Professionalising Adventure Guiding. What Happens When There’s No One Watching the Guides?

Imagine this.

You're a teacher. You’ve taken your class on a school camp. The zipline is exciting. The hike is spectacular. The facilitators are enthusiastic, warm, full of energy.

But behind the scenes — no one is legally accountable. No one checked their qualifications. No national standard governs what’s being taught, or how safely it’s done. And then… something goes wrong.

That’s the story behind SA AIA. Not a concept. Not a campaign. But a response to a tragedy — a young life lost in an adventure programme where systems failed and oversight was absent. It was a wake-up call: If no one is watching the guides, then someone has to be.

So Who Are We?

We are the South African Adventure Industry Association — SA AIA. We are the national voice for those who work at the intersection of:

• Adventure tourism

• Outdoor education

• Experiential learning

• Risk and responsibility

We represent everyone from the person guiding you up a mountain, to the facilitator leading a school group in the rain, to the operator designing safe, meaningful programmes for youth, tourists, and communities.

What’s the Problem?

In South Africa, adventure is booming. Tourism, education, youth development — they all rely on it. But it’s fragmented. Under-regulated. Vulnerable to exploitation and inconsistency.

Here’s what we found:

• Guides are often trained but not recognised.

• Training providers are offering brilliant work — but have no clear quality standard.

• Schools are outsourcing outdoor programmes — but don’t always know what they’re getting.

• Communities are trying to enter the sector — but lack access, visibility, and support.

What Are We Doing About It? Professionalising Adventure Guiding

SA AIA is building a system where adventure is not just thrilling — it’s professional, ethical, and safe.

We are:

✅ Developing national professional designations

✅ Building a Learning Outside the Classroom (LOTC) toolkit for schools and venues

✅ Hosting CPD workshops, conferences, and collaborations

✅ Working with SAQA, QCTO, CATHSSETA, NDT, and others to align training, standards, and recognition

✅ Uniting a fragmented sector into a powerful, ethical community

And we’re doing it with no ego. Just energy, urgency, and a deep belief that we can do better — together.

Why It Matters

Because professionalism shouldn’t be reserved for safari guides or scientists.

Because a school outing shouldn’t mean taking a chance.

Because the next generation deserves better — whether they’re learning in a forest, on a ropes course, or in the middle of a gorge.

What We Want

We want:

• Schools to know what safe, quality outdoor learning looks like

• Communities to access opportunity and training

• Funders to invest in real change, not flashy gear

• Government to recognise our sector’s value, legally and structurally

• Guides and facilitators to be seen, valued, and supported as professionals

How You Can Be Part of It

If you're in education — talk to us about aligning your camps with LOTC.

If you're in tourism — join us in professionalising the adventure space.

If you're a policymaker — let's build a system that protects and empowers.

If you're a guide, a trainer, a facilitator — SA AIA is your home.

This isn’t a feel-good story. It’s a call to action. We’re not here to make noise. We’re here to build something that lasts. Something that changes the landscape of adventure, safety, learning — and possibility — in South Africa. Forever.

SAAIA - Professionalising Adventure Guiding.