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.”

With “Connecting Today’s Trends with Tomorrow’s Possibilities” as its theme, this year’s conference focuses on what matters most right now: a look into the impact and role of NDC and the future of modern airline retailing, secure future payment solutions, cyber risks and payment fraud, real-world AI tools for travel businesses, practical steps to help you scale your business and how to work better together across the industry value chain, for shared success.

“The travel and tourism industry is dynamic and constantly evolving,” said Otto de Vries, ASATA CEO. “This conference is about getting everyone in the same room to tackle the real challenges we’re facing and figure out what comes next, together. We’ll address challenges like evolving retail models and cyber risk, but more importantly, we’ll explore future-ready solutions: from next-generation payments and AI adoption to strategies that drive growth and build stronger partnerships across our industry.”

What to expect

The event kicks off Wednesday, 20 August with a golf day at Arabella’s championship course, designed for networking before the serious business begins.

On Thursday and Friday (21–22 August), delegates can expect a hands-on agenda tackling:

• How New Distribution Capability (NDC) is changing airline bookings
• The future of payments and how secure digital solutions are creating new possibilities
• Practical steps for scaling your business
• Harnessing behavioural economics for smarter decision-making
• Building better partnerships across the industry value chain

“Travel agents and advisors play a crucial role in the tourism value chain by providing expertise and a personal touch that builds traveller trust,” said de Vries. “Embracing new technology, payment innovation and collaboration models to take our businesses further than ever before are key.”

An interactive format for real solutions

This year’s programme goes well beyond traditional presentations. Delegates will take part in collaborative breakout sessions designed around real-world scenarios, from navigating regulatory shifts or adopting new tech platforms through to co-creating practical growth strategies. Scenario-based workshops will give everyone space to problem-solve together and leave with actionable ideas they can use immediately back in their own businesses. Meanwhile, Industry-specific forums encourage honest dialogue about shared challenges as well as opportunities unique to Southern Africa’s marketplace.

Who’s speaking

Confirmed speakers include industry veterans Otto de Vries (ASATA), Timothy O’Neal-Dunne (former Expedia executive and T2Impact Principal), Jason Goldberg, Author: The Art of Scale, Natalia Rosa (Big Ambitions), Amy Hervey, intelligent automation and scale-expert (Architect), Ann Cedarhall, travel strategist, and travel law specialist Sarah Buerger (Novation Consulting), with more experts in retailing innovation, payments technology and business strategy still to be announced.

Booking details

Early bird registration closes in under five days. Places are filling quickly across all attendee categories.

Full programme and registration: https://conference.asata.co.za/

***ENDS***

To request an interview with ASATA CEO, Otto de Vries, please contact Shelley Martin on 083 390 5734 or email shelley@bigambitions.co.za.

For more information about ASATA, please visit www.asata.co.za.  

About ASATA 

Established in 1956, the Association of Southern African Travel Agents is a representative forum registered as an Association of Persons, that promotes professional service in the travel industry for both members and their clients. Representing over 95% of the travel industry in terms of market share, ASATA’s membership is voluntary and includes South African retail travel agents, travel management companies, wholesalers and suppliers of travel-related products and services. 

Issued by Big Ambitions: 

Shelley Martin

shelley@bigambitions.co.za

083 390 5734

Honored to have the Honorable Patricia de Lille, Minister of Tourism, deliver the opening speech at our event. Her presence underscores the importance of tourism in our region and her commitment to fostering growth within this vital sector. We sincerely appreciate her support and look forward to her inspiring words as we begin this significant occasion together.

A Regional Call for Seamless Graduate Employment

At the heart of this edition is a unifying theme: Seamless Graduate Employment. That means aligning all stakeholders – from hospitality brands and tourism authorities to higher education schools and universities – around one simple goal: making sure young people don’t just graduate, but get hired.

This is the driving topic at the School Directors Alliance (SDA) Summit, held alongside FLC. The summit attendees include academic leaders from across South Africa to co-create scalable solutions with government and business – inspired by the voices of students themselves.

The Challenge: Future-Facing Talent Meets Real-World Industry

Student teams from leading institutions will present solutions to the central project question: “How can tourism and hospitality establishments in South Africa implement futuristic sustainable practices to minimize their environmental impact?”

