"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
Thembisle Sehloho, Chief Marketing Officer of South African Tourism.
"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."
A Storytelling Masterpiece Rooted in Culture
The campaign's highly anticipated advert is more than
just a visual spectacle; it's an artistic expression of what makes South Africa
unlike any other destination.
Developed in collaboration with the visionary team at
Avatar, the
campaign was led by celebrated Phil Ireland, Chief Creative Officer. His team
took on the challenge of telling South Africa's story in a fresh, deeply
engaging way.
"We wanted to create something that resonated
emotionally, something that went beyond traditional tourism advertising," says
Ireland. "Our creative approach was simple yet profound — seeing South Africa
through the eyes of a child. Through this lens, we captured the raw joy,
boundless wonder and uninhibited excitement that make our country a place of
infinite discovery."
South African Tourism says that from the streets of Johannesburg to the Cape Winelands, the campaign's visuals take audiences on
a journey. The advert features local talents,
including Zakes Bantwini and Wandile Mabaso, who embody the creativity and innovation that
define South Africa's cultural landscape.
The music featured is by singer-songwriter
Vusi Mahlasela, whom South African Tourism partnered with on his track to reflect the message of
the campaign.
"I love my country; it's my home and this ad reminds those living
here and everyone visiting how amazing South Africa is," Mahlasela says. "It
shows all sides of our country, shares its beauty and highlights the warm
welcome you’ll always get when you arrive here."
Beyond Tourism: A Celebration of South African
Identity
SA Tourism says the campaign is more than just an invitation to visit
— it's a reaffirmation of South Africa's position as a leading global
destination for leisure, culture and adventure. It aligns seamlessly with
South African Tourism's 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," says Sehloho. "By spotlighting our people, our
traditions and our artistic spirit, we're offering the world a truly immersive
and meaningful travel experience."
The campaign is also a strategic move towards
achieving the country's tourism growth targets, as outlined in the government's National Development Plan. With a goal of attracting 15 million
visitors annually by 2030, this initiative is set to play a crucial role in
positioning South Africa as a top global travel destination, says the government agency.
A Movement of Joy and Discovery
With 'South Africa Awaits — Come Find Your Joy!' rolling out globally in the coming weeks, the campaign is set to inspire a new
wave of travellers to embark on their own South African adventure. It is a call
to experience the nation's music, culture, landscapes and cuisine — all
elements that make South Africa an irresistible destination for joy-seekers, says SA Tourism.
Ireland says, "This campaign gave us
an opportunity to share South Africa's story in its most vibrant, unfiltered
form. With the full support of South African Tourism, we were able to create
something truly special — an invitation for the world to come and experience
the soul of our country."
Sehloho concludes, "The world is ready to rediscover
joy — and South Africa is ready to offer it. The time to visit is now."
For more information, visit www.southafrica.net.
*Image courtesy of contributor