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

These defining features remain the same, but this year, something has shifted in where people are choosing to go and what they want to do when they get there.

“We’re seeing a genuine and growing appetite for experiences that deliver something beyond game drives,” says Antoinette Turner, General Manager, Flight Centre South Africa. “Local travellers are choosing unhurried safaris that prioritise ecological integrity and active participation over passive observation.”

Flight Centre’s Global PR Survey reinforces this. South African travellers rank the most likely of any market globally to prioritise restful, sustainable holiday experiences.

The conversation is simultaneously happening at an industry level. At World Travel Market (WTM) Africa this year, one of the most debated sessions, Nature on Demand: The High Cost of Instant Gratification in African Wildlife Tourism, took direct aim at ambiguous conservation and the high-turnover safari model that has long dominated parts of the market.

Kgomotso Ramothea, CEO, African Travel and Tourism Association (ATTA®), confirmed the message: “When wildlife tourism optimises purely for guaranteed sightings and fast turnarounds, the ecosystems bearing that weight eventually pay for it. The alternative now is deliberate, more embedded experiences, which is gaining serious ground.”

This shift is playing out across the continent in ways that feel both subtle, yet significant. Below are some examples of where travellers are turning their attention this year, according to Flight Centre’s Travel Experts.

Madikwe, South Africa

Madikwe Game Reserve is malaria-free and sees a fraction of the traffic that the Greater Kruger corridor does. That alone makes it worth considering this season. For guests who want to do more than just observe, Morukuru Family offers a “Safari with a Purpose” add-on.

According to Co-Founder and Co-Owner, Ed Zeeman, visitors aren’t simply briefed on conservation here; they are immersed in the objectives and outcomes. This means understanding how animal tracking data informs protection strategies on the ground and spending hands-on time with researchers and anti-poaching units. 

“This is not a staged conservation theatre experience,” he says. “Collaring happens whether guests are there or not. What the package offers is access. Guests may find themselves at eye level with a darted lion while a veterinary team fits a tracking collar, or in the field during a rhino notching procedure.”

South Africa’s Waterberg region

The malaria-free Marakele National Park sits inside the UNESCO Waterberg Biosphere, just four hours from Johannesburg. It’s consistently underreported in South African travel media, which makes it worth exploring this safari season.

The park occupies a transition zone between the country’s dry west and wetter east, which produces unusual biodiversity: rare yellowwood and cedar trees, and what is considered one of the world’s largest breeding colonies of Cape vultures. Days here are structured around stillness rather than volume, with stargazing and astronomy tours, bush walks led by FGASA-accredited field guides, and river-based exploration via Marataba Game Lodges’ Miss Mara water safari.

“People don’t just want proximity to wildlife,” says Robert More, Custodian and CEO, MORE Collection. “They want to understand the systems that sustain it. Safaris here centre less on ticking off species, and more on understanding wildlife behaviour, terrain, and seasonal rhythms.”

Tanzania’s Olduvai Gorge

Delving into the mysteries of Olduvai Gorge reinforces that a safari in Africa doesn’t have to revolve around animal sightings alone. Set within the Great Rift Valley, this significant paleoanthropological site was made famous by the discovery of fossils and tools from early hominids. It offers a different kind of safari immersion, one that tells deeply human stories about the past, while prompting questions about our place in the world today.

“Many travellers don’t know about it; others are slowly catching on. It makes for an intriguing and scenic slowed-down stopover between the Ngorongoro Conservation Area and the Serengeti. If you’re lucky, you might even get to watch archaeologists working on an active dig,” comments Turner.

Olduvai Gorge reflects exactly what travellers are now looking for in safari add-ons, and aligns with findings from Go2Africa’s latest State of Safari report, which highlights a rising demand for low-density, high-immersion experiences.

Ol Pejeta Conservancy, Kenya

In Kenya’s conservancies, traveller access is increasingly tied to community-owned land models, where tourism revenue directly supports local livelihoods. These aren’t new ideas, but they’re becoming more visible, and South African safari-goers are taking an interest in the realities of land management, community partnerships, and conservation-led storytelling.

The Ol Pejeta Conservancy is a good example of this. It began as a working cattle ranch and is now home to the last surviving northern white rhinos and the largest black rhino sanctuary in East Africa. This destination departs from the traditional safari template with unique offerings such as specialised birding walks, lion tracking, and an interactive experience with bloodhounds trained to sniff out wildlife threats. There’s also the Sweetwaters Chimpanzee Sanctuary, established in partnership with the Jane Goodall Institute, where guests can learn about the rescued chimps in residence.

“What connects Ol Pejeta and the above-mentioned destinations and activities is a shift in what travellers consider worth paying for,” Turner says. “The modern safari is becoming less transactional and more relational, rewarding patience. It asks more of the traveller: attention, time, curiosity, and in return, it offers something deeper than spectacle.”

The dry season is soon arriving, and South Africans are already booking. But unlike previous years, those decisions are being shaped by a clearer set of priorities.

“This isn’t a shift just in where safaris happen, but in how they’re experienced, and as this season unfolds, that distinction is becoming the defining feature of Africa’s modern safari,” Turner concludes.

Cape Town: Africa Travel Week, built by RX Africa, has released its annual State of the Industry Report. The comprehensive, data-driven report examines the forces transforming travel and tourism across the continent, from aviation access and AI-driven distribution to sustainability compliance, inclusion and the next generation workforce.

The report arrives at a pivotal moment. Africa welcomed 81 million international visitors in 2025 – 8% growth, the fastest of any region globally – and aviation capacity surged 13.7% to 182.4 million departure seats. Yet the headline numbers mask a more fractured reality: Central and Western Africa recorded 0% aviation growth while Eastern Africa surged 24.3%; fewer than 5% of African hospitality properties hold third-party sustainability certification, despite the EU’s greenwashing ban activating in September 2026; and 72% of Gen Z now use AI to plan travel, meaning operators without machine-readable inventory are invisible before the conversation even begins.

“This report explores current themes and trends,” said Olivia Gradidge, Marketing Manager, WTM Africa & ILTM Africa. “Including trust, AI and travel tech, traveller psychology, sustainability and authenticity.”

Commissioned to Big Ambitions, RX Africa’s content, communications and marketing agency, the report draws on contributions from more than 25 industry leaders, academics, and practitioners across the continent, including environmental expert Dr Louise de Waal, director of the Blood Lions campaign to end commercial captive lion breeding and canned hunting, Judy Kepher Gona, founder and executive director at Sustainable Travel and Tourism Agenda (STTA), and Luckson Zambuko, Founder of the African Youth in Tourism and Hospitality Association. 

