South African Tourism has announced its partnership with JoyCo’, a tourism representative agency in Italy, to promote South Africa as a tourism destination to the Italian market. The partnership follows last year’s closure of SA Tourism’s Milan office.

According to SA Tourism, the partnership with JoyCo’ is intended to maximise marketing spend by reducing operational costs and boost budgets to directly promote South Africa as a travel destination.

“There was a need for SA Tourism to have a representative agency in Italy that merges a knowledge of South Africa with intimate insights into the workings of the Italian market,” said SA Tourism’s Chief Marketing Officer, Margie Whitehouse.