31/07/2026
Panel 3, One of the most insightful discussions at the Hospitality Industry Think Tank explored a topic that impacts every business in tourism:
Are industry associations still relevant, and what value do they truly deliver?
Facilitated by Dave Milne, the panel brought together David Frost (SATSA), Michael Hagemann (FEDHASA), Miguel Martins (South African Short-Term Rental Association) and Shaun Lamont (VOASA) for an honest conversation about advocacy, collaboration and the future of South Africa's tourism industry.
A key takeaway was that associations are far more than membership organisations. They are the collective voice of the industry, working behind the scenes to influence legislation, remove barriers to growth, improve destination marketing and represent thousands of tourism businesses at every level of government.
The discussion highlighted how collaboration between organisations such as SATSA, FEDHASA, VOASA, the South African Short-Term Rental Association and TBCSA has helped drive meaningful industry progress, from visa reform and the Trusted Tour Operator Scheme to destination safety initiatives and international marketing campaigns.
One message resonated throughout the session: tourism grows when the industry works together, not in silos.
The panel also challenged businesses to become active participants within their associations. Membership alone doesn't create value, engagement does. By contributing expertise, participating in committees and supporting collective initiatives, businesses help shape the future of the industry they operate in.
Another important theme was the need for stronger public-private partnerships. The panel agreed that government and industry share the same goal of growing South African tourism, but greater transparency, collaboration and ongoing dialogue will be critical to unlocking the sector's full potential.
The session served as a powerful reminder that many of tourism's biggest wins happen quietly behind the scenes. Whether it's influencing policy, improving regulations, strengthening destination marketing or advocating for industry interests, these successes are made possible through organisations working together with a shared vision.
A huge thank you to Dave for facilitating an engaging discussion, and to David, Michael, Miguel and Shaun for sharing their expertise and demonstrating why collaboration remains one of South Africa's greatest strengths.