South African Tourism has appointed Sydney-based agency Gate 7 as its public relations and communications representative for Australia and New Zealand, signalling a renewed push to grow awareness and visitation from key long-haul markets.
The appointment follows a competitive tender process and will see Gate 7 work alongside the tourism body’s local team to deliver an integrated communications strategy across both markets.
Strategic focus on ANZ growth markets
Australia and New Zealand remain priority markets for South African Tourism, with strong post-pandemic recovery and continued growth in visitor numbers.
More than 121,000 Australians travelled to South Africa in 2025, representing a 23.2% year-on-year increase and exceeding pre-pandemic levels. New Zealand arrivals also rose by 15.8% over the same period.
For the trade, this growth reinforces South Africa’s position as a leading long-haul destination, supported by demand for nature-based travel, cultural experiences and multi-region itineraries.
Integrated PR strategy to drive demand
Gate 7 will roll out a coordinated programme across PR, social media and broader communications channels, aimed at increasing destination awareness and engagement among both consumers and trade.
A key focus will be storytelling aligned with South African Tourism’s global campaign, highlighting authentic experiences across safari, food and wine, coastal and urban travel.
The strategy will also emphasise accessibility, including direct flights from Sydney and Perth, as well as one-stop connections from across Australia and New Zealand.
Trade engagement and destination positioning
For Australian agents, the appointment is expected to strengthen in-market support, with increased media exposure and trade engagement likely to drive conversion and product awareness.
South Africa’s diverse offering — spanning wildlife, culture and urban experiences — continues to resonate with long-haul travellers seeking depth and value.
As competition intensifies across global destinations, targeted in-market representation is expected to play a key role in maintaining momentum and capturing further growth from ANZ travellers.