More than just academic theory, these ideas will be judged by a Strategic Board of industry trailblazers, including:

• Sandra Kneubuhler, MD Sub Saharan Africa, Radisson Hotel Group
• Craig Erasmus, VP Operations Fairmont Africa & Mantis
• George Cohen, MD, Saxon Hotels
• Hubert Ummels, Founder, GameChangers Group & FLC Platform
• Busi Marule, Director People & Culture, Four Seasons
• Judi Nwokedi, Chair, Gauteng Tourism Authority
• Andreas Lackner, VP Africa & Indian Ocean, Hilton
• Monika Iuel, Chief Tourism Officer, Wesgro
• Daphne Kruijsse, Area Manager, Booking.com
• Lebogang Mpye, Executive Manager, CATHSSETA
• Jerry Mabena, Chairman, TBCSA

These leaders represent the powerful board backing FLC’s vision for an inclusive, future-proof talent pipeline in hospitality and tourism.

Powered by Purpose

The event is made possible by a committed group of change-making partners:

• Platinum Partners: Accor, GameChangers Group, Hilton, Saxon Hotel Villas & Spa,Radisson Hotel Group, Four Seasons
• Gold Partners: Vision Linens, Diversey, Boundless
• Silver Partners: Topia, Motsamayi Tourism Group, Julius Meinl
• Bronze Partners: Kingscom, BrandDrvn
• Network Partner: FEDHASA

From South Africa to the World

Winners of the South African edition will advance to the Finals in Dubai (Q1 2026) to compete with fellow FLC champions from all over the MEA region — showcasing their potential on an international stage.

Hubert Ummels, founder of the FLC Platform:

“This is not just a moment. It’s a movement. Our job is not only to train young people, but to rally the system around them. This platform creates the conditions for youth to thrive, and for The Middle East and Africa to lead the continent in hospitality and tourism talent innovation.”

—The End—

About the MEA Future Leaders Platform

The MEA Future Leaders Platform is the leading platform that creates a community to tackle (future) challenges in the hospitality and tourism industry across the MEA region. By connecting top-tier students, school directors, industry leaders and government representatives, the platform aims to collaborate on an annually selected, region-specific strategic topics. Through advocacy and impactful development programs, we aim to build a sustainable pipeline of skilled professionals, aligning educational outcomes with industry needs and shaping a forwardthinking human capital strategy for the region.

Media Contacts:

Mike Richters: mrichters@kingscom.com
Anna Aye: aaye@kingscom.com

JOHANNESBURG, SOUTH AFRICA – 22 October 2024 – Linhas Aéreas de Moçambique (LAM) remains an active participant in good standing within the Billing and Settlement Plan (BSP) and CASS settlement systems, confirmed Otto De Vries, CEO of the Association of Southern African Travel Agents (ASATA), today. This clarification addresses recent inaccurate reports regarding LAM’s alleged suspension from the BSP.

“ASATA has received direct confirmation from IATA that LAM remains a full participant in BSP and CASS,” stated De Vries. “The airline’s current challenges are limited to its participation in the IATA Clearing House (ICH), a separate matter entirely, which LAM is actively working to resolve.”

This clarification comes in response to a trade notice issued by Emirates Airline on October 18th, which cited LAM’s purported BSP suspension as the reason for terminating their interline agreement. The notice outlined procedures for rebooking or refunding passengers holding affected tickets.

“We understand the confusion this situation has caused within the travel trade,” De Vries continued. “It’s crucial to distinguish between participation in the BSP, which facilitates payment for airline tickets, and the ICH, which manages interline settlements. LAM continues to operate and accept bookings through the BSP.”

ASATA encourages travel agents and advisors to contact LAM directly or refer to IATA’s official resources for the most up-to-date information regarding the airline’s operational status and ticketing procedures.

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About ASATA 

Established in 1956, the Association of Southern African Travel Agents is a representative forum registered as an Association of Persons, that promotes professional service in the travel industry for both members and their clients. Representing over 95% of the industry at a head office level, ASATA’s membership is voluntary and includes South African retail travel agents, travel management companies, wholesalers and suppliers of travel-related products and services. 

For more information about ASATA, please visit www.asata.co.za.  

