TRANSFORMING
TOURISM
TO CREATE VALUE FOR EVERYONE
TRANSFORMING
TOURISM
TO CREATE VALUE FOR EVERYONE
Thembi Koli, catalyst for tourism development in Kayamandi, Stellenbosch.
A good journey
Tourism has long measured its success in numbers, not destination well-being. The world has changed.
Visitors want to travel in ways that reflect their values. Destinations need tourism that strengthens communities, and governments expect tourism to deliver inclusive economic growth.
Building better
The Cause Good Tourism Journey™ is a pathway that guides tourism stakeholders to actively contribute to stronger communities, healthier environments, and safer destinations. Through practical, measurable approaches, we collaborate across the tourism sector to deliver meaningful benefits to people and place.
Why goodness matters
The future belongs to businesses that create value beyond the visitor experience. As the market increasingly rewards good tourism, those who embrace it will help shape the future of tourism.
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Join the Good Tourism Journey™
Tourism that works for everyone begins with you. Select the pathway that best matches your role in the tourism ecosystem and connect with a community committed to building an industry that is inclusive, impactful, and authentic.
Tourism
Ambassador
You are an individual seeking to enter and grow within the tourism sector through access to skills development, mentorship, and pathways towards employment and participation.
Community Tourism Entrepreneur
You are an emerging entrepreneur or community-based enterprise seeking to transform a tourism idea, asset, or experience into a structured and sustainable tourism product.
Good Tourism
Co-developer
You are a tourism development stakeholder, destination manager, public sector official, non-profit leader, or training professional contributing to tourism planning, implementation, and long-term sector development.
Good Tourism
Partner
You are a tourism business or industry stakeholder seeking to contribute to inclusive tourism development through meaningful collaboration, support, and investment.






Community tourism entrepreneur Thozamile Stuurman is leading a tour, and local artist Mardee Cita is showcasing his work in Zwelihle, Hermanus.
