South Africa Tourism has officially announced its latest global brand campaign, “South Africa is waiting – Come and find your joy!” The campaign, launched in late March, is designed to position South Africa as a major tourist destination, supporting the growth targets of national visitors outlined in the country's national development plan.
At the heart of the campaign is a short TV ad created in collaboration with local agency Avatar, featuring famous South African figures, including music from musicians and producers Zakes Bantwini, Chef Wandile Mabaso and Vusi Mahlasela. Talked through the eyes of a child, the campaign highlights the scene from Johannesburg to Cape Wineland, promoting emotional connection and cultural credibility. With the aim of reaching 15 million visitors per year by 2030, South African tourism sees this campaign as a strategic tool to accelerate recovery and stimulate international demand.
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Source: Tourism in South Africa
