South African Tourism has appointed Gate 7 to lead its public relations and communications strategy in Australia and New Zealand, using storytelling, trade engagement and long-haul demand to turn local interest in South Africa into bookings.
The tourism marketing agency will work with the local South African Tourism team to drive awareness, consideration and visitation to South Africa from Australasia.
As the in-market representative, Gate 7 will showcase the destination’s experiences, from safaris, coastal escapes and landscapes to food and wine and city culture.
For travel trade, it’s a fresh push to keep South Africa front of mind with long-haul travellers increasingly looking for destinations that combine wildlife, culture, value and ease of access in one itinerary.
It also comes as Australian arrivals to South Africa in 2025 were up 23.2 per cent year-on-year with New Zealand also seeing strong growth of 15.8 per cent.
Johannesburg-based South African Tourism APAC & Middle East General Manager Gcobani Mancotywa said Australasia is a highly engaged long-haul market and an important strategic priority globally.
“At the heart of our approach is storytelling, sharing the real, human moments that define a journey through South Africa. Through our global platform, ‘South Africa Awaits: Come Find Your Joy‘, we invite travellers not just to visit, but to experience the stories behind our landscapes, our people, and our culture,” he said.
“We are looking forward to working with a partner who understands how to translate these stories into locally relevant narratives that resonate deeply with travellers in Australia and New Zealand, inspiring them to see South Africa not just as a destination, but as a place where meaningful, unforgettable stories unfold.”
The appointment gives the destination a specialist local partner with deep tourism credentials in this market. A key focus will be spotlighting the ease of access with direct flights to Johannesburg from Sydney and Perth, as well as one-stop links from across Australia and New Zealand.
Gate 7 will deliver an integrated program spanning earned and owned channels, bringing PR, social media and broader communications together to strengthen South Africa’s appeal among first-time and repeat travellers.
Gate 7 Founder & Managing Director Jo Palmer said the agency is proud to represent a destination that already holds strong appeal for travellers across the region.
“South Africa is on the bucket list for so many across Australia and New Zealand, and we are proud to be working with the team at South African Tourism to represent such a dynamic and rewarding destination,” she said.
“Whether it’s spotting wildlife on safari, exploring neighbourhoods in Cape Town or connecting with local culture, South Africa offers depth, diversity, and exceptional value.”
