How travel and tourism Pros can build a profile travellers understand

Travel experiences are difficult to judge before they happen.

A traveller may be choosing between several guides, transfers or activities in a place they don't know, so your profile should answer the practical questions they are likely to have.

Show what you offer, where you operate, what's included, what it costs and what customers need to know before getting in touch.

Explain what kind of travel service you offer

Start with the actual service.

That might be:

• city tours;
• cultural or heritage experiences;
• township tours;
• safaris or game drives;
• wine, food or market tours;
• hiking experiences;
• diving or water-based experiences;
• surfing lessons or experiences;
• tourist transfers;
• private guiding;
• photography or nature experiences;
• travel-planning services; or
• another tourism service.

If you offer several different services, separate them clearly.

Describe your operating area

Tell travellers where you actually work.

Useful information might include:

• city or town;
• province;
• parks or reserves;
• tourism regions;
• common routes;
• collection areas; and
• whether you travel beyond your usual area by arrangement.

Don't advertise an area as part of your normal service if you can't realistically serve it.

Show recent, representative photos

Use photographs that help travellers understand the experience.

Depending on your service, that might include:

• locations;
• scenery;
• vehicles;
• equipment;
• group setups;
• wildlife;
• activities; or
• other representative parts of the experience.

Use photographs you have the right to use.

If identifiable customers appear, make sure you have appropriate permission before using their images for marketing.

Photographs are examples. They don't guarantee that every tour will have identical weather, wildlife sightings, conditions or experiences.

Make the itinerary clear

For a tour or experience, explain the basic structure.

Depending on the service, include:

• starting point;
• start time;
• approximate duration;
• main stops or activities;
• ending point;
• collection arrangements;
• breaks;
• meals or tastings; and
• anything that can vary according to conditions.

Don't promise an exact wildlife sighting, weather condition or other outcome outside your control.

Explain what's included and excluded

Travellers should be able to understand what the advertised price buys.

State whether relevant items such as these are included:

• transport;
• entrance fees;
• conservation fees;
• meals;
• drinks;
• tastings;
• equipment;
• guide services;
• hotel collection; or
• return transport.

If something important costs extra, say so.

Make pricing understandable

Explain whether your rate is:

• per person;
• per group;
• per vehicle;
• per hour;
• per day; or
• based on a custom itinerary.

Where relevant, explain:

• minimum group size;
• child pricing;
• private-tour pricing;
• entrance fees;
• equipment hire;
• transport charges;
• optional extras; and
• compulsory additional costs.

Keep pricing current or clearly explain when a customer needs to request a quote.

Explain your group sizes

Tell travellers whether your service is:

• private;
• shared;
• small-group; or
• dependent on a minimum number of participants.

If a minimum number is required, explain what happens if it isn't reached.

Avoid vague claims such as “small groups” if customers would reasonably benefit from knowing the approximate or maximum size.

Explain tourist-guide registration accurately

Tourist guiding is a regulated profession in South Africa.

Tourist guides register with the relevant Provincial Registrar after meeting the applicable requirements.

Successfully registered tourist guides receive an official tourist guide badge and identification card.

If tourist-guide registration applies to your work and you choose to mention it, describe your current registration accurately, including relevant category or area information where appropriate.

Don't call Know a Pro's ID Verified badge proof of tourist-guide registration.

Don't describe yourself as registered for an area, category or speciality that your current registration doesn't cover.

Don't invent a Know a Pro qualification badge

Know a Pro's identity badge is called ID Verified.

Your official tourist-guide badge and identification card are part of the separate tourist-guide registration framework.

Don't combine the two systems.

Keep tourist transport separate

If your service includes tourist transport, understand that tourist guiding and tourist transport are separate regulatory matters.

Tourist transport can be subject to operating-licence requirements under South Africa's land-transport framework.

Don't imply that being a registered tourist guide automatically authorises a shuttle or tourist transport service.

Likewise, Know a Pro's ID Verified badge doesn't verify:

• transport operating licences;
• vehicle roadworthiness;
• insurance; or
• other transport requirements.

Describe your transport service accurately and comply with the requirements that apply to it.

Explain vehicles honestly

If transport forms part of the experience, useful information may include:

• vehicle type;
• passenger capacity;
• luggage limitations;
• air conditioning;
• accessibility considerations;
• child-seat arrangements where relevant; and
• whether the vehicle shown is representative rather than guaranteed.

