Johannesburg’s tourism economy has shown resilience amid ongoing geopolitical tensions and a global economic downturn. According to S&P Global, visitor numbers to the city, drawn from domestic and international markets, grew from just over 4.5 million in 2024/25 to five million in 2025/26. That growth generated more than R106 billion in tourism spend last year, according to Joburg Tourism.

SATSA CEO David Frost describes Johannesburg as the true cultural heartbeat of South Africa, however, the city has been underrepresented in itineraries, despite offering a depth of culture, cuisine, art and history that rivals any city on the continent and even the world.

“Our tour operators want to book Johannesburg; they just need the itineraries and packages to do it,” said Frost, who notes that SATSA represents over 500 inbound tour operators through its membership, all of whom have already been through SATSA’s strict annual verification process, giving Joburg Tourism a ready-made, credible base of partners to build with. “Bringing our members together with Joburg Tourism to jointly build, package and market these experiences is genuinely pioneering, and it’s a model we should take to the rest of the country.”

Joburg Tourism echoed that ambition. Belu Mabandla, the organisation’s Executive Head for Destination Marketing and Events, said the partnership with SATSA marks a significant step in a long-standing effort to work directly with travel trade, shifting the needle from destination brand awareness to conversion.

“We’re grateful to have reached this stage, launching a partnership with the players who will help us bring the right deals to market and present the right persona of Johannesburg to the world,” said Mabandla.

From Campaign to Conversion

Welcome2Joburg Experience builds on Joburg Tourism’s established “Welcome to Joburg” campaign, which positions the city as an all-year-round, value-for-money destination for both business and leisure travellers, with a particular focus on encouraging visitors to fall in love with Joburg in the first 72 hours.

The partnership has four pillars:

· Market-ready offers: SATSA members packaging 72-hour, longer-stay and shorter-stay Johannesburg itineraries

· Consumer demand generation: activated through Joburg Tourism’s ongoing marketing campaigns

· Conversion via an Experience Hub: a consumer-facing, clickable booking platform connecting travellers directly to Johannesburg products

· Consumer insights: gathered to continually refine what’s on offer and how it’s marketed

Johannesburg attracted five million visitors last year, generating over R106 billion in tourism spend, according to Joburg Tourism figures. The bulk of those visits are currently driven by people visiting friends and relatives. This presents a significant opportunity to convert that segment into leisure tourism visitors.

A Call to Action for Tourism Businesses

SATSA is now inviting its members, and in time, Johannesburg-based tourism experience providers, to put their offerings forward for inclusion in the programme.

Phase 1 is open to SATSA members first, whose businesses have already passed SATSA’s strict annual verification process, giving Joburg Tourism a vetted, credible pool of operators to build the pipeline with from day one. Phase 2 will look at how to open the programme beyond SATSA’s membership.

· Destination management companies (DMCs) and tour operators: with a ready, bookable Johannesburg package can submit an Expression of Interest here.

· Experience providers: with a ready, bookable Johannesburg package across heritage, art, culture, gastronomy, accommodation, attractions, activities, food, guiding, transport or venues can submit an Expression of Interest here. (SATSA membership is not required for this track)

There is no cost to participate. Submitting an Expression of Interest is simply how SATSA and Joburg Tourism identify and match Johannesburg’s tourism offerings with the demand this campaign will drive.

“This is how we spread the love and start addressing the real problem of geographical spread in our tourism economy,” concludes Frost.

For more information, contact support@welcome2joburg.co.za.

 As South Africa marks Tourism Month, Cape Town Tourism (CTT) and Visit Stellenbosch are joining forces to encourage visitors to stay longer and experience both destinations as part of a connected Cape journey.

The two organisations have signed a Joint Marketing Agreement (JMA), bringing together two distinctive destinations that complement one another within the same journey, from Cape Town’s coastline, city energy and cultural attractions to Stellenbosch’s wine, food, heritage, art, nature, shopping and unique local experiences.

