Doing It for Tourism: SATSA Tourism Incubator Embarks on Historic Guinness World Record to Empower Emerging Tourism Businesses

Joint Press Release issued by SATSA and Sigma International, 11 April 2025.

South Africa’s tourism industry is set to make history with the launch of the Guinness World Record for Tourism at World Travel Market (WTM) Africa in Cape Town today. This groundbreaking initiative will see the creation of the largest beaded South African flag ever assembled, a bold statement of unity, resilience, and the sector’s commitment to economic empowerment.

This initiative is more than just a record-breaking feat – it marks the beginning of a journey that, over the coming months, will drive vital awareness and channel resources into the SATSA Tourism Business Incubator. The goal is to expand its reach to at least 20 emerging tourism businesses and strengthen the foundation for long-term industry growth.

A Record with Purpose: Building a Legacy for Tourism

Under the banner “Doing It for Tourism 2025,” this ambitious project brings together industry leaders, SMMEs, corporates, and key stakeholders to kickstart a national movement that goes beyond the launch event. The collaborative beading of the flag, taking place in August and September 2025 to honour Women’s Month and Tourism Month, will be a nationwide effort—engaging corporate teams, communities, and passionate individuals across South Africa.

“The SATSA Tourism Business Incubator has already empowered more than 120 small tourism enterprises across the country. This bold Guinness World Record attempt allows us to scale this impact, inject fresh energy into the sector, and create a legacy that extends far beyond the event itself,” says David Frost, CEO of SATSA.

 

Akash Singh, Chief Executive of Sigma International, echoes this sentiment:

 

“This initiative isn’t just about breaking a record – it’s about tourism taking action and embarking on a journey that mobilises meaningful support and leaves a lasting legacy. The SATSA Tourism Business Incubator is already transforming lives, and this campaign will elevate its impact like never before.”

Once complete, the record-breaking beaded flag will be permanently installed at the Jozi My Jozi Precinct within the Anglo American campus in Johannesburg. It will stand as a powerful symbol of tourism’s transformative potential in uplifting communities and driving economic empowerment – a cause passionately supported and championed by Nando’s Founder, Robbie Brozin.

Launch Event at WTM Africa 2025

The official launch at WTM Africa set the stage for this industry-wide movement, featuring:

• A CEO & Leaders Walkabout – Key engagement with key industry figures
• The unveiling of the Guinness World Record Journey – Official project announcement
• Brain Box Panel Session – A high-impact discussion with top tourism voices
• Sponsorship Announcements & Corporate Pledges – Live commitments from industry leaders

With the hashtag #DoingItForTourism2025, this initiative invites the entire tourism ecosystem— from small businesses to major industry players—to rally behind what promises to be tourism’s most ambitious and inclusive legacy project yet.

Be Part of History. Be Part of the Change.

For participation, partnership and sponsorship opportunities, or to be part of this transformative initiative, contact akash@sigmaintl.co.za

Media Enquiries:

Sigma International | akash@sigmaintl.co.za

SATSA | kim@satsa.co.za