South African Tourism launches global campaign ‘South Africa Awaits — Come Find Your Joy!’

SOUTH AFRICA – South African Tourism has unveiled its new global brand campaign, ‘South Africa Awaits — Come Find Your Joy!’, designed to inspire international travelers to rediscover the country’s diverse array of cultural, scenic, and adventure-driven experiences.

The campaign’s goal is to establish South Africa as a must-visit destination for those seeking both excitement and relaxation, blending adventure with serenity in one unforgettable experience.

A Cultural Storytelling Journey

The much-anticipated advertisement is more than just a visual spectacle; it is an expression of what makes South Africa a one-of-a-kind destination.

Developed in collaboration with Avatar, one of South Africa’s leading creative agencies, the campaign was led by the talented Phil Ireland, Chief Creative Officer.

Ireland’s team embraced the challenge of telling South Africa’s story in a fresh and engaging way.

“We wanted to create something emotional, something that went beyond traditional tourism ads,” Ireland said.

“The idea was simple yet profound — seeing South Africa through the eyes of a child. This allowed us to capture the unfiltered joy, boundless wonder, and excitement that make South Africa a country of endless discovery,” he added.

The visuals in the campaign guide audiences on a captivating journey, from the lively streets of Johannesburg to the peaceful beauty of the Cape winelands.

The ad features renowned South African talents like musician and producer Zakes Bantwini and chef Wandile Mabaso, who are celebrated figures representing South Africa’s creativity and cultural innovation.

The soundtrack of the ad features the legendary Vusi Mahlasela, who provided music that reflects the essence of the campaign.

Mahlasela shared, “This ad showcases the beauty of my country and the warmth that welcomes visitors. It shows all sides of South Africa and reminds people of its incredible spirit.”

A Celebration of South African Identity

This campaign is not just a call to visit; it is a powerful statement of South Africa’s identity as a global hub for tourism, culture, and adventure.

It aligns seamlessly with South African Tourism’s broader vision of stimulating economic growth through tourism and supporting local communities.

“Our goal is not only to showcase breathtaking landscapes but to tell a genuine South African story,” says Sehloho from South African Tourism. “By emphasizing our people, traditions, and artistic culture, we offer travelers a deeply immersive experience.”

This campaign also plays a key role in helping South Africa achieve its tourism growth targets, aiming for 15 million visitors annually by 2030, and positioning the country as a leading destination on the global tourism map.

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