Industry NewsCharter & Aviation

ASATA joins Association of Eastern and Southern Africa Travel Agents

ASATA is taking its advocacy efforts to new heights by officially joining the Association of Eastern and Southern Africa Travel Agents (AESATA) as a new member. This partnership unlocks new collaboration and growth opportunities for its members.

South African travel agents are set to benefit from strengthened regional ties and a unified advocacy platform through this partnership, which connects ASATA with travel agent associations from 10 other countries. Together, they will collectively tackle cross-border challenges, promote intra-Africa travel, and drive sustainable business growth across the region.

Through AESATA, ASATA members gain access to shared insights on key industry trends and patterns impacting the travel sector in Eastern and Southern Africa. The collaboration allows South African travel agencies to have a stronger, unified voice in advocating for policies that create an enabling environment for business development.

“Joining AESATA is a game-changer for our members,” said Otto de Vries, CEO of ASATA. “Cross-border cooperation is crucial for our industry’s long-term success. By partnering with our peers, we open up new opportunities to learn from one another, forge regional partnerships, and ensure travel agencies’ interests are prioritised as drivers of sustainable tourism growth across Africa.”

AESATA provides a platform for national associations to jointly tackle issues of mutual importance, such as rebuilding resilient travel business models, promoting intra-Africa travel, and aligning policies to uphold responsible tourism practices. A key focus is leveraging the African Continental Free Trade Area to unlock the continent’s full potential for travel and tourism.

The upcoming 2024 AESATA Conference in Kigali, Rwanda in May will convene under the theme “Beyond Borders, Beyond Limits” – a call for travel agents to innovate, collaborate regionally, and future-proof their businesses.

ASATA’s new membership underscores the association’s vision for an integrated, prosperous, and competitive Southern African travel industry. Through fostering cross-border cooperation, ASATA aims to empower its members to deliver exceptional service and travel experiences for customers across the region and globally.

About ASATA 

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 99% 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  

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