Destination marketing organisation South African (SA) Tourism on March 1 unveiled its first global audio-visual marketing campaign in five years by launching the ‘Live Again’ global campaign, in Sandton.

Tourism Minister Lindiwe Sisulu said at the launch event that South Africa was spearheading the global shift towards a ‘post-lockdown’ global travel and tourism era.

She added that South Africa’s tourism sector intended to restore tourism’s allure, noting that resilience, industriousness and adaptability formed part of the indefatigable South African spirit.

“Around the world extended periods of living with Covid-19 left people yearning for a travel experience that can break them out of the cycle of stress and numbness they have come to feel. People increasingly want to live their lives to the fullest and have experiences beyond the fleeting moment of mere rest and relaxation,” said Sisulu.

After two years of restricted travel movements, South Africa was inviting the world to experience the wealth, authenticity and unadultered experiences that the country has to offer, she added.

“From breath-taking beauty, to sun-soaked coasts; from wildlife to active adventure; from vibrant urban energy to the incredible warmth and cultural diversity of our people – South Africa is a traveller’s dream,” she said.

The 'Live Again' campaign captures the story of a young traveller’s life-changing journey through South Africa. Feeling numb, she leaves her home country and heads to South Africa. From the moment she arrives, she starts to reawaken as she begins to experience South Africa and its amazing people. It is a showcase of captivatingly beautiful landscapes, dynamic culture and people, vibrant night-life and exquisite cuisine, SA Tourism states.

SA Tourism acting CEO Mzilikazi Themba Khumalo said the campaign summed up South Africa’s resolve to not postpone living life to the fullest one moment longer. He also said that the campaign tapped into South Africans' "renowned optimism and resilience".