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Our Mission

To utilise all aspects of responsible travel as a sustainable development tool for the people of southern Africa
To benefit the local communities by educating and empowering them
To promote integration of our visitors within the communities to facilitate growth and sustainable partnerships.

So what makes African Ample Assistance Travel different from other agencies – since there is a lot of empty talk about Sustainable Tourism, Responsible Tourism and Fair Trade? As African Ample Assistance Travel we do not just talk the talk, we walk the walk. We are – probably – the world’s most accountable incoming tour operator as far as Responsible Tourism is concerned. We are Fair Trade approved, Travelife certified and TopMember of TheCode. Because we want you to be able to check that we are committed to responsible and sustainable tourism.

We also compensate completely the local CO2 emissions of your tour – accommodations, local transport or car rental, excursions etc.

So what is what?

100% Carbon Neutral

Every year the entire AAA team plants trees at a school or community project in a Cape Town community to offset our carbon footprint. Since 2017 we have extended this and now include full Carbon Footprint compensation for all our direct bookings.

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In cooperation with Greenpop’s Urban Greening Program, we work together to plant indigenous trees in an under-greened area. It’s also a great team-building activity, as planting the trees allowed us to interact with and give back to communities in need, green a school, and contribute towards a greener, brighter future for South Africa. It feels incredible to restore balance and therefore, we wanted to encourage our clients to do the same. As the 1st company in South Africa, we now include in all our direct bookings your carbon offset contribution based on your personal itinerary. That is all local travel and activities booked through us, whether that is hotel, car rental, train, bus, excursions or domestic flights. All that remains for you is to compensate for your own international flights!


In 2017, we became the 2nd inbound tour operator in South Africa to receive a Travelife certification. Travelife is vastly becoming Europe’s leading certification initiative for tourism companies committed to sustainability.

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We are very proud that our passion for sustainable tourism was recognized, but also that more and more agents and tour operators worldwide are following in our footsteps to prove their commitment to sustainability. Recently, we underwent an extensive audit and as a result got re-certified for the next two years.
Travelife focuses on a full range of sustainability and Corporate Social Responsibility themes and issues:

  • Greenhouse Gas Emissions
    Labour Practices
    Human Rights
    Community Relations
    Ecosystem Conservation
    Cultural Impacts
    Health and Safety
    Fair Business Practices
    Customer Protection
    Animal Welfare
    Energy Efficiency and Conservation
    Water and Waste Management

Fair Trade Tourism

In 2012 we went through the certification process and became one of the few officially Fair Trade approved tour operators in South Africa. Fair Trade Tourism is a non-profit organisation leading the way forward in the development of responsible tourism practices in Southern Africa.

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The Fair Trade Tourism Label stands for fair wages and working conditions, fair purchasing and operations, equitable distribution of benefits and respect for human rights, culture and the environment. It also ensures that the people who contribute their land, resources, labour and knowledge to tourism are the ones who reap the benefits.

Where possible, we offer you Fair Trade in Tourism certified properties and excursions, and we can offer you an official Fair Trade Holiday using FTTSA certified hotels and excursions.


AAA Travel is a Top Member of TheCode of conduct against sexual exploitation of children in tourism. TheCode represents one of the first initiatives to define the role and obligations of tourism companies with regard to the issue of child sex tourism.

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The goal of TheCode is to work with travel and tourism companies to combat this crime.
We believe that, by endeavoring to meet the six criteria of TheCode, tourism companies can integrate child protection into their business operations. The six criteria were formulated to turn child protection principles into concrete actions. In this way, they will uphold their commitments towards sustainable and ethical tourism by taking tangible actions to help protect children from sexual exploitation.

The six criteria of TheCode are:
a) To establish a policy and procedures against sexual exploitation of children.
b) To train employees in children’s rights, the prevention of sexual exploitation and how to report suspected cases.
c) To include a clause in contracts throughout the value chain stating a common repudiation and zero tolerance policy of sexual exploitation of children.
d) To provide information to travellers on children’s rights, the prevention of sexual exploitation of children and how to report suspected cases.
e) To support, collaborate and engage stakeholders in the prevention of sexual exploitation of children
f) To report annually on their implementation of TheCode related activities.

Most important is however how you, as a traveler or tourism provider can identify a suspicious case and how you can handle this best. Therefore, we have compiled, with information provided by Fair Trade Tourism – the local representative for TheCode International – a supporting document for those situations that we all hope never to have to deal with.
Please read through the document and don’t hesitate to contact us if anything is unclear. The document can be used as a guideline anywhere in the world. Let’s join forces in protecting our children.

Responsible tourism policy and action plan

We have put how we choose to achieve our mission on paper in our Responsible tourism policy. In order to make sure that we keep improving our sustainable practices, and since we, unfortunately, cannot implement everything at the same time, we work according to a sustainability action plan.

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This plan has specific targets, tasks and deadlines. The tasks in this plan are being evaluated on a consistent basis and tasks are being divided between all staff.

 We love to share what we are doing and inform you on the plans we have. In early 2019 we will publish our new action plan on our website with all the tasks that we set ourselves. After completion of the tasks this will be updated on this page.

Would you like to have insight in the supporting documentation regarding the completion of our goals then please do not hesitate to contact our sustainability coordinator directly on.

Practical information for you

We will give you very practical, hands-on information before your departure about how you can help during your tour. That can be a leaflet that tells you if the fish in your restaurant is sustainable, or a document with driving-tips.

Curious? By following steps below we hope to make your trip more sustainable while driving. This is not only good for the environment but can also severely reduce costs.

In general:
a) Don’t idle the car for more than one minute.
b) Drive the speed limit, or below, for better mileage.
c) Avoid sudden bursts of speed, tailgating and pumping the accelerator pedal.
d) Keep tires at the recommended air pressure.
e) Always take the shortest route with the best roads.
f) Out on the open highway keep windows rolled up to reduce drag.
g) Using a vehicle’s air conditioner on a hot summer day increases fuel consumption. If it’s cool enough, use the flow-through ventilation on your car instead of the air-con.

Before you leave:
a) Leave promptly: don’t start the engine until you’re ready to go as idling wastes fuel and the engine warms up more quickly when you’re not moving.
b) Don’t get lost: plan unfamiliar journeys to reduce the risk of getting lost and check the traffic news before you leave.

En route:
a) Easy does it: drive smoothly, accelerate gently and read the road ahead to avoid unnecessary braking.
b) Decelerate smoothly: when you have to slow down or to stop, decelerate smoothly by releasing the accelerator in time, leaving the car in gear.
c) Rolling: if you can keep the car moving all the time, so much the better; stopping then starting again uses more fuel than rolling.
d) Turn it off: electrical loads increase fuel consumption, so turn off your heated rear windscreen, demister blowers and headlights, when you don’t need them.
e) Stick to speed limits: the faster you go the greater the fuel consumption and pollution.
f) Don’t idle: if you do get caught in a queue, avoid wasting fuel – turn the engine off when it looks like you could be waiting for more than a minute.