South African Tourism

South African Tourism is the national tourism agency responsible for marketing South Africa as a destination internationally and domestically.

The Agency’s objectives are to: develop and implement marketing strategies efficiently in the specific market segments; promote South Africa’s scenic beauty, diverse wildlife, ecotourism, and variety of cultures and heritage; realise South Africa’s potential as a big event destination; engender a travel and tourism culture among South Africans; use the more focused, cost-effective and customer-driven approach taken to its international marketing operations in a quest to ‘play smarter’ in the increasingly competitive global tourism market; continue including initiatives such as ongoing segmentation research into key spend and volume markets abroad, which highlight international growth areas where South African Tourism’s marketing efforts will reap the greatest returns; continue with its aggressive e-Business Tourism Growth Strategy, which incorporates fully-fledged research and a website; create market access by participating in major travel shows, coordinate advertising, public relations and direct mailing campaigns, and conduct familiarising trips with media, tour operators and travel agents to enhance understanding of South Africa as a leisure and business events destination; and be active in promoting South Africa as a destination for business tourism through its Business Tourism Unit, which works closely with sector representatives both abroad and in South Africa.

South African Tourism also focuses on encouraging the grading of establishments to enhance South Africa’s value proposition and seamless experiences for all tourists.