African Tourism Industry Launches Free Sustainability Profile initiative to Simplify and Strengthen Global Competitiveness
Press Release supplied by WETU
A collective of leading African tourism stakeholders has launched the Sustainability Profile initiative, a free, standardised solution designed to simplify how sustainability information is captured, shared, and accessed across the travel industry.
Developed in collaboration with sustainability experts, industry organisations, and technology partners, the Sustainability Profile addresses a growing challenge facing the sector: the increasing need for transparent, consistent reporting across the entire travel supply chain.
As global regulatory pressure intensifies, particularly from key European source markets, tourism businesses (DMCs, Tour Operators and Travel Agents) are now required to report on the practices of every supplier they work with. This has resulted in a fragmented approach to gathering information where suppliers are asked to complete multiple, often repetitive questionnaires, creating significant administrative strain across the industry.
The Sustainability Profile introduces an easy, scalable approach that will help tourism businesses adhere to the pending legislation.
Hosted on the Wetu platform, the solution provides a centralised, standardised framework where suppliers can complete a single form and share their information with all trade partners. The questionnaire takes approximately 45 to 60 minutes to complete, follows a straightforward yes/no format, and does not require supporting documentation at this stage, making it accessible to businesses of all sizes.
By replacing multiple information requests with one shared system, the Sustainability Profile reduces duplication, improves information consistency, and enables buyers to access reliable insights at any time.
“It is genuinely refreshing to see something designed with real industry pain points in mind. Suppliers are overwhelmed, buyers are demanding more, and everyone is stuck in duplicate systems. This brings simplicity, consistency, and a much-needed sense of direction,” said Melissa Foley of All About Africa.
The Sustainability Profile is designed to work alongside existing verified certification schemes, providing an accessible starting point for businesses at different stages of their sustainability journey, while supporting progression toward formal certification over time.
“In collaboration with industry experts, this tool makes sense of all the noise and by centralising access for the trade, eliminates duplication for the supplier and allows us, the DMC, an opportunity to communicate credible information to our overseas clients. “In collaboration with industry experts, this solution makes sense of all the noise and by centralising access for the trade, eliminates duplication for the supplier and allows us, the DMC, an opportunity to communicate credible information to our overseas clients. We are thrilled with this initiative, not because it lessens the onerous administrative burden collecting and maintaining this information, but because it’s the right thing to do - for the long-term sustainability of our industry and for our planet,” said Faith Johnson, CEO of New Frontiers Tours
This initiative will support and encourage all suppliers engaging in responsible operations by creating transparency of their sustainability practices to the trade and reward those that operate responsibly.
“We have deep respect for the experts and organisations leading the important sustainability work happening across the industry, and our role is to support and amplify their efforts—not replace them.
What makes this initiative so meaningful is that it solves a shared challenge at an industry level. By standardising and centralising sustainability data, we make it significantly easier for businesses to meet evolving requirements while reducing the administrative burden across the entire supply chain. Ultimately, this gives global buyers the confidence to sell Africa responsibly,” said Paul de Waal, Founder of Wetu
With more than 750,000 users accessing Wetu each month, the platform is positioned to integrate this information into the everyday workflows of the global travel trade. By embedding these insights alongside supplier content, the Sustainability Profile increases visibility for businesses and enables more informed decision-making by buyers.
“This is a critical step forward for the African tourism industry. Sustainability has historically been complex and resource-intensive to manage individually, often leading to fragmented efforts. Creating a shared, transparent approach makes it easier for businesses to operate responsibly, while helping operators, agents and travellers better understand what meaningful impact looks like — and how to support it. Ultimately, this will help scale meaningful impact and drive more responsible decision-making across the sector,” said Liesel van Zyl, Head of Positive Impact & Product Development at Go2Africa.
The Sustainability Profile will be introduced at WTM Africa on 14 and 15 April 2026, where a series of panel discussions will explore practical approaches to reporting, supplier engagement, and building stronger supply chains.
The launch marks an important step toward greater alignment across the African tourism industry, providing a shared framework that supports compliance with global requirements while strengthening the continent’s position in the global travel market.
Visit the Sustainability Profile landing page to learn how to get started.
Media Contact
Wetu Communications
Email: sharonr@wetu.com
All About Africa
Email: melissa@allaboutafrica.biz
