses, promoting inclusive tourism experiences and ensuring that tourism growth benefits local communities.

As one of Stellenbosch Municipality’s two official Destination Management Organisations (DMOs), Visit Stellenbosch goes beyond destination marketing. The organisation grows demand, promotes year-round visitation, supports tourism businesses, builds strategic partnerships, invests in research and market intelligence, measures tourism’s economic contribution and brings stakeholders together to deliver long-term value for Stellenbosch.

The annual Tourism Economic Impact Study is a key part of this work. By measuring tourism’s direct, indirect and induced contribution to the economy, it informs decision-making, demonstrates return on investment, tracks tourism performance and supports long-term destination stewardship.

Tourism that benefits everyone

Annemie Liebenberg, CEO of Visit Stellenbosch, said the findings demonstrate far more than visitor growth:

“Tourism is one of Stellenbosch’s greatest opportunities to create lasting economic value. Every visitor supports local businesses, creates employment and contributes to stronger communities. That is why destination management matters. Our role is not simply to attract visitors, but to ensure tourism grows sustainably, benefits residents and leaves Stellenbosch stronger for future generations.

“These results show what is possible when research, partnership and long-term thinking come together behind a shared vision.”

A partnership driving destination success

Stellenbosch Mayor, Jeremy Fasser, welcomed the findings and acknowledged the collective effort that continues to position Stellenbosch as one of South Africa’s premier visitor destinations.

“These results demonstrate what can be achieved when Stellenbosch Municipality, Visit Stellenbosch, our tourism industry and local communities work together with a shared vision.

“The Municipality is proud to invest in and partner with Visit Stellenbosch to grow a visitor economy that creates employment, supports local businesses, attracts investment and enhances quality of life for our residents. Together, we are building a destination whose success benefits everyone.”

Setting the benchmark for destination management

The study reinforces Stellenbosch’s strategic importance within the Western Cape tourism economy, attracting approximately 40% of all international visitors to the province.

As destinations across South Africa compete for visitors and investment, Stellenbosch continues to demonstrate the value of collaboration, strategic planning and evidence-led destination management. By combining research, partnership and innovation, the destination is creating a resilient visitor economy that delivers benefits for residents, businesses and visitors alike.

2025 Highlights at a glance:

• R13 billion generated for the local economy

• 48,007 direct, indirect and induced jobs supported

• 1.35 million overnight visitors

• 641,405 international overnight visitors (12% growth)

• 711,330 domestic overnight visitors (21% growth)

• R35 million contributed to the economy every day

• Approximately 40% of the Western Cape’s international visitors choose Stellenbosch

Why we measure the value of tourism

The Value of Tourism is Visit Stellenbosch’s annual economic impact study and forms part of the organisation’s commitment to evidence-based destination management. Independently compiled by Futureneer Advisors using data from Statistics South Africa and South African Tourism, the study measures tourism’s direct, indirect and induced contribution to Stellenbosch’s economy, employment and visitor volumes.

By tracking tourism’s performance year after year, the study provides the insights needed to inform decision-making, guide destination development and demonstrate the value of investing in tourism.

The findings provide a roadmap for the future. Visit Stellenbosch will continue investing in destination marketing, destination development, research, industry support and collaborative partnerships that strengthen the visitor economy while protecting the unique character, cultural heritage and natural environment that make Stellenbosch one of the world’s most desirable destinations.

Great destinations do not happen by chance. They are built through partnership, guided by evidence and inspired by a shared vision.

-ENDS-

For media enquiries, additional information, or to arrange an interview with Annemie Liebenberg, please contact visitstellenbosch@bigambitions.co.za. 

About Visit Stellenbosch

Visit Stellenbosch is the official destination marketing organisation for Stellenbosch, dedicated to growing sustainable tourism, supporting the local visitor economy and showcasing the region as one of South Africa’s premier wine, food, culture and outdoor destinations.

Presented by Marcus Lee, CEO of China Travel Online and founder of the internationally recognised China Ready® Programme, the workshop forms part of a three-year development series running alongside WTM Africa from 2026 to 2028. Each annual session explores a different aspect of engaging the Chinese outbound market, providing standalone value for delegates joining the programme at any stage.

Taking place from 7–9 April 2027 at the Cape Town International Convention Centre (CTICC), WTM Africa 2027 will host Part 2: Marketing and Digital Promotion. This session will explore the digital platforms, consumer behaviours, and marketing strategies that influence Chinese outbound travel decisions, providing delegates with practical, actionable insights to strengthen their visibility and competitiveness in this high-value source market.

Why China readiness matters

“Chinese outbound travel continues to represent one of the greatest long-term growth opportunities for global tourism,” says Megan de Jager, Portfolio Director – Travel, Tourism & RX Africa Marketing. “The overwhelming response to the inaugural China Ready® Workshop demonstrated that African tourism businesses recognise the importance of preparing for this market. We are excited to welcome Marcus Lee back to WTM Africa 2027 to continue equipping delegates with the knowledge and tools they need to succeed.”

Stakeholders attending the China Ready® Workshop at WTM Africa 2027 will receive CPD accreditation, access to exclusive market intelligence and practical resources, and the opportunity to learn directly from one of the industry’s leading authorities on the Chinese outbound travel market.

What attendees can expect

The inaugural workshop at WTM Africa 2026 marked a significant milestone for the continent, with South Africa becoming the 55th country globally to introduce the China Ready® Programme. The fully booked session coincided with the launch of the inaugural China Ready Index® – Africa Rankings, a benchmarking system developed by the China Business Intelligence & Strategy Network (CBISN) to evaluate African destinations on their readiness to attract and serve Chinese travellers. As of 2026, Egypt ranks first in Africa, followed by Morocco, Kenya, Tanzania, and South Africa.

