Who we are
South African Tourism has made great strides in introducing and marketing South Africa not only to our own people but also, since the dawn of our democracy in 1994, to the world.
We have grown from a few offices around the world to become a global tourism organisation on a mission to market and share, through experiences, all that is unique, warm and beautiful about South Africa.
Tourism Growth Strategy
Our goal is to make tourism the leading economic sector in South Africa and, by doing so, promote the sustainable economic and social empowerment of all South Africans. Our beautiful country is an integral part of Africa, particularly the subcontinent of southern Africa, so we actively focus our marketing to promote this fact.
To accomplish these goals, South African Tourism is committed to meaningfully contributing to the government's objectives of increased GDP growth, sustainable job creation, and redistribution and transformation through:
- Increasing the number of tourists who visit our country
- Increasing the geographic spread, length of stay and spend of all visitors
- Improving seasonal arrival patterns
- Working to transform the industry so that historically disadvantaged South Africans may benefit from the sector
South African Tourism is governed by a 14-member Board, which is appointed by Minister of Tourism Derek Hanekom and chaired by Dr Tanya Abrahamse.
Our team of dedicated, passionate, committed and hardworking staff – in South Africa and abroad – is led by acting chief executive officer, Sthembiso Dlamini, who is also the chief operating officer. The executive committee also includes chief marketing officer, Margie Whitehouse, chief financial officer, Thomas Bouwer, chief quality assurance officer, Daryl Erasmus, and chief convention bureau officer, Amanda Kotze-Nhlapo.
Logo and corporate identity
The South African Tourism logo – which, along with the corporate identity, was redeveloped in collaboration with the International Marketing Council in 2009 – uses the colours of the internationally recognised South African flag and further creates awareness that we are the official marketer of tourism to South Africa. It is an icon of the pride in South Africa that we strive to nurture among all our people.