I have been informed by SA Tourism that the 3-year Integrated Destination Brand Marketing Strategy was approved by the South African Tourism Executive Committee on 22 December 2022.
The objective was to develop a 3-year destination marketing strategy to address the target of reaching 21 million arrivals by 2030 while considering the destination marketing objectives for leisure, business and corporate brands.
At the core of the strategy is our vision is to position South Africa as an exceptional tourist and business events destination that offers a value-for money, quality tourist experience that is diverse and unique.
This will be achieved by marketing South Africa both domestically and internationally in order to increase the volume of tourists and the value they add to the economy by: