SATSA, in partnership with Futureneer Advisors, has released a new white paper revealing South Africa's adventure tourism industry generated R12 billion in direct revenue in 2024, while supporting 91,000 jobs.

The strategic document outlines the full economic impact of adventure tourism (which reaches R25 billion when multiplier effects are applied), gaps and opportunities, and how South Africa can capitalise on the global adventure tourism market, projected to reach USD 1.68 trillion by 2032 with an annual growth rate of 9.42%.

Key findings:
 

• Adventure tourism offers significant opportunities for geographic expansion beyond established tourism hotspots.
• The sector creates meaningful social inclusion in areas with high unemployment.
• South Africa faces a critical choice to either lead with its extraordinary diversity of adventure experiences or risk losing market share to global competitors.
• The report highlights the importance of integrating professional standards through initiatives like SATSA's 101 Adventures self-regulation framework (which now covers more than 101 adventure activities), inclusive of a  free self-assessment tool,  Adventure Tourism Self-Regulation Roadmap, Category-specific Codes of Good Practice and  Adventure Industry Toolkits.

"Adventure tourism is no longer a niche market for adrenaline junkies. It's a powerful economic force reshaping how and where tourism revenue flows across destinations," explains Nic Shaw, Chair of SATSA's Adventure Chapter. "It spreads economic benefits into previously bypassed communities, creating opportunities for sustainable regional development – while meeting the changing needs of international visitors."

Those needs centre on cultural immersion, natural environments, and physical activity that creates authentic connection rather than passive consumption.

For South Africa's tourism industry, this shift offers visitors something beyond iconic destinations like Cape Town and Kruger, dispersing economic benefits into rural corridors, mountain ranges, and coastal trails. It creates jobs for guides, shuttle drivers and hospitality staff – roles that keep value local and build career ladders for youth.

Call to action

For SATSA, the question isn't whether adventure tourism represents opportunity, it's whether South Africa will act decisively to claim its share, as global competitors double down on adventure tourism for regional development.

“Other countries aren't sitting still,” explains Hannelie du Toit, SATSA COO. “Australia, one of our biggest competitors, continues expanding its adventure portfolio, with regional Australia presenting massive opportunity. And yet, our offering is deeper and more diverse. It’s an opportunity we can’t afford to let slip through our fingers.”