Now that I’m a qualified tourist guide and better understand the ins-and-outs of South Africa’s travel landscape, I wanted to share some of the insights I’ve learned theoretically and practically about what it takes to operate a legitimate travel business in South Africa.
I interviewed Hannelie du Toit, COO of the Southern Africa Tourism Services Association (SATSA), about how to avoid travel scams when travelling across Southern Africa. I hope this guide will help you recognise potential travel scams, avoid fly-by-night tourism businesses that might not be accredited or hold valid operating licenses, permits and insurance.
- What is the Southern Africa Tourism Services Association (SATSA) and how can it help local and international travellers avoid travel scams?
SATSA is a non-profit, membership-based tourism association. It represents over 1,700 tourism services and products across Southern Africa. SATSA members may include airlines, tour operators, transfer companies, accommodation establishments, activity providers, tourism attractions, as well as destination management companies (DMCs) that handle ground transfers.
2. What requirements must a travel business meet to obtain and maintain SATSA membership?
SATSA members are vetted for legal, tax and VAT compliance (where appropriate), as well as valid operating licences at the time of registration. Members are also reviewed for financial stability through auditors’ letter and annual financial statements, as well as insurance compliance for their type of operation. SATSA is one of the few tourism associations in southern Africa that conducts a credibility check. Members also adhere to a Code of Conduct.
You can find the SATSA logo on tourism company websites, itineraries and travel proposals, invoices, email signatures and marketing material. You can verify that the business is indeed a vetted member on SATSA’s online member directory.
3. What are some examples of travel scams that travellers to South Africa shoud be aware of?
Locals are often targeted with last-minute weekend or school-holiday deals as well as heavily discounted ‘family and friends’ specials.
Common examples of travel fraud in South Africa include:
- Non-vetted tourism businesses displaying the SATSA logo to appear credible.
- Fake listings, such as cloned accommodation pages, stolen guest reviews, as well as fake ‘industry awards’.
- Social posts or online adverts offering “too-good-to-miss” rates, which often includes pressure to pay upfront and as soon as possible.
- Imposter operators: fraudulent ‘airport transfers and charter’ adverts on social media that use generic stock images and burner contact numbers.
- Bait-and-switch itineraries: there may appear to be a reputable brand name in the advert or travel itinerary, but a different company name on the invoice.
- WhatsApp-only businesses with no registered business details, no traceable landline number or office address.
4. How to verify tourism products and services in South Africa?
- If a travel company claims membership in any association, verify that the organisation/association is legitimate, as well as what the membership entails. Some travel and tourism organisations or associations might sound fancy-schmancy, but may merely be for marketing purposes. Rather look for membership in legitimate industry-based associations (more about that a little later).
- Verify that the travel business is an actual member of various associations. This can be done via their Membership Directory or by emailing/phoning the association to verify their membership.
5. If a tourism business is not a SATSA member, they might be a member of various other tourism associations, such as:
FEDHASA (Federated Hospitality Association of Southern Africa): Hospitality industry, large-scale accommodation providers, restaurants
NAA SA (National Accommodation Association of South Africa): Self-catering and bed and breakfasts, guesthouses
SAACI (Southern African Association For The Conference Industry): MICE tourism (that is business travel that includes Meetings, Incentives, Conferences, and Exhibitions/Events)
ASATA (Association Of Southern African Travel Agents): This is particularly important for South Africans who are travelling overseas (it’s an organisation for travel agents that book outbound travel)
SATOVITO (South African Township and Village Tourism Association): The name says it all
6. How can you verify the legitimacy of a bed-and-breakfast or a self-catering guesthouse, if they’re not a SATSA member or registered through a booking platform such as AirBnb or Booking.com?
- Match the money trail: The bank account name should match the business (or owner) shown on the travel quote. Be wary of bank accounts in a different or unrelated name.
- Ask for clear, dated copies of:
- CIPC (Companies and Intellectual Property Commission) registration (or proof of ownership for sole proprietors)
- Public liability insurance certificate (with valid dates within the last financial year)
- For accommodation: municipal account or zoning approval, and a traceable physical address you can check on Google Maps and Street View.
