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Abstract
Fair Trade Tourism South Africa (FTTSA) is a certification that has similar ambitions to the pro-poor tourism approach. accordingly it has been implemented as a way of contributing to sustainability and poverty relief in South Africa post apartheid. The aim of this paper is to 1) critically review and establish a clear understanding of FTTSA from a theoretical perspective and 2) explore practically from the producers perspective whether FTTSA has created value for impoverished black communities along the Eastern Cape. The research question that guides this aim is: Can FTTSA be a mechanism to reduce poverty in South Africa? The study uses a case study approach, as well as in-depth interviews with the owners/managers and casual conversations with the local people. Three FTTSA certified businesses were investigated during two phases of fieldwork along the Eastern Cape, South Africa. The results recognize that FTTSA businesses are indeed prioritizing the needs of the poor in three identifiable ways: including the poor in tourism decision-making, creating employment opportunities and stimulating entrepreneurship and providing skilful opportunities.