The partnership will see the two organisations develop joint itineraries, share content and run collaborative campaigns across their digital channels, supported by joint media and trade activity. The focus will include domestic visitors during key periods such as school holidays, long weekends and the festive season, while also creating reasons to visit year-round and supporting efforts to address seasonality.

The collaboration will encourage visitors to extend their stay in either destination by adding the other to their itinerary, showing how two distinct destinations can work together to create a richer, longer Cape experience.

Joint content will showcase the breadth of experiences available across both destinations, with campaigns, competitions and giveaways creating further opportunities for tourism businesses on both sides to participate in shared storytelling. Joint media and trade engagement will also highlight the combined offering to travel journalists, travel sellers and other industry audiences.

Where relevant, international media and trade activity will position Cape Town and Stellenbosch together as complementary destinations within a longer South African itinerary. Enver Duminy, CEO of Cape Town Tourism, says: “Cape Town is a destination that can easily fill a holiday, but it is also the gateway to so much more of the Cape. Stellenbosch adds another dimension to the Cape Town experience, and vice versa. There is a real opportunity to encourage visitors to stay longer, explore more and experience the diversity of our region. This partnership gives us a platform to make that connection more visible, particularly during key travel periods and throughout the year.”

The City of Cape Town’s Mayoral Committee Member for Economic Growth, Alderman James Vos, adds: “Cape Town’s visitor economy is showing strong momentum, with 1.44 million international overnight visitors and 1.42 million domestic overnight trips recorded in 2025. The opportunity now is to turn that demand into longer stays, greater visitor spend and wider economic benefits. One of my fundamentals for tourism has always been that we must be soft on borders and strong on vision. Visitors don’t experience destinations by municipal boundaries, and neither should our tourism thinking. Our Tourism Framework recognises working with neighbouring destinations as an important way to improve geographic spread and grow the visitor economy. This partnership puts that into practice. By connecting Cape Town and Stellenbosch more deliberately, we can encourage visitors to stay another night, explore more and spend more. Every additional night creates opportunities across the tourism value chain, from accommodation and restaurants to attractions, guides, retailers and the many businesses and people who depend on tourism.” 

Annemie Liebenberg, CEO of Visit Stellenbosch, says: “Working with Cape Town Tourism allows us to connect two complementary destinations and create a stronger proposition for the region. It also has a very practical benefit for our tourism economy. Longer stays mean more visitor spend, more nights in accommodation and more opportunities for businesses across the tourism value chain to benefit. “Importantly, this partnership is also about addressing seasonality and creating reasons to visit across the year. When we work together to grow the overall tourism pie, there is greater opportunity for both destinations and for the businesses and communities that depend on tourism.” 

Stellenbosch recorded more than 1.35 million overnight visitors in 2025, contributing an estimated R13 billion in total economic impact. The partnership with Cape Town Tourism builds on the strength of both destinations while creating new opportunities to distribute visitor demand, increase length of stay and broaden participation in the tourism economy. For visitors, the message is simple: Cape Town and Stellenbosch. One more night. So much more to experience.

A proud milestone for the region, this first-of-its-kind initiative comprised five thematic categories reflecting the essence of Stellenbosch as a destination. Following an overwhelming response of over 90 submissions across three age divisions (7-18, 19-65, and 66+), official winners were announced at the official awards ceremony on 19 June, with each receiving R10,000 in prize money:

Taste 
Culinary culture, food artisans, markets, and local produce 
Amdanda Miti | Coffee Cafe Caffeine | Mixed Medium

Wine 
Vineyards, harvest, cellars, heritage estates, and wine lifestyle 
Sheulyn Raine Hobbs | Sips of Stellenbosch | Mixed Medium

Stay 
Hospitality, architecture, boutique hotels, and guesthouses 
Jared Christopher Delport | Stellenbosch Dutch | Oil Pastels

Experience 
Festivals, cycling, hiking, university life, and the arts 
Judith A Hapgood | Crag and Bone | Acrylic

