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Back
Who we are

South African Tourism is the tourism marketing arm of the South African government. Simply put, our job is to promote the country domestically and internationally, whether for leisure, business or events tourism.

South African Tourism has made great strides in introducing and marketing South Africa not only to our own people but also, since the dawn of our democracy in 1994, to the world.

We have grown from a few offices around the world to become a global tourism organisation on a mission to market and share, through experiences, all that is unique, warm and beautiful about South Africa. 

Tourism Growth Strategy

Our goal is to make tourism the leading economic sector in South Africa and, by doing so, promote the sustainable economic and social empowerment of all South Africans. Our beautiful country is an integral part of Africa, particularly the subcontinent of southern Africa, so we actively focus our marketing to promote this fact.

To accomplish these goals, South African Tourism is committed to meaningfully contributing to the government's objectives of increased GDP growth, sustainable job creation, and redistribution and transformation through:

  • Increasing the number of tourists who visit our country
  • Increasing the geographic spread, length of stay and spend of all visitors
  • Improving seasonal arrival patterns
  • Working to transform the industry so that historically disadvantaged South Africans may benefit from the sector
What we do
How we do it

South African Tourism Leadership

Meet the leadership team that heads up South African Tourism.

Explore South Africa

Africa's Travel INDABA

Africa's Travel INDABA

Africa's Travel INDABA is one of the largest tourism marketing events on the African calendar and one of the top three ‘must visit’ events of its kind on the global calendar. It showcases the widest variety of Southern Africa's best tourism products and attracts international buyers and media from across the world. INDABA is owned by South African Tourism and organised by Pure Grit Project and Exhibitions Management (Pty) Ltd. INDABA has won the awards for Africa’s best travel and tourism show. This award was presented by the Association of World Travel Awards.

R100

Bierfest

R100
Bierfest

The Bierfest is the closest representation of the German beer culture. Break out the lederhosen and dirndls and get ready for a “top Klaus bier festival” when the Newlands Brewery Village Green transforms into a Bavarian-style beer hall. Bring your mates for a wunderbar celebration as you clink together massive beer steins, and gorge on Schmidt-hot snacks such as wursts, cheeses and massive pretzels. It tours four cities around the country – Port Elizabeth, Johannesburg, Durban and CapeTown. Besides the delectable eats, drinks and music, there will be plenty of entertainment. Bierfestarians can look forward to participating in a range of traditional Oktoberfest-inspired games between beers (when last did you put your cow-milking skills to the test?), competitions (hint: dress-up on theme as best you can – there are trips to the actual Oktoberfest in the offering), and other fun-filled events. Dates: Durban 1 – 2 SeptemberPretoria 6 – 7 OctoberCape Town 3 – 4 November

R50

Good Food & Wine Show

R50
Good Food & Wine Show

The Good Food & Wine Show is Africa’s largest culinary event, and this year it has been rebranded and launched with a new theme – “Fresh”, which is the golden thread tying everything in the show together. The show’s narrative is a unique interpretation of the prevailing global obsession with sustainability and a healthier planet, and it’s inspired by the global trend for urban farming and the gradual urbanisation of rural contexts. This is being driven by a worldwide foodie revolution and a desire to grow local and eat fresh. The Good Food & Wine Show offers an exciting range of FRESH foodie experiences, of which seven components comprise themes that awaken the senses: tasting, seeing, smelling, feeling and hearing. These sensory experiences will challenge you to refresh your view of good food and wine, and the worlds around them. The golden thread of “Fresh”, is represented throughout the Johannesburg show, and is expressed through innovative culinary experiences, a variety of themes and programmes, and an impressive selection of chefs. Dates: CAPE TOWN: 2 - 4 JUNE 2017 Johannesburg: 28 - 30 JULY 2017 DURBAN: 27 - 29 OCTOBER 2017

Mercedes-Benz Fashion Week - Johannesburg

Mercedes-Benz Fashion Week - Johannesburg

What started off as a just a fashion show has now become an annual lifestyle event that showcases the best of South African talent. From firm fashion favourites to emerging artists, the shows feature everything from glamorous garments, ready-to-wear pieces, wedding couture and the latest development in menswear. African Fashion International (AFI) was established as part of an unequivocal determination to propel and restore refined African fashion brands on the global stage. Apart from the established names in the business, the annual couture conference affords young designers the opportunity to dazzle audiences with their fresh ideas and share the runway with the elite crew of trendy exhibitors. Aside from checking out the competition, business-savvy fashionistas can also look forward to the much-anticipated conference where speakers give budding designers business advice and tips on how to stay relevant. This event takes place in Johannesburg and Cape Town.

