SATSA Conference Day 1: Spreading the Love & Getting Sh*t Done
Day one set a new tone: no more waiting for change. We roll up our sleeves and get on with it. For those of you here at The Westcliff, you felt the energy firsthand. For our SATSA members following along remotely; we're bringing that same spirit of action to you through these highlights.
This is about planting ideas and taking action, no matter where you are.
To get you started: Conference delegates can plant their badge when they get home as it has been made from seed paper. So plant those seeds and let this conference grow in more ways than one.
Steps to Plant Your Conference Name Badge
The Power of "Us"
SATSA Chairperson Oupa Pilane opened with what really matters: people. Oupa called us to spread the love across South Africa, inspire responsible travel far beyond our usual hotspots, and make sure no community is left behind.
He also addressed recent turbulence head-on. The dissolution of the SAT Board threatens good governance for everyone who cares about tourism in South Africa. That's why the dissolved SA Tourism board has launched a Back-a-Buddy campaign to fund legal action defending integrity in our sector. If you believe transparency and accountability matter for tourism's future (and we know you do), please consider supporting the campaign here.
Politics, Information Bubbles & Getting Stuff Done
Journalist Stephen Grootes didn't pull any punches. Politics has always been about different groups fighting for power in South Africa. But now it's worse: we're not just divided geographically anymore, we're trapped in information bubbles. WhatsApp groups over here, Facebook feeds over there. Everyone getting different facts, making it nearly impossible to have rational conversations about anything, let alone economics.
But here's the thing Stephen emphasized that echoed what both Oupa and David were saying: forget the politics and focus on getting stuff done. Control what you can control.
WATCH: Pre-Conference Highlights Here
Jozi My Jozi: When People Just Get On With It
Robbie Brozin, co-founder of Nando's called it exactly right: "It's a 'we the people' moment. The coalition of the willing? No; let's make it the coalition of the doing. Let's get sh*t done." When government isn't delivering, that's when the crazies wake up and start fixing things themselves.
Melusi Mhlungu was one of those crazies. Robbie challenged him to use his creativity for good, so he wrote a love letter to Joburg; the city that made his dreams possible. "If Cape Town is the Mother City, then Johannesburg is the Father City."
Dawn Robertson showed what happens when you actually follow through. Nelson Mandela Bridge completely restored. Nineteen creative hubs established in just the past year: spaces where artists can live and work.
The magic ingredient? People.
Making African Travellers Visible
Monika Iuel called out something we all know but don't talk about enough: We have an invisible traveller problem, and that traveller is African. We're marketing "Discover Africa" to the world while making it nearly impossible for 1.4 billion Africans to explore their own continent.
Her challenge: When we design tourism products, who are we designing them for? When we price products, who are we pricing out? Time to burst the exclusive bubble and make African travellers visible…and welcome.
Tech That Helps People, Not Replaces Them
Paul de Waal reminded us that tourism is about creating memories, but AI can help if we use it right. His practical advice? Get your data organised now so you can use AI tools later. But remember: complexity is actually your friend. Complex destinations resist commoditisation.
Andre from Sapconet was more direct: "Don't be in denial about AI. In corporate travel, 80% is already completely commoditised." Early adoption gives you an edge, but expect failures along the way.
Maija from Go2Africa showed the sweet spot: using technology to scale care and understanding while keeping service personal. Better listening leads to better experiences.
Recognising Our Magnificent Beasts
Congratulations again to all recipients of this year's Magnificent Beast Awards, including Judi Nwokedi - Chairperson of Gauteng Tourism Authority. Her reminder that "our greatest strength is not through brute force but through quiet conviction" felt especially timely.
Growing Together with Incubators
A big highlight of the day was hearing about SATSA's incubator programme which has already supported over 100 small businesses across Southern Africa over three years. If you enjoyed that exceptional coffee during the breaks, you were tasting the success of SATSA's incubator programme. Asmara, one of the programme graduates supported by City Lodge Hotels, now supplies coffee to 54 City Lodge properties across Southern Africa. And those beautiful SA flag bracelets we all received? They are a symbol of the ‘Doing It For Tourism Initiative.’ You can find out more at www.doingitfortourism.co.za
The numbers from Anglo American tell the story: R596 million invested in businesses within mining value chains, with 5000 youth trained and a 70% placement rate in tourism and related industries. Larisha Naidoo, Vice President of Anglo American Zimele, put it perfectly: "If you have a dream that someone doesn't laugh at, the dream isn't big enough."
The first day of conferencing wrapped up in style with a spectacular dinner and party at the Troyeville Hotel in the heart of Joburg. Nothing beats good food, great company, and the buzz of tourism professionals who are genuinely excited about what's possible when we work together.
The theme kept coming back: control what you can control. Get stuff done. Stop waiting for someone else to fix things. The engine works, and the engine is us.
