SOUTH AFRICAN TOURISM FACT SHEET
CORPORATE FACTS
LEADERSHIP
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South African Tourism is the national tourism agency responsible for marketing South Africa as a
tourism destination internationally and domestically
South African Tourism is governed by a Board of 12 members led by the Minister of Tourism,
Honourable Mr Derek Hanekom.
Mr Zweli Mntambo is the Chairperson of the South African Tourism Board
Mr Thulani Nzima is the Chief Executive Officer of South African Tourism.
STRATEGY
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South African Tourism aims to make tourism the leading economic sector in South Africa, and to
promote sustainable economic and social empowerment of all South Africans. At the same time
South Africa is marketed as an integral part of Africa.
To accomplish these goals, South African Tourism commits to the government’s objectives of
increased GDP growth, sustainable job creation and redistribution and transformation through:
 Increasing tourist volume;
 Increasing the geographic spread, length of stay and tourist spend of all visitors;
 Improving seasonality arrivals patterns; and
 Working to transform the industry so that historically disadvantaged South Africans may
benefit from the sector
South African Tourism promotes South Africa generically in terms of its unique selling points as an
all-season, year-round preferred tourist destination
South African Tourism’s marketing initiatives are guided by the Tourism Growth Strategy, adopted
by the South African Cabinet in 2011.
South African Tourism’s has the following key markets:
 International Markets including Europe, UK, Americas, Asia and Australasia
 Africa & the Middle East
 Domestic & SADC
The International Marketing is headed up by General Manager: International while the Africa
portfolio is led by Regional Director: Africa. The Domestic Portfolio is headed by Country Manager:
SADC and Domestic. They are all tasked with developing and implementing marketing strategies for
the various markets. This optimises efficiency of strategic marketing activities in the specific
market segments.
The overall marketing strategy promotes South Africa's scenic beauty, diverse wildlife, eco-tourism
and variety of cultures and heritage
The organisation aims to engender a travel and tourism culture amongst South Africans through the
Domestic Marketing strategy
South African Tourism invests in ongoing segmentation research into key spend and volume markets
abroad that highlight international growth areas where South African Tourism's marketing efforts
will reap the greatest returns
South African Tourism participates in major travel shows, co-ordinates advertising, Public Relations
and online (including social media) campaigns, and holds educational sessions, with the
international partners of South Africa's travel industry
The organisation is active in promoting South Africa as a destination for Business Events through
the South African National Convention Bureau (SANCB)
SOUTH AFRICAN TOURISM FACT SHEET
CORPORATE FACTS
MARCH 2015
Logo and Corporate Identity
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South African Tourism’s logo and corporate identity were redeveloped in 2009 in collaboration with
the International Marketing Council now known as Brand South Africa.
The logo uses the colours of the internationally recognised South African flag to leverage awareness
of South African Tourism as the marketer of Tourism to South Africa
The logo is an icon of the pride in South Africa that South African Tourism strives to nurture among
all South Africans
Location
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With its head office based in Chislehurston, Sandton (Gauteng), South African Tourism has country
offices in:
 London
 Frankfurt
 New York
 Amsterdam
 Paris
 Milan
 Mumbai
 Tokyo
 Beijing
 Lagos
 Sydney
 Sao Paulo, Brazil,
 Luanda, Angola (opened in April 2015)
South African Tourism also works with South Africa’s embassies and consulates all over the world to
encourage tourism to South Africa
ENDS.
SOUTH AFRICAN TOURISM FACT SHEET
CORPORATE FACTS
MARCH 2015