Entitled ‘South Africa Awaits – Come Find Your Joy!’, the initiative aims to inspire a new wave of travellers to embark on their own adventure within the country.
“In a world where life’s simple joys often get lost in the rush of daily routines, our new global campaign is an invitation to reignite that child-like curiosity and embrace the thrill of exploration,” said Thembisle Sehloho, Chief Marketing Officer of South African Tourism (SAT).
“At the heart of this campaign is a powerful and emotive television advert that reflects the true essence of South Africa – where every corner holds an opportunity to experience something magical, something that makes you pause, smile and truly feel alive.”
From the streets of Johannesburg to the tranquillity of the Cape winelands, the campaign’s visuals take audiences on a captivating journey.
The advert features award-winning local talents, including internationally renowned musician and producer Zakes Bantwini and acclaimed chef Wandile Mabaso, who embody the creativity and innovation that define South Africa’s cultural landscape.
The campaign is also a strategic move towards achieving the country’s ambitious tourism growth targets, as outlined in the government’s National Development Plan.
With a goal of attracting 15 million visitors annually by 2030, this initiative is set to play a crucial role in positioning South Africa as a top global travel destination.
“Our campaign is about so much more than just showcasing breathtaking landscapes – it’s about telling an authentic, deeply rooted South African story,” explains Sehloho.
“By spotlighting our people, our traditions and our artistic spirit, we’re offering the world a truly immersive and meaningful travel experience.”
View the TVC here https://www.youtube.com/watch?v=f-wndBMavuI
