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Back
Who we are

South African Tourism is the tourism marketing arm of the South African government. Simply put, our job is to promote the country domestically and internationally, whether for leisure, business or events tourism.

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
What we do
How we do it

South African Tourism Leadership

Meet the leadership team that heads up South African Tourism.

Explore South Africa

R50

Good Food & Wine Show

R50
Good Food & Wine Show

The Good Food & Wine Show is Africa’s largest culinary event, and this year it has been rebranded and launched with a new theme – “Fresh”, which is the golden thread tying everything in the show together. The show’s narrative is a unique interpretation of the prevailing global obsession with sustainability and a healthier planet, and it’s inspired by the global trend for urban farming and the gradual urbanisation of rural contexts. This is being driven by a worldwide foodie revolution and a desire to grow local and eat fresh. The Good Food & Wine Show offers an exciting range of FRESH foodie experiences, of which seven components comprise themes that awaken the senses: tasting, seeing, smelling, feeling and hearing. These sensory experiences will challenge you to refresh your view of good food and wine, and the worlds around them. The golden thread of “Fresh”, is represented throughout the Johannesburg show, and is expressed through innovative culinary experiences, a variety of themes and programmes, and an impressive selection of chefs. Dates: CAPE TOWN: 2 - 4 JUNE 2017 Johannesburg: 28 - 30 JULY 2017 DURBAN: 27 - 29 OCTOBER 2017

Mercedes-Benz Fashion Week - Johannesburg

Mercedes-Benz Fashion Week - Johannesburg

What started off as a just a fashion show has now become an annual lifestyle event that showcases the best of South African talent. From firm fashion favourites to emerging artists, the shows feature everything from glamorous garments, ready-to-wear pieces, wedding couture and the latest development in menswear. African Fashion International (AFI) was established as part of an unequivocal determination to propel and restore refined African fashion brands on the global stage. Apart from the established names in the business, the annual couture conference affords young designers the opportunity to dazzle audiences with their fresh ideas and share the runway with the elite crew of trendy exhibitors. Aside from checking out the competition, business-savvy fashionistas can also look forward to the much-anticipated conference where speakers give budding designers business advice and tips on how to stay relevant. This event takes place in Johannesburg and Cape Town.

KwaZulu-Natal
R460

Comrades Marathon

KwaZulu-Natal
R460
Comrades Marathon

This is an ultra-marathon of approximately 89km that is held in KZN. It is an annual event that takes place during the second quarter of the year and is one of the oldest annual events in South Africa, as the first race took place in 1921. Run between the cities of Durban and Pietermaritzburg, the race alternates between an “up” and “down” run, from the coast inland and vice versa. Many call it the world's greatest ultra-marathon, and one of the reasons this fabled South African marathon has the title is because of the wealth of legends in its history.

Eastern Cape
R50

Grahamstown National Arts Festival

Eastern Cape
R50
Grahamstown National Arts Festival

The National Arts Festival is an important event on the South African cultural calendar, and the biggest annual celebration of the arts on the African continent. It has become the home for artists from different corners of the creative world. Whether you are a dancer, musician, painter or a mere art lover, the Grahamstown National Arts Festival is where you belong. From theatre to dance, opera to cabaret, fine art to craft art, classical music to jazz, poetry readings to lectures, every art form imaginable is represented in one of the most diverse festivals in the world. For 11 days every year, the Eastern Cape town of Grahamstown transforms from a sleepy haven of academics, students and entrepreneurs into the heart of South Africa’s arts scene.

Western Cape
R850

Rocking the Daisies

Western Cape
R850
Rocking the Daisies

Every year, the sleepy Western Cape village of Darling comes alive – not just with vibrant blooming daisies, but with one of South Africa’s most glamorous music festivals. Rocking the Daisies is an entirely different approach to the music festival space that encourages attendees to live an eco- friendly lifestyle. It is the biggest outdoor camping music festival in South Africa. Annually there are approximately 250 acts and 11 stages, which incorporate music, comedy, art and film. Promising a massive party and incredible big-name acts, this famed music fest is set to put a spring in your step. The party takes place at the Cloof Wine Estate in Darling every October, when thousands of tents are laid out next to large tracts of farmland that play host to giant stages, all of them filled with the best local and international music guests that the organisers can muster, resulting in a line-up that never fails to excite the crowd. The town of Darling itself comes alive with the influx of festival-goers during this “three-day weekend” in October. 

Gauteng

Meetings Africa 2019

Gauteng
Meetings Africa 2019

In recent years, the global meetings industry has begun to recognise Africa as a sought after destination. Meetings Africa showcases Africa’s diverse offering of services and products where African associations and African meetings industry professionals can partner to help transform our continent. In the last five years (between 2013 and 2017) Meetings Africa has hosted over 1000 international and regional buyers, 1336 exhibitors and over 7000 visitors. Meetings Africa 2019 will take place from 25-27 February 2019.

R1000

Ultra Music Festival

R1000
Ultra Music Festival

The Ultra South Africa music festival is a franchise event of Ultra Worldwide. This is a two-day music event where legends of house music such as Black Coffee, Felix Jeahn, David Guetta, DJ Snake and many others get to entertain a packed audience with their sets. Ultra is one of the most celebrated festival brands in the world, and though 2014 was the first time the thumping bash descended on the African continent, the event has been staged all over the globe, with audiences in Brazil, Korea and the party capital of the world, Ibiza. It all began in Miami, Florida, back in 1999, and the music festival has since become internationally renowned for bringing together the hottest names in the dance scene. To date, the massive outdoor party has managed to conquer nine countries on five continents with the same epic flair that was made famous by the original event. Cape Town Stadium, Cape Town - 24 February 2017 Exo Centre, Nasrec, Johannesburg - 25 February 2017

Western Cape
R980

Veuve Clicquot Masters Polo

Western Cape
R980
Veuve Clicquot Masters Polo

The Veuve Clicquot Masters Polo is a popular social event in South Africa. Spectators get to watch the game of kings while sipping on some of the finest bottles of champagnes. Socialites and the crème de la crème of African influencers will descend on South Africa’s most prestigious polo estate, Val de Vie Estate to witness international polo players compete for the coveted Veuve Clicquot Masters Polo Cup. Guests can expect to taste food inspired by glamour and luxury, all enjoyed with Veuve Clicquot champagne, of course. Val de Vie Estate will also be transformed in line with the theme, to ensure guests experience a journey of the senses around the world with Veuve Clicquot, without leaving the picturesque Paarl/Franschhoek valley.

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