R100

Sun Grandwest Motorshow

Western Cape
R100
Sun Grandwest Motorshow

The Sun Grandwest Motorshow is one of the biggest motorshows held in Cape Town. The showcase is a made up of the latest bikes, concept cars, trucks as well as food and family entertainment. This incredible event will get your engine revving with an impressive array of cars, bikes and trucks – from the vintage classics to modern exotics and big-rigs. Let your inner-child loose and run amok through the rows of slender speed machines and screaming engines. This year, you can expect a classic car section, an outdoor 4x4 area, a drifting zone, a bike zone and plenty of amazing engines to ogle. The organisers have arranged for drivers from SA and all over the world to come and show off their awesome tricks and quirks, making this a very unique opportunity for motor enthusiasts. This is a world-class, family-friendly event with live music and food stalls to keep the atmosphere vibrant and your stomach satisfied. 

R1000

Ultra Music Festival

R1000
Ultra Music Festival

The Ultra South Africa music festival is a franchise event of Ultra Worldwide. This is a two-day music event where legends of house music such as Black Coffee, Felix Jeahn, David Guetta, DJ Snake and many others get to entertain a packed audience with their sets. Ultra is one of the most celebrated festival brands in the world, and though 2014 was the first time the thumping bash descended on the African continent, the event has been staged all over the globe, with audiences in Brazil, Korea and the party capital of the world, Ibiza. It all began in Miami, Florida, back in 1999, and the music festival has since become internationally renowned for bringing together the hottest names in the dance scene. To date, the massive outdoor party has managed to conquer nine countries on five continents with the same epic flair that was made famous by the original event. Cape Town Stadium, Cape Town - 24 February 2017 Exo Centre, Nasrec, Johannesburg - 25 February 2017

R980

Veuve Clicquot Masters Polo

Western Cape
R980
Veuve Clicquot Masters Polo

The Veuve Clicquot Masters Polo is a popular social event in South Africa. Spectators get to watch the game of kings while sipping on some of the finest bottles of champagnes. Socialites and the crème de la crème of African influencers will descend on South Africa’s most prestigious polo estate, Val de Vie Estate to witness international polo players compete for the coveted Veuve Clicquot Masters Polo Cup. Guests can expect to taste food inspired by glamour and luxury, all enjoyed with Veuve Clicquot champagne, of course. Val de Vie Estate will also be transformed in line with the theme, to ensure guests experience a journey of the senses around the world with Veuve Clicquot, without leaving the picturesque Paarl/Franschhoek valley.

R70

The Soweto Derby (Orlando Pirates vs. Kaizer Chiefs)

Gauteng
R70
The Soweto Derby (Orlando Pirates vs. Kaizer Chiefs)

This is a rivalry soccer match of the country's biggest Premier Soccer League teams, Orlando Pirates and Kaizer Chiefs. The energy of this game has made us witness fans come out in numbers to support their team. The Soweto derby is a soccer rivalry between the Premier Soccer League's Kaizer Chiefs and Orlando Pirates in South Africa, and is considered one of the most fiercely contested matches in African football. It was first contested on 24 January 1970. Matches between the two rivals attract a large fan base. The rivalry between these two Soweto Giants dates back to January 24, 1970. Orlando Pirates, already 33 years old at the time, met new kids on the block Kaizer Chiefs, founded by former Orlando Pirates player, Kaizer Motaung.

Soweto Wine & Lifesytle Festival

Gauteng
Soweto Wine & Lifesytle Festival

The Soweto Wine & Lifestyle Festival is a must-attend festival in Soweto. The show exhibits a combination of wine, travel destinations, food and lifestyle products. This festival is the hub for the country’s finest innovators, bringing together winemakers, artisanal chefs, designers, crafters and entrepreneurs for a three-day cultural experience, unique to Soweto. The festival was originally designed to bring Cape wines into Johannesburg’s largest township, Soweto – which is known for its trendsetting values and people – to expose this magnificent movement to the country’s oldest, unique wine etiquettes and cultures. Come and experience the best wines the Cape has to offer; check out travel retailers with a huge choice of holidays and weekends away; indulge in a wide selection of gastronomies to suit all tastes from top restaurants, local bistros and food vendors; and enjoy music from Soweto’s famous set.

R30

Cape Town International Jazz Festival

Western Cape
R30
Cape Town International Jazz Festival

The Cape Town International Jazz Festival is one of South Africa’s most coveted jazz platforms. It has won numerous awards over the years and has become the ultimate event to perform at for both international and local artists. Affectionately referred to as “Africa’s Grandest Gathering”, the Cape Town International Jazz Festival (CTIJF) is the largest music event in sub-Saharan Africa. The festival is an annual event famous for delivering a star-studded line-up. This proudly South African produced event is hosted at the Cape Town International Convention Centre (CTICC) each year, on the last weekend of March or the first weekend of April. The festival boasts five stages with more than 40 artists performing over two nights. The programming, unique to the CTIJF, is made up of a 50/50 split between South African artists and international artists respectively. It hosts in excess of 37 000 music lovers over the two show days.

