The story of SATSA

1968-2005

The Southern Africa Tourism Services Association, one of the country’s oldest tourism bodies, has a history dating back to 1968, when discussions were held around forming an association to enable tour operators to have “a voice in the industry”. Having been first named “ The Wings and Wheels Association”, in 1970, it was formally set up as the South African Tours and Safari Organisation with just eight members, including John Panos; Wally Duxbury of Wildlife Safaris; Gar Nash of the United Touring Company; Captain MacFarlane of Comair; and Peter van Hoorben.

From 1970-74 the Head office of SATSA was at the Kyalami Ranch Hotel. By 1974 the association had 18 members, and one associate member, namely ASATA, represented by Mr John Bing.

Further records are scarce until the AGM of July 1983, when the auditors reported that the association was in a serious financial position, and “unable to meet its liabilities”. During the 1980s, under Johann Grobbelaar as National secretary, and John Rothshchild as President and later National Secretary/CEO, the association eventually became solvent. In the dark days of Apartheid and sanctions, selling Southern Africa as a tourist destination was a difficult task. Money was always tight.

The following resolution was passed at a meeting of the National Executive Council of SATSA on 11 December 1984. (It’s interesting to compare with the current fuel price situation!)

“In view of the impending increase in the price of fuel, SATSA wishes to ask the Chairman of the of the Tourism Board to appeal on their behalf to the Minister concerned for an appropriate increase in the subsidy on fuel purchased by bona fide tour operators. Tour prices quoted in the SATSA Tour Manual are based on the current fuel price, and it would be most embarrassing and result in considerable administrative work for both local and overseas tour operators if prices were to be increased soon after the commencement of the year for which they have quoted. Your intervention on behalf of SATSA will be highly appreciated.”

The first Member Directory was introduced in 1987, which was vital in achieving better recognition in the local and international market place.

In 1988 SATSA became a founder member of the Tourism Liaison Committee, It advised the South African Tourism Board on tourism matters. The State President was informed of the situation in the tourism industry, as determined effort was required to convince tourists to come to Southern Africa. By 1989, SATSA boasted a membership base of 104 members. SATSA’s attendance at various international workshops greatly assisted the marketing infrastructure arm of the Association.

The Tourism Liaison Council was formed in 1985, and was recognised by the Minister responsible for Tourism as the main forum of the tourism voice in this country. The founder members were ASATA, FEDHASA and SATSA.

A “new-look” logo for the Association was introduced at Indaba 1990, where 36 members exhibited. SATSA by then had 214 full members and 11 associate members. Marketing overseas was still difficult, with access to shows being denied. However, SATSA participated in workshops in the USA. SATSA membership represented the main elements of the tourism plant in Southern Africa. In December 1990 SATSA was defined as follows:

“SATSA is a marketing orientated tourism trade association who provides promotional opportunities for its members to co-operate and expose their products and services economically.”

On 1 March 1991 SATSA moved to new offices at 75 Maude Street, Sandton.

SATSA had a stand at Indaba 1991, held in Cape Town. The stand also served as a base for members to work from. Political change was bringing with it new marketing opportunities. SATSA took full advantage of these by organising workshops with overseas buyers in Southern Africa.

In 1991, the first edition of the SATSA Tourism Update was launched and well received by key international players. The major objective was to enhance the perception of professional tourism standards adhered to by SATSA Members and to ensure overseas organisations chose only SATSA members to do business with. More meaningful criteria were introduced for membership.

SATSA, over the years has been represented on the boards of the country’s major tourism organizations, and in the early 1990’s discussed issues such as Southern Africa being too expensive for the international market.

Membership continued to grow. SATSA and SATOUR co-operated to organize overseas workshops. In 1992, the Southern African Tourism Update said, “The Southern African Tour and Safari Association, SATSA, is set to become the first multiracial tourism organisation. Afritours, an umbrella body representing 32 tour operators has negotiated with SATSA Chief Executive John Rothschild to allow members to join SATSA once they have met SATSA’s stringent requirements. Afritours President Busi Radebe said about 10 of her members were now in a position to join SATSA. Some of their members had been in the industry for 16 years, and it was about time we all worked as a unified body.”

Change came to SATSA as it was recognised as representing mainly inbound products. The name was changed to Southern Africa Tourism Services Association, and under this name membership was opened to other tourism products such as car hire, airlines, hotel chains and so on. The SATSA name and logo are now benchmarks by which overseas buyers can recognise quality reliable products in the marketplace, and the organisation currently represents over 900 companies.

While SATSA does work closely with South African Tourism, it also has its own agenda. In many cases, SATSA provides a marketing platform, through workshops and trade shows, where the state body cannot or will not. Said former (1997 –2004) SATSA CEO Gail McCann, “These days our organisation is very flexible. In fast changing market conditions, we have to be able to go in quickly wherever the need arises.”

SATSA has championed the cause of small business in tourism during the BEE Scorecard process, and in 2005 appointed Mr Vusi Zwane as CEO. Our current CEO is Mr Michael Tatalias, who came to SATSA in 2006 after a long career in the tourism industry.

SATSA is funded purely from the annual subscriptions of its members, and goes to great lengths to ensure its standards are maintained. Operating as a non-profit organization, it can negotiate and barter much more easily than a government body, and takes full advantage of this to benefit its members.