South African Tourism is the official international marketing organisation of South Africa as a tourist destination.
South African Tourism markets South Africa's scenic beauty, diverse wildlife, kaleidoscope of cultures and heritages, the great outdoors, sport and adventure opportunities, eco-tourism and conference facilities.
Marketing is undertaken via SA Tourism's international offices in strategic markets worldwide (ie London, Frankfurt, Amsterdam, Paris, Milan, Sydney, New York, Tokyo).
South African Tourism participates in travel shows, presents workshops for members of the travel trade, produces a variety of promotional material and initiates and co-ordinates marketing campaigns to create a positive marketing climate for the effective marketing of South Africa's many excellent tourism products. For this purpose South African Tourism also arranges INDABA, the largest annual tourism market in Africa, as an opportunity for the South African travel industry to present its products to the international market.
SOUTH AFRICAN TOURISM VISION
As an integral part of the Africa to competitively market South Africa internationally as a preferred destination, for the sustainable economic and social empowerment of all South Africans and to make tourism the leading economic sector in South Africa.
SOUTH AFRICAN TOURISM'S MISSION IS:
- To increase the number of international visitors;
- To increase export earnings;
- To increase the dispersal of all visitors across South Africa to spread the economic benefits and encourage development;
- To co-operate with all stakeholders to promote a suitable national tourism culture and environmental awareness and consolidate partnerships to maximise resources;
- To promote a unique African experience;
- To demonstrate leadership, integrity, responsibility, creativity and excellence in all we do;
- To promote southern Africa as a tourism hub through regional co-operation, for the benefit of the whole region;
- To co-ordinate, where appropriate, data, research, statistics and product information for the industry nationally;
- To offer visitors a quality experience.
