ASATA welcomes leading travel brand Pentravel as a new member

2 min read

CAPE TOWN, 15 JANUARY 2024 – The Association of Southern African Travel Agents (ASATA) is pleased to welcome major travel retailer Pentravel as its newest member.

As the leading travel trade association in the region, representing over 90% of Southern Africa’s travel sector, ASATA works actively on behalf of its members advocating on their behalf with regulatory bodies, travel suppliers and organisations like IATA which directly impact the health of the sector, says Otto de Vries, ASATA CEO.

“The organisation helps shape policies and regulations for the growth of the travel sector not only locally but internationally through our work with the World Travel Agents Association Alliance.”

By joining ASATA, Pentravel now benefits from the training opportunities, market insights and networking opportunities that the association’s members enjoy. “Whether an emerging trend, industry news or the evolution of travel and consumer preferences, we ensure members have meaningful access to these insights.”

De Vries added that ASATA membership signifies trusted, ethical standards from businesses carrying its logo. He noted that membership enhances a company’s reputation while letting customers book with confidence, knowing ASATA members meet strict standards and follow a code of conduct. “ASATA membership signifies a stamp of quality.”

A respected travel company like Pentravel ‘s commitment to adhering to ASATA’s strict standards and Code of Conduct sends a powerful message about the credibility of travel advisors and their commitment to travellers.

Paulo de Oliveira, CEO of Pentravel, comments: “ASATA plays a pivotal role in contributing to a strong, transparent and dynamic travel services industry. As Pentravel celebrates 40 years, we are excited to  partner with ASATA and industry colleagues to grow South African travel responsibly.”

“We are delighted to welcome Pentravel, a respected leader in South Africa’s travel sector. Together with our member network, I am confident we will continue advancing professionalism and trust across the regional travel sector while providing quality guidance enabling more unforgettable journeys ahead,” de Vries concludes.



Established in 1956, the Association of Southern African Travel Agents is a representative forum registered as an Association of Persons, that promotes professional service in the travel industry for both members and their clients. Representing over 90% of the travel industry in terms of market share, ASATA’s membership is voluntary and includes South African retail travel agents, travel management companies, wholesalers and suppliers of travel-related products and services.

For more information about ASATA, please visit

Issued by Big Ambitions:

Kim Taylor