South African Tourism has unveiled its latest global brand campaign, South Africa Awaits — Come Find Your Joy!, aimed at reigniting global travel to the rainbow nation with a message that celebrates curiosity, culture and the vibrant joy of travel.
Launched on 31 March 2025, the campaign takes a fresh, emotional approach to destination marketing. Through a powerful visual narrative, it invites travellers to see South Africa through the eyes of a child — capturing moments of awe, excitement and wonder from bustling Johannesburg to the tranquil Cape winelands.
The advert features celebrated South African talents including Grammy-winning musician Zakes Bantwini and renowned chef Wandile Mabaso. The soundtrack is by legendary artist Vusi Mahlasela, further anchoring the campaign in authentic local storytelling.
Beyond landscapes – a celebration of identity
The new campaign is more than a tourism promotion; it is a proud reflection of South Africa’s cultural identity. It highlights the country’s rich diversity, creative talent, and welcoming spirit — positioning South Africa as a destination for immersive and transformative travel.
“This is about reigniting that child-like curiosity and embracing the thrill of exploration,” said Thembisle Sehloho, Chief Marketing Officer at South African Tourism. “We’re showcasing the magic in every corner of our country — the kind that makes you smile and truly feel alive.”
A strategic step toward growth
South Africa Awaits — Come Find Your Joy! aligns with South Africa’s National Development Plan to attract 15 million visitors annually by 2030. The campaign will be rolled out globally across multiple channels, reinforcing South Africa’s positioning as a must-visit destination for leisure, culture, and adventure.
With tourism seen as a key driver of economic development and community upliftment, the campaign supports long-term goals of sustainable tourism growth.