Issued by Big Ambitions: 

Kim Taylor 

kim@bigambitions.co.za 

“While we understand the need for governments to review and adjust immigration policies, the lack of notice and immediate implementation of this decision is regrettable,” said ASATA CEO Otto De Vries. “Ireland has long been a favoured destination for South Africans, and this change will undoubtedly impact travel between our two nations.”

The new visa requirement poses a significant challenge for travellers who have already made plans to visit Ireland, as well as those considering future trips. The association is concerned about the additional financial burden the visa application process will place on travellers and the potential for disruptions to existing travel plans.

ASATA urges all South Africans planning to travel to Ireland to seek guidance from a reputable ASATA-accredited travel agent. These professionals are well-versed in the latest travel regulations and can provide invaluable assistance in navigating the visa application process and ensuring a smooth travel experience.

“In light of this sudden change, it is more important than ever for travellers to turn to trusted travel advisors who can provide accurate information and support,” added De Vries. “ASATA members are committed to helping South Africans navigate these new challenges and continue to explore the world.”

ASATA calls on the Irish government to consider providing a more extended grace period or transitional arrangements to minimise disruption for travellers who have already made plans.

***ENDS ***

About ASATA 

Established in 1956, the Association of Southern African Travel Agents is a representative forum registered as an Association of Persons, that promotes professional service in the travel industry for both members and their clients. Representing over 99% of the travel industry in terms of market share, ASATA’s membership is voluntary and includes South African retail travel agents, travel management companies, wholesalers and suppliers of travel-related products and services. 

For more information about ASATA, please visit www.asata.co.za.  

Issued by Big Ambitions: 

Kim Taylor 

kim@bigambitions.co.za 

JOHANNESBURG, 30 April 2024 – ASATA is taking its advocacy efforts to new heights by officially joining the Association of Eastern and Southern Africa Travel Agents (AESATA) as a new member. This partnership unlocks new collaboration and growth opportunities for its members.

South African travel agents are set to benefit from strengthened regional ties and a unified advocacy platform through this partnership, which connects ASATA with travel agent associations from 10 other countries. Together, they will collectively tackle cross-border challenges, promote intra-Africa travel, and drive sustainable business growth across the region.

Through AESATA, ASATA members gain access to shared insights on key industry trends and patterns impacting the travel sector in Eastern and Southern Africa. The collaboration allows South African travel agencies to have a stronger, unified voice in advocating for policies that create an enabling environment for business development.

“Joining AESATA is a game-changer for our members,” said Otto de Vries, CEO of ASATA. “Cross-border cooperation is crucial for our industry’s long-term success. By partnering with our peers, we open up new opportunities to learn from one another, forge regional partnerships, and ensure travel agencies’ interests are prioritised as drivers of sustainable tourism growth across Africa.”

AESATA provides a platform for national associations to jointly tackle issues of mutual importance, such as rebuilding resilient travel business models, promoting intra-Africa travel, and aligning policies to uphold responsible tourism practices. A key focus is leveraging the African Continental Free Trade Area to unlock the continent’s full potential for travel and tourism.

The upcoming 2024 AESATA Conference in Kigali, Rwanda in May will convene under the theme “Beyond Borders, Beyond Limits” – a call for travel agents to innovate, collaborate regionally, and future-proof their businesses.

ASATA’s new membership underscores the association’s vision for an integrated, prosperous, and competitive Southern African travel industry. Through fostering cross-border cooperation, ASATA aims to empower its members to deliver exceptional service and travel experiences for customers across the region and globally.

***ENDS ***

About ASATA 

Established in 1956, the Association of Southern African Travel Agents is a representative forum registered as an Association of Persons, that promotes professional service in the travel industry for both members and their clients. Representing over 99% of the travel industry in terms of market share, ASATA’s membership is voluntary and includes South African retail travel agents, travel management companies, wholesalers and suppliers of travel-related products and services. 

For more information about ASATA, please visit www.asata.co.za.  

Issued by Big Ambitions: 

Kim Taylor 

kim@bigambitions.co.za 

We commend Minister de Lille and Ms Guliwe for their principled and decisive leadership in proactively addressing this matter head-on.