- For tour operators: operating permits and licenses
- Call the landline listed on the website and Google the number to check if it appears elsewhere and under other listings consistently
- Check guest review patterns: is there a sudden flood of 5-star reviews all at around the same time with identical or very similar wording (that appears to be very generic or AI-generated). Check if all the reviewers appear to be relatively new. Check independent review platforms, such as Trust Pilot, Tripadvisor and Google Reviews (though be a little more wary of this one as it’s easy to set up multiple email addresses).
- Search the images on the website, do a reverse image search to spot any stock photos or stolen property pictures from other websites.
- How to verify that a tourist guide or charter company has the legal permits and insurance?
- For a tourist guide to be legal, they must have conducted a University- or Cathsseta-accredited training. Once they have their qualification, which includes First Aid Training (Level 1) for cultural guides and level 3 for nature/adventure guides, they have to be registered with their Provincial Guide Registrar.
This means that legal guides will have a Tourist Guide Card indicating the type of guide they are (adventure, cultural, or nature) and where they are approved to work (on site, within a particular province, or nationally). They will also be wearing an official Tourist Guide badge with their unique number over the South African flag.
Some social media influencers are organising trips, but might not have the legal qualifications, permits or insurance to do so. Why is that an issue you might think? They probably don’t have first aid training; haven’t learned how to conduct risk management plans for guests’ safety and security and in the eventuality of an emergency, death or accident. Passenger liability insurance is another important factor to keep in mind. - Road charters/transfers: the operator should hold a valid operating licence for the specific service/s they offer, their vehicles must be roadworthy, drivers must have a Professional Driving Permit (PrDP), and the business must carry passenger liability insurance. You can request proof and verify the expiry dates on all of these.
- Marine/boat activities: look for South African Maritime Safety Authority (SAMSA) certificates and the skipper’s ticket.
- Aviation charters: verify the operator’s South African Civil Aviation Authority SACAA Air Operator Certificate (AOC).
If any of these aren’t supplied in writing, don’t commit to paying.
7. What are some red flags that a travel deal is “too good to be true”?
- Prices are far below market value (for example, a 5-star safari experience for the price of a B&B).
- “Today only, pay now” pay off lines that create a sense of urgency, or threats that the operator will re-sell/give away your spot, if you don’t act fast.
- Payment only via EFT to a personal account or via cryptocurrencies.
- No physical business address or excuses, such as “we’re renovating/moving” when you ask to visit their offices. You might not necessarily visit their offices, but if you’re getting push back, be aware.
- Payment contracts or invoices with the wrong business name that doesn’t align with their bank details.
- Inconsistent branding, misspellings, broken links, or no privacy policy.
7. Which online payment methods should raise concern when paying for a holiday?
- Make use of credit/debit cards with 3-D Secure.
- Be wary of payment links that bounce you to unfamiliar payment gateways or portals.
- Avoid irreversible methods where you have no recourse.
- Use a virtual card of your physical debit/credit card, with a transaction limit.
- Set payment alerts and verification on your bank app.
- Avoid paying to personal bank accounts, they should have a business bank account.
- Confirm the bank account name matches the business on your quote/website; if not, request an explanation and proof (e.g., trade name vs legal entity).
- Ask for a tax invoice (with VAT number if applicable), company registration, and physical address on the invoice.
9. If I arrive and the accommodation doesn’t exist or isn’t as advertised, how do I report travel fraud?
- Document everything: screenshots, emails, messages, the location on Maps, and names/numbers you dealt with.
- If you prepaid via card, contact your bank immediately to dispute or request a chargeback.
- Lay a case with SAPS (reference number).
- If the business claimed SATSA status or used the logo, report it to SATSA with your evidence (screenshots, URLs, invoices).
- Report misleading advertising or unfair practice to the National Consumer Commission (and the platform where you found the listing).
- If you’re stranded, contact local tourism info offices or the provincial tourism authority to help you find legitimate alternatives quickly.
- Contact the National Department of Tourism to register a complaint (complaints@tourism.gov.za)
10. What advice do you have for protecting personal information when booking online?
- Book via HTTPS sites; avoid deals shared only via messaging apps.
- Share only what’s necessary; never send images of your card details.
- Don’t share your ID/passport photos over chat.
- Use strong, unique passwords and turn on MFA for email and banking.
- Before you click “Pay”, ensure the company name, invoice details, T&Cs, and cancellation/refund policy are clear and saved as PDFs.
