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SSA Tourism South Europe Hub has launched an exciting marketing campaign: “Live South Africa!” which is a build on the LIVE AGAIN campaign started in March 2022. Breathtaking scenery, active adventure, cultural roots, avant-garde city lifestyle and local gastronomy… This campaign showcases the exceptional diversity of SA products, for an unforgettable and unique holiday.

LIVE unique experiences

A real invitation to discover South Africa’s many wonders, the new "Live South Africa!" campaign celebrates our unique country through our three fundamental pillars: the beauty of our landscapes and wildlife, our culture and gastronomy, and… THE adventure with a capital A!

Warmly welcoming, authentic and intense all in one, South Africa is THE ideal destination to live unforgettable experiences that leave lasting impressions in travelers’ hearts. Our people, our landscapes, our nature, our culture, our gastronomy and… our wines! So many exceptional experiences to escape everyday life, open up to new horizons and reconnect with yourself.


MEET our people

In order to inspire and convince the South European travelers, the new campaign showcases South African DNA more than ever before, through enthralling stories illustrated by amazing people, must-see places and unique experiences. The South Africans themselves are the campaign’s ambassadors and faces: celebrity chef Zola Nene and rugby player Tendai Mtawarira. Last but not least, Siya Kolisi, captain of the national rugby team, is SA Tourism’s new official Brand Advocate.


Born in Zwide, Eastern Cape Province, Siya Kolisi has conquered the hearts of South Africans and of the whole world. "I’m super excited about this partnership because, as a proud advocate for our country, I’ve always spoken about how much I love South Africa, and what a special place it is," Kolisi commented. "I see this partnership as an opportunity to promote the entire tourism sector in South Africa, and I want to be a leading voice in encouraging everyone to come and see the best of what the country, and we as South Africans, have to offer."


SOUTH AFRICA: a resurgent destination

South European arrivals in South Africa are approaching pre-pandemic figures, with 147,000 visitors from January to August 2023, as against 198,500 from January to August 2019. This represents a 65,9% increase compared to the same period in 2022. SA Tourism’s target is to reach 21 million international visitors by 2030.

The destination continues to attract South European travelers in search of excitement in its purest form. And despite the challenge of rising airfares, SA continues to offer remarkable value for money! Our data suggest that arrivals from South Europe to South Africa will recover in the 2024/25 fiscal to pre-Covid levels, which was 300,000 South European visitors in 2019.

This year, the Springboks’ participation in the Rugby World Cup, of which they are the reigning champions, can only add to South Africa’s rputation as a world-class sports and adventure destination!


Videos of ambassadors Zola NeneTendai Mtawarira and Brand Advocate Siya Kolisi

About South African Tourism

South African Tourism is the government organisation responsible for promoting South Africa as a world-class destination. Its main marketing pillars are safaris, breathtaking landscapes, adventure, culture and heritage, and last but not least, city lifestyle and gastronomy. The South Europe Hub is responsible for the following priority markets: France, Italy, Spain and Portugal.

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