We measure success by the change we bring to people’s lives, not just policies or profit.
Who We Are
The Future We See
We strive to achieve a transformed South African tourism sector that reflects the country’s demographic diversity in ownership, management, and participation, driving inclusive economic growth and sustainable development for all South Africans.
Our Purpose in Action
Accelerate the transformation of South Africa’s tourism sector through advocacy, awareness, and partnerships, fostering a vibrant and inclusive industry that benefits all South Africans.
What Shapes Us
Deliver impact that goes beyond numbers.
01
Champion inclusive tourism with purpose and pride.
We believe transformation begins with intention—driven by a vision to uplift communities and celebrate diversity.
02
Inspire a sector that reflects us all.
Tourism should be a mirror of South Africa—vibrant, welcoming, and rooted in equality.