Community 
The people of Stellenbosch, their diversity, heritage, and shared stories 
Beatrice de Villiers | Church Street | Mixed Medium

Considering the exceptionally high calibre of submissions, the judging panel introduced an additional award to recognise outstanding work:

Judges Award: 
Jade Lubbe | Kuluntu | Acrylic

Art of Origin Stellenbosch submissions closed on Monday, 25 May, with official judging completed on 3 June. Each submission was evaluated independently by a distinguished panel of five judges:

• Ashley Walters, Fine Arts Coordinator at Stellenbosch University’s Visual Arts Department
• Andi Norton, Strategic Management Consultant (Art and Education); Founder of KickstART; Trustee of the Stellenbosch Outdoor Sculpture Trust and Stellenbosch Art Mile
• Jett Jooste (“Theytjie”), Multidisciplinary Artist, Photographer, Filmmaker, Visual Artist and Photography Lecturer at Stellenbosch Academy of Design and Photography
• Dr Mike Mavura, Visual Arts Curator, Cultural Strategist, Educator and Director of Pamurove Foundation
• Xenia van der Meulen, Destination Marketing Manager at Spier; Art Project and Exhibition Advocate

Following the awards, Annemie Liebenberg, Chief Executive Officer of Visit Stellenbosch, highlighted the transformative power of the initiative on their community: “Beyond the competition itself, Art of Origin has fostered curiosity and connection across the town, encouraging deeper dialogue between residents and visitors from different generations and backgrounds.”

Coert Venter, Chairman of the Art Association Stellenbosch, added: “Art of Origin has achieved what we set out to do: to open the door to every generation and every corner of our community. The diversity and quality of submissions speak to the extraordinary creative heartbeat of this town. Art, at its core, invites us to slow down and look more carefully. To be present in a moment that might otherwise pass us by. This truth sits at the heart of Art of Origin, and at the heart of Stellenbosch itself.”

Liebenberg urges the public to view the exhibition, comprising over 90 artworks, at the PJ Olivier Art Centre until 25 June. “Go experience it for yourself. This is just the beginning of what we hope will become a cherished annual tradition that continues to elevate and celebrate Stellenbosch’s artists,” she concluded.

The winning artworks will feature in the 2027 Visit Stellenbosch Visitors Guide, sharing the essence of Stellenbosch with travellers across the globe and positioning the town as a destination brimming with unexpected firsts and unforgettable moments. For those wishing to acquire any of the exhibited pieces (excluding the winning artworks), please contact the Stellenbosch Art Association at admin@stellenboschkuns.co.za.

Preferred Hotels & Resorts, the world’s largest independent hotel brand representing more than 625 luxury hotels, resorts, and residences across 80 countries, is strengthening its presence across Africa with continued strategic expansion. The announcement comes against a backdrop of significant regional momentum, with the brand recording a 32% increase in bookings, a 55% rise in room nights, 73% growth in revenue, and a 12% increase in average daily rate across its African portfolio year-on-year. 

The brand’s regional portfolio now spans 37 member properties across nine countries – South Africa, Kenya, Morocco, Egypt, Equatorial Guinea, Tanzania, Mauritius, Madagascar, and Ghana. 

“Africa remains a priority growth market for our brand, and the numbers reflect that,” said Saurabh Rai, Executive Vice President, South Asia, Middle East & Africa at Preferred Hotels & Resorts. “We are seeing sustained, meaningful demand across key African destinations, driven by international travellers seeking longer, more experience-led stays. Our continued expansion is a direct response to that demand, and we are committed to deepening our footprint through partnerships that champion the very best of independent African luxury.”

Building on strong momentum from 2025, Preferred Hotels & Resorts has expanded its African portfolio with the addition of 11 new properties between Q4 2025 and Q1 2026. That includes two new hotel launches in Zanzibar and South Africa and five luxury Nile River cruise experiences in Egypt, representing the largest single period of portfolio growth the brand has seen in Africa in many years. 

