Durban, May 15, 2025 – Dr Imtias Souriman, founder of Gift of the Givers, joined Sassa and Sigma International at Beach Bly on Wednesday evening at Travel Indaba, Africa. The event selected over 35 tourism SMMEs, industry partners and media, bringing evening connections, celebrations and inspiration.
The rally marked another milestone by doing it for the Tourism 2025 campaign: the official launch of the dedicated campaign website (https://doingitfortourism.co.za).
The evening featured powerful fireplace orientation conversations with South Africa's most inspiring humanitarians. There, Dr. Soliman encouraged the tourism sector to embrace pay-it-forward spirit, supporting, empowering and introducing new entrepreneurs, emphasizing multiple ways of engaging in record attempts.
The attempt at recording under the banner doing it for tourism is not only a symbol of unity, but also hopes to raise funds to extend the reach and impact of SATSA Tourism Business Incubators to over 20 SMMEs.
“SITSA Tourism Business Incubators have already supported over 120 emerging tourism businesses across the country, working with Sigma International,” said SATSA CEO David Frost. “In fact, when we first set up our incubator in 2022, we increased sales of top incubates over R750,000 and created over 20 new tourism jobs. This record attempt will further expand our impact, showcase creativity and showcase the spirit of defining the sector.”
Akash Singh, CEO and co-founder of Sigma International, feels that the organization is privileged to partner with SATSA on its new legacy project for incubators.
“Doing it for tourism embodies heart, grit and generosity not just for SMMES, but for everyone who believes in building a more resilient South Africa,” says Singh. “It was an honor to have Dr. Sooliman be with us last night. His presence set fire to the fire under all of us!”
The record-breaking flag consists of hundreds of sample pieces from around the country.
Individuals and businesses can be involved in the following ways:
sponsor a sample of Beads through doing it for a tourism website or donate cash to the cause. Corporate Beads/Team Building Day will be held. Sponsor SMME within SATSA Tourism Business Incubator, earn Enterprise and Supplier Development (ESD) points and boost B-BBEE compliance. Join public activations – Community pop-ups and co-builds are planned nationwide. Volunteering time and skills for projects. Promote initiatives across social media platforms.
“Each sample is handmade and can be sponsored by individuals and businesses,” explains Shin. “L00% of revenue will directly benefit Tourism SMMES. Your tourism organization, business, or team owns some of South Africa's largest bead flags!”
The final flag will be announced during Tourism Month in September and will be permanently displayed in the Joj-mai-Joj district of Anglo-American Johannesburg campus.
SATSA will become part of this legacy project by inviting South African industry leaders, businesses and citizens to visit https://doingitortourism.co.za, sponsoring Swatch, supporting entrepreneurs, and delving into a national movement that will boost lives and livelihoods.
