SATSA appoints new CEO



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 knowledge and experience of our Executive Committee going forward.”

David 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 public-private 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 Executive Committee 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.”