A little bit about us...
Fair Trade Tourism is a not-for-profit company that provides a globally-aligned, locally-relevant framework for tourism businesses to progressively adapt their operations to embrace FTT principles and responsible tourism actions and management systems. It was developed in Africa, for Africa and aims to offer a sustainability pathway for tourism businesses of all sizes. Verification of this commitment is available through a site audit conducted by an independent auditor. A successful audit may result in the awarding of FTT-Engaged (a step-in, entry level to the journey) and FTT-Certified.
In addition to the online framework's extensive business guidance, templates, tracking tools, and examples of industry best practice , FTT members are part of a community of business leaders who are open to sharing solutions and challenges to help each other through various networking opportunities. By working together to embed Fair Trade Tourism's six principles and responsible tourism in their tourism experiences, they share a collective vision for an inclusive tourism economy where the people and places whose culture, land and resources create the opportunities for rewarding travel experiences benefit from them.
FTT was initially a project conceptualised under the International Union for the Conservation of Nature (IUCN) - South Africa in 2001, and became an independent entity in 2004. The organisation has provided leadership in responsible and Fair Trade Tourism in Africa and globally ever since.
In 2024, Fair Trade Tourism Certification was among the first in the world to be independently reviewed and deemed compliant with the Travalyst criteria. Verification of this endorsement is available under Travalyst's certification initiative. In 2012, our Standard was also among the first in the world to be officially "Global Sustainable Tourism Council (GSTC)-Recognised", athough financial barriers prevent us from retaining that endorsement.
We maintain a commitment to applying best practice in sustainable tourism certification, including independent site audits and periodic revisions of our Standard to ensure that it remains locally relevant, best practice aligned, and reflects the ever-shifting sustainable development priorities to which tourism businesses must adapt in order to continue creating better places to live, work, and visit.
OUR VISION
Globally recognised leadership for responsible tourism impact in Africa.
OUR MISSION
Guiding the African tourism industry to benefit people,
business and the environment.
Six Principles of Fair Trade Tourism
1 fair share - all participants involved in a tourism activity should get their fair share of the income, in direct proportion to their contribution to the activity
2 fair say - all participants involved in a tourism activity should have the right and opportunity to participate in decisions that concern them
3 respect - both host and visitor should have respect for human rights, culture and environment; this includes
- safe working conditions and practices
- protection of young workers?
- promoting gender equality
- understanding and tolerance of socio-cultural norms
- reducing consumption of water and energy, as well as reducing, reusing and recycling waste
- conservation of biodiversity and natural resources
- HIV/AIDS awareness
4 reliability - services delivered to tourists should be reliable and consistent; basic safety and security for both host and visitor should be ensured
5 transparency - tourism businesses should establish mechanisms of accountability; these include
- ownership of tourism businesses must be clearly defined
- employees and other participants should be able to access information that concerns them
- sharing of profits, benefits and losses must be transparent
6 sustainability - the tourism businesses should strive to be sustainable; this includes
- increased knowledge through capacity-building
- improved use of available resources through networking and partnerships
- economic viability through responsible use of resources
- reduction of leakage through local purchasing and employment
- support to historically disadvantaged entrepreneurs
Our Team
Grace Stead - General Manager
Grace began her career as a town planner before shifting her focus to sustainability and a long-term approach to development. She has been a third-party auditor for Fair Trade Tourism since 2018 under Steadfast Greening and is also a certified practitioner in carbon footprinting, GRI reporting, Travelife, and green building. Grace played a founding role in the Event Greening Forum and leads Abalimi Bezekhaya, an NGO supporting organic food production in township communities. She brings deep expertise in responsible tourism, event greening, sustainable building, and low-emission development, and is a skilled facilitator, trainer, and speaker.
Rachel Nxele - FTT Advocacy
Rachel brings a wealth of knowledge and experience to the FTT team. She has served as the Director for People and Sustainability for Sabi Sabi, as the founding Chairperson of the Sabie Game Reserve within the Greater Kruger Conservation Area, and is currently not only a consultant in the sustainable tourism sector but serves as SATSA Vice Chair and a member of the South African Tourism Board of Directors. Rachel has a deep passion for people and conservation which will serve her well as she drives advocacy about responsible tourism.
Rachel Nxele - FTT Advocacy
Rachel brings a wealth of knowledge and experience to the FTT team. She has served as the Director for People and Sustainability for Sabi Sabi, as the founding Chairperson of the Sabie Game Reserve within the Greater Kruger Conservation Area, and is currently not only a consultant in the sustainable tourism sector but serves as SATSA Vice Chair and a member of the South African Tourism Board of Directors. Rachel has a deep passion for people and conservation which will serve her well as she drives advocacy about responsible tourism.