R460

Comrades Marathon

KwaZulu-Natal
R460
Comrades Marathon

This is an ultra-marathon of approximately 89km that is held in KZN. It is an annual event that takes place during the second quarter of the year and is one of the oldest annual events in South Africa, as the first race took place in 1921. Run between the cities of Durban and Pietermaritzburg, the race alternates between an “up” and “down” run, from the coast inland and vice versa. Many call it the world's greatest ultra-marathon, and one of the reasons this fabled South African marathon has the title is because of the wealth of legends in its history.

R600

International Jazz Extravaganza

KwaZulu-Natal
R600
International Jazz Extravaganza

The International Jazz Extravaganza is a platform that showcases all the greats of jazz music. The line-up is usually filled with a combination of international acts and local jazz legends. The International Jazz Extravaganza will be held in Durban, KwaZulu-Natal, along the lush eastern seaboard of South Africa, and of course will also once again be wowing jazz fans with inspiring star performances and unmatched hospitality when it returns to the Durban ICC Arena. So far three acts for the night have been announced – the edgy US jazz vocalist, Kurt Elling; well-known local artist, Nduduzo Makhatini; and highly-acclaimed vocalist and pianist, Thandi Ntuli. The first IJE offered something that no other jazz event in South Africa catered for – entertainment for the pure jazz lover. This, along with a luxurious hospitality experience that combines music, food, and travel is what makes IJE so unique.

R220

Durban July

KwaZulu-Natal
R220
Durban July

The Vodacom Durban July, the greatest racing, fashion and entertainment extravaganza on the African continent, takes place at Greyville Racecourse. Television has brought great sporting events right into the living rooms of homes around the world but there is still no substitute for being right there, in the middle of things to experience the sights, the sounds and, above all, the adrenaline rush that comes with live action. The Vodacom Durban July is probably one of the oldest horseracing events in the country. The first race was run in 1897 and was contested over 1.6km, and ever since then it has become an event not to be missed in South Africa. This event calls for celebrities, socialites and the elite to show off their outfits, their bets and their social skills. The excitement of Vodacom Durban July surpasses that of any other event on the African continent, with huge crowds expected on course and millions of others around the country taking serious bets or having their annual flutter.

R50

Grahamstown National Arts Festival

Eastern Cape
R50
Grahamstown National Arts Festival

The National Arts Festival is an important event on the South African cultural calendar, and the biggest annual celebration of the arts on the African continent. It has become the home for artists from different corners of the creative world. Whether you are a dancer, musician, painter or a mere art lover, the Grahamstown National Arts Festival is where you belong. From theatre to dance, opera to cabaret, fine art to craft art, classical music to jazz, poetry readings to lectures, every art form imaginable is represented in one of the most diverse festivals in the world. For 11 days every year, the Eastern Cape town of Grahamstown transforms from a sleepy haven of academics, students and entrepreneurs into the heart of South Africa’s arts scene.

R500

Turbine Art Fair

Gauteng
R500
Turbine Art Fair

The Turbine Fair is an annual art fair that seeks to promote new work and talent all while establishing an art audience and collector base. Exhibitors – whether galleries, collectors or dealers – are invited to exhibit contemporary artwork priced below R40 000. The Turbine Art Fair takes place at the iconic Turbine Hall in Newtown. It attracts a diverse crowd of visitors ranging from established collectors to guests who have never purchased art but are interested in finding out more and starting a collection. The fair is a lifestyle event with live music performances, delicious food and drinks as well as entertainment for the whole family. Attendees of this exciting art fair have the opportunity to fulfil both their art-viewing and art-buying needs, while the pop-up cafe and bar caters for their discerning taste buds.

Knysna Oyster Festival

Western Cape
Knysna Oyster Festival

The Knysna Oyster Festival is the perfect combination of sport, food and family time. It consists of fun sports challenges, live entertainment, food and wine stalls. The festival offers a diverse programme of sport, gourmet offerings and family activities, and attracts more than 50 000 visitors to Knysna every year. The varied programme caters for all ages and interests. The BIG5 Sport Challenge is most certainly one of South Africa’s most scenic multi-disciplinary competitions, and it includes cycling, running, trail running, swimming and paddling. The Momentum Weekend Argus Knysna Cycle Tour, as well as the Cape Times Knysna Forest Marathon and Half Marathon are two of the most popular events on the cycle and running calendars. Combine these with the iconic Featherbed Trail Run, the Momentum Health Oatwell, as well as a multiple events featuring oysters, wine and great food, and this is definitely one of the best options for your midyear break.

