01
Technical Competency Framework
SA AIA works collaboratively with practitioners, subject matter experts and industry organisations to develop technical competency frameworks, curricula and guidance for specialist adventure activities.
Strategic Brand
Partnership Prospectus
Connecting brands with South Africa’s adventure industry.
- Professionalism
- Standards
- Safety
- Community
Prospectus2026 / 2027
Explore the Prospectus ↓02 — About
About SA AIA
The South African Adventure Industry Association (SA AIA) is a national non-profit industry association working to professionalise, support and strengthen South Africa’s adventure tourism, outdoor education, adventure-based learning and related sectors.
SA AIA brings together individual practitioners, training providers, venues, operators, retailers, associations and specialist organisations through a shared commitment to professional standards, technical competency, ethical practice, safety and industry collaboration.
SA AIA is currently pursuing recognition as a SAQA-recognised professional body.
Explore SA AIA →
- 01Professionalisation
- 02Standards
- 03Safety
- 04Community
03 — Our Industry
An Industry Connected by Adventure
Our community spans the people and organisations that make South Africa’s adventure and outdoor sector possible.
Adventure Tourism and Guiding
Adventure-Based Learning
Learning Outside the Classroom
Outdoor Education
Off-Road and Overlanding
Mountaineering and Trekking
Paddling and Water-Based activities
Technical Adventure Training
Outdoor and Adventure Venues, Camps and Service Providers
Training Providers
Retailers, Manufacturers and Equipment Suppliers
Industry Associations
Schools
Subject Matter Experts
and more
Why We Exist
South Africa’s adventure sector is diverse, highly skilled and economically important — but historically fragmented.
Many activities operate across multiple qualification, regulatory, technical and professional systems.
SA AIA works to help bridge these gaps by bringing the industry together around professional development, technical competency, safety, ethical practice and shared standards.
- 01
Professionalise
the Industry - 02
Develop &
Align Standards - 03
Strengthen Safety
& Competency - 04
Build Professional
Pathways
04 — What We Do
Building the Profession
02
Professional Membership
Creating a professional community committed to competency, ethical practice, accountability and continued professional development.
03
Corporate Membership
Connecting operators, venues, training providers, retailers, associations and industry organisations nationally.
04
Industry Working Groups
Bringing practitioners and technical experts together to address standards, qualifications, curricula and industry challenges.
05
Continuing Professional Development
Creating opportunities for workshops, webinars, conferences, technical learning and continued professional growth.
06
Qualification & Government Engagement
Participating in engagement around the evolving adventure tourist guide qualification landscape, ABL qualifications redevelopment, and related sector development.
07
Professional Standards & Ethics
Maintaining a formal Code of Conduct and Professional Ethics and supporting responsible professional practice.
08
Advocacy & Representation
Providing an organised industry platform through which issues affecting adventure professionals and organisations can be discussed and addressed.
09
Grassroots Development & Access
SA AIA supports grassroots development by helping emerging and young practitioners access clearer pathways into the adventure industry through skills development, mentorship, training opportunities and professional networks. Our aim is to help build the next generation of competent, ethical adventure professionals.
- Student and Trainee membership
- Young Professional membership
- Skills development
- Mentorship
- Career pathways
- Transformation
- Industry access
- Training opportunities
- Community development
Professionalisation must include creating pathways for the people who will become the industry’s next guides, instructors, facilitators, operators and leaders.
05 — Our Community
Our Community
SA AIA connects organisations, established professionals, emerging professionals and future practitioners across the adventure and outdoor sector.
186
Active Memberships
85
Industry Business
& Association Members
& Association Members
59
Industry
Professionals
Professionals
24
Young
Professionals
Professionals
18
Student &
Trainee Members
Trainee Members
Who Our Corporate Community Includes
The 85 Industry Business & Association memberships represent organisations across the sector:
- Adventure tourism operators
- ABL / LOTC service providers
- Outdoor centres
- Adventure venues
- Training providers
- Retailers
- Equipment suppliers
- Schools
- Industry associations and clubs
- Media organisations
- Specialist businesses
Professional Community
Our professional community includes Adventure Tourist Guides, Adventure-Based Learning practitioners, instructors, lecturers, trainers, facilitators, Subject Matter Experts and other experienced practitioners operating across the adventure and outdoor sector. Young Professionals are recognised separately as practitioners developing their professional careers within the sector.