Participants also received the China Outbound Travel Market – Africa Report 2025/2026, equipping them with practical market intelligence on emerging travel trends, traveller preferences, and commercial opportunities across the continent.

Building on the success of its inaugural year, the 2027 China Ready® Workshop promises fresh insights and the latest market intelligence for tourism stakeholders. All are welcome. Registration will open closer to the event, with further details to be announced on the WTM Africa website: www.wtm.com/africa/en-gb.html.

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.”

Global travel tech firm Aeronology launched in South Africa today, introducing the country’s first fully agnostic travel distribution platform. The innovation gives travel advisors a single screen to search, book, ticket and service flights, ending the need to switch between disconnected systems to find and manage the best fares for clients.

The launch responds to a problem the industry has been vocal about for the past years: airlines’ New Distribution Capability (NDC) content is fragmented across different systems, so advisors often have to follow a different process every time a flight needs to be changed or refunded, depending on where the booking was made.

The Aeronology platform brings Travelport, Sabre, Amadeus, NDC and low-cost carrier content together in one fully serviced environment, including rebooking, reissuing, voiding and refunding, all from a single screen. Critically, no prior GDS experience is required to use it: any advisor who signs up gains full access to GDS, LCC and NDC content in one place, with complete control over booking, ticketing, refunds and ancillaries from day one.

The platform is built to serve every tier of the trade: individual advisors with little or no GDS experience, who gain full booking and ticketing capability without needing IATA accreditation of their own, GDS-experienced advisors who need a proper servicing and ticketing engine, and IATA-accredited host agencies managing large networks of independent advisors under a single set of contracts. Advisors see their commission in real time as they book, and can call on 24-hour telephone support whenever they need it.

“I have always been passionate about the future of online travel in Africa,” said Rian Bornman, who is spearheading Aeronology’s entry into the market. “After evaluating the leading systems available globally, I could not be prouder to bring what I believe finally provides South African travel advisors full control in one place. Juggling multiple portals just to change a flight I think has been overwhelming and this technology gives the advisor time back, allowing them to focus on their clients rather than fighting with fragmented technology.”

The timing is significant. According to ASATA CEO Otto de Vries, an industry survey found that 82% of South African travel advisors identified managing multiple platforms as one of their biggest operational challenges.

“This could not come at a more critical time,” said de Vries. “Our members have told us, clearly and consistently, that managing multiple, disconnected booking systems, and increasingly fragmented NDC content, is one of the biggest operational burdens they face. The industry needs solutions like this, and it needs them now.”

“We have been looking for the right partner to introduce what we believe is the world’s leading ticketing and fulfilment platform to Africa,” said Aeronology CEO Pete Egglestone. “Rian’s experience in online travel, distribution and travel technology makes him uniquely positioned to lead our growth across the continent.”

Bornman is no stranger to disruption and innovation. Over the past decade, he has built one of South Africa’s most talked-about travel businesses from the ground up, and has spent his career pushing the boundaries of how South Africans access and book travel online.

To bring Aeronology’s platform to the South African market, Bornman and Aeronology CEO Pete Egglestone signed a partnership agreement on 3 August, marking the company’s formal entry into the African market. South African travel advisors interested in trialling the Aeronology platform can register their interest at www.aeronology.travel. Designed with flexibility in mind, Aeronology can be implemented as an immediate go live solution or introduced alongside an advisor’s existing system, enabling for a seamless transition. 

The invitation was extended by Gustav Pieterse, FEDHASA Inland Chairperson, which represents the hospitality sector across Gauteng, the Free State, North West, Mpumalanga, and Limpopo. It reflects FEDHASA’s ongoing commitment to ensuring that every segment of the hospitality industry, and every professional within it, has a seat at the table.

The South African Concierge Forum will be represented within FEDHASA Inland by Masood Sadulla, Golden Key Member and Chief Concierge and Guest Experience Manager at the Saxon Hotel, Villas & Spa, together with Deon Prinsloo and Kagisho Ditira, co-founders of D&D Concierge Consultancy.

“The concierge is often the first and last point of contact a guest has with a property, and in many ways, with South Africa itself,” said Pieterse. “Bringing concierge professionals formally into FEDHASA’s structures is a natural and necessary step. Their expertise in guest experience, their role in shaping perceptions of our destinations, and their contribution to service excellence make them an integral part of this industry. We are proud to welcome them.”

Founded in 1949, FEDHASA is South Africa’s recognised national trade association for the hospitality industry, representing hotels, guesthouses, restaurants, conference venues, and catering establishments under one banner. Recognised by government as the official voice of the sector, FEDHASA advocates on behalf of its members on legislative and policy matters, supports skills development and transformation, and works to create a favourable operating environment for businesses of all sizes.

D&D Concierge Consultancy, known for its bespoke concierge training, consulting, and industry development work, has played a significant role in elevating the standards and visibility of concierge services across South Africa. The consultancy works closely with hotels, luxury establishments, and concierge professionals to enhance guest experience and operational excellence – values that align closely with FEDHASA’s own.

“This invitation is not only an honour, but a meaningful step forward for the concierge community,” said Prinsloo. “Being recognised by FEDHASA affirms the vital role concierges play within the broader hospitality ecosystem, and we look forward to contributing to industry growth, strengthening standards, and ensuring a strong, unified voice for concierge professionals.”

For Ditira, the significance of the moment extends beyond the immediate milestone. “This recognition marks a defining moment for the concierge profession, giving us a long-overdue voice within South Africa’s hospitality landscape. We are ready to contribute and to grow alongside an organisation that has championed this industry for more than 75 years.”

The collaboration is expected to open new avenues for professional development, networking, and closer alignment between concierge professionals and the wider hospitality sector, reinforcing FEDHASA’s position as the home of every voice in South African hospitality.

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