On December 1, Stefan van der Merwe officially stepped into the role of CEO of Sure Travel, succeeding Vanya Lessing, who had been a guiding force in the company for many years until recently announcing her retirement.
With 14 years of experience at Sure Travel and an unwavering commitment to the brand, Van der Merwe is set to lead the group into an exciting new era.
His career in travel began in his 20s when he joined Sure Travel as Group Financial Manager and over the years, he took on more responsibility as Financial Director, Group CFO, and now CEO.
Prior to his tenure at Sure Travel, he worked in auditing, a background that provided him with a strong financial foundation.
A graduate of Stellenbosch University, Van der Merwe holds a Bachelor of Accounting and a Postgraduate Diploma in Accounting. He qualified as a Chartered Accountant in 2009.
Growing up on a farm instilled in him the values of hard work and perseverance, which have shaped his approach to leadership and business.
For Van der Merwe, the ever-evolving nature of the travel industry is what makes it most exciting. “I thrive in the complexity of it all and I really love the Sure brand, its people, and what we stand for,” he told Travel News.
Having joined Sure Travel as a young professional, he’s seen the industry through numerous ups and downs, including the devastating impact of COVID-19.
“I was centrally involved in guiding the group through that,” he reflects. “It really has taught me not to sweat the small stuff.”
His deep understanding of the industry and his relationships with key players have prepared him to navigate the challenges ahead.
“We are once again in a period of rapid change, and I relish the opportunity to guide this group, made up of out-and-out entrepreneurs, into what will be a new era in many ways.”
He credits his predecessor, Lessing, as the person who had the greatest influence on his career.
“She pushed me to take on more responsibility at the right times and to step out of my comfort zone when needed. Together, we built a strong and well-functioning team, which will make my job a lot easier.”
He also emphasises the importance of balance: “A healthy family life is critical to being effective in your professional life, and here I have tremendous support from my wife, Nicky.”
Van der Merwe concludes that he is focused on leveraging technological advancements and expanding the agency’s reach.
“The Sure Group is in a strong and stable place. Building a broader agency base and driving adoption of key technological solutions will be critical in a rapidly changing environment.”