Learn more →Students & Trainees
SA AIA’s Student & Trainee membership supports people currently studying, gaining experience and developing pathways toward professional practice.
Learn more →A Community That Crosses Sectors
Figures represent category associations, not unique members, and must not be added together. Members may participate across multiple categories, reflecting the interconnected nature of the adventure industry.
06 — Our Reach
A Growing National Network
SA AIA has members across South Africa, supported by a growing international network.
Gauteng80
Western Cape50
KwaZulu-Natal28
Eastern Cape6
Free State5
Limpopo5
Mpumalanga5
North West4
Northern Cape1
Zambia1
United Kingdom1
Total membership distribution across South Africa, including Business, Professional, Young Professional and Student members.
Who You’ll Reach
SA AIA provides brands with a connection into an unusually diverse professional ecosystem.
- Adventure Tourist Guides
- Outdoor Educators
- Adventure Operators
- School Camps
- Outdoor Centres
- 4x4 Trainers
- Overlanding Companies
- Hiking Guides
- Mountaineering Practitioners
- Water Activity Providers
- Technical Instructors
- Facilitators
- Tourism Businesses
- Venue Managers
- Training Providers
- Equipment Buyers
- Business Owners
- Subject Matter Experts
- Lecturers
- Students entering the profession
- Industry decision-makers
Your relationship with SA AIA extends beyond individual consumers. Our network includes practitioners who train others, organisations that purchase equipment, venues that influence participant experience and professionals who help shape industry practice.
07 — Partnership
More Than Sponsorship
We call it
partnership
for a reason.
SA AIA’s Strategic Brand Partnership Programme is designed to create meaningful relationships between aligned brands and the people building South Africa’s adventure industry.
For us, partnership should create genuine value for the industry, our members and the partner.
- Brand visibility
- Access to a specialised professional audience
- Conference exposure
- Member-exclusive offers
- Product demonstrations
- Product trials
- Industry education
- Co-branded initiatives
- Member communications
- Website visibility
- Social media exposure
- Thought leadership
- Long-term association with professionalisation and safety
08 — Opportunities
Partnership in Action
Digital
- SA AIA Website
- Email Communications
- WhatsApp Channel
- Social Platforms
- Webinars
In-Person
- National Conference
- Regional Events
- Open Days
- CPD Workshops
- Product Demonstrations
Member Engagement
- Member Communications
- Member Offers
- Competitions
- Product Trials
Industry Development
- Industry Working Groups
- Technical Resource Launches
- Educational Content
- Industry Initiatives
Built Around Mutual Value
- ExplorerVisibility
- TrailEngagement
- SummitImpact
- StrategicCollaboration
Explorer Partner
VisibilityJoin the community.
An accessible entry point for brands and organisations that want to establish a relationship with SA AIA and gain relevant visibility within the professional adventure community.
Explore partnership details
Typical Partner Commitment
- Annual partnership commitment
- Alignment with SA AIA’s values and professional standards
- A meaningful benefit, offer or contribution to the SA AIA community where appropriate
- Participation in at least one relevant SA AIA opportunity during the partnership period
Partnership May Include
- Recognition as an SA AIA Explorer Partner
- Partner listing and link on the SA AIA website
- Use of the approved “SA AIA Explorer Partner” identifier
- Appropriate acknowledgement through SA AIA communication channels
- Opportunity to provide relevant member offers
- Selected event or campaign participation opportunities
Best forBrands wanting to establish a relationship with the SA AIA community.
Trail Partner
EngagementEngage with the community.
For brands wanting to move beyond visibility and actively engage SA AIA members through relevant products, services, education, experiences or member benefits.
