Pretoria, the administrative capital city of South Africa, will officially be marketed as ‘the wildest capital city in the world’ by the Tshwane Tourism Association (TTA).

The TTA is seeking to leverage Dinokeng Game Reserve, the only Big Five game reserve in Gauteng, as an integral part of its promotional activities this year.

The marketing rebrand was launched at TTA’s recent annual tourism showcase.  

“We were looking for something to make Tshwane ‘sexy’ again. We are very well known as a city with historical and government significance, but to really show the excitement and adventure that we have in our city, we decided on the ‘wildest capital city in the world’ rebrand,” Susan Marais, Creative Director of the Pretoria Bucket List and Vice Chairperson of the TTA Board told Tourism Update.

“The purpose behind the rebrand is two-sided: to remind our locals that this is an amazing city with a lot to do; and to show visitors that we are not just a stopover destination when you fly into OR Tambo – it is a destination in its own right. Our city is the only capital in the world with a Big Five game reserve within its city limits, and we also have nature reserves like Rietvlei, Groenkloof, Wonderboom and Faerie Glen.”

Marais said the city also offered a variety of night-time activities, adventure outings, shopping experiences, and fine-dining options.

“Our city is a place filled with opportunities to have wild adventures, create wild and wonderful memories and meet wildly interesting people while doing so,” she said.

The TTA rebrand of Tshwane is being promoted through a number of initiatives, including:

• The annual TTA Showcase (January 23 at the CSIR International Convention Centre), where the rebrand was revealed to over 400 representatives from local attractions, international, local and inbound tour operators, travel agencies, embassies and strategic partners.
• Production of the Tshwane Visitors Guide, showcasing all the city’s attractions. The guide will soon be available at all major tourist information points across South Africa.
• The Tshwane Tourism Awards. Debuting later this year as an opportunity for stakeholders to engage, collaborate and grow relationships at a formal event honouring the industry.

Dinokeng experienced a bumper holiday season, with around 80% occupancy rates at its lodges, with a healthy mix of local and international travellers, Etienne Toerien, Director at Mongena Game Lodge told Tourism Update.

Marais said she was encouraged by the rebounding interest shown in the capital city in 2024.

“The TTA is excited about renewed enthusiasm about our city and what we have to offer to local and inbound visitors. We can be proud that the residents of this city are some of the most resilient people in the world who always continue building, helping, growing and moving forward,” Marais concluded.