The CEO of the destination marketing agency SAT, Siza Ntshona, is convinced that tourism can double its present contribution to the South African Gross National Product (9.4%). Tourism is one of the driving forces of the South African economy and social transformation. The country is absolutely unique in the world and thus contains a huge potential. Integrative growth and transformation, which include the majority of the population and create new jobs, are essential, he states.

On a short-term basis the “Five in Five” strategy is to strengthen partnerships between the private and public sector to support the local tourism industry. Ntshona and further senior managers of SAT have closely co-operated with the South African trade press medium Tourism Update since the end of 2016. Part of the partnership are regular trade webinars. TIP, the Tourism Incentive Program of the National Department of Tourism, is to boost the development and growth of small and medium-sized enterprises (SMMEs).

The new global marketing campaign „WOW in every moment,“ which will start in Germany in April, shows travellers the real South Africa, unfiltered, authentic and true-to-life. “Begin your safari now,” may it be a culture safari on the tracks of contemporary art, a surfing or a wine safari, South Africa has more to offer than just wild animals and presents a great experience for every taste.

For 2017 and 2018, Theresa Bay-Müller, Country Manager SAT Germany, relies on personal talks with tourists and trade agents „It is the people of our country who can bring South Africa’s spirit best across. South Africa, this means passion, moving encounters and precious memories, that are best talked about by South Africans themselves and those, whose hearts have already been won by our beautiful country,“ says Bay-Müller.