Dear Travel Partner!

SAT is celebrating a milestone this year after reaching its 50th anniversary!
When a small company named South American Tours set sail to establish a link between incoming offices in South America and travel operators in Europe back in 1973, incoming tourism in South America was still in its infancy and office life was significantly different from what it is today, with telex and fax machine, phone and letter writing as main means of communication.

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A Word from our President

In the 1970s, tourism in Brazil was just starting to emerge as a significant industry. When South American Tours opened its first own local office, SAT BRAZIL, in Rio de Janeiro back in 1976, the team was determined to help facilitate this growth. As travelers from around the world began to explore South America, Brazil became an increasingly popular destination.
In Rio de Janeiro, famous sights such as the Christ the Redeemer statue, Sugarloaf Mountain, and Copacabana Beach were attracting visitors from all over the world. The black and white wave motif design along the Copacabana promenade was created in the 1970s by Roberto Burle Marx. The design has become world-famous and is widely associated with Rio de Janeiro during that era. In addition to these iconic landmarks, the city was home to a thriving music scene, making it a popular destination for cultural tourists as well. Notable musicians from Rio de Janeiro during this period include Gilberto Gil, João Gilberto, and Tim Maia.
In the year SAT began welcoming travelers to Brazil, Tim Maia had just released his first album, which was regarded as a form of revolutionary expression. The recording was considered a milestone in the so-called „Black Movement“ in Rio, and a symbol of hope. Maia‘s upbeat music reflected the optimism and positive energy of the people of Rio de Janeiro in the 1970s.
Keen on feeling that special Brazilian vibe? Check this out:
Tim Maia – Que beleza 

Tania Hundertmark is the company's longest-serving team member and General Manager of the SAT Brazil office. With more than 35 years at SAT, there isn’t much she doesn’t know about the country, the company, our customers and partners and thus is a font of knowledge for the whole team. Tania is one of the pillars of the company and has played a key role in writing the SAT success story.
Tania: “Choosing a career that you love is one of the keys to happiness. I’ve seen how SAT has developed in all the years working for the company. I am grateful for the opportunities working here has given me and the many wonderful people I have met through work or interaction with customers past and present. 35 years sound like a lot, but there has never been a day of work equal to the other, there are so many colorful stories, and so many daily new challenges, it is just never the same. I have grown with SAT and am proud to be a member of this great company.”

The 1980s in Argentina was a time of significant changes. The military dictatorship had just ended in 1983, making room for a time of recovery, a time of cultural and artistic experimentation. People were enjoying the freedom of opinion and speech, including in the realm of sports.
When Argentina won the FIFA World Cup in 1986, the trophy led to widespread celebrations across the country. Maradona’s „Hand of God“ goal and his dribble past five of England's players for the „Goal of the Century“ went down in football history forever. And a new capital was written in 2022 with the 3rd World Cup in the hands of the national team around Messi. 

Besides football, Tango has always been a major part of the Argentine culture and the passion runs deep. Ever since SAT opened its local office in Buenos Aires back in 1988, SAT ARGENTINA, travellers were not only introduced to Argentina’s natural wonders but also the vivid tango scene of the capital or the country’s culinary treasures.

Christina Herbst is the General Manager of SAT Argentina. Christina has been with the company for 11 years, having started as an intern with SAT Ecuador in 2010. With her keen eye for quality and consistency, she is the go-to person for strategic matters. Christina is an absolute asset to have on our team, always happy to help in any way she can. She is also in charge of our team in Uruguay.

Peru saw an enormous increase in travellers in the 1990s. In 1992, the socialist terrorist movement „Sendero Luminoso“ was defeated, and social and political stability soon lead to a rise in tourism. The Andes Mountains, the Amazon rainforest and the Pacific coast soon became major attractions. And there was Machu Picchu, quickly developing into one of the most popular tourist destinations worldwide. Despite being a remote location in the mountains, it attracted rising numbers of visitors as access improved and awareness of the site grew.

South American Tours was happy to announce the opening of its own local office in Lima, SAT PERU, in the year 1994, soon followed by a local operational office in Cusco, Peru's main touristic centre. In the same year, after studying and working in Spain, the famous Peruvian chef Gastón Acurio returned to Lima and opened his restaurant "Astrid y Gastón," which quickly became a success. Acurio's innovative approach to cooking, combined with his passion for promoting Peruvian cuisine, sparked a food revolution in Lima and beyond. He began to showcase the diversity and richness of Peruvian ingredients, traditional dishes, and cooking techniques, inspiring a new generation of chefs and food enthusiasts. Today, Lima is home to a thriving restaurant scene, with many world-class dining establishments offering unique and flavourful dishes that celebrate Peru's diverse cultural heritage.

