Here is a brief background description of Dirty Boots. We are the sole publishing company dedicated exclusively to promoting adventure within the travel trade and related industries, including corporate, teambuilding, and incentive companies. Established in 2005, we launched our inaugural adventure guidebook in the same year.

Our guidebook is an A4, perfect bound publication featuring 144 pages of vibrant, full-colour content. In 2025, we will print 6,000 copies of the latest edition, with distribution kicking off at the Indaba travel show in Durban. Our distribution strategy targets the travel trade through courier services as well as personal attendance at travel shows, workshops, and events—both locally and internationally. The guidebook is also available digitally for global distribution within the international travel trade.

Our website, www.dirtyboots.co.za, is a comprehensive resource featuring over 4,000 pages dedicated to commercial adventure activities across South Africa. It serves adventurers and tourists alike and currently attracts approximately 1,200 unique visitors daily via Google.

We maintain strong partnerships with SATSA Adventure, South African Tourism, and the Department of Tourism. Through these collaborations, we actively contribute to positioning South Africa as a secure and professional adventure destination.

Committed to industry growth, Dirty Boots regularly hosts Adventure Summits and Conferences for the sector. The next summit is planned for 2029 in Gauteng and will bring together adventure company owners and managers from across the country.

• Align your business with the leading authority in adventure tourism in South Africa.

• Dirty Boots offers the most affordable and comprehensive advertising, starting at only R 11 950.00 per annum or R 1140.00 per month, including VAT.

• We are the only marketing company that specializes in focusing on the adventure travel industry, catering to a genuine targeted audience.

• Connect with all the top adventure companies in South Africa by supporting Dirty Boots in building a professional adventure industry.

• Dirty Boots boasts two decades of experience in adventure travel • We are renowned for our professional and friendly service, always going that extra mile.

• Enjoy our extensive reach, from our attendance at travel shows to our thousands of unique website visitors, driven by great content rather than PPC.

• Experience growing global exposure through international travel trade events, a robust website, and a strong social media presence.

• Advertise with Dirty Boots to gain access to exclusive events such as WTM Africa, Indaba, and the SA Adventure Summit.

• By advertising with Dirty Boots, you can contribute to shaping and influencing  industry trends.

COSTS

Normal display advertisement (activity listing) Full page R12 750.00 (incl VAT) Full page R 1195.00 per month (incl VAT)

Corporate display advertisements Inside front cover, A4 R 32 500.00 Inside back cover, A4 29 950.00 Outside back cover, A4 R 37 450.00 Below activity index, banner R 5000.00 Full Page, designed advert (R 15 500.00 incl VAT)

LAYOUT

Each activity listing comprises of the following:

Photography 4 images

Contact details Company name, telephone, Email, Web

Text A Minimum of 250 words

PHOTOGRAPHY To maintain the standard which DIRTY BOOTS has set out to achieve, only photography of the highest standard will be accepted. Should the advertiser not have a suitable photograph to submit, DIRTY BOOTS has a gallery of over 700 high resolution images to choose from.www.dirtyboots.co.za

COPY Contact details comprise of the following only, company name, telephone, fax, Email, Web, physical address. The advertiser shall submit a description of the activity no longer than stipulated. The advertiser shall agree to provide factual information pertaining to the activity and to ensure that the information is current with the publication date. The editor asserts the right to amend or reject copy in accordance with the tone of the publication. A proof will be submitted for the advertiser’s approval prior to the time of going to print.

SEQUENCE The guide will be laid out alphabetically per activity into 11 regions. Editorial, outlining adventure in that area, will precede each region. Depending on the number of advertisers per region, these may be divided into sub-regions such as Garden Route etc.

EXAMPLE Click here for an example Full page (202 mm x 274 mm)

CORPORATE DISPLAY ADVERTS Please contact the office for design specs

LOGOS No logos will be accepted

Dirty Boots: Bridging Adventure and Travel
Dirty Boots is more than a guidebook—it’s a vital link between the adventure and travel industries in South Africa. With a well-rounded distribution strategy, Dirty Boots connects adventure seekers with operators and travel professionals through both its printed edition and digital platforms.

