South Africa Awaits: New Tourism Campaign Invites Travelers to Rediscover Joy and Wonder in Diverse Landscapes

South African Tourism has launched its new global brand campaign, 'South Africa Awaits -- Come Find Your Joy!', inviting international travelers to rediscover the country's diverse offerings and embrace the thrill of exploration. The campaign, told through the eyes of a child, showcases scenes from Johannesburg to the Cape Winelands, emphasizing emotional connection and cultural authenticity. "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. The campaign features a short television advert created in partnership with local agency Avatar, highlighting renowned South African figures like musician Zakes Bantwini and chef Wandile Mabaso. This initiative aims to achieve the country's ambitious tourism growth targets, attracting 15 million visitors annually by 2030. Travelers can expect vibrant cultural experiences, stunning landscapes, and a warm welcome, making South Africa a destination for rediscovering joy and wonder.