Why was Sadiq Dindar nominated?


Every once in a while, you come across someone who you know must be spectacularly busy, yet they treat you as though you are the most important person in the room, deserving of all the time in the world.  

This describes Sadiq Dindar – a man who treats every individual as a person with something to offer – and who understands that life is a journey where we never stop learning from those around us. This is one of the traits that drove Travis Grundling to nominate Sadiq as a superlifter, describing him as someone who can in one moment be working to secure a huge inbound event, and seconds later be sitting down with a small local team to better understand how he can help their business.  

Who is Sadiq?  

Every morning, from the moment he opens his eyes, Sadiq views the world through the lens of how he can help himself to be a better person and how he can help others by sharing his knowledge and insights. “I will always be a good listener and my heart will always be open to working with anyone and everyone at all levels, immaterial of rank, as everyone has something important to share, and whatever I learn I take back and share it again,” he says.  

This “pay-it-forward” approach stems from experiences early in his career, when those around him helped him to learn about the industry – and those that still do so to this day. With a background in aviation, where he worked in trade, sales, marketing and operations roles for several airlines, Sadiq now works at South African Tourism (SAT) where he has been for the past 10 years.  

“I am so privileged and humbled to have the opportunity to market our beautiful country and destination, and through that I have made many wonderful contacts and worked with people from all over the world, particularly in the markets that I look after: The Middle East and Turkey,” says Sadiq.  

How does he feel about being nominated as a superlifter? 

He is greatly humbled by the nomination and points out that there are so many people who have been superlifters in his life, that the natural response is to see how he can give back too.  

With a special place in his heart for new entrants and entrepreneurs who want to work in the tourism industry, Sadiq explains that the nurturing of these individuals can only lead to wonderful things for the destination. “It is key to have a pipeline of new products in our industry, which in turn is also an opportunity to grow new markets. 

Sadiq points out that in tourism, we are all in the “people” business – and this has been particularly true during these times of Covid. Along with his team at SAT, he has been working on a tourism recovery strategy and leading the projects on international and internal mobility. “Through this, I’ve had the opportunity to work with some of the great minds at SAT, and also to do research, engage with different stakeholders and trade partners that I may have not normally dealt with on a daily basis,” he adds.  

What has been particularly striking for him, while working on this project, is the willingness of others to contribute and get involved. “Everyone out there wants to help somebody – it’s about how we empower each other and give back to a country we so love and want to continue to shine.”  

And at the end of every day, Sadiq has a ritual. He writes down what he learnt that day in a notebook. “I make a note about whatever I learnt from someone – and in turn, that makes me a better person.”   

Watch our conversation with Sadiq Dindar here.

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