Unique Position in the Market
Dirty Boots occupies a niche as the only South African guidebook that caters to both tourists and the travel trade. It provides essential information for planning unforgettable adventures, ensuring its role as a trusted resource in the industry.

Comprehensive Distribution Strategy
The guidebook reaches its audience through a combination of print and digital channels, ensuring accessibility to travellers and industry professionals alike.

1. Hard Copy Distribution
- Travel Trade: Distributed at key events like the INDABA travel show and through courier networks to agencies, tour operators, and accommodations.
- Targeted Points: Copies are placed in hotels, lodges, tourist kiosks, and adventure retail outlets to reach adventure enthusiasts directly.
- Special Initiatives: Included in welcome packs, embassy resources, and magazine promotions.

2. Digital Presence
- Website: A comprehensive online directory with 4,000+ pages, attracting 1,000 daily visitors and offering a digital edition of the guidebook.
- Social Media: Engages audiences on platforms like Facebook to promote activities and build community.
- Email Campaigns: Targeted campaigns ensure the guidebook reaches international stakeholders efficiently.

Adapting for the Future
Dirty Boots continues to expand its reach, balancing its traditional print distribution with a growing digital presence. By fostering partnerships and addressing new trends, Dirty Boots remains a cornerstone of South African adventure tourism.

Michelle - Wine Valley Adventures

Dear Johan and Esna Wow, not sure I have the right words to thank you both for all your hard work and vision in putting the first adventure summit together. You can both be so proud of the responses by all of us. I don’t think we had any idea or the work involved to pull this off until we were there. It’s inspired me again to up my game and get more involved in the industry in general. I had no idea of the amazing support system that is now in place in the industry and how important it is to stay up-to-date with all aspects. I think this event will make the industry into a support family even between competitors. The response to this event was overwhelming and really think there are not enough words to thank you both for the very hard work you put in. The speakers were all hand picked and I feel touched on all aspects of our industry. I look forward to an exciting season. Thank you once again.

Dwain - Figure of 8

Hi Esna Thank you. You guys are legends - we can all learn from you guys! Thanks for great service Esna!!! Dwain Figure of 8

Charmaine - Elite Wetbikes

Hi Esna No problem, I get so many enquiries from Dirty boots always a pleasure. You guys are one of the best ad campaigns I feel on the web. When is the new booklet and adds in I have someone else for add as well, always telling companies about Dirty Boots. We were blessed to be part of your company from the start! Regards Charmaine

Jannie van Niekerk

Dag se Esna. Ek het jou pragtige "dirty boots guide" boekie by die Kruger lughawe (Mpumalanga) gekry en toe is my oom nie te bly omdat ek nie vir hom ook een gekry het nie. Is dit dalk moontlik dat julle vir hom een kan pos? One sal dit baie opprys stel as u dit vir hom kan doen. Ons is baie beindruk met jul boekie! Ek sal hom verseker vir ander mense wys. Baie Dankie en goeie wense vir julle. Jannie van Niekerk

Andrea Muenster - Journey Beyond

Hi Johan, Thanks so much for your quick reaction ! This is greatly appreciated. Thanks for your tips! They will be staying in SA this time, have been to Mozambique before, but I will let them know about the Seychelles too. I am glad there is an operation and a site like yours (which by the way is very good!), so just for info, the stand at the INDABA was worth it. That's where I found out about Dirty Boots. Best regards Andrea, Journey Beyond

Jessica Cohen - SunScene Outdoor Adventures

As adventure tour operators and outdoor teambuilding specialists of 10 years standing, we have successfully marketed ourselves with Dirty Boots over the last 7 years. Dirty Boots has been a pleasure to work with and remains one of our preferred publications to feature in. The service provided from artwork layout to enquiry follow up is both thorough and professional. We are consistently getting bookings via Dirty Boots for both our teambuilding and day tours making this an extremely worthwhile marketing option Kind Regards, Jessica Cohen