SAT itineraries cover all niches of the destinations, showing the country’s biodiversity, one of the richest in the world.

Diana Spehn is the General Manager of SAT Peru and since 2021 also in the role of the CEO at South American Tours, having assumed all responsibilities from Federico Büker. Diana started with SAT 16 years ago as an intern. She is known for her ability to inspire and motivate teams, and her commitment to delivering innovative solutions to meet the needs of customers. Under her leadership, SAT continues to grow, solidifying its reputation as a reliable partner in the tourism industry.

The year 1999 marked not only the end of the 20th century, but the world was preparing for the New Year's party of a lifetime, welcoming the year 2000, the start of a new era. It was an important year for Ecuador: The US dollar was adopted as the country’s official currency, replacing the Sucre. The economy grew by 4,3 %, also driven by a boost in tourism. And Ecuador’s Galápagos Islands were designated a UNESCO World Heritage Site, recognizing their unique biodiversity and importance as a place of scientific discovery.

The combination of a growing tourism industry, unique attractions and a high demand for local expertise made Ecuador the ideal place for just another SAT branch. So, in 1999, we opened our 4th locally-owned and operated office in the heart of Quito, SAT ECUADOR, ever since offering in-depth knowledge of the country and providing personalized travel experiences to our clients. Soon after, we set up an operational SAT team in Galapagos

Today, Ecuador is considered a most important tourism destination. The Andean country, often described as the Land of the volcanoes, is known for its colonial treasures, a vivid indigenous culture, beautiful haciendas, the Amazon region and Ecuador’s cloud forest, an important habitat for a variety of unique plant and animal species, many of which are found nowhere else in the world. The country's most famous nature paradise, the Galápagos Islands, is one of the world's top wildlife-watching destinations.

Andrea Fierro is the General Manager of our Ecuador office and is already a real asset, having only joined us in January 2020. She takes each challenge laid out in front of her and tackles it head-on, and is tenacious in getting the job done. She is great at building relationships internally as well as with the suppliers we work with. 

The millennium’s first years marked a time of change and further growth for South American Tours.

CHILE
In 2001, another local SAT office was opened in Santiago de Chile, SAT Chile. By the turn of the millennium, Chile’s tourism industry had become one of the main sources of income for the country, especially in its most extreme regions. Due to its incredibly diverse landscape, ranging from the Atacama Desert across evergreen forests and crystal lakes to the rough glaciers of Patagonia, the country has quickly become an increasingly popular destination for international travellers. In addition to its natural beauty, Chile was also gaining recognition for its cultural attractions, such as the cities of Santiago and Valparaiso, for indigenous traditions and for wine culture.

Kim Lonny has just recently taken over the role of the  General Manager at our Santiago de Chile office. Kim has been with SAT for more than 10 years, having worked in various roles and places, starting in our Argentina office in 2012, followed by some years at our Peru office, and finally moving back to Germany being in charge of Sales and marketing at the Frankfurt office. Not only is she very familiar with the SAT family and our destinations, but she never stops coming up with new travel ideas and finding new niches to surprise our customers.
Kim: „I am very proud of my new role and look forward to working with an amazing team on further promoting Chile and beyond. It is such a fantastic travel destination that truly has something to offer for everybody! I have been in love with South America ever since my first work experience in Ecuador and am very happy to make Santiago my new home.”

URUGUAY

In 2005 the South American Tours Holding was established, officially uniting all SAT offices under one roof. The Holding Headquarters was based in Montevideo, Uruguay.

In 2009, the former guerilla member José Mujica was elected President and approved some at that time rather revolutionary topics such as same-sex marriage or the sale of marihuana being controlled by the State. In the same year, a small incoming team was set up, SAT URUGUAY, thus adding just another destination to SAT’s own DMC structure. Tourism in Uruguay was still a relatively small industry at the time, but got recognized by UNESCO with its typical dances, Tango and Candombe, being added to the list of Cultural Heritage of Humanity. Despite its small size, the country was starting to gain recognition as a destination for nature lovers, beachgoers, and adventure tourists. One of the main attractions of Uruguay is its extensive coastline along the Atlantic Ocean. Additionally, the country’s interior is home to rolling hills, forests and wetlands that are popular for activities such as bird-watching, horseback riding and hiking and also rural tourism. Uruguay is also known for its vivid and experimental art scene. People love to explore the small country by rental car or arrive by cruise ship to the ports of Montevideo and Punta del Este.
Apart from being our holding headquarters and a small incoming office, SAT Uruguay started to centralize 2010 our own product, the Seat-in coach tours, at what we call the SAT Consolidation office. Our small team of experienced professionals is putting together a broad portfolio of tours covering all South America.

