SA Tourism’s Northern Europe Hub team has entered into an innovative partnership with the popular international variety TV show, The voice of Holland, to increase awareness of South Africa as a desired destination for Dutch tourists.

The first episode, screened last Friday (November 9), attracted over two million viewers across The Netherlands, who were all shown beautiful televised landscapes from South Africa during the episode.

“We are so pleased, as this really shows the value of strategic media partnerships,” says the team’s Chief Operating Officer, Sthembiso Dlamini. “Through this partnership we know that many potential Dutch travellers will get to hear, feel and taste South Africa and will ultimately come and visit our country. It really is about increasing positivity, especially for such an important market. It is even more special that South Africa is the first long-haul destination to be working with The Voice of Holland, and we’re very excited and proud to be partnering with such a large show, which will help us attract many more Dutch tourists to South Africa. This fits perfectly with our organisational strategic 5-in-5 goal of adding five million more tourists visiting South Africa by 2021.”

The partnership is supported by a 360-degree campaign that includes sharing more detailed information about South Africa using images and videos to showcase the country as more than just a safari destination, but one that has it all – from tropical beaches and vibrant city life, to rich culture and heritage, exceptional weather most of the year, and a colourful culinary offering.

The diversity of SA’s offering will be featured in all The Voice of Holland’s promotions, which will run for 17 weeks, with the final episode giving glimpses of some of the locations and experiences that the winner of the show will visit to shoot a music video.