“What struck us most when compiling this report was not the scale of the opportunity – that has always been evident – but the specificity of what is now required to capture it,” said Dorine Reinstein, Content Director, Big Ambitions. “The operators and destinations that are winning in 2026 are not the ones with the best product, but the ones with the best proof. Proof of access, proof of trust, proof of sustainability, proof of welcome. That shift– from aspiration to verification – is the defining commercial reality this report addresses.”

The full report, including a ten-point manifesto for African tourism stakeholders, is available at https://soi2026.yop.co.za/ – required reading for every operator, investor, policymaker, and destination marketer with a stake in the future of African tourism.

It was introduced by Carol Weaving, Managing Director of RX Africa, with a video at the opening ceremony of WTM Africa on Monday, 13 April, and supported by a panel discussion on the Future Stage on Wednesday, 15 April. 

The panel, sponsored by LIFT and moderated by Dorine Reinstein, included David Frost, CEO of SATSA; Judy Kepher Gona, Director of Sustainable Travel & Tourism Africa; Kwakye Donkor, CEO of Africa Tourism Partners; Liesel van Zyl, Head of Positive Impact and Product Development at Go2Africa; and Rashid Toefy, Deputy Director-General for Economic Operations at the Western Cape Department of Economic Development and Tourism.

The full video can be found here: WTM Africa 2026: ATW State of the Industry Report Launch

-ENDS-

Issued by: Big Ambitions 

Contact: Sonnette Fourie

Tel: +27 81 072 2869 

Email: sonnette@bigambitions.co.za 

Notes to editors:

About CBISN
CBISN is a leader in market intelligence and capacity-building services for those engaging with the Chinese outbound tourism market. Their partnership with WTM Africa aims to provide African stakeholders with actionable insights and tools to welcome and serve Chinese visitors more effectively.

Now in its 33nd year, Arabian Travel Market (ATM) is the leading international travel and tourism event in the Middle East for inbound and outbound tourism professionals. Held annually at the Dubai World Trade Centre, ATM 2024 spanned 12 halls, making it the largest edition to date. The event attracted over 47,000 attendees and more than 35,000 visitors (including 6,000+ high-value buyers) and over 2,550 exhibitors and representatives from over 161 countries. In 2025, ATM will expand to 13 halls, growing across all sectors, and will continue to be a crucial gathering for the global travel and tourism industry. Arabian Travel Market is part of Arabian Travel Week. #ATMDubai

ATM takes place from 4 – 7 May 2026, at the Dubai World Trade Centre, Dubai.
https://www.wtm.com/atm/en-gb.html

Arabian Travel Week is a week-long festival of events alongside Arabian Travel Market 2025. Providing a renewed focus for the Middle East’s travel and tourism sector, it includes Start-Up Competition, Influencers’ Event, GBTA Business Travel Forums, and ATM Travel Tech. The event also features ATM Buyer Networking and a series of country forums.

https://www.wtm.com/arabian-travel-week/en-gb.html

About RX

RX is a global leader in events and exhibitions, leveraging industry expertise, data, and technology to build businesses for individuals, communities, and organisations. With a presence in 25 countries across 42 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people. RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For more information, visit www.rxglobal.com.

About RELX

RELX is a global provider of information-based analytics and decision tools for professional and business customers. RELX serves customers in more than 180 countries and has offices in about 40 countries. It employs more than 36,000 people over 40% of whom are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York stock exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX. *Note: Current market capitalisation can be found at http://www.relx.com/investors

World Travel Market (WTM) Portfolio comprises leading travel events and online portals across four continents. The events are Arabian Travel Market, WTM London, WTM Latin America and WTM Africa.

WTM London is the world’s most influential travel & tourism event for the global travel community. The show is the ultimate destination for those seeking a macro view of the travel industry and a deeper understanding of the forces shaping it. WTM London is where influential travel leaders, buyers and high-profile travel companies gather to exchange ideas, drive innovation, and accelerate business outcomes.

Next event: 3 to 5 November 2026 at ExCel London

http://london.wtm.com/

WTM Latin America is held annually in São Paulo and attracts more than 29,000 tourism professionals during the three-day event. The event offers a qualified content combined with networking and business opportunities. In its most recent edition, in 2024, WTM Latin America maintained its focus on the effective generation of business and managed to secure the early scheduling of more than six thousand meetings that were held between buyers, travel agents, and exhibitors.  WTM Latin America contents are available in English, Spanish and Portuguese.

Next event: 14 to 16 April 2026, Expo Center Norte, São Paulo, Brasil
latinamerica.wtm.com

WTM Africa launched in 2014 in Cape Town, South Africa. In 2024, WTM Africa facilitated more than 10 thousand unique pre-scheduled appointments, an increase of more than 8% compared to 2023 and welcomed more than 10 thousand visitors (unaudited), 25% more than 2023.

Next event: 13 to 15 April 2026 – Cape Town International Convention Centre, Cape Town http://africa.wtm.com/

About ATW Connect:  Africa Travel Week’s digital arm, is a virtual hub packed to the seams with interesting content, industry news and insights, and the opportunity to hear from experts on a variety of topics in our new monthly webinar series. All with the aim to keep all of us in the travel and tourism industry connected. ATW Connect focuses on inbound and outbound markets for general leisure tourism, luxury travel and the MICE/business travel sector as well as travel technology.
https://atwconnect.com/

WTM Global Hub, is the WTM Portfolio online portal created to connect and support travel industry professionals around the world. The resource hub offers the latest guidance and knowledge to help exhibitors, buyers and others in the travel industry face the challenges of the global coronavirus pandemic. WTM Portfolio is tapping into its global network of experts to create content for the hub. https://hub.wtm.com/

Table of Contents

Cape Town: The WTM Africa Responsible Tourism Awards 2026 were presented today at the Cape Town International Convention Centre, recognising 22 organisations across 13 countries who are delivering measurable impact for people, places and nature.

The ceremony was MC-ed by Rachel Nxele, board member of SANParks, with special guest speaker Alderman James Vos, Mayoral Committee Member for Economic Growth at the City of Cape Town. The awards span five categories – Championing Cultural Diversity; Diversity, Equity and Inclusion; Local Economic Benefit; Nature Positive; and Regenerative Tourism – and are run in partnership with the International Centre for Responsible Tourism (ICRT).

“These awards are both celebration and evidence – recognising those organisations that are building dignity, protecting nature and honouring heritage.” – Rachel Nxele, board member, SANParks; MC, WTM Africa Responsible Tourism Awards 2026

Nxele framed the awards around a single, challenging question: can you prove it? “The awards recognise real work, real commitment and real impact,” she said. “The work that happens when no-one is watching.”

Alderman James Vos echoed that emphasis on demonstrable outcomes. The awards, he said, are “about showing impact” – because if you cannot show impact, it means “nothing to no-one”.

