South African Tourism Launches 'south Africa Awaits — Come Find Your Joy!'

"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