Fair Trade in Tourism South Africa (FTTSA) is a South African non-profit organisation that promotes sustainable tourism development. It is the first Label Initiative that certifies accommodation, attractions and other tourist offers in South Africa according to international standards set by Fair Trade. In cooperation with European Tour Operators the first Fair Trade Travels to South Africa have been brought to the market. FTTSA has recently completed a project in the UK market, where secondary data about Ethical Consumerism has been compared. The data was analyzed and “layered” in order to establish profiles of consumers to target when marketing Fair Trade Tourism. This research was replicated in Switzerland, Sweden, Germany and the Netherlands.