As the South African team gears up for the Rugby World Cup 2023 final against New Zealand this coming Saturday, South African Tourism’s South Europe Hub has launched a new marketing campaign: ‘Live South Africa!’
This is built on the back of the successful LIVE AGAIN campaign that started in March 2022. Highlighting breath-taking scenery, active adventure, cultural roots, avant-garde city lifestyle, and local gastronomy, the campaign showcased the exceptional diversity of SA products, for an unforgettable and unique holiday.
Taking this a step further with the new Live South Africa!’ campaign is an invitation to discover South Africa’s many wonders, and celebrate the unique country through three fundamental pillars: the beauty of our landscapes and wildlife, culture and gastronomy, and adventure.
“Warmly welcoming, authentic, and intense all in one, South Africa is the ideal destination to live unforgettable experiences that leave lasting impressions in travellers’ hearts. Our people, our landscapes, our nature, our culture, our gastronomy and our wines! So many exceptional experiences to escape everyday life, open up to new horizons, and reconnect with yourself,” highlighted an SA Tourism spokesperson.
To inspire and convince South European travellers, the new campaign showcases South African DNA more than ever before, through enthralling stories illustrated by amazing people, must-see places, and unique experiences. The South Africans themselves are the campaign’s ambassadors and faces: celebrity chef Zola Nene and rugby player Tendai Mtawarira. Last but not least, Siya Kolisi, captain of the national rugby team, is SA Tourism’s new official Brand Advocate.
Born in Zwide, Eastern Cape Province, Kolisi has conquered the hearts of South Africans and of the whole world.
"I’m super excited about this partnership because, as a proud advocate for our country, I’ve always spoken about how much I love South Africa, and what a special place it is," said Kolisi. "I see this partnership as an opportunity to promote the entire tourism sector in South Africa, and I want to be a leading voice in encouraging everyone to come and see the best of what the country, and we as South Africans, have to offer."
A resurgent destination
South European arrivals in South Africa are approaching pre-pandemic figures, with 147 000 visitors recorded in the period between January and August 2023. This is a 65.9% increase compared with the same period in 2022. SA Tourism’s target is to reach 21 million international visitors by 2030.
“The destination continues to attract South European travellers in search of excitement in its purest form. And despite the challenge of rising airfares, SA continues to offer remarkable value for money.
“Our data suggest that arrivals from South Europe to South Africa will recover in the 2024/25 fiscal to pre-COVID levels, which saw a total of 300 000 South European visitors in 2019,” highlighted the SA Tourism spokesperson.