Sustainable Tourism Enterprise Support Programme

In April 2025 the Western Cape Department of Economic Development and Tourism (DEDAT) concluded a pilot “Sustainable Tourism Enterprise Programme” (STEP) with 15 tourism SMEs. The initiative sprang from growing market and regulatory pressures on travel businesses. As the final report notes, source markets are demanding “greater transparency and data-based reporting on … sustainability claims” under new rules like the EU Green Claims and Corporate Sustainability Reporting Directives. In this context, neglecting sustainability could “compromise the Western Cape’s…reputation as a global leader in responsible tourism,” risking reduced market share. The STEP project therefore set out to guide SMEs along a practical, phased path to sustainable tourism certification and impact reporting.

The project began with an open call: 85 applications were received and a rigorous screening process selected 15 participants from across the tourism value chain (tour operators, accommodation providers and venues). Participating businesses were registered on global sustainability platforms – Fair Trade Tourism for lodgings and venues, and Travelife for tour operators – which framed their actions. In Phase 2 each SME underwent a virtual baseline audit against these standards. Consultants conducted rapid yes/no assessments of each criterion, identifying gaps and informing a tailored action plan for each business. On average 38–78 action items were generated per business, reflecting wide variation in starting points.

In Phase 3, SMEs progressed through a blended curriculum of group and individual support. Two regional cluster workshops brought businesses together to share experiences: tours of host venues were combined with discussions of local and global sustainability trends, communication techniques, and the importance of a 360° approach to responsible tourism. Between workshops, consultants provided one-on-one on-site and remote mentoring to help teams implement their action plans. Across these activities, businesses were encouraged to improve weak areas (often formal management systems like policies and data tracking) while building on existing strengths (many were already doing well on responsible procurement, fair labour and environmental management).

Despite tight timelines, participants made substantial progress. By the project’s close, all SMEs had completed updated sustainability reports aligned with their frameworks, and many moved toward certification. Notably, all eight tour operators planned to submit for Travelife Partner status (and at least three already had fully-prepared reports), and several lodgings/venues prepared for Fair Trade Tourism audits. In total four businesses (three tour operators and one accommodation provider) had submitted complete reports for external verification – a “success rate of more than 26% from zero to audit-ready” in under a year.

The project also generated recognition and momentum. One participant – Township & Village Cultural Tours – won Gold at the 2025 World Travel Market Africa Responsible Tourism Awards (in the “Peace, Understanding and Inclusivity” category), explicitly citing the STEP project’s guidance for strengthening their sustainability policies. Project data showed that shared challenges became motivators: seeing peers’ progress reassured businesses that “quality need not be compromised” by sustainable practices. Overall, businesses reported greater clarity and confidence. One tour operator observed that “a sustainable business is a well-run business,” realizing that solid policies and principles underlie efficient operations. An accommodation owner noted that her entire team – especially younger staff – became energized by the process, far beyond her initial expectations.

The pilot surfaced practical lessons for future programs. A critical insight was the need for leadership buy-in and broad staff engagement: when only an owner (but not the wider team) participated, momentum lagged. Sustainability responsibilities must be shared across the organization, not siloed in a single person. Similarly, peer examples proved invaluable for overcoming reluctance to change. Participants who were initially skeptical saw that others maintained quality and guest experience while adopting new practices.

On program design, timing and pacing were key. The project had run during the busy summer/wine season, which limited SME availability and caused some tasks to be deferred. Future initiatives should schedule activities outside peak periods and extend timelines so that on-site sessions are followed by ample remote support. This also enables a micro-learning approach – breaking training into smaller modules – to prevent participants feeling overwhelmed. Clustering was effective but can be optimized: pairing businesses with similar standards and contexts (e.g. grouping like-sized lodgings together) and using higher-level accommodation providers as “anchor” partners for local suppliers strengthened peer learning. Integrating more site visits and case studies was also recommended to show sustainability in action and maintain engagement.

The STEP pilot demonstrates that sustainable tourism is not just an ethical imperative but a competitive one. By helping SMEs green their operations and prepare for international standards, DEDAT is safeguarding the region’s brand and market access. As participants noted, the support has laid a foundation of confidence: many already do more than they realized, and now “remaining steps toward sustainability are… achievable and realistic”. Looking ahead, embedding these practices will enhance the Western Cape’s appeal to discerning global travellers and ensure compliance with emerging regulations. In the words of DEDAT’s tourism team, together we can “drive meaningful impact and position the Western Cape as a leading sustainable destination”.