Southern Tourism unveils 'Faces of Joy' campaign for Southern

BBuilding on the global ‘Come Find Your Joy’ platform, the campaign highlights South Africa’s unique experiences as arrivals from France, Italy, Spain and Portugal increase.

What makes a destination unforgettable? The people, places, flavours and moments that remain with you long after your journey. Through Faces of Joy, South African Tourism’s South Europe Hub encourages travellers from France, Italy, Spain and Portugal to discover what sets South Africa apart.

Using locally relevant messaging to engage Southern European audiences, the campaign showcases South Africa’s landscapes, wildlife, gastronomy, cultural experiences, and hospitality, highlighting how these assets support memorable journeys and meaningful connections.

“Faces of Joy reflects our commitment to translating South Africa’s global brand promise into meaningful, market-specific engagement that inspires travel. By aligning our storytelling with the distinct motivations of travellers across Southern Europe, we showcase the breadth of experiences that make South Africa distinctive while reinforcing our ambition to grow the value and contribution of these important markets,” says Ian Utermohlen, Regional General Manager: Europe at South African Tourism.

STRONG GROWTH ACROSS SOUTHERN EUROPEAN MARKETS  

The campaign launches as international tourist arrivals from France, Italy, Spain, and Portugal increased by 7,2% between January and September 2026 compared to the same period in 2025, underscoring the opportunity to build on this momentum.

France recorded growth of 9,6%, Spain 9,3% and Portugal 10,4%, while Italy’s growth remained flat by -0.5%. In September 2026, combined arrivals from these markets rose by 7,2% year-on-year.

These results underscore the value of market-specific strategies that build on demand, reach new traveller segments, and convert interest into bookings.

TAILORING THE APPROACH TO EACH MARKET

France remains South Africa’s most mature market in Southern Europe, with travellers showing a strong appetite for adventure and experiences beyond traditional tourist routes.

“Many French travellers have explored South Africa extensively. Our opportunity is to build on this awareness by highlighting lesser-known attractions, regional experiences and opportunities for greater exploration,” says Utermohlen.

Italy offers opportunities to increase destination awareness, particularly among travellers influenced by social media. Honeymooners are a valuable segment, with South Africa’s landscapes, luxury accommodation, wildlife, wine tourism, and gastronomy offering compelling romantic experiences.

“Italy is a market with significant growth potential. By displaying the diversity of experiences available in South Africa, we can strengthen consideration and encourage more Italian travellers to choose the destination,” he adds.

Spain is South Africa’s fastest-growing Southern European market. Air Europa’s Madrid–Johannesburg route, introduced in June 2026 with three return flights per week, is expected to support further growth by improving access through a key European aviation hub. Spanish honeymooners, group travellers, and free independent travellers offer opportunities for focused marketing.

Portugal offers opportunities for multi-destination travel. Collaboration with the South African mission in Lisbon has revealed the potential to promote itineraries combining South Africa and Mozambique, drawing on their complementary coastal, cultural, wildlife, and hospitality experiences.

TURNING DESTINATION APPEAL INTO TRAVEL DEMAND

Through Faces of Joy, South African Tourism aims to strengthen South Africa’s appeal by connecting its global brand promise with the interests and motivations of Southern European travellers. The campaign broadens destination perceptions beyond established attractions, showcasing gastronomy, wine routes, cultural heritage, exploration, and meaningful encounters with local communities alongside renowned wildlife and natural landscapes.

“Our focus is on combining a consistent global brand with locally relevant storytelling, market research, and improved access. Faces of Joy shows how travellers can experience South Africa and encourages them to turn inspiration into bookings,” concludes Utermohlen

Access the Faces of Joy Campaign Official Film

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About South African Tourism

South African Tourism is the official destination marketing organisation responsible for promoting South Africa as a preferred leisure and business events destination in international and domestic markets.