South Africa Goes Hyper-Local in First Tourism Campaign in Years
Photo Credit: Ndebele Village, Mpumalanga, South Africa in pre-pandemic times. Flickr Commons / South African Tourism
Skift Take
Is the shoe now on the other foot? South Africa’s new tourism campaign push comes just as its industry begins to see green shoots of recovery ahead, in contrast to the uncertainty that now hangs over European destinations.
Live Again! That’s the new message to travelers from South Africa in its first major global tourism campaign since the Covid pandemic, signaling a turning point for the country after a harrowing two years.
The aim is clear: to encourage visitors to go hyperlocal, from diving into South Africa’s wide-open, diverse landscapes to immersing in culture. What stands out, however, is the storyline.
A young Black female is the main protagonist. Working remotely from a dim lit cafe somewhere in Europe, then from her dark and lonely apartment, she appears disillusioned which leads her to shut her laptop, pack a suitcase, hop into a Black taxi cab amid h
