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“It is time for us to shift our tourism brand focus beyond built and endowed features to include our true magic…our people.” Sisa Ntshona, CEO SA Tourism
In a bold and emotive first step in our global brand journey, we have launched the first phase of our brand campaign with a ninety second advertisement. We have been developing a strategy to achieve the arrivals targets announced by President Cyril Ramaphosa at SONA 2019 through a combination of creating demand for tourist travel to and within South Africa and simultaneously influencing the removal of barriers to travel to South Africa.
“It was important for us to start this brand journey by firstly reminding South Africans of who we are, of creating conversation and of re-invigorating the national psyche. At the same time, we have created this initial work to be true to our essence and identity so as to connect with international and domestic audiences based on what they have been telling us through their experiences of our country and through our insights and analysis, says CEO of SA Tourism, Sisa Ntshona.
We are of the firm belief that advertising alone will not solve our challenges or create sufficient travel to South Africa. It will instead, require the mobilization of all South Africans to drive the country’s tourism efforts, inspired by bold and integrated communication that awakens all of us towards action, by travelling our country.
“It is the first in a series of communications in the brand re-awakening journey designed to call South Africa to collective action. It is our way of starting the decade boldly and with a strong focus on inspiring South Africans as an integral part of delivering the tourism brand promise,” concluded Ntshona.