SUSTAINABILITY
SUSTAINABILITY SELLS
WHY GOING GREEN IS BECOMING THE SMARTEST BUSINESS MOVE IN SOUTH AFRICA’ S F & B AND HOSPITALITY LANDSCAPE.
South Africa’ s tourism industry is entering a defining moment. At the 2025 Hospitality Industry Think Tank in Johannesburg, industry leaders agreed that sustainability has become a business imperative. It strengthens long-term competitiveness, reduces risk, attracts customers, and creates meaningful community benefit.
Importantly, it sells.
Sustainability belongs in operations, not only marketing
Hospitality veteran Chris Godenir captured this sentiment simply: Sustainability must be lived. It cannot appear only in brochures or online campaigns.
Chris explains:“ When staff live it every day, from reducing waste to supporting local suppliers, guests feel the authenticity and the community benefits.” Delegates agreed that embedding sustainability into training, procurement and daily routines is now essential. reshaping guest expectations across South Africa. The operators who do it well are seeing clear returns.
Samara Karoo Reserve
Spanning 67 000 acres, Samara Karoo Reserve forms part of the million-acre Great Karoo Wilderness, a regional conservation collaboration. Plains Camp, Samara’ s off-grid luxury tented camp, features semi-permanent structures, while the reserve’ s other lodges are permanent yet sensitively integrated. Limited electricity encourages guests to slow down and connect more intentionally with the environment.
Antique and locally crafted furnishings celebrate culture and community while reducing emissions, while plunge pools and controlled hot water minimise water use. Guided by the four Cs( culture, commerce, conservation and community), Samara’ s sustainability philosophy is woven into every aspect of its operation.
Samara’ s central mission is rewilding the Karoo by restoring habitats that
This lived approach to sustainability is already
94 TRADE & TASTE / 2026