Vos described the awards as an important showcase of “how it can be done and how it should be done” and called on the industry to build more “tourism-preneurs” – to create greater longevity and broader economic opportunity.

THE TROPHIES

This year’s winners received trophies that are, in themselves, a statement of intent.

Gold and silver winners received handmade protea trophies crafted by Cape Gypsea, each one unique. The delicate inner petals are formed from the pages of recycled books; the bold outer petals from vibrant Shweshwe fabric, locally sourced with a focus on eco-conscious biodegradability. Together, they bring past and present into a single object – forgotten stories and living African tradition, side by side.

Organisations recognised as “One-to-Watch” received a bottle of Painted Wolf Wines, which is this year celebrating 20 years of wines for conservation. The company takes its name from Lycaon pictus – the scientific name for the African wild dog – and has donated 4% of sales to conservation since it was founded. By supporting African wild dogs, that support flows throughout the ecosystems and communities that share wild spaces across the continent.

THE 2026 RESPONSIBLE TOURISM WINNERS

The 2026 WTM Africa Responsible Tourism Award Gold winners are:

Ele Collection Zimbabwe – Nature Positive
Plastic waste is transformed into construction grade aggregate, reducing extraction pressure on natural systems while providing income to community collectors and educating visitors through factory tours. The judges praised the circular model for turning a major environmental threat into longterm infrastructure value while strengthening community livelihoods.

RuralRevive Namibia – Regenerative Tourism
RuralRevive’s “Building a Desert Based Economy Initiative” is conceptualised and driven by the Wolwedans Foundation. It is transforming the tourism economy around Maltahöhe through climate appropriate horticulture, local enterprise development and systems that reconnect tourism with community livelihoods. The judges recognised Rural Revive for addressing deep-rooted structural challenges by rebuilding local food systems, restoring dignity through work and creating a resilient desert based economy.

Saruni Basecamp Kenya – Regenerative Tourism
A community conservancy model has generated more than 1.5 million dollars for 6,605 landowners, conserved more than 414,000 hectares and embedded regenerative food systems and women’s economic empowerment across 13 camps. The judges commended Saruni Basecamp for demonstrating how long-term lease agreements and bed night fees can secure large and connected landscapes for wildlife, while strengthening local livelihoods.

Table Mountain Aerial Cableway Company South Africa – Local Economic Benefit
Local procurement has increased from 29 percent in 2017 to 89 percent today, supporting more than 150 small businesses and providing mentorship and certification support to 67 SMMEs. The judges highlighted TMACC’s commitment to developing suppliers beyond the Cableway itself, helping entrepreneurs strengthen operations and access wider tourism markets.

Traditional African Homestays Southern Africa – Championing Cultural Diversity
A fast-growing network of heritage homestays enables visitors to become part of village life while ensuring most fee income stays within communities, with expansion now reaching Eswatini and Botswana. The judges noted the remarkable year-on-year growth, with more than R6 million generated and 70–80 percent of income remaining in host communities, demonstrating a scalable model of cultural preservation and community empowerment.

V&A Waterfront Academy Cape Town – Local Economic Benefit
Since 2023, 315 young people have been placed into employment, with 90 percent securing fulltime jobs for the first time and 15 small businesses supported through the Watershed craft market. The Academy’s model addresses a critical gap by supporting both young workers and the businesses that hire them during the fragile first six months of employment.

The 2026 WTM Africa Responsible Tourism Award silver winners are:

Elephant Human Relations Aid Namibia – Regenerative Tourism
Human elephant conflict incidents have fallen from 92 in 2023 to just 12 so far in 2026, with no elephants shot as problem animals in 2025, across more than 2 million hectares.

Graskop Gorge Lift Company South Africa – Nature Positive
A zero impact access system protects critically endangered species such as the Graskop cliff aloe while sourcing most procurement within 100 kilometres.

Green Planet & TUI Care Foundation Egypt– Championing Cultural Diversity
The Colourful Cultures programme supports artists, artisans and community hosts through training in hospitality, storytelling and entrepreneurship, connecting them to tourism markets through hotel, tour operator and online partnerships.

Imvelo Safari Lodges – Regenerative Tourism
Longterm coexistence work includes water management, antipoaching deterrence and the successful reintroduction of white rhinos.

LUX Marijani Zanzibar – Local Economic Benefit
Local suppliers are embedded into the resort’s value chain, generating consistent income for fishers, farmers, transport providers and women’s cooperatives.

Saruni Wild Kenya – Diversity, Equity and Inclusion
A structured internship programme has shifted staff representation from an allmale team in 2015 to nearly one third women today, including a female Assistant Manager and equal gender representation among interns.

TUI Futureshapers North Africa – Local Economic Benefit
The programme supports more than 180 young entrepreneurs across Egypt, Morocco and Tunisia, strengthens local value chains and creates jobs through locally led tourism businesses.

Unexplored Cape Town – Championing Cultural Diversity
Inclusive, community rooted food tours take guests into neighbourhood kitchens and markets, supporting small vendors and welcoming travellers with disabilities while showcasing diverse African and diaspora food cultures.

The 2026 WTM Africa Responsible Tourism Award one-to-watch winners are:

AgroTourism Park by Eco Terra Vista Tours Rwanda – Local Economic Benefit
A grassroots model integrating smallholder farming, cultural heritage and tourism ensures revenue stays in rural communities historically excluded from tourism value chains.

Cape Tourist Guides Association South Africa – Diversity, Equity and Inclusion
Recognised for strengthening representation by ensuring guides reflect South Africa’s cultural, linguistic and socioeconomic diversity.

Desert & Delta Safaris Botswana – Championing Cultural Diversity
The Okavango Marathon Project offers an immersive cultural journey through remote communities along the Okavango Panhandle, meeting fishermen, travelling by mokoro with community guides and engaging with the San community at Tsodilo.

Green Safaris Zambia and Malawi – Regenerative Tourism
Mukuni Organic Farm and hydrological restoration using cascading check dams demonstrate a regenerative approach to restoring degraded land.

Jacada Travel Zimbabwe – Diversity, Equity and Inclusion
A Female Guides of the Future initiative supports women to access high-level guiding roles through training, mentorship and career pathways in partnership with the Wilderness Trust.

Spekboom Southern Africa – Nature Positive
A tour company offering an automated split payment model channels 2.5 per cent of every booking directly to conservation or community causes at no extra cost to guests.

TUI Care Foundation Field to Fork Tanzania – Regenerative Tourism
Strengthens regenerative food systems, supports local farmers and links sustainable agriculture with tourism markets. One of nine projects worldwide.

TUI Turtle Aid and Project Diversity, Cape Verde – Nature Positive

More than 1.2 million endangered turtle hatchlings have been protected  since 2017 by TUI with local partner Project Biodiversity.