Growth in the region is being seen across various destinations, with South Africa, particularly Cape Town and Kruger National Park, continuing to see strong demand from international leisure and luxury travellers alongside a steady recovery in the MICE segment. East Africa is recording growth in safari and experiential travel, with increased interest from European and North American markets, while the Indian Ocean Islands continue to see consistent demand for luxury beach extensions, frequently combined with safari itineraries. 

Expansion of Preferred Hotels & Resorts’ prestigious Legend Collection also remains central to this strategy, with five standout properties across the continent, including Kasbah Tamadot in Morocco, Finch Hattons Luxury Safari Camp and Mahali Mzuri in Kenya, and Mont Rochelle and Ulusaba in South Africa. 

“We are proud to showcase Africa’s diversity through an exceptional portfolio of independent hotels,” added Celeste Vogel, Account Director for Africa at Preferred Hotels & Resorts. “Each new member brings a distinctive perspective on luxury, deeply rooted in local culture and authentic experiences. For travel agents across the region, this expanded portfolio, backed by dedicated on-the-ground support, competitive commission structures, and the full weight of Preferred’s global sales and marketing network, represents a genuine opportunity to offer their clients something truly differentiated.”

New Member Additions Across Africa (Q4 2025 – Q1 2026):

• ENVI Paje (Zanzibar, Tanzania) – Lifestyle Collection: Set to open in June on Zanzibar’s serene southeast coast, ENVI Paje is a design-forward eco-lodge blending barefoot luxury with holistic wellbeing. Centred on vitality, stillness, and connection, the retreat offers 22 nature-immersed villas, ocean-led dining, and a spa rooted in ancient and modern practices.  
• Lion in the Sun Boutique Hotel & Spa (Malindi, Kenya) – Lifestyle Collection: Nestled along Kenya’s Indian Ocean coastline, this boutique retreat offers just 16 rooms and suites, delivering a highly personalised, slow-living experience centred on wellness and connection with Swahili charm. Guests can unwind at the spa, enjoy locally inspired dining, or explore curated experiences from beachside relaxation to safaris and cultural excursions. 
• Last Word Makanyane (Madikwe, South Africa) – Lifestyle Collection: Located within Madikwe Game Reserve, this exclusive new lodge will open on 1 July. Featuring eight luxury river-facing suites, guests can enjoy exceptional game viewing, including the Big Five, with twice-daily drives. Blending traditional South African design with modern comfort, the lodge offers gourmet dining and immersive nature encounters. The property joins five additional Last Word properties within the Preferred Hotels & Resorts portfolio across South Africa.
• Owloon Manor House (Paarl, South Africa) – Residences Collection: Situated in the heart of the Cape Winelands, Owloon Manor House offers a refined private residence experience designed for unhurried immersive stays. This exclusive-use estate comprises an eight-bedroom en-suite manor house and a separate two-bedroom heritage cottage, where timeless architecture meets contemporary comfort. Set amongst vineyards and orchards, the estate offers curated experiences such as private chef dining, bespoke wellness treatments, and outdoor pursuits including tennis, swimming, walking, and cycling, creating a deeply private and tailored escape in one of South Africa’s most evocative landscapes. 
• Yellowwood Cottage (Langebaan, South Africa) – Residences Collection: Set within the protected landscape of the West Coast National Park overlooking the lagoon, Yellowwood Cottage offers a rare off-grid coastal escape in the quiet hamlet of Churchhaven. This exclusive use-home features three en-suite bedrooms, along with a dedicated bunk-bedded children’s room with separate bathroom. Open-plan spaces and indoor–outdoor living frame uninterrupted views, with days shaped by immersion in the surrounding landscape – wildlife and birdwatching, paddleboarding, and stargazing. Personalised services are available on request, supporting a private retreat defined by seclusion, connection, and understated coastal beauty.
• Coral Sea Holiday Resort, Encora Collection (Sharm El Sheikh, Egypt) – Lifestyle Collection: A vibrant Red Sea beachfront resort, Coral Sea Holiday Resort combines upscale comfort with family-friendly energy. With 484 rooms, including swim-up options, it caters to all travel styles. Highlights include a lively aqua park, diverse international dining, and a full-service wellness centre. Guests can enjoy activities ranging from sports and entertainment to kids’ programs, making it a dynamic destination for both relaxation and adventure.
• Encora Collection Cruises (Egypt) – Lifestyle Collection: This collection introduces five exceptional Nile cruise experiences, blending Red Sea resort elegance with immersive river journeys. Guests can choose between the contemporary Mazaj MS Tamr and Mazaj MS Tulip, or the more intimate dahabiyas, Mazaj Sia, Mazaj Seba, and Mazaj Meroot, each offering personalised service, refined dining, spa facilities, and curated itineraries between Luxor and Aswan. 

