Sherwin Arends, who hails from Cape Town. joins the tourist board from Audley Travel.
He brings 12 years’ experience in the travel sector.
Arends moved to the UK six years ago after travelling the world as a member of Qatar Airways’ cabin crew.
Laterly, he served as senior product executive at Audley Travel.
He will be tasked with building and maintaining key travel trade contacts in the UK and Ireland.
This will include leveraging SAT’s research and insights to ensure agents have all the information, knowledge, tools and support to sell holidays to the country.
“I’m very passionate about my birth country and proud of my South African heritage so I am thrilled to be joining the South African Tourism team in the UK,” said Arends.
“I’m looking forward to showcasing South Africa as a leading tourist destination, with a focus on promoting the well-known areas and experiences and helping to uncover and educate the trade on the destination’s hidden gems.”
Tolene van der Merwe Hub, head of UK and Ireland at South African Tourism, added: “We’re delighted that Sherwin will be joining our growing team.
"His wealth of industry knowledge combined with his personal experience of South Africa will be invaluable as we collectively promote the destination to holidaymakers through the UK and Irish trade.”