SATSA, the voice of inbound tourism in Southern Africa, has formalised a partnership with the Adventure Travel Trade Association (ATTA), the world’s largest network of adventure tourism professionals.
As the only African association representing the Southern Africa’s tourism industry in the ATTA stable, SATSA is now linking its 1,200+ members — particularly SMEs in nature-based and community tourism — with ATTA’s network of 30,000+ professionals across 100 countries, unlocking access to international buyers, market intelligence and specialist sustainability expertise.
“Adventure tourism creates jobs in communities where potentially few other economic opportunities exist — from tourism entrepreneurs and guides to local craft makers and hospitality providers,” says Hannelie du Toit, COO of SATSA. “This collaboration helps us scale that impact by connecting operators with international markets that value authentic, conservation-focused but credible experiences.”
The partnership is already active. SATSA recently participated in a global stakeholder call with ATTA alongside more than 30 international partner associations. “The knowledge-sharing potential was immediately evident,” says du Toit. “These connections will directly benefit our members.”
“There’s strong value in the two-way exchange this creates,” says Nicolás Caram, Vice President: Destination and Business Development at ATTA. “SATSA members can tap into global markets, while we gain deeper insight into Southern Africa’s conservation-led and community-based tourism models.”
At the same time, SATSA is creating Codes of Conduct and practical tools for adventure operators. These guides and checklists help businesses understand safety requirements and put industry standards into practice. The 101 Adventures platform then showcases operators who meet these standards, making it easier for travellers to find quality adventure experiences and helping Southern African adventure businesses reach more customers.
The move also responds to proven market demand. In 2025, SATSA conducted South Africa’s most comprehensive adventure tourism market study with Wesgro, engaging over 4,200 travellers. Results confirmed a strong appetite for nature-based and culturally immersive experiences, alongside operators’ need for support in meeting international standards.
“Our members are doing exceptional work, especially in remote areas where tourism creates meaningful economic impact,” says Nic Shaw, SATSA Adventure Chapter Chairperson. “This alliance provides the international connections and practical support they’ve been seeking to grow sustainably.”
The collaboration also advances SATSA’s policy work, including South Africa’s first Adventure Tourism White Paper, due for release this month.
“We’re focused on building a sector that benefits local communities long-term,” adds du Toit. “Learning from ATTA’s global experience helps us avoid the pitfalls other destinations have faced and build something genuinely sustainable.”