Don't promise a particular vehicle unless that is genuinely part of the booking agreement.

Give adventure activities enough detail

If you offer hiking, diving, surfing or another adventure experience, travellers may need more than an itinerary.

Depending on the activity, explain:

• difficulty;
• duration;
• participant requirements;
• minimum age;
• fitness expectations;
• equipment supplied;
• what customers need to bring;
• relevant experience or skills required;
• weather limitations; and
• any important activity-specific conditions.

Don't use vague “suitable for everyone” language when meaningful restrictions apply.

Describe credentials accurately

If you mention qualifications, first-aid training, registrations, permits, memberships or other credentials, make sure the claim is accurate and current.

Don't imply Know a Pro has independently verified a credential unless it actually has.

Different tourism and adventure activities can have different requirements, so don't describe one credential as universally applicable.

Explain weather and cancellation policies

Outdoor experiences can be affected by conditions outside anyone's control.

Explain what happens when:

• weather makes an activity unsuitable;
• a park, road or attraction closes;
• minimum participant numbers aren't reached;
• the customer cancels;
• the customer wants to change dates; or
• you need to cancel.

Make refund, rescheduling and credit policies clear before payment.

Be clear about deposits and payment

If you require advance payment, explain:

• deposit amount;
• when it is due;
• when the balance is due;
• accepted payment methods;
• refund terms; and
• cancellation deadlines.

Keep your payment details controlled and current.

If banking details change, communicate changes carefully.

Explain meeting and pick-up arrangements

Make practical logistics easy to understand.

Tell customers:

• where to meet;
• collection areas;
• collection windows;
• start time;
• what happens if they're late;
• how to contact you on the day; and
• how the experience ends or where they're returned.

Don't publish sensitive information that should only be shared with confirmed customers.

Address accessibility and participant requirements

If your experience involves walking, stairs, uneven terrain, swimming, height, weight restrictions or other physical requirements, say so.

If you can accommodate particular accessibility needs, explain the actual facilities or arrangements rather than relying only on a broad “accessible” label.

Use reviews responsibly

Genuine traveller reviews can describe previous experiences with your service.

They aren't proof that your service is safe, compliant or suitable for every customer, and they don't guarantee that future travellers will have the same experience.

Don't ask customers for a particular star rating and don't write reviews on their behalf.

Understand what ID Verified means

South African Pros complete identity verification as part of the Know a Pro signup process before their profile can go live.

Once completed, their profile can display the ID Verified badge.

ID Verified relates to identity verification.

It does not verify:

• tourist-guide registration;
• qualifications;
• first-aid certification;
• transport operating licences;
• vehicle roadworthiness;
• insurance;
• permits;
• activity-specific credentials;
• equipment;
• safety procedures;
• service quality; or
• regulatory compliance.

Don't present ID Verified as proof that your tour, transfer or activity is safe, that your business is trustworthy or that Know a Pro endorses your service.

Keep your profile current

Review your profile whenever something important changes.

Pay particular attention to:

• tours and experiences;
• itineraries;
• operating areas;
• pricing;
• photographs;
• group sizes;
• inclusions;
• meeting points;
• transport details;
• participant requirements;
• registration or credential claims;
• cancellation policies; and
• contact information.

Share your profile

Your Know a Pro profile has its own shareable page link.

You can share it through appropriate channels such as:

• your website;
• social media;
• WhatsApp;
• email; or
• other tourism marketing.

It gives potential customers another place to see the information you've chosen to provide and contact you.

What it costs to list

Know a Pro currently has two monthly membership plans:

Independent Pro — R300/month

Registered Business — R500/month

Know a Pro does not take a percentage of the jobs you receive through the platform. Your applicable monthly membership fee still applies.

Help travellers understand what you're offering

A useful tourism profile doesn't need to promise that you're the safest guide, the best tour or the most authentic experience.

Show travellers what you actually offer.

Clear itineraries, current photographs, understandable pricing, accurate registration information and straightforward terms give potential customers useful information before they contact you.

This article provides general guidance for tourism providers and was reviewed in September 2026. Tourist guiding, transport, adventure activities, protected areas and other tourism services can involve different registration, licensing, permit, safety and insurance requirements depending on the provider, activity and location. Confirm and comply with the requirements that apply to your services and obtain professional or regulatory guidance where appropriate.

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