South African Tourism Showcases European Market Strategies Through New Film Series
South African Tourism Europe has released a series of four creative films highlighting strategic achievements across its regional hubs – UK/Ireland, Central Europe, South Europe, and North Europe – for the 2024/25 financial year. The films spotlight how each hub effectively brought the “Live South Africa” campaign to their local markets, driving travel demand and presenting South Africa as a compelling long-haul destination. Europe remains a critical source market, with international arrivals from the region up 6% between January and July 2025, and notable July growth from key markets such as the UK (+32%) and Sweden (+19.8%).
Each regional hub tailored its approach to tackle local market dynamics – from trade partnerships and digital outreach in the UK, to emotive storytelling and sustainability messaging in Central and South Europe, and traveller familiarity initiatives in North Europe. The Netherlands, now South Africa’s third largest European source market, was among the few to send visitors to all nine provinces. The films, now available to media and trade, reinforce the value of localised marketing in bolstering demand and positioning South Africa as a diverse, welcoming, and value-rich destination for European travellers.
Source: South African Tourism