Rosemary Anderson, FEDHASA National Chairperson, commented: “This exemplary handling demonstrates an unwavering commitment to upholding the highest standards of accountability, transparency and good governance within SA Tourism and the Department of Tourism.”

“The swift identification and recovery of misappropriated funds, coupled with the proactive engagement of the Auditor-General of South Africa for a comprehensive audit, demonstrates a rigorous adherence to public finance laws and regulations. Such actions are essential to maintaining trust and confidence in our vital tourism sector,” said Otto de Vries, ASATA CEO.

David Frost, SATSA CEO, remarked: “We are encouraged by the resolute leadership displayed by Minister de Lille and Ms Guliwe in addressing these challenges directly and decisively. Their actions secure the financial integrity of SA Tourism while reinforcing South Africa’s reputation as a premier global travel destination committed to ethical conduct.”

As key stakeholders and representative bodies within the travel and tourism industry, we affirm our steadfast support and collaboration with SA Tourism and the Department of Tourism.

We look forward to further strengthening our partnership in advancing South Africa’s tourism industry through principled leadership, sound governance and a shared commitment to excellence.

**ENDS**

Media queries – Kim Taylor

Big Ambitions

+27 (0)76 825 5508

kim@bigambitions.co.za

About ASATA

Established in 1956, the Association of Southern African Travel Agents is a representative forum registered as an Association of Persons, that promotes professional service in the travel industry for both members and their clients. Representing over 99% of the travel industry in terms of market share, ASATA’s membership is voluntary and includes South African retail travel agents, travel management companies, wholesalers and suppliers of travel-related products and services. 

 For more information about ASATA, please visit www.asata.co.za. 

About FEDHASA   

Founded in 1949, a restructured and transformed FEDHASA (Federated Hospitality Association of South Africa) is recognised by Government as the official representative of the hospitality industry of South Africa. With industry support, FEDHASA remains the umbrella association for hotels, restaurants, conference centres, caterers, self-catering accommodation, home hosting establishments (B&Bs and guest houses), clubs, taverns, shebeens, suppliers and trainers, consultants and service providers to the hospitality industry. For more information, visit https://fedhasa.co.za/

About SATSA

SATSA is the unified voice of the inbound tourism industry in Southern Africa and represents the private sector trade associations in five SADC countries. Our mission is to support the sustainable growth of travel and tourism to and within Southern Africa. 

Based in Cape Town, South Africa, Mr. de Vries also serves as the CEO of the Association of Southern African Travel Agents (ASATA), a founding member of WTAAA.

In this global role with the WTAAA, Mr. de Vries will provide strategic leadership for the WTAAA as the organisation advocates for balanced consumer rights coupled with travel agency interests across the industry globally.

“Our primary focus will be championing transparency for consumers in terms of choice and options, regardless of the travel distribution channel, and to foster greater collaboration between agencies and related travel partners across the travel ecosystem through open communication and engagements that bring both sides together,” said Mr. de Vries.

Specifically, WTAAA aims to re-establish the Passenger Agency Programme Task Force with the International Air Transport Association (IATA) and its member airlines in 2024. The goal is to deliver business solutions for the airline and travel agency communities that mitigate and manage risk, driven by commercial principles that add value and provide value and confidence to the customer. In addition, WTAAA will address issues around IATA’s New Distribution Capability (NDC), which promises certain functionality and retailing capabilities but currently falls short in travel agencies’ experience.

“We want to collaborate with IATA to achieve full NDC adoption in a way that works for everyone and does not limit access to content and pricing to the detriment of the travelling public”, Mr. de Vries explained. Beyond airlines, WTAAA is assessing relationships with the World Travel and Tourism Council (WTTC), the United Nations World Tourism Organization (UNWTO) and other entities to advocate for the travel industry on taxation, sustainability, market access and more. The alliance also aims to represent agencies in “duty of care” needs and requirements vital and impactful to traveller wellbeing. Otto De Vries brings 35 years of travel industry experience to the WTAAA, including senior executive roles with ASATA, Comair, and Holiday Tours in South Africa. “I’m excited to take on this global leadership role at such a crucial time for the travel community,” said Mr. de Vries.

