As part of its mandate to enhance the country’s reputation, Brand South Africa is looking at tourism as one of the critical pillars to shape international perceptions and attract investment from potentially lucrative markets such as China.

Brand South Africa, the country’s official marketing and reputations management agency, which is in the process of being merged with South African Tourism, has a mandate to manage the Nation Brand’s reputation to improve global competitiveness.

“People construct an overall perception of South Africa informed by their exposure to a wide range of pillars, which aggregate to an overall perception. This influences their decisions relating to South Africa, whether it be in terms of investment or visiting the country for tourism,” says Tshepiso Malele: Acting Country Head of China for Brand South Africa.

In October, Brand South Africa hosted the Nation Brand Forum in Johannesburg, which brought together a range of government and private-sector stakeholders with a role to play in contributing to the nation’s overall brand equity. The forum included youth engagements, roundtable sessions on shaping the perceptions of the African continent, and discussions on harnessing the potential of initiatives such as the African Continental Free Trade Area.   

Inseparable link to tourism

In September, President Cyril Ramaphosa gave the green light for the merger of Brand SA and SA Tourism. The completion of the merger is still subject to a process of legal and regulatory changes.

Malele highlights the inextricable link that South Africa’s brand image has to attracting and promoting tourism.

“Tourism is one of the key pillars in that every tourism experience is an opportunity for us to influence positively, so that when someone goes back home they can share their experience of South Africa and increase its desirability and attractiveness as a destination.” 

Brand South Africa works closely alongside South African Tourism to assist with the packaging of tourism products, marketing campaigns and services to international audiences.  

“Operationally we have ongoing interactions with SA Tourism, also working closely with South Africa’s missions and consulates. These engagements target both businesspeople and tourism, to sell a consolidated South African story,” Malele says, explaining that various platforms, from digital media, to activations, presentations and events, are used to spread the South African message in international markets around the world. 

“We are very happy to collaborate with any stakeholders who want to present the South African business case, whether it be from a tourism perspective or otherwise, to provide insights, marketing materials or overall support in effectively sharing the nation brand image,” says Malele.

Luring China to South Africa

Apart from its monumental potential for foreign investment, China represents a major opportunity for tourism. The country’s potential 142 million travellers are eager to explore after stringent COVID restrictions, and South Africa is looking to capitalise.

“If we can tap into just a fraction of that market, we can generate massive amounts of revenue. What we have been able to achieve from a tourism and business perspective still leaves a lot of upside. That is why we have been increasing the level of visibility as a country brand within China,” says Malele.

Together with SA Tourism and other stakeholders, Brand South Africa has hosted a number of activations in China, including a recent braai (barbecue) event in Shanghai, which showcased the country’s cultural, gastronomic, product and business offerings.

“There is a need to manage and correct the perceptions that China commonly holds of the African continent and South Africa. We are seeking to enhance the level of understanding of what South Africa has to offer, how we are differentiated and what our key strengths are,” Malele points out.

“At the same time, we need to better understand how the Chinese do business, what is important to them and what their concerns are, so we can provide them with the confidence that their investments are safe in South Africa.”

SA Tourism has intensified its marketing drives in China, with initiatives such as the launch of an online portal showcasing 150 points of interest across South Africa, which users can explore in Mandarin.

“China is projected to be a leading source market for arrivals by the year 2030. The target for the current year is to get about 100 000 core Chinese trade partners trained on the portal,” says Mansoor Mohamed, SA Tourism Head for the Asia Pacific Hub.

"Our plans to lure tourists from China include positioning South Africa in the Chinese market as a leading and safe tourism destination that offers excellent sustainable and culturally diverse experiences and breath-taking wildlife and natural beauty."