Caylynne Fourie- Digital Marketing
Caylynne is a content and community specialist with over six years of experience producing communications across sectors including finance, technology, HR, tourism, and agriculture. Her work focuses on sustainability and development, supporting associations, non-profits, and startups as they grow their operations and advocacy efforts. She believes in the power of words to encourage change, raise awareness, and share knowledge, creating content that bridges ideas and people. Her approach combines analytical precision with human insight, distilling complex issues into clear, purposeful narratives that inform and inspire.
Geneveve Walker - Membership Support
Geneveve is the main contact for members, responding to their queries, providing information and assisting with benefits or services. She maintains the membership database, coordinates membership-related events and works closely with the communications team. She is our 007 which makes things happen behind the scenes.
Geneveve Walker - Membership Support
Geneveve is the main contact for members, responding to their queries, providing information and assisting with benefits or services. She maintains the membership database, coordinates membership-related events and works closely with the communications team. She is our 007 which makes things happen behind the scenes.
Our Partners & Affiliations
Africa’s Eden
We are collaborating with Africa’s Eden, a non-profit company domiciled in Botswana, representing over four hundred members from eight Southern African countries. They encourage sustainability and the practice of best green standards.
We have joined forces to champion responsible tourism by sharing knowledge, building skills, and creating spaces for connection. By working together, we strengthen market opportunities and influence policies that put ethical, sustainable tourism at the centre of growth.
Africa’s Eden
We are collaborating with Africa’s Eden, a non-profit company domiciled in Botswana, representing over four hundred members from eight Southern African countries. They encourage sustainability and the practice of best green standards.
We have joined forces to champion responsible tourism by sharing knowledge, building skills, and creating spaces for connection. By working together, we strengthen market opportunities and influence policies that put ethical, sustainable tourism at the centre of growth.
BeCause
At BeCause, their mission is to empower organisations to excel in their sustainability efforts. They strive to simplify sustainability data management for tourism businesses, enabling them to maximise their positive impact on people, the planet, and profits.
FTT works with BeCause to ensure that certified companies are recognised by various online platforms.
One Planet Sustainable Tourism Programme - Multistakeholder Advisory Committee
The One Planet Network was formed to accelerate the United Nations' 10-Year Framework of Programmes on sustainable consumption and production (SCP) in favour of the circular economy as a pathway for sustainable development. FTT sits on a global advisory committee of the Network's One Planet Sustainable Tourism Programme, which is led by the UNWTO in partnership with UNEP.
One Planet Sustainable Tourism Programme - Multistakeholder Advisory Committee
The One Planet Network was formed to accelerate the United Nations' 10-Year Framework of Programmes on sustainable consumption and production (SCP) in favour of the circular economy as a pathway for sustainable development. FTT sits on a global advisory committee of the Network's One Planet Sustainable Tourism Programme, which is led by the UNWTO in partnership with UNEP.
Roundtable Human Rights in Tourism
The Roundtable Human Rights in Tourism e.V. is a non-profit association under German law and an international multi-stakeholder initiative promoting human rights that acts as an open network to support tourism businesses on their way to respect of human rights in the industry.
FTT teamed up with the Roundtable in a Tourism Impact Assessment for South Africa. This report summarises the key findings of the value-chain-focused assessment conducted in South Africa from a European tour operator’s (TO) perspective in January 2025.
SATSA
We have teamed up with SATSA, a South African, non-profit, membership-based tourism industry association, currently representing over 1,100 inbound tourism products across Southern Africa and offering a wide range of services and products across the tourism value chain.
Together, we work to advance responsible tourism by raising awareness, advocating for ethical practices, and creating platforms for training and networking. Through collaboration, we open pathways to new markets and support the alignment of policy frameworks that drive fair, sustainable, and responsible tourism growth.
SATSA
We have teamed up with SATSA, a South African, non-profit, membership-based tourism industry association, currently representing over 1,100 inbound tourism products across Southern Africa and offering a wide range of services and products across the tourism value chain.
Together, we work to advance responsible tourism by raising awareness, advocating for ethical practices, and creating platforms for training and networking. Through collaboration, we open pathways to new markets and support the alignment of policy frameworks that drive fair, sustainable, and responsible tourism growth.
Tourism Declares a Climate Emergency - Signatory & Advocate for Action!
Fair Trade Tourism has committed its voice to join those of our travel and tourism colleagues around the world in declaring a climate emergency and we urge all other tourism stakeholders to do the same - small, large, public and private alike.
We are proud to play our part in ensuring that climate action is swift, just, equitable, diverse, and inclusive, and our corresponding Climate Action Plan will ensure that we advocate for and catalyse climate action through our network and in our own operations.
Visit Tourism Declares a Climate Emergency to join the movement and take action now.
Travalyst
Travalyst is a coalition of some of the biggest names in travel and technology, working to accelerate change within the tourism industry by bringing together leading industry brands in a pre-competitive environment, where they collaborate to bring consistent sustainability information to the mainstream.