Sarah Bauling - Bill Harrop's "Original" Balloon Safaris

Hi Johan! Just a quick note to say thanks so much for the GREAT leads which we have received from Dirty Boots! Always good to see a fantastic return on investment! Chat soon! Sarah

Darron Raw - Swazi Trails

Dirty Boots has become an essential part of our marketing to both travel trade and corporates. Often it requires just one single quality booking to pay for the entire year's exposure. Most recently a multi-day booking of R250k was clearly traced back to a Dirty Boots enquiry. What I like about Dirty Boots is that these enquiries are almost always solid prospects from clients that have researched and decided on what they want - we have a very high conversion rate on these sales enquiries. Darron Raw, Swazi Trails

Sebastian - Shootopia, Stellenbosch

Hi Johan, just a quick message to say that I'm impressed with the amount of enquiries I've been getting from advertising in your Dirty Boots this year. I honestly didn't expect it would work so well ... and to think I was so blase about it all lol! Kind regards Sebastian - Shootopia

Gillian De Kock, Marketing Co-ordinator, African Hotels & Adventure

Good morning Dirty boots team, I had the most wonderful bedtime read last night full of exciting places and action. As I’m a keep adventurer at heart I would love to get my hands on my own copy of your Dirty Boots Adventure guide 2012/2013, as the one I was reading last night belonged to a colleague of mine. I look forward to hearing from you. Warm regards, Gillian De Kock

Dustyn Geldenhuys

Hi Esna, Please could you assist me with obtaining a copy of the latest dirty boots edition. I have one that dates back to 2006, and being an adventure freak, I LOVE IT!!!!

Katherine

I just wanted you to know that when I first found your site I was having a really rough time in my life and seeing all the amazing adventures on your website inspired me to do better and helped me discorver my passion. Thank you!

Gavin O'Donoghue - Cape Xtreme Nature Tours

I have been going through your site a bit more. It really is a top class adventure site! Well done!

Grant Webb, Direct Axis

I got onto your website through a mutual friend, Johan Pretorius. Saw your site and requested the free booklet and received it the very next day. Wow, what service that is. Thanks for a wonderful, easy to read booklet and a great attitude towards living life a little differently. We are in the throes of planning some adventure trip for us and our kids, before the eldest goes to school; thinking of a two month trip through Namibia and Botswana in Sept next year. Thanks for the contacts, which I am sure to use, but also want to do a going nowhere slowly type of trip and turn it into a photo book, as I am a keen photographer and my wife an illustrator. As you know, kids always amuse. Anyhow, thanks again for the service and inspiration.

Larissa Meacher, RBU: Events and Incentive Co-ordinator

"Dear Esna and Johan! What a lovely surprise I received today! My very own copy of the launch issue of Dirty boots guide! I am over the moon... was really not expecting a guide when I registered on your website. This will come in SO handy in my line of work! Thank you ever so much!"

Ready to showcase your brand to a highly engaged adventure-loving audience? Whether you have questions about advertising opportunities or want to start planning your campaign, we’re here to help!

Reach out today to discuss how we can tailor our advertising solutions to suit your goals. I’d be happy to arrange a phone call or Zoom meeting to explore your options in detail.

Johan Radcliffe Email: johan@dirtyboots.co.za WhatsApp: 083 411 0895

Our team is passionate about connecting businesses like yours with a vibrant community of outdoor enthusiasts and thrill-seekers. Let’s collaborate and make your brand the go-to name in adventure travel!

Advertising options
Only 1 space Available
  • Should you not have a suitable image for your advertisement please contact us as we may be able to assist you.
  • We will email material specifications once we have received your completed booking form.
  • Should you request a corporate advertisement, a detailed material specification sheet will be emailed to you.
  • By completing this booking form you agree to be bound by the terms and conditions as they appear on www.dirtyboots.co.za.
  • The advertiser will choose the address, phone and / or fax number reflected on the booking form for the purpose of delivering all documents and communications.
  • All communications shall be deemed to have been received 48 hours after hand-delivering, email or faxing.