THE JUDGES

The judges of the WTM Africa Responsible Tourism Awards were chaired by Emeritus Professor Harold Goodwin, managing director of the Responsible Tourism Partnership and founder ICRT global and included Glynn O’ Leary Transfrontier Parks Destinations and ICRT Southern Africa, Ruth Crichton regional head Southern Africa the Long Run and ICRT Southern Africa, Adama Bah, Institute of Travel and Tourism of The Gambia (ITTOG) and ICRT West Africa, Martin Brackenbury formerly IFTO and UN Advisor, Kerry Carmichael founder of Echo and Tiomóid Foley, net zero tourism manager, business development and intermediary marketing at Visit Scotland

Debbie Hindle, chair of the International Centre for Responsible Tourism Global, closed the proceedings by congratulating all the winners – and in particular the gold winners, who now have the opportunity to compete in the Global Responsible Tourism Awards and take their stories to the international stage.

Olivia Gradidge, marketing manager WTM Africa and ILTM Africa said: “At WTM Africa, we’re proud to shine a light on these inspiring organisations. It’s truly an honour to recognise the outstanding work of the winners and witness the innovative strides our industry is making every year. This highlight on our events calendar reflects our commitment to championing responsible tourism that benefits people, places, and nature.”

Full citations for all winners are available at www.icrt.global.

-ENDS-

Issued by: Big Ambitions 

Contact: Sonnette Fourie

Tel: +27 81 072 2869 

Email: sonnette@bigambitions.co.za 

Notes to editors:

About CBISN
CBISN is a leader in market intelligence and capacity-building services for those engaging with the Chinese outbound tourism market. Their partnership with WTM Africa aims to provide African stakeholders with actionable insights and tools to welcome and serve Chinese visitors more effectively.

Now in its 33nd year, Arabian Travel Market (ATM) is the leading international travel and tourism event in the Middle East for inbound and outbound tourism professionals. Held annually at the Dubai World Trade Centre, ATM 2024 spanned 12 halls, making it the largest edition to date. The event attracted over 47,000 attendees and more than 35,000 visitors (including 6,000+ high-value buyers) and over 2,550 exhibitors and representatives from over 161 countries. In 2025, ATM will expand to 13 halls, growing across all sectors, and will continue to be a crucial gathering for the global travel and tourism industry. Arabian Travel Market is part of Arabian Travel Week. #ATMDubai

ATM takes place from 4 – 7 May 2026, at the Dubai World Trade Centre, Dubai.
https://www.wtm.com/atm/en-gb.html

Arabian Travel Week is a week-long festival of events alongside Arabian Travel Market 2025. Providing a renewed focus for the Middle East’s travel and tourism sector, it includes Start-Up Competition, Influencers’ Event, GBTA Business Travel Forums, and ATM Travel Tech. The event also features ATM Buyer Networking and a series of country forums.

https://www.wtm.com/arabian-travel-week/en-gb.html

About RX

RX is a global leader in events and exhibitions, leveraging industry expertise, data, and technology to build businesses for individuals, communities, and organisations. With a presence in 25 countries across 42 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people. RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For more information, visit www.rxglobal.com.

About RELX

RELX is a global provider of information-based analytics and decision tools for professional and business customers. RELX serves customers in more than 180 countries and has offices in about 40 countries. It employs more than 36,000 people over 40% of whom are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York stock exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX. *Note: Current market capitalisation can be found at http://www.relx.com/investors

World Travel Market (WTM) Portfolio comprises leading travel events and online portals across four continents. The events are Arabian Travel Market, WTM London, WTM Latin America and WTM Africa.

WTM London is the world’s most influential travel & tourism event for the global travel community. The show is the ultimate destination for those seeking a macro view of the travel industry and a deeper understanding of the forces shaping it. WTM London is where influential travel leaders, buyers and high-profile travel companies gather to exchange ideas, drive innovation, and accelerate business outcomes.

Next event: 3 to 5 November 2026 at ExCel London

http://london.wtm.com/

WTM Latin America is held annually in São Paulo and attracts more than 29,000 tourism professionals during the three-day event. The event offers a qualified content combined with networking and business opportunities. In its most recent edition, in 2024, WTM Latin America maintained its focus on the effective generation of business and managed to secure the early scheduling of more than six thousand meetings that were held between buyers, travel agents, and exhibitors.  WTM Latin America contents are available in English, Spanish and Portuguese.

Next event: 14 to 16 April 2026, Expo Center Norte, São Paulo, Brasil
latinamerica.wtm.com

WTM Africa launched in 2014 in Cape Town, South Africa. In 2024, WTM Africa facilitated more than 10 thousand unique pre-scheduled appointments, an increase of more than 8% compared to 2023 and welcomed more than 10 thousand visitors (unaudited), 25% more than 2023.

Next event: 13 to 15 April 2026 – Cape Town International Convention Centre, Cape Town http://africa.wtm.com/

About ATW Connect:  Africa Travel Week’s digital arm, is a virtual hub packed to the seams with interesting content, industry news and insights, and the opportunity to hear from experts on a variety of topics in our new monthly webinar series. All with the aim to keep all of us in the travel and tourism industry connected. ATW Connect focuses on inbound and outbound markets for general leisure tourism, luxury travel and the MICE/business travel sector as well as travel technology. https://atwconnect.com/

WTM Global Hub, is the WTM Portfolio online portal created to connect and support travel industry professionals around the world. The resource hub offers the latest guidance and knowledge to help exhibitors, buyers and others in the travel industry face the challenges of the global coronavirus pandemic. WTM Portfolio is tapping into its global network of experts to create content for the hub. https://hub.wtm.com/

Table of Contents

Third annual Media Awards celebrate excellence in African travel journalism across five categories.

Cape Town: Africa Travel Week (ATW) has announced the winners of its 2026 Media Awards, honouring the journalists, photographers and content creators bringing Africa’s travel and tourism stories to global audiences.

Now in its third year, the ATW Media Awards received a record number of entries – over 170 across five categories: Sustainability Feature Award, Visual Tourism Award, Tourism News Award, Destination Feature Award and the Young Talent Award. All were evaluated by a world-class judging panel comprising wildlife photographer and Canon ambassador Ellie Rothnie, Kojo Bentum-Williams of VoyagesAfriq, Barry Nield of CNN Travel, Divia Thani of Condé Nast Traveller and Tom Hall of Lonely Planet.

“These awards exist to shine a light on the storytellers who shape how the world sees Africa,”says Olivia Gradidge, Marketing Manager (WTM Africa & ILTM Africa) at RX Africa, the host and architect of Africa Travel Week. “The quality of entries this year reflects the depth of talent working in African travel media, and we congratulate every finalist and winner.”