The sustainability certifications industry encompasses a wide range of approaches, which can create confusion for both travellers and accommodation providers. Travalyst is reviewing accommodation sustainability certifications, standards and schemes against a set of criteria which aims to increase transparency globally.
The Fair Trade Tourism Certification Standard has been recognised as compliant by Travalyst.
Travalyst
Travalyst is a coalition of some of the biggest names in travel and technology, working to accelerate change within the tourism industry by bringing together leading industry brands in a pre-competitive environment, where they collaborate to bring consistent sustainability information to the mainstream.
The sustainability certifications industry encompasses a wide range of approaches, which can create confusion for both travellers and accommodation providers. Travalyst is reviewing accommodation sustainability certifications, standards and schemes against a set of criteria which aims to increase transparency globally.
The Fair Trade Tourism Certification Standard has been recognised as compliant by Travalyst.
Travelife for Tour Operators & Travel Agencies
Travelife is a fair and affordable system that helps tour operators, travel agencies, and DMCs manage and improve their social and environmental impacts by complying with sustainability criteria.
FTT has teamed up with Travelife to support the industry on the road to sustainability through alignment with the Travelife standard. Once a business has reached Partner or Certified status they can use the FTT-Approved logo.
Travel Foundation
The Travel Foundation is an international non-profit organisation that works to make tourism more sustainable by ensuring it benefits local people, nature, and destinations. It partners with governments, businesses, and communities to develop responsible tourism strategies, reduce negative impacts, and create long-term value for destinations. Through research, collaboration, and practical tools, the Travel Foundation helps shape a tourism industry that supports thriving communities and healthy ecosystems.
Travel Foundation
The Travel Foundation is an international non-profit organisation that works to make tourism more sustainable by ensuring it benefits local people, nature, and destinations. It partners with governments, businesses, and communities to develop responsible tourism strategies, reduce negative impacts, and create long-term value for destinations. Through research, collaboration, and practical tools, the Travel Foundation helps shape a tourism industry that supports thriving communities and healthy ecosystems.
Our Board of Directors
Salifou Siddo
Dr Siddo joined the Board in 2017 and is the current Chairperson. He is also the Chief Executive at SME TradeLinks and has held previous Chief Executive positions at both the Tourism Enterprise Partnership (TEP) and the Tourism Grading Council of South Africa. He brings with him a wealth of knowledge and experience in tourism development, particularly within the MSME sector.
Lee-Anne Bac
Lee-Anne is a Director at BDO (South Africa) and is a specialist advisor to the tourism sector. She was a member of the FTT Certification Panel from its inception in 2003 until its dissolution in September 2013, and has served on the Board ever since.
Des Mahony
Des Mahony is a Director at a private equity manager. He also works as an arbitrator and is involved the governance structures of a school and professional bodies. He joined the Board in March 2005 and brings more than 30 years of financial expertise to the team.
Emilie Hagedoorn
Emilie is a market access expert with a focus on improving the ability of tourism SMMEs in African destinations to become ‘market ready’ for successful B2B partnerships in key source markets. She has over 15 years of experience in responsible tourism and certification in a training, coaching and auditing capacity, as is the founder of Green Heart Tourism.
Michel Girardin
Michel brings over four decades of experience to the Board with profound expertise in the African safari industry, including more than a decade with leading safari company Sabi Sabi. He has been part of the FTT community since its inception, serving as an auditor for over ten years and championing community benefits through nature-based tourism.
Lisa Scriven
Lisa is known for her expertise in sustainability standards, certification, & technical business support, and her passion for ensuring inclusivity across the tourism economy. She has been working in responsible tourism throughout sub-Saharan Africa for the past 25 years and has been affiliated with FTT since 2006, including as its Certification Manager and GM.
Our Third Party Auditors
All tourism businesses applying for FTT certification are required to undergo an independent audit of their operations by a trained auditor to verify conformity with the FTT Standard. Auditors are responsible for ensuring that all applicable criteria used to determine a business’s conformity are systematically, objectively, and accurately assessed and reported. This requires the application of both recognised audit principles and practical knowledge of tourism and hospitality operations to ensure that the full operational context, management systems, and practices of the business are adequately considered by an independent party.
All auditors who conduct Fair Trade Tourism (FTT) audits are required to have completed training in audit principles, practices, and techniques; FTT’s audit methodology and reporting tools; interviewing and audit management; and the interpretation and evaluation of conformity against all criteria within the scope of the FTT Standard. Auditors are required to have relevant experience in auditing and/or assessment and/or in the tourism and hospitality sector and write a competency exam.
FTT outsources certification audit activities to independent service providers with demonstrated competence, relevant experience and declared independence to conduct audits against the FTT Standard. FTT maintains alignment with ISO/IEC 17065:2012 in the design and implementation of its certification protocols, while auditor training is aligned with the requirements of ISO 19011:2018.