Given the global trend for consumers seeking authentic experiences, cultural immersions and meaningful local interactions, Africa’s marketeers are increasingly shifting away from the tried and tested focus on wildlife, instead promoting their destinations’ other unique qualities and strengths, from food and culture to their people.
The latter is a key focus of South African Tourism’s Meet Your South Africa campaign. Targeted at first-time visitors, the initiative aims to enhance travellers’ stays by connecting them with local guides from across the entire country. It covers SAT’s six main pillars: adventure, wildlife, culture, cities, natural beauty, and food and drink.
