ASA Arbeitsgemeinschaft Südliches & Östliches Afrika

What ASA Arbeitsgemeinschaft Südliches & Östliches Afrika does

ASA Arbeitsgemeinschaft Südliches & Östliches Afrika e.V. is a neutral, non-commercial registered association (eingetragener Verein) headquartered in Rödermark, Germany, that promotes tourism to Southern and Eastern Africa in the DACH (Germany, Austria, Switzerland) market. The organization bundles the competencies of travel operators, airlines, national tourism boards, hotel chains and lodges under its "Gütesiegel" (quality seal) brand, functioning as a trade-marketing cooperative rather than a technology platform. Its services are delivered through a membership-funded model: annual roadshows, destination webinars, FAM trips (familiarization trips) for travel agents and media, a regular newsletter, and a destination information portal covering 16 African countries including Ethiopia, Botswana, Kenya, Madagascar, Malawi, Mozambique, Mauritius, Namibia, Rwanda, Zambia, Seychelles, Sierra Leone, Zimbabwe, South Africa, Tanzania, and Uganda.

The underlying operational backbone is administrative and event-driven rather than technological: ASA has no app, no public API, no proprietary software, and runs a small team of 1-10 employees. The association is governed by a board comprising Chairman Guido Bürger (Bürger International – Tourism Marketing & Consulting), Deputy Chairman Matthias Lemcke (Namibia Tourism Board), and Treasurer Gabriele Krombach. Revenue is generated through membership fees from travel operators, airlines, tourism boards, hotels and lodges (subscription-style recurring contributions), with pricing not publicly disclosed.

ASA's customer base is structured across three primary segments: DACH travel agencies and tour operators (seeking certified African destination expertise), African national tourism boards (seeking DACH market access), and African hotels, lodges and resorts (seeking trusted distribution). Distribution is entirely via the membership network - ASA does not sell travel products itself but acts as a quality-seal intermediary, with members handling their own downstream sales. The organization is registered at Amtsgericht Frankfurt/Main, has no parent company, no subsidiaries, no funding rounds, and no M&A activity.

Name

ASA Arbeitsgemeinschaft Südliches & Östliches Afrika

Legal name

ASA Arbeitsgemeinschaft Südliches & Östliches Afrika e.V.

Website

https://asa-africa.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

ASA Arbeitsgemeinschaft Südliches & Östliches Afrika e.V. is a German non-profit association that bundles African tourism boards, travel operators, airlines, hotels and lodges under a quality seal to promote Southern and Eastern Africa travel to the DACH trade.

Ownership category

akta.pro rank

Headquarters

HQ city

Offenbach

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Membership fees: ASA generates revenue through membership fees from travel operators, airlines, tourism boards, hotel chains and lodges. The association is neutral and non-commercial (e.V. - registered association) with the primary goal of promoting tourism to African countries.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

ASA is a registered non-commercial association that promotes tourism to Southern and Eastern Africa under a recognized quality seal (Gütesiegel). It bundles the competencies of travel operators, airlines, national tourism boards, hotel chains, and lodges, and delivers trade services such as expert webinars, DACH-region roadshows, familiarization trips, a destination information portal, and a newsletter to the German-speaking travel trade.

Product overview

ASA is a neutral, non-commercial association (e.V. - registered association) operating as a quality seal for tourism to Southern and Eastern Africa. The organization bundles competencies of travel operators, airlines, tourism boards, hotels, and lodges under the ASA quality mark. Rather than a technology platform, ASA offers a suite of services including webinars, roadshows/events, familiarization trips (Fam Trips), a newsletter, and a destination information portal covering 16 African countries. The association focuses on promoting tourism to Africa through expert knowledge sharing, networking events, and marketing activities for its members.

Differentiator

Problem solved

Functional benefit

Products and services

• ASA Gütesiegel (Quality Seal) A recognized quality seal / certification for tourism businesses operating in Southern and Eastern Africa, held by a neutral, non-commercial association of travel operators, airlines, tourism boards, hotels, and lodges. It signals verified Africa tourism expertise to DACH travel agencies.
• ASA Webinare (Webinars) Online seminars and educational sessions led by Africa experts that provide DACH travel agents with product and destination knowledge about Southern and Eastern Africa, including insider tips on individual countries and travel styles.
• ASA Events & Roadshows Annual roadshow events traveling through Germany, Austria, and Switzerland that bring travel agencies closer to African destinations through expert presentations and supplier introductions.
• ASA Fam Trips Familiarization trips organized to showcase African destinations to travel agencies, tour operators, and media, covering diverse travel styles from camping adventures to luxury trips.
• ASA Destination Information Portal Comprehensive information portal about African countries and regions covered by ASA, including Ethiopia, Botswana, Kenya, Madagascar, Malawi, Mozambique, Mauritius, Namibia, Rwanda, Zambia, Seychelles, Sierra Leone, Zimbabwe, South Africa, Tanzania, and Uganda.
• ASA Newsletter Regular newsletter that keeps travel agencies, tour operators, and media informed with news, tips, and updates from ASA members about African destinations.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• Guido Bürger (Bürger International – Tourism Marketing & Consulting)coreOthersChairman of ASA e.V. (Vertretungsberechtigter Vorstand). Provides tourism marketing and consulting expertise to the association.
• Matthias Lemcke (Namibia Tourism Board)coreOthersSecond Chairman (Zweiter Vorsitzender) of ASA, representing Namibia Tourism Board as an active member organization.
• Travel operators, airlines, tourism boards, hotel chains and lodgescoreStrategic or Co-development PartnerASA members include major travel operators, airlines, national tourism boards, hotel chains and lodges from African countries who bundle their competencies under the ASA quality seal to promote tourism to Southern and Eastern Africa.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/channel/UCI8sif25qt9B3WyvoHl3NxQ
• Facebookfacebook.com/asa.africa.experten
• Instagraminstagram.com/asaafrica/?hl=de

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ASA Arbeitsgemeinschaft Südliches & Östliches Afrika