SATSA has formalised a partnership with the Adventure Travel Trade Association (ATTA) – the “world’s largest network of adventure tourism professionals” – to scale the impact of the sub-sector by connecting local operators with international markets.
SATSA says it will become the only African association representing Southern Africa’s tourism industry in the ATTA stable. The partnership gives SATSA members more direct connections with ATTA’s network of over 30 000 professionals. This unlocks 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,” said SATSA COO Hannelie du Toit. “This collaboration helps us scale that impact by connecting operators with international markets that value authentic, conservation-focused but credible experiences.”
SATSA has already participated in global stakeholder engagement with ATTA alongside more than 30 international partner associations.
“There’s value in the two-way exchange this creates. SATSA members can tap into global markets while we gain deeper insight into Southern Africa’s conservation-led and community-based tourism models,” said Nicolás Caram, Vice President: Destination and Business Development at ATTA.
SATSA is simultaneously creating a code of conduct and practical tools for adventure operators – helping businesses to understand safety requirements and put industry standards into practice.
The 101 Adventures platform 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.
In 2025, SATSA conducted South Africa’s most comprehensive adventure tourism market study with Wesgro – engaging over 4 200 travellers. Results confirmed strong appetite for nature-based and culturally immersive experiences alongside operators’ need for support to meet international standards.
“Our members are doing exceptional work, especially in remote areas where tourism creates meaningful economic impact. This alliance provides the international connections and practical support they’ve been seeking to grow sustainably,” said SATSA Adventure Chapter Chair Nic Shaw.
The collaboration also advances SATSA’s policy work, including South Africa’s first Adventure Tourism White Paper, due for release this month.
