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SATSA Announces “This is Us”: A Story-Driven Conference Celebrating Southern African Tourism

JOHANNESBURG, 30 June 2024 – The Southern Africa Tourism Services Association (SATSA) has announced its 2024 conference, “This is Us,” to be held from 14-16 August at the Arabella Hotel, Golf and Spa in Hermanus. Departing from traditional formats, this year’s event will embrace an ‘un-conference’ approach, focussing on the transformative power of storytelling in the tourism industry.

At the heart of “This is Us” lies a simple yet profound question: “Remember the last time a story truly moved you?” SATSA believes that impactful narratives – be they tales of resilience from local communities or innovative approaches that have transformed tourism businesses – are the driving force behind the industry. The conference aims to amplify these stories and create a platform where every voice contributes to shaping the future of Southern African tourism.

Departing from traditional PowerPoint presentations and podiums, “This is Us” will feature a unique “circle of storytellers.” This immersive format will encourage attendees to unleash their inner storytellers, weaving a rich tapestry from their diverse experiences, challenges, and triumphs.

David Frost, CEO of SATSA, emphasised the significance of this approach: “In our industry, every interaction and experience tells a story. With ‘This is Us’, we’re providing a platform to share these narratives, celebrating our collective journey and charting the course for our future. This isn’t just a conference; it’s an opportunity to shape our industry through our shared experiences.”

The picturesque Arabella Hotel, Golf and Spa in Hermanus provides a stunning backdrop that showcases the region’s natural beauty. This setting, combined with a stellar lineup of storytellers—including filmmakers, authors and renowned tourism leaders—adds layers of inspiration to the event. These diverse voices will share unique tales of triumph, tragedy and transformation, enriching the conference experience.

SATSA promises an event filled with engaging experiences, with the full programme to be revealed in the coming weeks. Frost added, “The diverse stories and insights of our guests and members will make this conference truly unique. We’re excited to see how these shared narratives will inspire and drive our industry forward.”

Registration for the SATSA “This is Us” Conference is now open, and the industry are encouraged to secure their spots early here.



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.

For more information, please contact:

Kim Taylor

+27 76 825 5508

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