Preferred Hotels & Resorts’ commitment to the African market extends beyond its growing portfolio. The brand’s Africa-based team, including Celeste Vogel, Account Director for Africa; Kimon de Zeeuw, Manager of Hotel Revenue Optimisation; and Francois Joubert, Senior Manager of Sales for Africa, provides dedicated on-the-ground support for both hotel partners and travel agents across the region. This includes training, sales support, assistance with client requests and conversions, and access to Preferred’s global sales and centralised reservation channels. Agent partners also benefit from inclusion in regional campaigns, roadshows, trade activations, and global initiatives designed to drive visibility and demand, with the brand maintaining an active presence at key industry events across the continent throughout 2026, including Africa’s Travel Indaba in May, a Southern Africa Roadshow across Namibia, Botswana, and Zimbabwe in June, and a West Africa Showcase in Lagos in September. 

The boutique travel event, held at the Norval Foundation in Cape Town, recorded a 37% increase in attendance compared to 2025, with 87% of buyers attending for the first time, drawn from 32 countries. Appointments increased by 29% year-on-year, reflecting a surge in commercial intent from luxury buyers actively seeking African experiences.

The results are striking given the broader context of global uncertainty. According to the newly released State of African Tourism 2026 report, the continent is successfully “selling certainty in an anxious world.” Because high-end safaris and luxury itineraries are typically booked 12 to 18 months in advance, and demand for established destinations remains resolute, the region’s tourism industry is not expected to be materially affected by ongoing disruptions in the Middle East. Instead, discerning luxury travellers are increasingly looking to Africa not as an alternative, but as a trusted destination of first choice.

Africa’s hotel development pipeline tells its own story: with 55% of the entire continental pipeline currently under construction, investor confidence in African luxury hospitality is at an historic high. The infrastructure is being built, and ILTM Africa’s record buyer numbers suggest the demand is ready to meet it.

The 87% new buyer figure is perhaps the most telling statistic of all. As the State of African Tourism report highlights, the post-pandemic “revenge travel” wave has crashed, replaced by a more informed, discerning traveller for whom trust is the new currency. This influx of new buyers suggests that ILTM Africa is actively converting these new markets, translating directly into fresh commercial pipelines and relationships for exhibitors that did not exist twelve months ago. Carol Weaving, Managing Director of RX Africa, the organiser behind ILTM Africa, noted: “The travel sector has always been a people industry selling high-value, high-stakes experiences. Africa Travel Week has evolved into a powerful in-person event where technology handles the heavy lifting, and humans focus on the relationship building that defines this industry.”

Table of Contents

STELLENBOSCH, SOUTH AFRICA – Stellenbosch has launched Art of Origin Stellenbosch, a town-wide art competition and exhibition bringing together every generation and creative community in the region for the very first time. Organised by Visit Stellenbosch in partnership with the Art Association Stellenbosch, the initiative is open to all: primary and high school learners, university students, emerging and established artists, township collectives, community groups, and creatives from the town’s senior living communities. Submissions are accepted across all mediums and across three age divisions: 7 to 18, 19 to 65, and 66 and above.

