As the industry shifts from recovery to reinvention, Asata CEO Otto de Vries welcomed delegates to the Asata Conference at the Arabella Hotel and Spa in the Western Cape on August 21.
“This past year has been one of rebalancing. As the sector steadied itself, Asata’s role was once again to anticipate, adapt and, importantly, to support,” said De Vries.
He said advocacy remained central to the association’s work, which he described as “the art of persistence” in an environment heavily influenced by government regulation, airline policy and payment frameworks.
Over the past year, Asata engaged on issues including Ireland’s visa policy, the South African Reserve Bank rules on cross-border payments and ongoing challenges in NDC implementation, where the association is pushing for fairer terms, clearer payment structures and better access.
Asata has embarked on close engagement with the Consumer Goods and Services Ombud (CGSO) and urged members to formally join the Ombud structure, noting its growing role in dispute resolution.
In terms of future focus, Asata is midway through a three-year strategic roadmap developed in early 2024. A key outcome was the creation of a standalone skills development pillar to address talent shortages, evolving roles and ensuring the sector remains competitive and attractive for future talent.
The association is also preparing for an identity shift. From 2026, the name will change to the Association of Southern African Travel Advisors, dropping ‘agents’ to reflect the industry’s evolution toward professional, fee-based advisory models. The rebrand, which will include a new logo, will coincide with Asata’s 70th anniversary.
