SATSA, through its Tourism Business Incubator project, has set out to create the largest beaded South African flag ever assembled in a Guinness World Record attempt. This was announced at WTM Africa in Cape Town on April 11 where project partners gathered to launch the concept to the tourism industry.

The intention is for the initiative to drive greater awareness and channel resources into the SATSA Tourism Business Incubator with a goal to expand its reach to at least 20 emerging tourism businesses, strengthening the foundation for long-term industry growth.

Under the banner “Doing It for Tourism 2025”, the collaborative beading of the flag will take place in August and September this year to honour Women’s Month and Tourism Month. The aim is for it to become a nationwide effort, engaging corporate teams, communities and passionate individuals across South Africa.

“The SATSA Tourism Business Incubator has already empowered more than 120 small tourism enterprises across the country. This bold Guinness World Record attempt allows us to scale this impact, inject fresh energy into the sector and create a legacy that extends far beyond the event,” says David Frost, CEO of SATSA.

Akash Singh, CEO of Sigma International, added: “This initiative isn’t just about breaking a record; it’s about tourism taking action and embarking on a journey that mobilises meaningful support and leaves a lasting legacy. The SATSA Tourism Business Incubator is already transforming lives; this campaign will elevate its impact like never before.”

Once complete, the record-breaking beaded flag will be permanently installed at the Jozi My Jozi Precinct within the Anglo American campus in Johannesburg.