Tourism promotion agency South African Tourism (SA Tourism), on March 31, launched its latest global brand campaign titled ‘South Africa Awaits – Come Find Your Joy!’

The agency describes the campaign as a celebration of the country’s “boundless energy, rich culture and extraordinary experiences”.

SA Tourism says this dynamic campaign invites travellers to rediscover their sense of wonder, embracing the joy that travel to South Africa can unlock.

“In a world where life’s simple joys often get lost in the rush of daily routines, our new global campaign is an invitation to reignite that child-like curiosity and embrace the thrill of exploration,” says SA Tourism chief marketing officer Thembisle Sehloho.

“At the heart of this campaign is a powerful and emotive television advert that reflects the true essence of South Africa,  where every corner holds an opportunity to experience something magical, something that makes you pause, smile and truly feel alive.”

SA Tourism describes the campaign’s advert as “more than just a visual spectacle; it’s an artistic expression of what makes South Africa unlike any other destination”.

From the vibrant streets of Johannesburg to the tranquil beauty of the Cape winelands, the campaign’s visuals take audiences on a captivating journey, says SA Tourism.

The advert features award-winning local talents, including internationally renowned musician and producer Zakes Bantwini and acclaimed chef Wandile Mabaso, who embody the creativity and innovation that define South Africa’s cultural landscape.

The music featured is by singer-songwriter Vusi Mahlasela.

SA Tourism says the campaign is a reaffirmation of South Africa’s position as a leading global destination for leisure, culture and adventure.

The agency says it aligns seamlessly with its broader vision of driving economic growth and community upliftment through tourism.

“Our campaign is about so much more than just showcasing breathtaking landscapes, it’s about telling an authentic, deeply rooted South African story,” explains Sehloho.

The campaign is also a strategic move towards achieving the country’s ambitious tourism growth targets, as outlined in the government’s National Development Plan.

With a goal of attracting 15-million visitors a year by 2030, this initiative is set to play a role in positioning South Africa as a top global travel destination, says SA Tourism.