The Uruguay office is led by Christina Herbst whom we previously introduced as the General Manager of our Argentina office. Christina loves to spend time in Uruguay, but as she is based in Buenos Aires, she is being assisted by our dear colleagues Cecilia Niche and Sabine Theiss who joined SAT Uruguay in 2010 respectively 2012.
Cecilia: “It has been a true challenge starting the Consolidation office in Uruguay from scratch. Leading our small team for more than ten years makes me proud and I love being the nexus between our clients and the local offices, offering a variety of tours throughout South America.”
Sabine: “Being originally from Germany, I relocated to Uruguay back in 2005 out of love for the country, its people and its culture, which I previously got to know during an exchange year. Hence for me being in charge of our small Uruguay Incoming office and promoting this country has always been a real joy as I am incredibly fond of this destination, despite its small size.”


SALES OFFICE FRANKFURT

In 2009 the SAT‘s founding office in Germany was defined as the company‘s SAT GLOBAL SALES OFFICE, with a team purely dedicated to promoting the SAT product range worldwide, taking over all marketing-related tasks and sales responsibilities.

The office is headed by Jutta Zenner, SAT’s Global Sales & Marketing Director. Jutta has been with SAT for over 30 years and knows the company inside out. With her longstanding experience and her commitment to the industry, she is one of the pillars of the company.  Among her many duties, she is instrumental in winning new clients and opening new markets for SAT, thus maintaining the company‘s position as a leader in the industry.

Colombia’s combination of natural beauty, rich culture, warm hospitality, and adventure opportunities make it a unique and safe destination for travellers. The country offers everything from tropical beaches on the Caribbean coast to snow-capped mountains, from the most precious colonial architecture to modern cities. Visitors can explore pre-Columbian ruins and vibrant festivals that celebrate the country’s culture, or make use of countless opportunities for adventure, relaxation and eco-tourism. Colombia’s tourism industry has been growing steadily in recent years, and  SAT decided to open its 7th local office, SAT COLOMBIA, in the city of Bogotá in the year 2013, thus making the SAT family complete!

Angela Ovalle, a real expert with a longstanding career in the local travel industry, was appointed the General Manager of the Colombia office, ever since taking care of a small incoming team, establishing new travel ideas for the region and giving a warm welcome to our clients and Colombia travellers.
Angela: „Colombia has a wealth of natural attractions, including beautiful beaches, lush jungles, colonial cities and stunning national parks. A focus is on providing new products that support the sustainability and improvement of the communities involved in tourism development. I am very happy to call this country my home, working with a company that promotes its beauty and hospitality.“

The Covid19 crisis hit hard. In March 2020 the whole travel industry came to a standstill within only a few days. Offices were shut down for a while, with our team working from home. Our thoughts were about ways out of the crisis, a strategy to save not only many workplaces but a dream of many that held South America dearly and cared about the SAT family. The pandemic situation would last 2 years and it is just recently that we are breathing easier.
SAT survived the crisis and all 7 local offices are again in full operation, same for the Global Sales Office in Germany, where the story once started back in 1973. Many of our clients have recovered and so has the business.

Diana Spehn, CEO:

This is where I would like to express a huge THANK YOU to the SAT team that stayed put through a most critical time. Each and every one in the company did their part to see the day that new bookings would come in and travelers are drawn to the beauty of South America once again.
A special thanks goes out to Rodolfo Senesi, the SAT CFO, who is not only overseeing financial matters but also takes care of the administrative part of the company. Rodolfo might be acting from the background and does not like being put on the front page – still we would like to say how grateful we are to Rodolfo for all those years he navigated the SAT ship through sometimes quite stormy seas.

People are and always will be our greatest asset.
The SAT team is a wonderful combination of seasoned experience and youthful energy creating a dynamic and diverse work environment. The mix of Latin and European perspectives still adds a unique blend of ideas and cultural perspectives to the company. Longstanding employees bring outstanding expertise and valuable institutional knowledge, and new employees bring fresh ideas and a modern perspective, so the company stays at the forefront of the industry.