2. Association of South African Travel Agents (ASATA) The association was formed in 1956 and its founders created a representative forum in the industry to promote and professional service for both members and their clients. As a Section 21 company not for profit, membership of ASATA is entirely voluntary and extends to South African Retail Travel Agents, Travel Management Companies and Wholesalers. A partners section for those suppliers of travel related products to the industry also exists. Emphasis is on free trade without violating rules and regulations. ASATA is administered by a full time Secretariat headed by Chief Executive Officer and its continued role and direction is are guided by a Board of Directors. All the members of the Regional Forums, Council and Board are elected by the members at an annual general meeting.