South African Tourism (SAT) has launched a global campaign – ‘South Africa Awaits – Come Find Your Joy’ – heroing storytelling to entice visitors to discover the nation’s vibrant energy, rich culture and one-of-a-kind experiences.
South African Tourism Chief Marketing Officer Thembisle Sehloho said the dynamic campaign invites travellers to rediscover their sense of wonder and embrace the joy of travel to South Africa.
“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,” she said.
Developed in collaboration with South African creative agency Avatar, the hero TVC tells the story of the nation in a fresh way, using award-winning local talent to highlight the creativity and innovation that define the cultural landscape.
The TVC features internationally renowned musician Zakes Bantwini and acclaimed chef Wandile Mabaso with music by legendary singer-songwriter Vusi Mahlasela.
From the vibrant streets of Johannesburg to the tranquil beauty of the Cape winelands, the South African Tourism campaign imagery takes audiences on a captivating journey.
Bold tourism growth plans
Sehloho said the campaign is more than just an invitation to visit – it’s a reaffirmation of South Africa’s position as a leading global destination for leisure, culture, and adventure.
It aligns with SAT’s broader vision of driving economic growth and community upliftment through tourism to attract 15 million annual visitors by 2030.
“Our campaign is about so much more than just showcasing breathtaking landscapes, it’s about telling an authentic, deeply rooted South African story,” Sehloho said.
“By spotlighting our people, our traditions and our artistic spirit, we’re offering the world a truly immersive and meaningful travel experience.”
Read about the recent SAT Mega Lekker Escape series of 10 famils for 100 Australian and New Zealand trade and media here.
For more info, head to southafrica.net