Winning artworks will be featured in the 2027 Visit Stellenbosch Visitors Guide, distributed to over one million prospective visitors worldwide, giving Stellenbosch’s artists international exposure on a scale rarely accessible to emerging or community-based creatives. Five thematic category winners will each receive R10,000 in prize money, with one artwork selected for the front cover of the guide. Submitted works will be exhibited at the PJ Olivier Art Centre, and the official opening and winners’ celebration will take place on 4 June 2026, followed by a public exhibition running from 4 to 25 June 2026.

“Stellenbosch has always been a creative town. But Art of Origin is something we have never done before, an open invitation to every artist, school, community collective, and resident of our senior living communities in our town to tell its story in their own voice. More than an art competition, this is a cultural movement,” said Annemie Liebenberg, CEO of Visit Stellenbosch

“This is a moment that belongs to every artist in Stellenbosch, not just the established ones,” agreed Mr Coert Venter, Chairman of the Art Association Stellenbosch. “Art of Origin is the first initiative of its kind in this town, one that genuinely opens the door to every generation and community. We’re bringing our community together by inviting a child from a Stellenbosch school, a township artist, and a painter from a senior home to all hang their work in the same exhibition.  That is the Stellenbosch we want the world to see.”

A Creative First for Stellenbosch

Art of Origin Stellenbosch is one of the most tangible expressions of Visit Stellenbosch’s new destination-wide brand positioning, Unexpected Firsts. Unforgettable Moments, and forms part of this expansive initiative celebrating innovation and milestone moments across the town. While rooted in this broader vision, Art of Origin stands as a distinctive cultural initiative in its own right, designed to leave a permanent creative and tourism legacy for Stellenbosch and the artists who call it home.

Artists are invited to submit original works across five thematic categories that reflect the heart of Stellenbosch:

• Taste: Culinary culture, food artisans, markets, and local produce
• Wine: Vineyards, harvest, cellars, heritage estates, and wine lifestyle
• Stay: Hospitality, architecture, boutique hotels, and guesthouses
• Experience: Festivals, cycling, hiking, university life, and the arts
• Community: The people of Stellenbosch and their diversity, heritage, and shared stories

Artists may enter across more than one theme, with each submission judged independently. All mediums are welcome, including painting, drawing, mixed media, digital art, and collage.

Important Dates

• Judging Session: Wednesday, 3 June 2026 | 14:00 – 18:00
• Location: PJ Olivier Art Centre, 3 Blom Road, Stellenbosch
• Soft Opening (First Thursdays): Thursday, 4 June 2026 | 17:00 – 20:00
• Exhibition Dates: 4 June – 25 June 2026 (Open to the public)
• Awards Evening (Winners Announced): Thursday, 18 June 2026

For submission guidelines, entry forms, and further information, contact: admin@stellenboschkuns.co.za or 079 084 6183

As the gap widens between ‘marketing sustainability’ and ‘operational reality,’ these awards identify the trailblazers who are turning responsible tourism principles into measurable, scalable business assets.

Important Dates and Entry Information

• Entry Deadline: 17 April 2026
• Awards Ceremony: 22 June 2026 at Experience Africa, London
• Cost: Free to enter
• Limit: Applicants may enter a maximum of two categories.

Following a surge in high-calibre entries in 2025, the 2026 programme retains its ten established categories spanning the full spectrum of regenerative travel, from marine conservation and climate innovation to community empowerment and ethical storytelling. This is a deliberate strategic move. By keeping the criteria consistent, ATTA® is establishing a year-on-year yardstick.

Chris Mears, CEO of ATTA Group Events, explained the shift in expectation:

“By keeping our categories consistent, we are challenging the industry to show us progress. We want to see how last year’s emerging ideas have become this year’s business models. An initiative might look good on paper, but we need to question how it actually changes a life, contributes to saving a species, or alters a supply chain. We encourage all organisations to enter, from small eco-lodges to major operators. If you have a blueprint that works, the industry needs to see, model, and celebrate it.” 

