South African Tourism is the tourism marketing arm of the South African government. Simply put, our job is to promote the country domestically and internationally, whether for leisure, business or events tourism. South African Tourism has made great strides in introducing and marketing South Africa not only to our own people but also, since the dawn of our democracy in 1994, to the world. We have grown from a few offices around the world to become a global tourism organisation on a mission to market and share, through experiences, all that is unique, warm and beautiful about South Africa. Tourism Growth Strategy Our goal is to make tourism the leading economic sector in South Africa and, by doing so, promote the sustainable economic and social empowerment of all South ...Read more
South African Tourism - About Us
South African Tourism is the tourism marketing arm of the South African government. Simply put, our job is to promote the country domestically and internationally, whether for leisure, business or events tourism.South African Tourism has made great strides in introducing and marketing South Africa not only to our own people but also, since the dawn of our democracy in 1994, to the world.We have grown from a few offices around the world to become a global tourism organisation on a mission to market and share, through experiences, all that is unique, warm and beautiful about South Africa.
Tourism Growth StrategyOur goal is to make tourism the leading economic sector in South Africa and, by doing so, promote the sustainable economic and social empowerment of all South Africans. Our beautiful country is an integral part of Africa, particularly the subcontinent of southern Africa, so we actively focus our marketing to promote this fact.To accomplish these goals, South African Tourism is committed to meaningfully contributing to the government's objectives of increased GDP growth, sustainable job creation, and redistribution and transformation through:
- Increasing the number of tourists who visit our country
- Increasing the geographic spread, length of stay and spend of all visitors
- Improving seasonal arrival patterns
- Working to transform the industry so that historically disadvantaged South Africans may benefit from the sector
Company Name : South African Tourism
News & announcements
21 Sep 21Partner News
Africa’s Travel and Tourism Summit ushers in a new kind of travel for the continentAfrica’s Travel and Tourism has proven to be the continent’s catalyst to usher in a ...Read moreAfrica’s Travel and Tourism Summit ushers in a new kind of travel for the continent - News & announcementsAfrica’s Travel and Tourism has proven to be the continent’s catalyst to usher in a new kind of travel – one that is increasing the value of community and rural tourism. The Summit, tourism role-players can be sure that the industry will emerge with fresh actionable ideas after more than a year of latency.The Summit lived up to its theme of “Re-awakening Africa,” with fresh actionable ideas emerging from three days of robust discussions.The Summit brought welcome announcements one of which was Minister of Tourism Lindiwe Sisulu’s announcement of a joint team of South African and British scientists who will conduct research into the Beta variant of the Coronavirus which has kept South Africa on the UK red list for travel. Netflix also used the platform to announce Made in Africa, which packages African films and series into an easily accessible bouquet.But while these announcements will have massive benefits in the future, the 40 plenary sessions will give tourism stakeholders enough ideas to take back to their businesses. Value of tourism for local and rural communitiesDeputy Minister of Tourism, Fish Mahlalela, said in his address on SMME Day that his department has implemented strategies that will help revive small tourism businesses in townships and rural areas that are crucial to the sector. He added that SMMEs can aid in the sector’s return to pre-COVID performance levels. “The Tourism Sector Recovery Plan also makes provision for the establishment of a support hub to provide non-financial support to tourism businesses so as to increase the resilience of SMMEs during the pandemic and beyond.”Safiyya Akoojee, a Director at law firm Thomson Wilks, said empowering local communities means community and political leaders need to effect change that is beyond political agendas. “We need to look inward before looking outward. Local communities, right down to rural level, have doctors, nurses, carpenters, and other professionals who can help establish tourism in their communities.”Founder of Nairobi-based Sustainable Travel & Tourism Agenda, Judy Kepher Gona, said tourism thrives on places created by people who make it beautiful to experience. “Travellers want to experience the food and the natural beauty of a place. But people travel to meet people. The core is people in those communities.”She referred to the