2026 ATW Media Awards Winners

Sustainability Feature Award

Gold: Bella Falk, BBC Wildlife Magazine – Dog Stars: On the Trail of African Wild DogsSilver: Savanna Strauss, Rewilding Southern Africa – Rewilding Giants

Bronze: Tafadzwa Mwanengureni, Minority Africa – They Escaped Their Husbands. Then They Took on Poachers.

Visual Tourism Award

Gold: Wiktoria West, Rewilding Southern Africa – Eastern Chimpanzee

Silver: Bella Falk, Passports & Pixels – Ugandan Group of Dancers

Bronze: Aaron Fishbein – The Basotho Herdsman

Tourism News Award

Gold: Jane Gatwiri, NTV Kenya – Twigas on Transit

Silver: Morgan Barnard, Social Safari Africa – Marriott International was preparing to open its new Ritz-Carlton Safari Camp in Kenya’s Maasai Mara

Bronze: Dale Hes, Tourism Update – AI’s Gatekeeper Role: A Threat to African Tourism

Destination Feature Award

Gold: Sam Kemp, National Geographic Traveller UK – Sierra Leone: After the Storm

Joint Silver: Charlotte Wigram-Evans, National Geographic Traveller – Uganda:We are One

Joint Silver: Lorna Parkes, National Geographic Traveller UK – Kenya: Natural OrderBronze: Victor Ayeni, Punch Newspapers – Nigeria: Sango’s Festival Where Ancient Rites Ignite Fire, Thunder

Young Talent Award

Gold: Shereefdeen Ahmad, The Liberalist – How Schengen Visa Denials Are Shutting Africans Out of the Global Stage

Silver: Savanna Strauss, Rewilding Southern Africa – Is Silence Going Extinct?

Bronze: William Muthama, K24 Digital – List of KWS Parks and Reserves You Can Visit for Free on Saturday

“In a media environment flooded with AI-generated content and deepfakes, what we saw in these entries was a reminder of why real journalism still matters,” says Dorine Reinstein from Big Ambitions, ATW’s PR partner. “”The 2026 winners represent the very best of that community: writers, photographers and journalists producing pieces that were grounded, well-researched and honestly told.”

The 2026 ATW Media Awards were presented at the end of Day 1 of WTM Africa during Africa Travel Week.

For media enquiries, contact Sonnette Fourie on +27 81 072 2869 or sonnette@bigambitions.co.za

-ENDS-

Issued by: Big Ambitions 

Contact: Sonnette Fourie

Tel: +27 81 072 2869 

Email: sonnette@bigambitions.co.za 

Notes to editors:

About CBISN
CBISN is a leader in market intelligence and capacity-building services for those engaging with the Chinese outbound tourism market. Their partnership with WTM Africa aims to provide African stakeholders with actionable insights and tools to welcome and serve Chinese visitors more effectively.

Now in its 33nd year, Arabian Travel Market (ATM) is the leading international travel and tourism event in the Middle East for inbound and outbound tourism professionals. Held annually at the Dubai World Trade Centre, ATM 2024 spanned 12 halls, making it the largest edition to date. The event attracted over 47,000 attendees and more than 35,000 visitors (including 6,000+ high-value buyers) and over 2,550 exhibitors and representatives from over 161 countries. In 2025, ATM will expand to 13 halls, growing across all sectors, and will continue to be a crucial gathering for the global travel and tourism industry. Arabian Travel Market is part of Arabian Travel Week. #ATMDubai

ATM takes place from 4 – 7 May 2026, at the Dubai World Trade Centre, Dubai.
https://www.wtm.com/atm/en-gb.html

Arabian Travel Week is a week-long festival of events alongside Arabian Travel Market 2025. Providing a renewed focus for the Middle East’s travel and tourism sector, it includes Start-Up Competition, Influencers’ Event, GBTA Business Travel Forums, and ATM Travel Tech. The event also features ATM Buyer Networking and a series of country forums.

https://www.wtm.com/arabian-travel-week/en-gb.html

About RX

RX is a global leader in events and exhibitions, leveraging industry expertise, data, and technology to build businesses for individuals, communities, and organisations. With a presence in 25 countries across 42 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people. RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For more information, visit www.rxglobal.com.

About RELX

RELX is a global provider of information-based analytics and decision tools for professional and business customers. RELX serves customers in more than 180 countries and has offices in about 40 countries. It employs more than 36,000 people over 40% of whom are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York stock exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX. *Note: Current market capitalisation can be found at http://www.relx.com/investors

World Travel Market (WTM) Portfolio comprises leading travel events and online portals across four continents. The events are Arabian Travel Market, WTM London, WTM Latin America and WTM Africa.

WTM London is the world’s most influential travel & tourism event for the global travel community. The show is the ultimate destination for those seeking a macro view of the travel industry and a deeper understanding of the forces shaping it. WTM London is where influential travel leaders, buyers and high-profile travel companies gather to exchange ideas, drive innovation, and accelerate business outcomes.

Next event: 3 to 5 November 2026 at ExCel London

http://london.wtm.com/

WTM Latin America is held annually in São Paulo and attracts more than 29,000 tourism professionals during the three-day event. The event offers a qualified content combined with networking and business opportunities. In its most recent edition, in 2024, WTM Latin America maintained its focus on the effective generation of business and managed to secure the early scheduling of more than six thousand meetings that were held between buyers, travel agents, and exhibitors.  WTM Latin America contents are available in English, Spanish and Portuguese.

Next event: 14 to 16 April 2026, Expo Center Norte, São Paulo, Brasil
latinamerica.wtm.com

WTM Africa launched in 2014 in Cape Town, South Africa. In 2024, WTM Africa facilitated more than 10 thousand unique pre-scheduled appointments, an increase of more than 8% compared to 2023 and welcomed more than 10 thousand visitors (unaudited), 25% more than 2023.

Next event: 13 to 15 April 2026 – Cape Town International Convention Centre, Cape Town http://africa.wtm.com/

About ATW Connect:  Africa Travel Week’s digital arm, is a virtual hub packed to the seams with interesting content, industry news and insights, and the opportunity to hear from experts on a variety of topics in our new monthly webinar series. All with the aim to keep all of us in the travel and tourism industry connected. ATW Connect focuses on inbound and outbound markets for general leisure tourism, luxury travel and the MICE/business travel sector as well as travel technology. https://atwconnect.com/

WTM Global Hub, is the WTM Portfolio online portal created to connect and support travel industry professionals around the world. The resource hub offers the latest guidance and knowledge to help exhibitors, buyers and others in the travel industry face the challenges of the global coronavirus pandemic. WTM Portfolio is tapping into its global network of experts to create content for the hub. https://hub.wtm.com/

Table of Contents

JOHANNESBURG – When FCM Meetings and Events (FCM M&E) released its 2026 Trends Report, the data was clear: 100% of bookings (across Australia and New Zealand, North America, LATAM, Africa, Europe, the Middle East and Asia) included at least one sustainability requirement. 