Nigel Vere-Nicoll, ATTA® Honorary President, emphasised that these awards are designed to separate those sayingthe right things from those doing the hard work.

“Africa is setting itself apart as a world leader in regenerative tourism, and these awards are the mechanism by which we validate that claim.” 

The awards apply a double check process on scoring with a selected group of judges. “We have assembled a judging panel that combines historical industry knowledge with the fresh, uncompromising perspective of young changemakers,” added Vere-Nicoll.  

“Beyond recognition, these awards provide a platform for organisations to position themselves as leaders in the eyes of international buyers actively seeking purpose-led partners. Entering is an opportunity to validate their team’s hard work on a global stage,” Vere-Nicoll concluded. 

To enter and view full criteria, visit: https://awards.atta.travel/

For further information please contact: chris@attagroup.events

ABOUT ATTA®

ATTA® (The African Travel and Tourism Association) is the leading pan-African trade association promoting tourism to Africa and the Indian Ocean islands. Known as the “Voice of African Tourism,” ATTA® serves over 900 member businesses, including accommodation providers, tour operators, and travel specialists. It provides accurate industry news, hosts networking events and trade shows, and delivers valuable member training and resources. For more information, visit atta.travel.

Join the ATTA® Media Network to gain access to news about tourism in Africa, access to spokespeople and thought leaders and other media benefits. Email media@atta.travel for details.

About ATTA Group Events:

ATTA Group Events is the foremost platform for connecting African suppliers with top international buyers at various shows. Promoting an expansive range of travel products and unique experiences from across Africa, ATTA Group Events hosts B2B events that are not just a meeting ground but a catalyst for forging essential industry connections, making these #ThePlaceToConnect for the African tourism industry.

Aurum Africa will offer experiential guided experiences and journey logistics across southern Africa. The company launches with forty team members, twenty-five of whom are immediate shareholders selected for their experience, their dedication and their long-standing service in tourism.

Speaking at the company’s official launch event at Heirloom Restaurant in Cape Town’s Cape Grace Hotel, Baba outlined his vision for genuine transformation in an industry that has struggled with meaningful change for three decades.

“After 30 years in this industry, I refuse to pay lip service to transformation anymore,” said Baba during his keynote address. “True transformation isn’t about compliance scorecards or token gestures. I’m determined that Aurum Africa will stand as proof that true empowerment is possible when you trust your people with real ownership, not just promises.”

Baba adds: “Transformation must be lived every day through our actions; it cannot remain rhetoric. Our guests deserve experiences shaped by people who are truly invested, not just employees but owners who benefit directly from success.”

The move comes as traditional owner-managed tourism businesses are increasingly sold off to corporates or international investors – a trend that often leads to job losses and lost local knowledge. By contrast, Aurum Africa aims to set a new benchmark for succession planning and sustainable growth rooted in local talent.

“For too long, our industry has been owned by the few while the many who actually create the magic for our guests remain on the sidelines,” Baba continued. “This has to change if we’re serious about building a tourism sector that truly serves South Africa’s people and communities. We want every traveller who books with us to know their tourism spend is directly supporting South African families and communities.”

Shareholder Shadley Basadien, who spoke about “The Aurum Journey” at tonight’s launch, emphasised the personal impact of the ownership model: “When you own part of the business you’re building, every guest interaction, every tour, every success becomes personal. That’s what creates exceptional experiences.”

Director Thokozani Mdluli, who officially launched the company alongside Baba, highlighted the broader industry implications: “Aurum Africa demonstrates how tourism transformation can actually work when we move beyond tokenism toward real equity sharing.”

The launch event, attended by industry leaders and featuring opening remarks from SATSA CEO David Frost, positioned Aurum Africa as the first of multiple ventures planned under this shared ownership philosophy.

Aurum Africa plans steady expansion over the next two years while sharing its inclusive model as a blueprint for replication across the wider travel sector.

ENDS

For further information or interview requests, please contact Celine Patterson: celine@bigambitions.coza  / 071 899 3780.

