SATSA Appoints New CEO

The Southern Africa Tourism Services Association (SATSA) is pleased to announce the appointment of David Frost as its new Chief Executive Officer. He will take up his position on September 16.

Francois Neethling, President of SATSA, commented that, “We are fortunate to have secured the services of David Frost as the new CEO of SATSA.  His track record speaks for itself.  There are only a few people who have worked at senior executive levels in both the public and private sectors, as well as actually having delivered tangible growth.  I am enthused by the prospect of working with David, who will be ably supported by the wealth of intellectual knowledge and experience of our Executive Committee going forward.”

David-Frost-CEO-of-SATSADavid Frost, a trained economist, has an extensive background in public and private sector strategy.  Prior to taking the reins at SATSA, David was the founder and Managing Director of The Tourism Strategy Company – a consultancy specialising in tourism strategies for countries and regions, as well as assisting private sector companies with improved competitiveness.

David worked for the union movement prior to democracy and thereafter headed the Corporate Strategy Division of the Premier Group, as well as serving on the Boards of subsidiary companies, Premier Foods and Sodexho.

In 1998, he was seconded by The Business Trust, as Special Adviser to the (then) South African Minister of Environmental Affairs & Tourism, Pallo Jordan, and later to the (then) Minister, Valli Moosa. David led the process of establishing the vibrant publicprivate partnership that currently underpins and funds tourism in South Africa. Having overseen the process that negotiated funding and structures, he chaired the South African Tourism Marketing Partnership Committee and was responsible for developing the country’s international tourism marketing strategy. He then headed up the public-private sector team that implemented the international marketing effort.

David joined Tourvest in 1999, where he was promoted to Managing Director of the Inbound Division. At that stage the division comprised 13 individual companies. David was responsible for crafting a successful synergistic divisional strategy. David resigned from Tourvest prior to the acquisition of the company by the Imperial Group in June 2001.

He established Fuller Frost & Associates in September 2001 (re-branded as The Tourism Strategy Company in 2011).   Private sector clients have included, inter alia, Thompsons Africa, Arabella Sheraton Hotel Group, Wilderness Safaris, Newmark Hotels, Thebe Tourism, Ilios Travel and TEP on the private sector side.

David has developed growth strategies for KwaZulu-Natal, the Eastern Cape, Zambia and Inhambane province in Mozambique.   David cites his most memorable work as developing and implementing a country strategy for Namibia (2003 – 2006. David is also a former Advisor: Africa and the Indian Ocean Islands to the WTTC.  His final project before joining SATSA will be handing over a product development and marketing strategy for Swaziland to the Swaziland Tourism Authority.

“The prospect of taking over at SATSA is both humbling and exciting.  The outgoing CEO, Michael Tatalias and the ExCo have done a wonderful job in raising the profile of the organisation.  My approach is to get in touch with the members and progress issues that have a tangible effect on their businesses.  To do so I aim to build on the solid bridges that have been forged with the public sector agencies at national, provincial and regional levels and to constructively engage with a view to increasing tourist receipts to the country.  I will continue to be guided by my three adages – data driven, market led and to find solutions that are both practical and implementable.”

Selected endorsements:

“What fantastic news.  I have personally worked with David on a number of tourism initiatives in the last few years. His knowledge and vision to grow tourism is truly inspiring and I am sure SATSA and SATSA members will benefit immensely with David at the helm.   Well done David and I look forward to future interactions with you in your new position.”   Neil Markowitz – CEO Newark Hotels

“David is an excellent choice to head up SATSA. He has an in-depth knowledge and understanding of tourism in Southern Africa, with wide ranging experience in the region. He has the ability to ‘keep it big picture’ and is not afraid to speak out on difficult or sensitive issues. He is articulate, down-to-earth, builds strong relationships and a natural networker”. Tony Romer-Lee, CEP, The Collection by Liz McGrath

“I have worked closely with David over the past 6 years, in which he has assisted with Ilios’ growth over this period.  He has a profound grasp of the strategic issues in tourism at a macro level combined with a sensitivity of company level demands.  SATSA is fortunate to have David at the helm and we look forward to the future under his leadership.”  Mohamed Baba – Managing Director Ilios Travel

“David Frost is without doubt the person for the position as CEO of SATSA.  His record in and dedication to this industry speaks for itself, which means a greater future for SATSA.   His motivation, vision and skills will benefit not only SATSA, but tourism in this country as a whole.   I would like to express my sincere congratulations to him and SATSA for this appointment.   With David behind the wheel, it’s time to join SATSA again!”  Andy Fermor – Owner Hog Hollow Country Lodge

“Thompsons Africa has had a very successful working relationship with David for a number of years. We have found is knowledge and integrity to be of great use in the international and regional Tourism world.  We recommend his services wholeheartedly and wish him every success in his endeavors with SATSA.” Linda Pampallis, Managing Director Thompsons Africa 

“Congratulations on the appointment of David Frost to the CEO position.  David has a great understanding of Southern African tourism as well having a great track record for successful marketing and sales strategies for country tourism boards and companies. We wish him the very best for the future.” Dave Van Smeerdijk – Sales and Marketing Director Wilderness Safaris

Issued by SATSA –  3rd Floor Petrob House 343 Surrey Avenue Ferndale Randburg 2194

Tel: 011 886 9996 • Fax: 0866799965 • E-mail: [email protected]

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