The global success of African film and television is not just a victory for the creative industry, but a catalyst for tourism growth across the continent. From the breathtaking landscapes exhibited in the blockbuster work to stories that inspire international audiences to explore Africa's cultural riches, the power of storytelling goes far beyond the screen.
Through the film industry, South Africa has attracted considerable foreign investment and has seen an increasing international interest in the diverse locations of the country. According to statistics and forecasts by the South African Association of Film Industry Visa Support and Commercial Producers Association from November 2023 to June 2024, International Film Productions injected forecasts above R500 million (R261.5 million) into the South African economy in October 2025.
As international productions increasingly turn their attention to Africa in their locations, local filmmakers continue to create compelling stories that put African destinations in the global spotlight. Films and TV series have the power to turn cities, towns and hidden gems into sought-after destinations, attracting visitors who are looking to experience the magic of what they see on screen.
Tim Mangwedi, Founder and Executive Director of Joburg Film Festival, explained: These events not only showcase African talent, but also drive tourism by attracting global audiences and industry players to the coast. From accommodation and transportation to promoting cultural experience, economic impact is important. ”
Tourism in South Africa is taking advantage of this synergy between cinema and tourism to promote the country's diverse offerings. “Movie is more than entertainment. It's a powerful tourism driver. “Thehbisile Sehloho, Chief Marketing Officer (CMO) at SA Tourism, said:
This topic was central to discussions at the meeting Africa, where SA Tourism held a panel discussion on the “role of film, television and fashion in promoting the African continent.” Industry experts have explored how these creative sectors shape the image of Africa and attract both leisure and business travelers.
Tshepiso Chikapa-Phiri is CEO and founder of the known Associates Group of Companies, highlighting the need for better collaboration across the industry. “Movies are advertising billboards. People choose travel destinations based on what is displayed on the screen. But to fully utilize this, stronger communication between the tourism bureau, producers and government agencies is required. The impact is beyond tourism. It affects hotel bookings, car rentals, and local economy.”
Award-winning documentary director and archive researcher Nhlanhla Mthethwa added that the film plays an important role in maintaining and promoting lesser known destinations.
“Through projects like our Mapungubwe series, “Echo in the Valley,” we shed light on historical places and small towns that have been overlooked for a long time. We must take ownership of stories and use storytelling to promote both cultural pride and tourism. ”
Fashion also plays a pivotal role in shaping Africa's global identity. Designer Papama Mutwisha, creator of “Africa, Your Time Now,” pointed out how fashion complements film and tourism by telling the visual stories of the continent's rich heritage. “Fashion is more than style. It's a statement about who we are. Brands like Maxhosa showcase African culture on global runways, urging international travelers to connect with our traditions and aesthetics.”
This session reinforced the need for cooperation between African creative and tourism industries to enhance the continent's global appeal. Africa is more than just a destination in the way of leading film, television and fashion. It's a story waiting to be explored.
The session emphasized the integrity of collaboration and communication to unlock Africa's potential. Panelists agreed that the convergence of film, television and fashion can enhance the continent's narrative and promote tourism.
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