transformation of the Masaai Mara from it having no Masaai guides in 2005 to having almost all of its guides coming from the local community. “We argued that this is their [livelihood] so give it to them. We then changed the narrative because they would not be guides, they would be hosts. Now, 99% of hosts at Masaai Mara are Masaai. They are not asking for handouts, they asked to be given a chance.”Founder of Transfrontier Parks Destinations in Cape Town, Glynn O’Leary, said he is in the business of developing communities. “At the Kgalagadi Transfrontier Park, we get the community to develop skills that can be applied to any part of the economy.” Intra-African travel and mobility challengesIt was widely acknowledged at the Summit that for Africa’s tourism to thrive, its countries would need to ease borders to each other and allow for freer movement of goods and people. Ever since the African Union was established in 1963, the dream for most political and business leaders on the continent was to ease access across borders.However, delegates also agreed that the lack of sound transport infrastructure and stringent Visa regulations are hampering growth and sustainability of the tourism industry. Tourism Business Council of South Africa CEO, Tshifihwa Tshivhengwa, said that Africa has to align its policies for intra-African travel to become a reality. “We have failed to create ease of access within Africa. Until we as Africa are aligned and have policies that integrate travel we will fail. We look at our own continent as a place where we should not spend time.”Democratic Republic of Congo’s Ambassador to South Africa, Bene M'Poko, said for Africa to improve mobility, it would need to build new infrastructure and lessen reliance on routes that were established during the colonial era. “We talk a lot, we dream a lot, but we do not act and we do not produce. The tourist travels because she wants to enjoy herself, to enjoy different foods and landscapes. But the constraint is infrastructure.” Domestic market can be a lifesaverWhile the Coronavirus has dampened global travel, many tourism authorities have been looking at their domestic markets to retain revenue. According to Chris Lehane, the Head of Global Policy and Communications at Airbnb, there was an uptick in domestic tourism since the outbreak of the virus. “In South Africa, domestic travel increased by more than 600% with North-West province growing at 130%.”Most of that travel, he said, was by car with tourists opting for more isolated nature-based and rural destinations. He added that tourists are travelling for different reasons, which is an attribute of the new kind of travel. “The outbreak of loneliness, pandemic of isolation and epidemic depression has made tourists look for more meaningful travel.”The new kind of travel has also spawned the health conscious tourist, millennials seeking authenticity, and the lowering of barriers for women and people of colour by travel platforms.Percy Koji, CEO of Small Tourism Enterprise Association, called for increased focus on the domestic tourism market so as to create opportunities within our borders. “In South Africa we have focused a lot on inbound market, but developing the local economy will create better opportunities for everyone. If you buy a coffee at a restaurant, you are creating a job for that person serving you.”The South African government has recognised the value of the domestic market and has made it one of its most important interventions in its Tourism Sector Recovery Plan. It looks to stimulate domestic demand through targeted initiatives and campaigns.Join the conversation on all social media platforms using the following:#ATTS2021#ShareSouthAfrica#[email protected][email protected] For media enquiries, please contact:Lesego Marimo at South African TourismTel: +27 73 266 6025Email: [email protected] OR [email protected]
21 Sep 21Partner News
Netflix study: South African content creates deeper cultural affinity, potentially drives tourismToday Netflix announced the launch of the Made in South Africa content collection - a curated collection ...Read moreNetflix study: South African content creates deeper cultural affinity, potentially drives tourism - News & announcementsToday Netflix announced the launch of the Made in South Africa content collection - a curated collection featuring over 80 South African films, series, documentaries and reality TV shows created by some of the country’s most prolific talent both behind and in front of the camera. The collection highlights South African storytellers and talent who have elevated South Africa’s creative industry recognition around the world.The collection was announced after the global streaming service shared the results from a survey called Cultural Affinity Study at a panel session hosted by SA Tourism at the Africa’s Travel & Tourism Summit held in Johannesburg and Durban on Tuesday 21 September 2021. The Cultural Affinity survey came out of the