Four tourism businesses will be selected to receive a package of domestic flights, brand exposure and visibility across FlySafair's owned channels, giving operators an opportunity to expand their national reach.
The initiative builds on Business Booster, which has provided South African SMEs with access to air travel since 2022, but shifts the focus towards businesses that give travellers a reason to visit a destination.
"Business Booster taught us that there is real power in giving a growing South African business a national platform," says Kirby Gordon, chief marketing officer at FlySafair. "With Travel Booster, we're applying that same thinking to a sector that is directly linked to what we do.
"South Africa has extraordinary tourism offerings, from hidden gem accommodation to incredible guided experiences, and many of the businesses behind those offerings are small, passionate operators who simply need exposure to grow. We want to be the platform that helps people discover them."
Each of the four Travel Booster winners will receive a prize package valued at more than R350,000 from FlySafair.
The package includes 10 return domestic Business Class flights, a full-page feature in FlySafair's digital InFlight magazine, brand exposure on the FlySafair website and social media visibility across the airline's platforms, which reach more than 1.5 million followers.
Partners First Car Rental and Vodacom SA will further support the package with car hire coupons and tailored business solutions.
Travel Booster is open to registered South African tourism businesses, attractions, accommodation providers and experience operators whose offerings give people a reason to travel.
Entrants are invited to share their stories across five areas: who they are, what makes their experience worth travelling for, the impact they have on their destination and community, where they want to grow, and how national exposure could help them achieve that growth.
Winners will be selected by a panel of judges based on six criteria: tourism appeal and uniqueness, storytelling potential, growth potential, local and community impact, domestic tourism contribution, and campaign and brand fit.
The competition is open to businesses that are visitable, bookable or experience-led, and that are operational and able to respond to increased consumer interest.
The move from Business Booster to Travel Booster aligns the initiative more closely with FlySafair's tourism offering.
Business Booster has supported several South African SMEs over the past four years, spanning sectors including construction, fashion, fitness, pets and travel. From 2024, the winner package included 10 return domestic Business Class flights.
Previous winners cited benefits including new business relationships, increased brand credibility, expanded customer bases and connections made through the Business Class flights.
"South Africa's tourism sector is an engine for economic growth, employment and community development," adds Gordon. "But too many excellent tourism businesses are invisible to national audiences simply because they don't have the marketing budget to compete.
"Travel Booster is a way for FlySafair to use its platform to change that, to spotlight businesses that are creating real value in their communities and give them the visibility they deserve. If we can help more South Africans discover these experiences, we create a reason to travel, and that is good for everyone."
Entries for the 2026 Travel Booster close on 13 September 2026.
Tourism businesses can enter via FlySafair's Travel Booster platform. Terms and conditions apply.
