South African Tourism has launched its new global brand campaign, “South Africa Awaits—Come Find Your Joy!”, which spotlights the country’s rich culture, heritage and immersive travel experiences.
The campaign debuted during the international rugby tournament in Los Angeles—an event that coincided with South Africa’s fifth men’s series title win.
North America Tourism Numbers Rising
With the United States as South Africa’s top overseas source market in 2024, showing a 5.2% year-over-year increase in arrivals, the new campaign is designed to deepen the connection between travelers and the destination. Canada also saw a 5.5% uptick in visitor numbers, reinforcing the importance of the North American market.
With momentum already strong—North American arrivals rose 4.1% in Q1 2025—“Come Find Your Joy” serves as a rallying call for travel professionals to reignite interest in South Africa and leverage fresh storytelling to connect clients with one of the world’s most rewarding destinations.
“American travelers are looking for meaningful, culturally enriching and adventurous travel—and South Africa delivers on all fronts,” said Darryl Erasmus, Chief Operations Officer of South African Tourism, in a press statement. “We are incredibly grateful to the U.S. and Canadian travel trade for their continued support.”
The “Come Find Your Joy” campaign showcases South Africa’s diverse offerings—from safari adventures and vibrant city life to world-class wine and cuisine—through vivid storytelling and immersive visuals. It positions the country as a destination that offers not only exploration but also emotional renewal and authentic connection.
“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,” said Thembisle Sehloho, Chief Marketing Officer of South African Tourism.
As the campaign continues its North American rollout, it presents a strong opportunity for advisors to highlight South Africa’s unique value: multi-dimensional experiences that leave a lasting impact.
For more information, visit southafrica.net.