partnership between South African Tourism and the world’s leading content streaming service announced in March this year.With the tourism sector being one of the hardest hit by the Covid-19 Pandemic, South African Tourism looked at creative ways to retain the country as an attractive travel option to global travellers. In March this year, South African Tourism and Netflix agreed to explore joint opportunities that look to showcase South African-made stories that can drive international arrivals to the country.Speaking at the summit, Shola Sanni, Netflix’s Director of Public Policy for sub-Saharan Africa, said the Made in South Africa collection will be accessible to Netflix’s over 209-million subscribers from over 190 countries and will feature shows included in the Cultural Affinity survey and the much-loved shows and films such as My Octopus Teacher, Blood & Water, JIVA!, How to Ruin Christmas: The Wedding, Trippin’ with the Kandasamys, I Am All Girls, Queen Sono, Kings of Joburg, Santana, Riding with Sugar, Seriously Single and many more. “It is about partnering to showcase the best of the local culture. It is about South Africans telling their stories to the world. There is a connection that happens when people view content and stories on Netflix. What we found is this power to be a cultural ambassador for South Africa and the continent.” Netflix Cultural Affinity survey’s startling resultsNetflix conducted a Cultural Affinity survey with subscribers from Canada, Germany, the US, the UK, Brazil and France and found that after watching South African content, they were 3.1 times more likely to make South Africa their number one travel destination while also being 5.6 times more likely to learn a local language.The survey also found that South African content is a powerful vehicle for creating deeper cultural affinity that could drive tourism. “It ties into the objective that tourism boards around the world want to achieve of how they can leverage the power of storytelling on the service and translate it into actual tourism influx. By bringing these insights to government, we thought they could leverage this opportunity to increase actual tourism traffic,” said Sanni.Findings showed that viewers of My Octopus Teacher wanted to visit South Africa for its nature and wildlife, viewers of Blood & Water were attracted to its landmarks and monuments, while viewers of Seriously Single wanted to explore the country’s creative scene. Not only do these stories showcase the beauty of South Africa but also showcase the country as a great film production location for other content creators around the world. “The very first thing for partners to understand is the more authentic the story is, the more compelling it is for viewers - not the simplistic portrayal of Africa, but the true and authentic side of Africa.”Viewers who participated in the survey were able to relate to the stories and characters in these and other South African productions. “They saw themselves reflected in those stories. One US viewer said they felt people in South Africa have the same aspirations and life experiences as those in their country,” said Sanni.She added: “Now more than ever, digital technology allows us to transcend geographical borders and enable people from around the world to view local content,” Netflix partnership builds soft powerChief Marketing Officer of South African Tourism, Mzilikazi Themba Khumalo, said that the partnership with Netflix would build the soft power base for South Africa and the continent and export the African way of life. “It is so the world can perceive the way we are talented, young and fresh and export the whole tapestry from a cultural standpoint.”The partnership between Netflix and South African Tourism was born from the onset of the Coronavirus pandemic. People were not able to travel and opted for consuming content on platforms such as Netflix. “We saw that as an opportunity to enhance South Africa’s communications to the world as storytelling in the long form,” said Khumalo.He said that destinations can serve as backdrops for films so as to attract viewers to those places. “As a tourism body we need to have a backdrop for a story that Netflix wants to tell. If you watch American movies shot in Washington DC, shots of the White House, The Capitol and other key icons in the city are shown. They have built the iconography in the film to project the power of the destination.”According to Sanni, for every original production, 67% of the budget goes to other sectors other than film. “Countries must realise that the film industry must be leveraged to fulfil economic deliverables.”Join the conversation on all social media platforms using the following:#ATTS2021#ShareSouthAfrica#[email protected][email protected] For media enquiries, please contact:Lesego Marimo at South African TourismTel: +27 73 266 6025Email: [email protected] OR [email protected]
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