In an era where online bookings are just a click away, travel scams are on the rise, leaving unsuspecting travellers out of pocket and stranded.
In addition to the "tried-and-tested" travel scams like fly-by-night travel agencies that take your money and never deliver the deal, there are always new scams on the go. For example, in recent months travellers across the globe have been caught out by:
AI-Powered Phishing Scams: Scammers are increasingly using artificial intelligence to craft highly convincing phishing emails and fake websites. These fraudulent communications often mimic legitimate travel companies, leading victims to disclose personal and financial information.
Fake Accommodation Listings: Fraudsters create counterfeit listings for vacation rentals that don't exist. For example, travellers have booked stays in "luxury stargazing domes" only to arrive at empty fields. These scams often involve professional-looking websites with stolen images from legitimate listings.
Cloned Travel Apps: Cybercriminals develop fake travel applications resembling popular platforms like TripAdvisor or Airbnb. These cloned apps aim to steal users' personal data and payment information.
This is just a taste of the many scams parting travellers with their hard-earned money. The sad – and scary – reality is that scams are getting increasingly creative and, unfortunately for travellers, never-ending. This is why booking via a registered travel agency is more important than ever before if you want peace of mind, security, and professional service you can trust.
A legitimate, accredited travel agency ensures that your trip is not only legally secure but also professionally managed. These agencies operate under strict guidelines, adhere to ethical practices, and offer consumer protection that independent or unverified travel providers may not.
By choosing an accredited travel agency, you benefit from:
Financial Protection: Ensuring your payments are secure and your bookings are legitimate.
Professional Expertise: Access to experienced travel consultants who offer personalised services.
Consumer Recourse: In the event of disputes, accredited agencies are held accountable by regulatory bodies.
In South Africa, the Association of Southern Africa Travel Agents (ASATA) is the primary accreditation body that travellers should look for when choosing a travel agency.
ASATA accreditation guarantees that the agency operates under strict professional and ethical standards, reducing the risk of scams and fraud (more on why you can travel with peace of mind when you book with an ASATA member here).
Top Tip: Sure Travel is a consortium of independent travel agencies in Southern Africa (South Africa, Botswana and Namibia) and all our member agencies are required to be ASATA members, giving business and leisure travellers peace of mind when they book via any Sure Travel Agency.
Founded in 1956, ASATA was established to professionalise the travel industry in Southern Africa and protect consumers from unethical business practices.
The organisation ensures that travel agencies operate transparently, ethically, and responsibly. Bottom line: ASATA accreditation is a mark of trust, assuring travellers that they are dealing with a legitimate business.
When you book through an ASATA-accredited agency, you receive:
Peace of Mind: Assurance that the travel agency complies with industry standards.
Financial Protection: Your payments are safeguarded, minimising the risk of losing money to fraudulent agencies.
Accountability & Recourse: If something goes wrong, ASATA provides mediation and support to resolve disputes.
Expert Advice: Accredited agents have extensive industry knowledge, ensuring you get reliable information and the best deals.
Before booking with any travel agency in South Africa, take these simple steps to verify their ASATA accreditation:
Use ASATA’s online directory to check if the agency is a registered member.
Legitimate agencies proudly display the ASATA accreditation badge on their website and marketing materials.
But remember: a travel agency displaying an ASATA logo on their website or on their shopfront window isn't irrefutable proof that they are a legitimate ASATA member! Unfortunately, fly-by-night travel agencies have falsely used the ASATA logo to dupe the public in the past, so it's imperative that you – the traveller – do your due diligence and verify that the travel agency is a legitimate ASATA member by checking the organisation's online database. You can also contact ASATA direct to verify a travel agency's membership.
A genuine travel agency should be willing to provide proof of their accreditation if requested.
See what past travellers have said about the agency’s services and credibility. Be sure to check Google reviews, the travel agency's social media pages (specifically the review sections), and consumer sites like HelloPeter and TripAdvisor.
Booking through an ASATA-accredited travel agency isn’t just about avoiding scams — it’s about ensuring a smooth, stress-free travel experience. These travel professionals typically have insider access to the best deals (like those available via all Sure Travel Agencies here), 24/7 support in case of emergencies, and the expertise to tailor your trip to your exact needs.
In a world where travel scams are becoming more sophisticated, booking with an accredited travel agency is your best defence. For South African travellers, choosing an ASATA-accredited travel agency ensures that your hard-earned money is safe, your travel plans are secure, and you have the backing of a professional organisation if anything goes wrong.
The Bottom Line: Before you book any travel – online or in-person – take a moment to verify the travel agency’s credentials; it could save you from costly mistakes and travel nightmares.
Sure Travel is the oldest and largest independent travel agency group in southern Africa, with a 30-year-plus track record of reliable, trustworthy service to leisure and business travellers in South Africa, Botswana and Namibia. The group has more than 80 member agencies across southern Africa, and all these members are ASATA accredited.
In addition to every agency being a member of ASATA, Sure Travel Agencies are licensed by IATA (International Air Transport Association) and the Sure Travel group is aligned with the Consumer Protection Act. Sure Travel is also a shareholder in the Advantage Global Network of travel professionals active in 43+ countries.
So any time you book with a Sure Travel Agency, you can be assured you’re booking with a credible, trustworthy travel agency. Find your nearest Sure Travel agency here.