Lance Nkwe, Business Leader, FCM Meetings & Events South Africa says sustainability is now part and parcel of every experience. And while this includes removing notebooks and paper cups (both rarely recycled) and single-use plastics, what an event “leaves behind” is becoming increasingly important.

“Event planners are making visible strides with environmentally conscious choices in venues, catering and waste management, and there is growing interest in responsible, scalable solutions,” says Nkwe. “ESG reporting and community impact are especially important as clients look to demonstrate that their presence in an area contributes positively to local community development.”

Corporate hotel programmes are under the same scrutiny. Jessica Redinger, General Manager of Hyde Johannesburg Rosebank – which has just achieved Green Key Certification – agrees.

“Sustainability has quickly become non-negotiable in our industry. We’re seeing it come through in 100% of RFPs (request for proposals) we receive from major global companies. Green Key gives Hyde a credible, internationally recognised certification that speaks directly to that expectation. It’s a must for corporate agreements, but also for business and leisure travellers who are increasingly choosing properties based on sustainability credentials – and what they give back to their local community – not just their name or brand,” says Redinger.

In other words, sustainability has quickly moved from a nice-to-have to a procurement essential. According to a 2023 Global Business Travel Association (GBTA) survey, 76% of travel buyers were integrating or planning to integrate sustainability questions into their RFPs, and 63% were selecting or planning to select suppliers based on sustainability criteria.

In June 2024, the GBTA Foundation formalised this shift with the launch of its Sustainable Hotel Procurement Standards – a framework of 50 structured questions covering everything from carbon emissions per room per night to water use, waste management, food and beverage practices, and EV charging availability.

And as Mummy Mafojane, General Manager FCM South Africa, explains, SA’s regulatory context adds urgency. South Africa’s Climate Change Act (No. 22 of 2024) came into force on 17 March 2025. The legislation introduces carbon budgets and legal obligations to stay within defined emissions ceilings, with mandatory monitoring, reporting, and verification requirements. 

“For corporate travel managers, this has a direct implication: the hotels and venues in your programme are part of your organisation’s emissions story,” says Mafojane. “Choosing certified properties isn’t just responsible; it’s a compliance consideration.”

Behind the scenes: what certified hotels are actually doing

The most meaningful changes happening in hotels right now are largely invisible to guests. Real structural interventions, happening in the background, but making a significant difference. 

As an example, Hyde Johannesburg Rosebank’s Green Key certification, awarded by WESSA and aligned with international Green Key standards, covers energy consumption, water management, waste practices, staff training and local procurement. 

Internationally, the Radisson Hotel Group has just announced a target of 100 Verified Net Zero Hotels by 2030, with a phased 2026 roll-out beginning in Norway and the Nordics, followed by the UK and South Africa – making it the first African country to host a Radisson Verified Net Zero property. 

Mafojane says there’s a financial case to be made too. 

“Data from a 2024 HRS Green Stay Initiative found that, on average, the 25% most efficient hotels in its sustainability database offered average daily rates 17% lower than the 25% most polluting hotels – countering the widespread assumption that green costs more,” says Mafojane.

Building a sustainable travel programme

FCM Consulting’s Insights Report for H1 2026 offers a practical framework for travel managers looking to act:

• Start by ensuring you have access to reporting tools that track ESG metrics and establish clear baselines. 
• Align your travel-specific sustainability goals with your company’s broader objectives – the two need to work together, not in isolation. 
• Engage suppliers who share your ESG values, and don’t wait for legislation to land before reviewing what’s coming; organisations that have targets and baselines in place will be far better positioned when compliance becomes mandatory.

What business travellers need to do

Hotels and travel managers can build the most sustainable programme in the world. But travellers still need to pull their weight. For Mafojane, there are five changes that make a genuine difference:

1. Booking within your programme. A company’s preferred hotel list has been sustainability-vetted. Booking outside it for convenience undermines the good work the travel manager has done.
2. Skipping the daily room clean. Opting out of daily housekeeping is one of the highest-impact individual choices a traveller can make. 
3. “Hyde’s ‘Skip the Clean’ programme allows guests to opt out of daily housekeeping and earn loyalty points in return,” says Redinger. “But that single choice reduces linen washing, cleaning chemical usage, water consumption, energy use and labour – without guests feeling like they’ve made a sacrifice.”
4. Adjusting energy settings when you leave the room. Turn off the air conditioning or heating when you head out. Most properties now make this easy; some have it automated. Do it anyway.
5. Choose lower-carbon meal options where they exist. Hotel F&B is a key part of a property’s emissions footprint. Choose locally sourced dishes and ingredients.
6. Feed back to your travel manager. If a hotel had a sustainability feature worth noting – or a glaring gap – say so. That information directly shapes the next RFP cycle and helps travel management companies (TMCs) build programmes that keep improving.

What this means for your travel programme

Sustainability in both hotel programmes and the meetings & events sector is no longer aspirational. It is structural, measurable and increasingly legislated. As Nkwe says, “Make sure your planner or TMC understands your sustainability requirements, can genuinely meet them, and has the reporting capability to prove it. In 2026, that’s a basic expectation.”

**ends**

For more information about FCM Travel call Sonnette Fourie on 081 072 2869 or email sonnette@bigambitions.co.za.

About FCM Travel:

FCM Travel, the flagship corporate travel brand at Flight Centre Travel Group (FCTG), is the business travel partner of choice for large national, multinational and global corporations. We are an award-winning global corporate travel management company ranking as one of the top five by size around the world. We operate a global network which spans more than 100 countries, employing over 6000 people.

FCM are transforming the business of travel through our empowered and accountable people who deliver 24/7 service and are available either online or offline. Leveraging FCM’s negotiating strength and supplier relationships in conjunction with our tailored business travel programs, our expertise delivers more for our clients where it matters most to them.

Visit us at www.fcmtravel.co.za

Issued by: Big Ambitions

Contact: Sonnette Fourie

Tel: +27 81 072 2869

Email: sonnette@bigambitions.co.za

(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

Table of Contents

JOHANNESBURG – For decades, South African corporate travel was ruled by a single metric: cost. If a route via the Middle East saved R5,000 on a trip to London, it was booked. But as we approach the 2026-2030 commitment period of the Climate Change Act, that logic is breaking down.

Today, that same indirect flight presents a boardroom-level dilemma. It might be cheaper, but does the extended flight path blow the carbon budget? And given current geopolitical volatility, does the layover expose the employee to unacceptable security risks?

