South African Tourism Launches Global Campaign to Boost Visitor Growth
South African Tourism has officially unveiled its latest global brand campaign, ‘South Africa Awaits — Come Find Your Joy!’, aimed at inspiring international travellers to rediscover the country’s diverse offering of cultural, scenic, and adventure-driven experiences. Launched in late March, the campaign is designed to position South Africa as a leading tourism destination while supporting national visitor growth targets outlined in the country’s National Development Plan.
At the centre of the campaign is a short television advert created in partnership with local agency Avatar, featuring renowned South African figures including musician and producer Zakes Bantwini, chef Wandile Mabaso, and music by Vusi Mahlasela. Told through the eyes of a child, the campaign highlights scenes from Johannesburg to the Cape winelands, promoting emotional connection and cultural authenticity. With a goal of reaching 15 million annual visitors by 2030, South African Tourism sees this campaign as a strategic vehicle to accelerate recovery and stimulate international demand.
Source: South African Tourism