The Adventure Travel Trade Association (ATTA) and the Southern Africa Tourism Services Association (SATSA) have formalized a new partnership aimed at strengthening the adventure travel sector across Southern Africa and expanding global connections for regional operators.
The agreement establishes SATSA as an Association Partner of ATTA, aligning the two organizations around shared priorities including responsible tourism, sustainability, and business resilience. For adventure travel businesses, the partnership is intended to improve access to global market intelligence, professional networks, and international exposure as operators navigate ongoing economic and operational pressures.
Southern Africa—particularly South Africa—remains a cornerstone of the global adventure travel market, offering a diverse mix of wildlife, outdoor, cultural, and active travel experiences supported by relatively strong tourism infrastructure. Adventure travel in South Africa plays a significant role in regional economies, supporting small and medium-sized enterprises, rural communities, and conservation efforts while attracting long-haul international travelers seeking nature-based and experiential travel.
For ATTA, the partnership deepens engagement in a strategically important region while strengthening two-way knowledge exchange between Southern Africa and the wider industry. SATSA will help amplify industry research, trends, and insights among its members, supporting informed business decision-making and international competitiveness.
The partnership is structured as a one-year agreement with the option to renew, reflecting a flexible approach as market conditions continue to evolve. Both organizations have emphasized practical collaboration and shared values as central to the partnership’s goals.
By formalizing their relationship, ATTA and SATSA aim to reinforce Southern Africa’s position in the global adventure travel economy while supporting operators with clearer pathways to collaboration, learning, and growth.