Travel has shifted from a procurement line item to a complex governance challenge. While South African businesses remain budget-conscious, the convergence of stricter ESG reporting and heightened Duty of Care means the “cheapest fare” is often no longer the viable option.

The regulatory wake-up call

The catalyst for this shift is regulatory. In March last year, the Climate Change Act came partially into effect, fundamentally changing how large companies view their operations. The Department of Forestry, Fisheries and the Environment’s technical guidelines for carbon budgets set up the first commitment period (2026 to 2030). This pushes companies from merely “preparing” to proving exactly what they emit and how they will cut it.

Crucially, business travel is explicitly listed in the JSE’s climate disclosure guidance as a Scope 3 emissions source.

For those outside the sustainability office, the distinction between the different scopes is an important one. Scope 1 covers direct emissions (like fuel for company cars), and Scope 2 covers indirect energy (like electricity for the head office). Scope 3 is the catch-all for the wider value chain, including every flight, hotel night, and Uber ride taken by staff. Because these emissions happen outside the company’s direct control, they are the hardest to measure, yet for many service-based companies, they make up the bulk of their carbon footprint.

“Before, boards considered travel expenditure purely as a finance issue. Now, it’s about how business travel fits into the carbon budget,” says Mummy Mafojane, GM FCM South Africa. “Boards want to know: what did we emit, where did it come from, and what are we doing differently next quarter? If companies are expected to report emissions properly, travel has to be counted and managed like any other source of carbon.”

Leading by example

We are already seeing this shift among South Africa’s major players. Leading financial group Discovery has committed to eliminating its Scope 1 and 2 emissions by 2028. In practice, this means decarbonising their physical operations, shifting their buildings to renewable energy and eliminating emissions from company-owned fleets.

But the bigger challenge lies in Scope 3, where they have committed to cutting business-travel emissions by a further 30% by 2030. This requires a fundamental change in behaviour: replacing non-essential flights with digital alternatives, enforcing stricter approval flows, and selecting travel partners based on carbon efficiency rather than just price.

Similarly, energy and chemicals giant Sasol already measures and reports its global business-travel footprint under Scope 3. Unlike companies that simply estimate this, Sasol uses granular data to calculate the exact impact, using that information to purchase verified carbon credits to offset the emissions they cannot yet eliminate.

However, many companies struggle to match this precision because complete, auditable travel data is notoriously difficult to collate. When employees book directly with airlines, use consumer sites, or pay with personal cards, the data fragments. Without details on cabin class, routing, or ground transport, calculations rely on averages and assumptions, and those are methods that auditors are increasingly rejecting.

When disruption becomes a data problem

Here’s where South Africa’s recent travel chaos becomes more than just an operational headache and becomes an ESG compliance issue.

When jet-fuel shortages at OR Tambo and Cape Town forced flight cancellations and diversions recently, employees scrambled to rebook. Some used personal credit cards. Others booked last-minute alternatives through consumer sites. Fuel had to be sourced from Durban and Mozambique, creating extended ground transport and unplanned routing changes.

Similarly, when severe weather repeatedly flooded roads and disrupted flights across coastal and inland regions, itineraries were rewritten on the fly, often outside the official travel management channel.

The result? Every disruption creates a data gap. Those emergency re-bookings, alternative routes, and last-minute hotel stays rarely get captured in the company’s emissions tracking system. When audit season arrives, the carbon calculation is incomplete, and the auditor flags it.

“Emissions reporting is only as good as the supplier inputs behind it,” notes Mafojane. “But when a crisis forces employees off-programme, even the best suppliers can’t help you. You end up with gaps in your Scope 3 data, and that becomes a regulatory risk, not just a travel risk.”

This is why resilience planning is now an ESG imperative. Companies that build contingency into their travel programmes, including preferred backup routes, pre-vetted alternative carriers, clear escalation protocols, don’t just protect their people. They protect their data integrity. And in a world where incomplete emissions reporting can trigger audit findings or regulatory scrutiny, that matters.

Even when travel goes according to plan, supplier quality determines whether your emissions data holds up under scrutiny. If an airline, hotel group, or car-rental partner can’t provide usable emissions data, the company ends up relying on proxies, and those numbers get interrogated later by auditors, assurance teams and, in some cases, regulators.

That’s why preferred supplier lists will increasingly favour providers that can deliver consistent emissions information and show credible progress on their own footprint. It lowers reporting risk as much as it lowers emissions.

Duty of care meets carbon accountability

This is where ESG and Duty of Care fully converge. More companies are aligning travel risk management to ISO 31030, moving beyond ad-hoc approvals to structured frameworks with clear escalation paths and contingency plans that don’t hinge on a single airport, corridor, or carrier.

This complexity changes the mandate for the Travel Management Company (TMC). It’s no longer enough to simply issue a ticket. The TMC must ensure that every booking – and every rebooking – flows through channels that capture the data needed for compliance.

“Boards don’t like surprises – on carbon, on cost, or on disruption – and they expect their TMC to flag those issues before they happen,” Mafojane adds.

The Climate Change Act puts business travel inside the same reporting rules as the rest of a company’s emissions. If the information is incomplete, an auditor will pull it apart. If there’s no backup plan, a fuel shortage or storm doesn’t just strand people, but can creates holes in your carbon reporting that you’ll have to defend later.

As we head into 2026, the companies that will succeed are those that can provide evidence of controls, supplier vetting, and data integrity. Those that can’t will find themselves defending carbon budget overruns to the regulator, and explaining to the board why their teams were stranded halfway across the world instead of in front of clients.

**ends**

For more information about FCM Travel call Sonnette Fourie on 081 072 2869 or email sonnette@bigambitions.co.za.

About FCM Travel:

FCM Travel, the flagship corporate travel brand at Flight Centre Travel Group (FCTG), is the business travel partner of choice for large national, multinational and global corporations. We are an award-winning global corporate travel management company ranking as one of the top five by size around the world. We operate a global network which spans more than 100 countries, employing over 6000 people.

FCM are transforming the business of travel through our empowered and accountable people who deliver 24/7 service and are available either online or offline. Leveraging FCM’s negotiating strength and supplier relationships in conjunction with our tailored business travel programs, our expertise delivers more for our clients where it matters most to them.

Visit us at www.fcmtravel.co.za

Issued by: Big Ambitions

Contact: Lori Cohen

Tel: +27 79 641 4965

Email: Lori@bigambitions.co.za

Last month, UN Tourism named its Best Tourism Villages of 2025 – 52 character-filled communities across 29 countries that are changing what meaningful travel looks like. These villages are living proof that the world’s most extraordinary destinations are often its most humble ones.