Explore partnership details
Typical Partner Commitment
- Annual partnership commitment at a higher level than Explorer
- A meaningful SA AIA member benefit, offer or activation
- Active participation in agreed SA AIA activities during the year
- Willingness to engage constructively with the professional community
Partnership May Include
Everything available at Explorer level, plus agreed opportunities such as:
- Enhanced website visibility
- Member-exclusive offers
- Product demonstrations or trials
- Competitions or giveaways
- Participation in workshops, events or conferences
- Selected educational or informative content
- Greater visibility through member communications
- Opportunities to introduce relevant products or services directly to the SA AIA community
Best forBrands wanting direct interaction with adventure professionals and organisations.
Summit Partner
ImpactInvest in the industry.
A high-level national partnership for organisations wanting both significant visibility and a meaningful role in supporting the development of South Africa’s adventure industry.
Explore partnership details
Typical Partner Commitment
- Significant annual partnership commitment
- Support for at least one meaningful SA AIA programme, event or industry-development initiative
- A tangible benefit or contribution to the SA AIA community
- Participation in an agreed annual partnership activation plan
Partnership May Include
Everything available at Trail level, plus agreed opportunities such as:
- Prominent national partner recognition
- Significant presence at the SA AIA National Conference and selected events
- Priority opportunities for product demonstrations and member engagement
- Co-branded campaigns or initiatives
- Support of CPD or professional development programmes
- Support for grassroots development and emerging professionals
- Support for safety, skills or technical development initiatives
- Thought-leadership opportunities where relevant and appropriate
- Greater integration across SA AIA communication channels
Best forNational brands wanting measurable engagement and meaningful industry impact.
Strategic Partner
CollaborationBuild the industry with us.
SA AIA’s highest partnership relationship, intended for organisations that share strategic objectives with SA AIA and want to collaborate over the longer term on meaningful industry development. Strategic Partnerships are limited and carefully selected.
Explore partnership details
Typical Partner Commitment
- Multi-year or substantial long-term commitment
- Clearly defined shared strategic objectives
- Meaningful investment into agreed industry-development initiatives
- Active collaboration with SA AIA
- An agreed annual or multi-year partnership plan
Partnership May Include
Partnerships are fully bespoke and may include:
- Prominent Strategic Partner recognition
- Long-term national visibility
- Major conference and event integration
- Co-created industry programmes
- Grassroots development initiatives
- Professional development programmes
- Research or industry insight projects
- Safety or competency initiatives
- Equipment-access programmes
- Educational initiatives
- Joint campaigns
- Appropriate category exclusivity where specifically negotiated
- Bespoke member engagement opportunities
Best forOrganisations seeking a long-term relationship with SA AIA and an active role in strengthening the adventure industry.
Partnership levels reflect the depth of engagement, activation and industry contribution — not simply brand exposure.
Partnerships are structured around the objectives of each organisation and the value that can meaningfully be created for the SA AIA community. Contributions may include financial support, products, equipment, services, member benefits, event support or investment into agreed industry-development initiatives.
SA AIA partnerships represent collaboration and support. Partnership does not constitute accreditation, certification or technical endorsement of a partner, its products, services or training unless expressly stated by SA AIA.
Not sure where you fit?
Let’s build a partnership around what your organisation wants to achieve and where it can create meaningful value for the adventure industry.
Start a Partnership Conversation →
Impact
Help Build the Industry You Serve
Adventure professionals rely on trusted equipment, services, training and specialist brands every day.
By partnering with SA AIA, organisations have an opportunity not only to reach this community, but to contribute to the development of safer practice, stronger standards, professional career pathways and a sustainable adventure industry.
- Visibility
- Connection
- Contribution
- Impact
09 — Partner With Us
Let’s build the adventure industry together.
We welcome conversations with brands and organisations that share our commitment to professionalism, safety, competency, education and responsible adventure.
Start a Partnership Conversation
- South African Adventure Industry Association NPC
- www.saaia.org.za
- info@saaia.org.za
- +27 76 601 4997
Jessi Sunkel
Executive Director, SA AIA