As South Africa approaches its peak tourism season, small enterprises in the sector are ramping up preparations to cater for both domestic and international travellers. At the same time, these businesses are grappling with a surge in fraudulent operators whose fake listings and impersonations threaten the reputation of genuine operators.
Gopolang Makgotho, co-CEO of Calvino’s Shuttle Services in Polokwane, said her company is expanding fleet availability, refreshing vehicle maintenance schedules, and enhancing customer service training to meet the festive demand.
“We have also upgraded our online booking system to handle increased demand and are collaborating with guesthouses and tour operators to offer bundled services that make travel more convenient and affordable,” Makgotho told Vutivi Business News.
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Fraudulent operators, however, remain a pressing challenge. Makgotho explained that fake shuttle listings using their brand or similar logos have undermined trust in the sector.
“These scams hurt our reputation and force us to invest in digital security and public awareness campaigns so customers can verify legitimate bookings,” she said.
Similarly, Katlego Mogopodi, founder and CEO of Mogopodi Adventures in Northwest Rustenburg, said his business is preparing through partnerships with lodges, restaurants, and attractions that they personally know.
“We see fake operators offering cheap packages on social media. Clients pay, then the operators disappear. Many come to us mid-trip asking for help. My advice is that always book with owners or managers you know personally,” Mogopodi said.
Mogopodi highlighted the need for stronger industry oversight.
“Compliance with parks and tourism boards is critical. Authorities must ensure that operators listed in databases are genuine and authorised to run their services,” he added.
He also called for collaboration across the tourism value chain, suggesting that cooperatives, youth chambers, and tourism-focused authorities could help SMEs remain competitive and sustainable.
SATSA CEO David Frost warned that the rise in fraudulent operators poses a serious risk to South Africa’s tourism industry.
“Fake operators using logos and branding similar to genuine businesses are becoming more common. These scams not only affect individual operators but also damage the credibility of South Africa as a safe tourism destination,” Frost said.
He called for stronger regulation, government-backed verification systems, and public awareness campaigns to protect legitimate businesses.
Tourism SMEs, which make up more than 60% of the sector, play a critical role in South Africa’s economy and job creation. SATSA warns that while the festive season offers a significant revenue boost, the rise in fraudulent operators could undermine both earnings and the sector’s reputation if left unchecked.
