South African Tourism and Red Bull partner to take South African stories to the world through What We Know during Tourism Month

WWhat is it about South Africa that produces people capable of competing – and winning – on the world stage?

Is it our resilience? Our diversity? Our communities? Our ability to find opportunity in adversity? Or is there something less tangible – a uniquely South African spirit that drives people to push beyond what is expected of them?

These are some of the questions at the heart of What We Know, a new four-part documentary series from Red Bull, presented in collaboration with South African Tourism.

The collaboration brings together Red Bull's global strength in sport, culture and storytelling with South African Tourism's mandate to showcase the country as a destination through authentic and compelling stories.

Rather than telling the story of South Africa through traditional tourism imagery alone, What We Know offers audiences a more human view of the country – following South Africans who have achieved at the highest level while exploring the people, communities, cultures and places that helped shape them.

The launch also takes place during Tourism Month, providing a timely platform to celebrate the people, stories and experiences that contribute to South Africa's tourism appeal. The month creates an opportunity to look beyond tourism's traditional imagery and recognise the diversity of experiences that encourage people to travel and discover the country

“For South African Tourism, this is the value of the collaboration: using stories that already have the power to engage audiences to create a deeper connection with the destination” says Sithembile Ndaba, Chief Marketing Officer at South African Tourism

Hosted by comedian, actor, presenter, producer and storyteller Eugene Khoza, What We Know follows Eugene as he embarks on a road trip across South Africa to understand what makes South Africans world-class.

Across four 24-minute episodes, Eugene connects with athletes, gamers, musicians, influencers, fans and everyday South Africans. Along the way, audiences are taken through the diverse landscapes, cultures and communities that make up the country.

It is this connection between people and place that makes the series particularly relevant to South African Tourism.

“The opportunity for us is to tell the destination story in a way that feels authentic,” says Sithembile Ndaba, Chief Marketing Officer at South African Tourism. “South Africa has always been known for its incredible landscapes and wildlife, but our greatest asset is also our people. This series is the perfect opportunity for us to tell their stories, their resilience, their creativity and their ability to achieve against the odds tell us something about the country itself.

“What We Know allows us to explore that story through people who have achieved on the world stage, while also taking audiences into the communities and places that shaped them. That is a powerful way to build curiosity about South Africa and ultimately encourage people to experience the country for themselves.”

What We Know premieres on SABC 1 and SABC+ on Thursday, 24 September 2026, at 22:00.

New episodes will be released weekly on:

· Episode 1: Thursday, 24 September 2026 | 22:00

· Episode 2: Thursday, 1 October 2026

· Episode 3: Thursday, 8 October 2026

· Episode 4: Thursday, 15 October 2026

Audiences can watch on SABC 1 and stream via SABC+

Watch Trailer Here : https://url.za.m.mimecastprotect.com/s/hAX7CP1p7Bi4EX1jS0hllixhejq?domain=instagram.com

By : South African Tourism

Media Enquiries : mediaq@southafrica.net

Thandiwe Mathibela : GM PR & Stakeholder Relations