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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
South African Tourism Leadership
Meet the leadership team that heads up South African Tourism.
South Africa on social media