About us

Who we are

The Southern Africa Tourism Alliance is a non-profit, membership-based association dedicated to promoting responsible and sustainable development of travel and tourism across the Southern African Development Community (SADC) region.

Administered by the NEPAD Business Foundation, the Tourism Alliance unites apex private sector bodies, along with private and public sector tourism stakeholders and partners, to drive enhanced value, quality, and sustainable growth of tourism within the SADC region.

Our initiatives are supported by the Joint Action NaturAfrica / Climate Resilience and Natural Resource Management (C-NRM) Programme, co-funded by the European Union (EU) and the German Government, and implemented by Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH.

Our Vision

We have a clear and inspiring vision for our future: to empower Southern Africa to become a leading tourism destination – one that enriches diverse communities and bolsters local prosperity through transformative, safe, and sustainable experiences.

Our Mission

We seek to unite the Southern African Development Community (SADC) region’s tourism stakeholders for sustainable tourism promotion and protection. This mission sees us lobbying for supportive policies, stimulating investments, encouraging knowledge sharing, and boosting regional marketing. Our efforts are aimed at aiding economic growth, cultural preservation, and environmental conservation.

Our Goals

Our work revolves around eight key goals. These encompass a wide range of activities, all of which contribute to our mission and vision.

Unite Stakeholders – We bring together tourism stakeholders from across the SADC region to collaborate and create a collective impact.
Advocate for Policies Supportive of Tourism – We lobby for policies that promote and protect the region’s tourism industry.
Facilitate Tourism Investments in the Region – We stimulate investments to boost the tourism industry and enhance the quality of visitor experiences.
Foster Knowledge Sharing – We promote the sharing of knowledge and best practices among our stakeholders to improve the industry collectively.
Enhance Regional Marketing Efforts – We lead initiatives to market the region effectively and strategically.
Drive Economic Growth – We work to make the tourism industry a pillar of the region’s economy.
Promote Cultural Preservation – We advocate for tourism that respects and preserves the rich cultural heritage of our region.
Ensure Environmental Conservation – We champion environmentally responsible tourism that preserves our region’s natural beauty for future generations.

Tourism should be a force for good. The Tourism Business Alliance therefore inspires private and public sector tourism stakeholders to align so that we may drive the catalytic activities needed for responsible development of travel and tourism to, from, and within the Southern African Development Community (SADC) region.