Unlocking Adventure Tourism In South Africa


In a push to unlock Adventure Tourism potential in South Africa, the Southern Africa Tourism Services Association (SATSA) has launched its Adventure Tourism Chapter.

Led by a committee of eight dedicated and knowledgeable industry leaders the chapter aims to position South Africa as a top adventure destination while helping to reignite South Africa’s economy, create jobs and contribute to rural development.

The Adventure Tourism Chapter will provide a dedicated voice for Adventure Tourism by promoting credible adventure products.

“The Adventure Chapter has been many years in the making. SATSA and the tourism community have long recognised the significant role that Adventure Tourism plays in South Africa—creating jobs, attracting foreign exchange, uplifting rural communities and contributing to the safeguarding of our country’s beautiful and thrilling natural assets,” says David Frost, CEO of SATSA.

“While this year has been marred by hardship for the tourism industry, it has provided us with the opportunity to evaluate our structures and to see where we can enhance our business models. And so, the Adventure Chapter was born.”


Driving Growth 

The Adventure Tourism Chapter will also aim to drive market access, develop and share standard operating procedures and risk management services, and serve as a central resource for training lobbying and capacity building within the Adventure Tourism industry.

The chapter’s key pillars to achieve these goals are marketing, membership, self-regulation, lobbying, research and education. The focus is on easy to achieve, low-hanging and cost-effective solutions with community collaboration as the centre point from which all this radiates.

“Across our tourism industry, there is a strong belief and sense of pride in South Africa as a destination. And we know we have something special when it comes to adventure,” says Johan Radcliff, newly appointed Chair of the Adventure Chapter.

“But we also can’t be everything to everyone. What we can do is focus on our strengths and create partnerships where possible to advance the industry.”

In the short term, the chapter has its sights set on bolstering membership and sharing its resounding message that adventure tourism represents a strong growth opportunity for South Africa into the future, not only economically and in respect of job creation but also as a contributor to rural development.

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