About South African Tourism

What we do

South African Tourism promotes South Africa as an all-season, year-round preferred tourist destination – marketing the fact that when you journey here, you will not only visit the country, but meet her people and her places.

South Africa has come a long way from offering only wildlife tourism experiences, to opening our hearts, heritage, culture, food and adventures to the world.

Through our marketing initiatives, South African Tourism creates an emotional connection with our visitors, showing them our way of life, who we are and how we interact – and inviting them to meet and experience us in person.

These initiatives are guided by the Tourism Growth Strategy, adopted by the South African Cabinet in 2001, which incorporates four key market portfolios:

  • Africa & the Middle East (which includes the domestic market)
  • Europe
  • The Americas and UK
  • Asia & Australasia

In addition to its leisure tourism offerings, the country remains the number one convention destination in Africa and the Middle East. The South Africa National Convention Bureau (SANCB), a South African Tourism business unit, is the “one-stop” avenue for information, advice and assistance when it comes to hosting business events and incentives in South Africa.

We provide support at every level, using our expertise, strategic planning and destination knowledge to ensure your conference, exhibition or incentive in South Africa is a special experience – memorable for delegates and hassle-free for meeting planners and incentive organisers.

Other initiatives include:

  • A focused, cost-effective and customer-driven approach to international marketing operations
  • A strong digital strategy, based on interacting with travellers on social media – via Facebook, Twitter, Instagram, Pinterest, Flickr, Google+ and YouTube – in an authentic and resonant way
  • Participation at major travel shows; hosting trade, media and other guests in South Africa at specialised events; and holding educational work sessions with the international partners of South Africa's travel industry