Tourism incubator programme opens fourth year of applications with proven ROI and zero administrative burden for sponsors
Tourism businesses seeking effective Enterprise and Supplier Development (ESD) solutions now have a proven option as SATSA opens applications for the fourth year of its Tourism Business Incubator Programme, alongside an innovative new bracelet campaign for broader industry participation.
The SATSA Tourism Business Incubator, managed by Sigma International, has established itself as the tourism industry’s most credible transformation initiative, with core funders including City Lodge Hotels, New Frontiers, Europcar, and Bidvest returning year after year to support the programme.
For companies with ESD obligations, the incubator offers a complete turnkey solution, channelling funds into a measurable, high-impact programme while handling all implementation, monitoring, and compliance reporting through a professional third-party partner.
“This isn’t just another box-ticking exercise,” said David Frost, CEO of SATSA. “Our programme delivers real business growth for participants while giving sponsors documented compliance, industry recognition, and the satisfaction of genuinely advancing transformation in tourism.”
The return on investment is clear. Over 100 Black-owned tourism SMMEs have already participated, with documented outcomes including increased turnover, job creation, and market expansion. Success stories like Asmara Coffee and Relax Spas demonstrate the programme’s ability to create sustainable, competitive businesses that enhance the overall tourism value chain.
The impact is measurable and significant, with more than R25 million in procurement linkages facilitated and 350+ direct and indirect jobs sustained or created. Participants have experienced substantial business growth, with the top three incubatees from the inaugural programme increasing their monthly turnover by over R750,000.
Lindiwe Sangweni-Siddo, COO of City Lodge Hotels, emphasizes the programme’s strategic value: “By partnering with Sigma International as a third party to handle the incubation and mentorship process, we’ve found a solution that reaches places we couldn’t access ourselves. It’s the best decision we ever took. While we’ve always been committed to transformation, gaining real momentum was challenging. The SATSA incubator provided the structure we needed and took the administrative burden away, allowing us to make meaningful impact with our ESD investment.”
“The SATSA Tourism Business Incubator has proven that with intentional support, small businesses in tourism can thrive; even in challenging times. What makes this programme unique is its ability to link entrepreneurs to real opportunities while building resilience and growth mindsets. We’re proud to continue this journey into our fourth year, with Doing It For Tourism now adding a powerful, unifying call to action across the industry,” says Akash Singh, CEO of Sigma International.
New for 2025 is the “Doing It For Tourism” bracelet campaign, offering a simpler entry point for industry participation. The handmade beaded South African flag bracelets, sold at R100 each, provide a tangible way for companies of all sizes to contribute to the programme’s expansion.
“The bracelet initiative creates multiple avenues for involvement,” explained Singh. “Large operators can purchase in bulk for staff or guests, while smaller businesses can display them for customer purchase. Either way, the funds go directly toward supporting Black entrepreneurs in tourism.”
For companies seeking comprehensive ESD solutions, sponsorship packages include full reporting, marketing exposure, and direct connection with beneficiary businesses. The investment per SMME is approximately R90,000 – R100,000 over a 6 to 12-month cycle, covering diagnostics, tailored development plans, mentorship, access to markets, and ongoing support. Sponsorship opportunities are available at both 6-month and annual levels, giving funders measurable return on impact in line with B-BBEE, ESG, and sector transformation priorities.
If you are interested in finding out more about the SATSA Tourism Business Incubator, get in touch with Akash at akash@sigmaintl.co.za