For South Africans, this news hits differently. According to Flight Centre’s latest global travel survey, 61% of Saffas travel specifically to experience new cultures, while 81% say they’d happily choose a lesser-known destination if it meant avoiding crowds. Furthermore, 74% admit that major attractions now feel too overrun to truly enjoy, and 76% worry about the damage overtourism causes.

Maybe that’s why soulful travel is heading rural. A few years ago, “off the beaten track” meant a hotel slightly further from the city centre. Now it means swapping paid connectivity for real connection that comes with a side of home-cooked stews and muddy shoes.

“We’re seeing Saffas ditch the bucket list scramble for places that feel more meaningful. The kind where your best souvenir is the Sunday lunch invite from a local grandmother,” says Zay Ferguson-Nair, Flight Centre South Africa’s Customer Experience Leader.

6 Villages Changing the Way We Travel

1. Asolo, Italy

Where it is (and why it’s off the beaten track)

Perched in the Veneto hills, an hour from Venice, Asolo is basically Italy’s best-kept secret. Locals call it The City of a Hundred Horizons, which feels poetic until you climb its hilltop fortress and realise it’s just honest marketing.

Who it’s for

Anyone who thinks “aperitivo with a view” is a personality trait.

Why it’s special

Once the refuge of Queen Caterina Cornaro, Asolo’s past lingers in the scent of vines and the hush that follows church bells. Everything in this village hums with gentle artistry and quiet rebellion against modern chaos, from Renaissance villas to shaded piazzas that hosted poets like Robert Browning,

Guaranteed highlight

That first glass of Asolo Prosecco DOCG at the top of Rocca Braida, watching the light stretch across endless hilltops.

2. Digang, China

Where it is (and why it’s off the beaten track)

Down in Zhejiang Province, this 2,500-year-old water village is what happens when time forgets to modernise. Its canals wind between weathered wooden houses and mulberry groves, forming a living postcard that still pulses with daily life.

Who it’s for

Anyone whose ideal souvenir is photos of grandfathers teaching them how to farm fish.

Why it’s special

Digang’s secret lies in its Mulberry‑Dyke & Fish‑Pond System, a perfectly circular way of farming that keeps both people and the environment fed.

Guaranteed highlight

Joining the locals for a fishery celebration along the Grand Canal – there’s singing, laughter, stories, and zero need for an Instagram filter.

3. Lô Lô Chải, Vietnam

Where it is (and why it’s off the beaten track)

Tucked high in the Hà Giang mountains at Vietnam’s northernmost edge, this traditional Lô Lô ethnic village sits beneath the national flagpole, quite literally the top of the country. It takes some effort to reach, which is exactly the point.

Who it’s for

Anyone who thinks “Wi‑Fi optional; wonder guaranteed” sounds like a fair trade.

Why it’s special

Concrete is banned here; hand‑pressed mud bricks and rammed earth hold centuries of heritage. Visitors sleep in warm, golden houses and learn weaving from villagers.

Guaranteed highlight

Drumming and dancing under star‑filled skies during a forest worship festival.

4. Pont‑Croix, France

Where it is (and why it’s off the beaten track)

Hidden in Brittany’s coastal folds, Pont‑Croix is a medieval treasure near the rugged cliffs of Pointe du Raz.

Who it’s for

Anyone with an emotional attachment to bakeries.

Why it’s special

Its Gothic spire inspired entire cathedrals, but Pont‑Croix itself stayed wonderfully grounded, with cobbled streets, market mornings, and a pace so gentle you start syncing your heartbeat to church bells.

Guaranteed highlight

Crossing the ancient bridge at sunset, when the river Goyen turns to gold and you suddenly understand why painters lose their weekends here.

5. Kaštelir‑Labinci, Croatia

Where it is (and why it’s off the beaten track)

Roughly 10 kilometres north of Poreč on Croatia’s Istrian peninsula, this twin‑village wonder sits tucked between olive groves, vineyards, and the faint shimmer of the Adriatic.

Who it’s for

Anyone who believes life’s best itinerary is drawn in olive oil and wine stains.

Why it’s special

Kaštelir‑Labinci is a love letter to slow Istrian living. Locals still bottle their own olive oil and greet you like you’ve wandered into the family reunion you didn’t know you were invited to.

Guaranteed highlight

Cycling between vineyards before lunch, paragliding over them before sunset, and somehow ending off at a farmhouse table where nothing on your plate travelled further than you did that day.

6. Souf, Jerash Governorate, Jordan

Where it is (and why it’s off the beaten track)

An hour north of Jordan’s capital, Amman, lie the Roman Ruins of Jerash. And just beyond Jerash – often missed by visitors ticking off bucket-list sites like Petra, Jerash and the Dead Sea – is Souf, home to Beit Khairat Souf, a women-run cop-op, restaurant, and community hub that offers traditional Jordanian food, local products (like jam sweetened with honey), and a chance to immerse yourself in Jordanian culture.

Who it’s for

Anyone who wants their tourism dollar to make a real, sustained difference in the local community.

Why it’s special

The café’s cobbled courtyard and shady trees offer respite from Jordan’s heat, while the food gives you an authentic taste of the country’s rich history.

Guaranteed highlight

Listening to Sumia Krishan (founder of Beit Khairat Souf) share the co-op’s origin story – and ongoing significance – while eating mansaf, fatoush and kibbeh.

How to travel like a local without looking like you tried too hard

Ferguson-Nair shares her top tips below:

1. Slow down, then slow down some more

Rural communities run on a different clock – and that’s probably the reason you came, after all. So, skip the hour‑by‑hour itinerary and give yourself time to sit back and let the rhythm of the place dictate your day.

2. Learn at least three local words (and actually use them)

Even if it’s just “hello,” “thank you,” and “delicious,” making the effort counts. Villagers quickly warm to anyone who tries, even badly. Fluency isn’t the goal; connection is.

3. Stay where your money stays

Opt for homestays and family‑run guesthouses. Every rand (or euro, yen, or dong) you spend locally multiplies its impact. Eating, sleeping, and shopping small keeps communities strong and the experience richer.

“Real sustainable travel is knowing the person who made your breakfast also sends her kids to school with your support,” says Ferguson-Nair.

4. Pack respect (it weighs nothing)

Dress and behave with local norms in mind, even if the weather or your social feed suggests otherwise. Ask before photographing people and remember that some rituals or spaces aren’t meant for spectators.

5. Zero bars, but full connection

Sometimes the only Wi‑Fi signal you’ll find is between two conversations. Lean into it. Getting a bit lost here is often how you find what you didn’t know you were looking for.

“Village travel reminds us what holidays were always meant to be,” says Ferguson‑Nair. “Travelling this way may not earn you a million likes on Instagram, but it will earn you something far more valuable: a sense that you were part of a place rather than simply passing through it,” she concludes.