About SAT

What we do

South African Tourism promotes South Africa generically in terms of its unique selling points as an all-season, year-round preferred tourist destination.


  • South African Tourism's marketing 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
    • Americas and UK
    • Asia & Australasia
  • Another two portfolios exist at South African Tourism: Business Tourism and Events Tourism
  • Each portfolio is headed by a regional director tasked with developing and implementing marketing strategies. This optimises efficiency of strategic marketing activities in the specific market segments
  • The overall marketing strategy promotes South Africa's scenic beauty, diverse wildlife, eco-tourism, and variety of cultures and heritage
  • It also works to realise South Africa's potential as a big event destination
  • It works to engender a travel and tourism culture among South Africans
  • The more focused, cost-effective and customer-driven approach taken to its international marketing operations is in a quest to 'play smarter' in the increasingly competitive global tourism market
  • Initiatives have included ongoing segmentation research into key spend and volume markets abroad that highlight international growth areas where South African Tourism's marketing efforts will reap the greatest returns
  • As a result, the organisation has also embarked on an aggressive e-Business Tourism Growth Strategy that incorporates fully fledged research, a CRM unit incorporating a call centre, and a website: www.southafrica.net
  • South African Tourism participates in major travel shows, coordinates advertising, public relations and direct mailing campaigns, and holds educational work sessions with the international partners of South Africa's travel industry
  • The organisation is active in promoting South Africa as a destination for business tourism through its Business Tourism Unit, which works closely with sector representatives both abroad and in South Africa