One of the world’s most remote inhabited islands has triumphed on the global stage as St Helena Tourism’s breathtaking film Come and Find Me won the Gold Award in the Tourism Destination (International) category at the prestigious International Tourism Film Festival Africa (ITFFA) in Sandton on 6 June.

This achievement follows the film’s earlier success in Japan, where it received a Director’s Choice special award at the Japan World’s Tourism Film Festival (JWTFF).

Jonathan Passaportis, Head of Tourism for St Helena, said: “Winning gold at ITFFA was a special moment for everyone involved in the production – and well-deserved recognition for the director Darren Peens, who attended the ceremony with actress Katie-Raye Williams. We’re thrilled!”

For Passaportis, Come and Find Me showcases what makes St Helena Island so special, including its unique natural heritage, adventurous activities, and bucket-list appeal.

“The film represents a bold departure from traditional tourism marketing, using narrative-driven storytelling to captivate audiences and celebrate the wonders of St Helena, for example, the rugged coastline, stunning landscapes, marine life – including the island’s famous whale sharks, known locally as “bone sharks” – history, and cultural appeal,” says Passaportis. “We hope this award will introduce St Helena Island to new audiences, eco-conscious travellers, and those looking for an adventure unlike any other.”

ITFFA, now in its 7th year, has established itself as the premier tourism film festival in Africa, receiving over 4,000 film entries from 94 countries since its inception. The festival celebrates how film tourism drives economic growth and destination appeal, with a focus on how high-profile productions contribute to job creation and increased tourism arrivals.

For St Helena, an island of just 47 square miles in the South Atlantic with a population of approximately 4,000 locals, this victory over entries from much larger (and more accessible) destinations reinforces its growing reputation for off-the-beaten-path journeys and remarkable natural wonders.

“This gold award shows that St Helena‘s unique character and location are exactly what makes us shine on the global stage,” added Passaportis. “We invite travellers to come and find us – and experience what St Helena Island has to offer.”

Video link Come and Find Me: https://www.youtube.com/watch?v=ATenzRrnCJc

For more information about the award or St Helena Island, or to explore interview opportunities, please contact sthelena@bigambitions.co.za.

The exclusive breakfast session, held at Proud Mary Modern Eatery + Wine Bar in Rosebank, brought together key South African media representatives for an insightful discussion on Seychelles’ future developments and upcoming major events.

During the session, Mrs. Francis unveiled several landmark initiatives, including new luxury hotel developments, an extensive collection of boutique properties and small homegrown products, as well as the new Seychelles Tourism Grading Programme, reinforcing Seychelles’ commitment to maintaining its position as a premier holiday destination.

Among the key highlights of the presentation were discussions surrounding Seychelles’ sporting calendar for the year ahead. Mrs. Francis provided details regarding the upcoming FIFA Beach Soccer World Cup, alongside signature events such as the Seychelles Sailing Challenge and the Seychelles Nature Trail, positioning the destination as a hub for world-class sporting events.  

The Tourism Seychelles team also seized the opportunity to generate excitement for the upcoming 40th Festival Kreol in October 2025. Mrs. Francis mentioned that the country is committed to ensuring it remains one of the most iconic events on the Seychelles socio-cultural calendar every year, making sure to engage visitors and keep the festival top of mind.

“Our engagement with the South African media market is crucial as we continue to strengthen our presence in this key region,” said Mrs. Francis. “The exciting developments and events planned for 2025 will enhance our tourism offering while creating significant opportunities for cultural exchange and economic growth in our islands.”

The briefing also showcased new cultural experiences designed to offer visitors authentic encounters with Seychellois heritage, responding to the growing demand for meaningful travel experiences.

This media engagement forms part of Tourism Seychelles’ broader strategy to maintain strong relationships with key market partners and ensure consistent, high-quality communication about the destination’s offerings and developments.

Tourism Seychelles anticipates that these initiatives will contribute significantly to the destination’s appeal, particularly in the South African market, which remains a vital source of visitors for the islands.