SA AIA and TUT Join Forces to Advance Adventure Tourism and Outdoor Education in South Africa

South African Adventure Industry Association (SA AIA) and Tshwane University of Technology (TUT) Sign Groundbreaking MOU to Drive Professionalisation and Growth in the Adventure Tourism Industry

Pretoria, South Africa – [12 November 2024] — The South African Adventure Industry Association (SA AIA) and Tshwane University of Technology (TUT) have officially signed a Memorandum of Understanding (MOU) to foster a collaborative framework aimed at professionalising and promoting the adventure tourism and outdoor education industries in South Africa. This strategic partnership marks an exciting new chapter for the adventure-based learning and adventure tourism sectors, promising enhanced educational, research, and community engagement opportunities that will benefit South Africa’s economy and support sustainable development.

Under the MOU, SA AIA, the leading professional body for the adventure-based learning and adventure tourism guiding industries, and TUT, a prominent public higher education institution, will work together to strengthen the Southern African adventure industry by combining their resources and expertise. The collaboration will centre on the development of professional standards, the identification of industry barriers to entry, and the encouragement of entrepreneurial development.

The five-year MOU, signed by Mrs. Jessi Sunkel, Executive Director of SA AIA, and Dr. EA Nesamvuni, Head of the Faculty of Management Sciences at TUT, outlines various areas of cooperation, including:

• Affiliation and Industry Engagement: TUT will gain increased visibility and influence within the adventure tourism and outdoor education sectors through a formal affiliation with SA AIA. This relationship will also provide TUT with access to SA AIA’s network, updates, and brand partners.

• Community Outreach and Water Safety Education: SA AIA and TUT will collaborate on joint talks, research initiatives, and social media campaigns focused on safety and education. In partnership with the African Paddling Association (APA), they aim to deliver impactful water safety education to the public.

• Academic Advisory Committee Participation: SA AIA will join TUT’s Academic Advisory Committee, bringing valuable industry insights to help shape academic programmes that align with the needs of the adventure tourism sector.

• Conference Collaboration: The MOU includes plans for collaborative conferences, with SA AIA contributing through attendance, keynote presentations, panel discussions, and workshops tailored to TUT’s vision for future events.

Mrs. Jessi Sunkel, Executive Director of SA AIA, expressed her enthusiasm for the partnership, stating, “This collaboration with Tshwane University of Technology allows us to take critical steps toward professionalising the adventure industry in South Africa. Together, we can help remove barriers to entry for aspiring professionals, support entrepreneurship, and ultimately contribute to South Africa’s economic growth through sustainable adventure tourism.”

The MOU further outlines the formation of a Joint Technical Team within three months, which will be responsible for developing and implementing project plans, steering committee oversight, monitoring progress, and evaluating the outcomes of collaborative projects. Specific service-level agreements (SLAs) will be created for each project to define resource and financial requirements as well as intellectual property considerations.

This partnership represents a significant milestone for both organizations and highlights their shared vision for a thriving, professional adventure tourism industry that aligns with South Africa’s broader developmental goals.

For media inquiries, please contact:

South African Adventure Industry Association (SA AIA)

Mrs. Jessi Sunkel, Executive Director

Email: info@adventureassociation.co.za

Phone: +27 76 601 4997