“My role is to ensure that WTAAA member organisation’s voices are heard in critical discussions on matters that impact the travel and tourism industry and to collaborate on the sustainable growth of our sector.

“I would like to express deep sympathy for those impacted by recent fraud cases in the travel industry. However, I would also like to reassure travellers that there has not been a noticeable increase in travel fraud. We typically see two or three cases every year,” said ASATA CEO Otto de Vries. “Any fraud is unacceptable, but these few incidents are anomalies in an industry worth tens of billions annually.”

The recent reports of travel agency fraud have led to calls for increased government regulation and oversight of the industry. However, ASATA emphasises that rigorous self-regulation is already in effect, as association members must comply with a strict Code of Conduct, a constitution and meet the financial requirements.

Crucially, not one scam or fraud incident over the past decade has involved an ASATA member agency. “With members accounting for approximately 99% of the travel industry market share, this fact demonstrates the effectiveness of self-regulation through our membership requirements, which serve as industry accreditation,” de Vries explained.

To avoid potential fraud, ASATA advises travellers to verify that agencies display the official ASATA logo, request and verify the membership certificate, and look up the agency online on the ASATA website directory before booking. “We are the trustworthy face of this industry and will continue protecting public interests, as we have since 1956,” said de Vries. “While we sympathise with victims, imposing regulations could damage the industry without meaningful additional protections beyond the ASATA stamp and create further barriers to entry.”

Taking these steps and working with an ASATA member helps mitigate the risk of fraudulent behaviour.

***ENDS***

About ASATA

Established in 1956, the Association of Southern African Travel Agents is a representative forum registered as an Association of Persons, that promotes professional service in the travel industry for both members and their clients. Representing over 99% of the travel industry in terms of market share, ASATA’s membership is voluntary and includes South African retail travel agents, travel management companies, wholesalers and suppliers of travel-related products and services.

For more information about ASATA, please visit www.asata.co.za.

Issued by Big Ambitions:

Kim Taylor

kim@bigambitions.co.za

“We are excited to have Travelstart join our association, a respected leader in Southern Africa’s travel sector and an e-commerce trailblazer,” says Otto de Vries, ASATA CEO. “With its booking engine enabling online reservations across South Africa, Botswana, Kenya, Namibia, Nigeria, Tanzania, and Zimbabwe, Travelstart stands to gain global support from ASATA’s collaboration with the World Travel Agents Association Alliance in advocating and establishing policies for tourism growth.”

“In addition to global connectivity, ASATA membership provides access to our in-depth local market knowledge, training programmes, networking events, and a seat at the table with regulatory stakeholders that impact our industry,” de Vries adds.

Unlike many countries, the travel industry in South Africa is not regulated by the government. Therefore, it is even more vitally important that key players in the industry band together through organisations like ASATA to ensure that strict criteria and ethics are adhered to across the industry, De Vries notes, emphasising that ASATA membership signifies trusted, ethical standards all members uphold.

“By meeting our strict criteria and code of conduct, Travelstart further reassures customers of its credibility as a partner they can depend on to deliver excellent service and peace of mind when booking,” he says.

John Friel, Country Manager of Travelstart in South Africa, also comments: “We have faced many challenges in the last few years and a clear lesson learned is that we are a stronger force when we work in an aligned fashion. We are looking forward to debating important issues that we will face in the future and bringing an e-commerce voice to the table as part of the ASATA membership network.”

De Vries notes that with Travelstart joining ASATA, together with Pentravel recently joining, ASATA now represents 99% of travel agents. This wide industry representation lends organisational credibility and influence to drive meaningful change.

“There is no stronger community than the travel industry. We are built on relationships and on the foundation that we are better together. Together with our member network, I am confident we will continue advancing professionalism and trust across the regional travel sector,” de Vries concludes.

***ENDS***

About ASATA

Established in 1956, the Association of Southern African Travel Agents is a representative forum registered as an Association of Persons, that promotes professional service in the travel industry for both members and their clients. Representing over 90% of the travel industry in terms of market share, ASATA’s membership is voluntary and includes South African retail travel agents, travel management companies, wholesalers and suppliers of travel-related products and services.

For more information about ASATA, please visit www.asata.co.za.

Issued by Big Ambitions:

Kim Taylor

kim@bigambitions.co.za