South African Tourism’s Sustainability Stories campaign earns finalist status at the International Tourism Film Festival Africa 2026

JJohannesburg–South African Tourism’s “Sustainability Story” series is a finalist at the International Tourism Film Festival Africa 2026, reinforcing South Africa’s reputation as a leading sustainable tourism destination.

This recognition strengthens South African Tourism’s efforts to position South Africa as a premier business and leisure destination, with sustainability as an increasingly strategic pillar. As this focus gains momentum, the destination offers a diverse, well-established portfolio of sustainable, responsible, and environmentally conscious tourism products and experiences.

South Africa is uniquely positioned to meet the evolving needs of modern travellers, especially the growing segment of sustainability-focused visitors. With its rich natural heritage, strong conservation practices, and community-driven tourism initiatives, the destination is well-equipped to deliver authentic, responsible, and impactful travel experiences.

Now in its eighth year, the International Tourism Film Festival Africa brings together filmmakers, tourism authorities, investors, broadcasters, and policymakers from across the globe, and catalyses strategic partnerships and investment opportunities, showcasing Africa’s diverse destinations through compelling visual narratives.

With 438 entries from 47 countries and 120 finalists, the Banister Hotel will host selected delegates during the first week of June 2026.

“As global travel trends evolve, travellers are increasingly seeking destinations that align with their values and offer meaningful experiences rooted in sustainability,” says Bronwen Auret, Chief Quality Assurance Officer at South African Tourism. “This recognition highlights our commitment to responsible tourism and showcases the inspiring work being done across our tourism sector to preserve our natural and cultural heritage while creating positive impact for communities.”

As global travel trends shift, South Africa strengthens its ambition to become a sought-after green destination, offering travellers meaningful opportunities to engage with sustainability in practice. Through storytelling initiatives such as the SAT Sustainability Story series, South African Tourism spotlights the people, places, and experiences driving sustainable tourism across the country.

Watch the SAT Sustainability Story series here:

Soweto Night Out Tours: https://www.youtube.com/watch?v=A8p9-BBYxzI

The Peech Hotel: https://www.youtube.com/watch?v=AG4y8k73_6k

Curiocity Africa: https://www.youtube.com/watch?v=4FDqARDIOpk

-ENDS-

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Issued by South African Tourism

For further information, contact:

Thandiwe Mathibela

Tel: +2711 895 3177

Email: mediaq@southafrica.net

Note to editors

South African Tourism is the national tourism agency responsible for the marketing of South Africa as a preferred tourist destination.

About ITFFA

The International Tourism Film Festival Africa (ITFFA) is a premier annual event dedicated to promoting tourism destinations through film. By bridging the gap between the creative and tourism industries, ITFFA drives investment, innovation, and global visibility for African destinations (www.itff.africa).