The Association of Southern African Travel Agents, simply known as ASATA, was formed in 1956. Its founders created a representative forum in the industry to promote professional service with security for both Members and their clients. As a Section 21 Company not for profit, membership of ASATA is entirely voluntary and extends to South African Retail Travel Agents, Travel Management Companies and Wholesalers. A Partners section for those suppliers of travel related products to the industry also exists. Currently the Membership represents more than 85% of the industry including the head offices of most of the major brands.

ASATA’s emphasis is on free trade without violating rules and regulations. Accordingly we have entrenched a Constitution and a Code of Conduct that self-regulates the travel industry and provides the consumer with a benchmark and the comfort that the Members are compliant with ASATA’s guidelines. As an indicator of the effect of our governance processes, more than 97% of the complaints we receive from the Consumer relate to non-ASATA members!

ASATA is administered by a full-time Secretariat headed by a Chief Executive Officer, with the day-to-day functions being monitored by a Members Council and its continued role and direction are guided by a Board of Directors. All the Members of the Regional Committee’s, Council and Board are elected by the Members at an Annual General Meeting.

The Association interfaces with key opinion leaders in the industry and senior Government officials in representing its Members on all issues of common interest to ASATA Members. This includes policy, planning, operational and regulatory issues ensuring the ongoing sustainability of the travel industry.