R775

Oppikoppi

Limpopo
R775
Oppikoppi

The world for the young hearted! Oppikoppi has become the perfect pre-festive “groove”. Do you love live music? Do you love awesome people? Do you love camping? If you do, head over to South Africa’s largest music festival in the Limpopo province and you’ll get a healthy dose of all three! For over 20 years, this gathering of South Africa’s music elite has become an essential pilgrimage for music lovers across the country, now rocking the socks off over 20 000 festival goers. With over 100 live acts, multiple stages and some big international headliners, the festival continues to grow year on year. Oppikoppi started in 1994, making it one of the oldest weekend events in SA.

The 2017 National Arts Festival in Grahamstown

Eastern Cape
The 2017 National Arts Festival in Grahamstown

This is an ultra-marathon of approximately 89km that is held in KZN. It is an annual event that takes place during the second quarter of the year and is one of the oldest annual events in South Africa, as the first race took place in 1921. Run between the cities of Durban and Pietermaritzburg, the race alternates between an “up” and “down” run, from the coast inland and vice versa. Many call it the world's greatest ultra-marathon, and one of the reasons this fabled South African marathon has the title is because of the wealth of legends in its history.

R1147

Standard Bank Joy of Jazz

Gauteng
R1147
Standard Bank Joy of Jazz

The Standard Bank Joy of Jazz is held in Johannesburg each year, and showcases 35 performances on four stages in three days. It’s an initiative that seeks to contribute to social cohesion, economic growth and cultural tourism. The Joy of Jazz Festival presents a diverse range of jazz styles inclusive of the giants of jazz and the upcoming young artists. There is something for everyone in the line-up every year, which is truly inspirational. The show promises to bring audiences some exciting and innovative collaborations this year.

R850

Rocking the Daisies

Western Cape
R850
Rocking the Daisies

Every year, the sleepy Western Cape village of Darling comes alive – not just with vibrant blooming daisies, but with one of South Africa’s most glamorous music festivals. Rocking the Daisies is an entirely different approach to the music festival space that encourages attendees to live an eco- friendly lifestyle. It is the biggest outdoor camping music festival in South Africa. Annually there are approximately 250 acts and 11 stages, which incorporate music, comedy, art and film. Promising a massive party and incredible big-name acts, this famed music fest is set to put a spring in your step. The party takes place at the Cloof Wine Estate in Darling every October, when thousands of tents are laid out next to large tracts of farmland that play host to giant stages, all of them filled with the best local and international music guests that the organisers can muster, resulting in a line-up that never fails to excite the crowd. The town of Darling itself comes alive with the influx of festival-goers during this “three-day weekend” in October. 

Macufe

Free State
Macufe

Macufe is a cultural-based festival that showcases a wide range of African arts and culture to the world. It is held in Bloemfontein every year. Macufe, the ten-day Mangaung African Cultural Festival, showcases the cream of African and international talent. It features jazz, gospel, kwaito, hip-hop, R&B, rock and classical music, as well as dance, drama, cabaret, musical theatre, poetry, fine art and traditional arts and crafts. First held in 1997 before an audience of 30 000, Macufe now attracts over 140 000 people from South Africa, Africa and the world. The festival is presented in late September and early October by the Performing Arts Centre of the Free State.

RMB WineX Wine Festival

Gauteng
RMB WineX Wine Festival

The RMB WineX Festival is an annual event that is not to be missed be any wine connoisseur. It showcases a wide range of brands, boutique wines, crystal stemware and more. The undisputed festival of choice for the discerning wine consumer, the RMB WineX Wine Festival celebrates the “art of wine”. The show boasts the greatest selection of South Africa's top cellars under one roof, together with an exciting array of newcomers, boutique producers and garagistes – all who have one thing in common, they are all passionate about fermented grapes. RMB WineX is the wine happening of the year, where winemakers divulge expert knowledge to an attentive audience and Jozi wine lovers meet to socialise over a glass of good wine. Additionally, visitors can get handy tips and learn the latest in winemaking trends. There are also plenty of products that are available for purchasing – from gadgets, olives and oils, imported decanters, design coolers, artisanal cheeses and storage systems. 

Lilizela Tourism Awards

Gauteng
Lilizela Tourism Awards

These awards recognise and reward tourism players and businesses who work passionately and with pride to deliver a world class product and service and whose delivery grows South Africa’s global destination competitiveness. To the public There’s nobody more important than you... the consumer of products and services offered by South Africa’s tourism industry. We need to hear about your experiences so that we can reward the best South African tourism establishments with a Lilizela Tourism award. We have created platforms and processes to make it easy for you to make your voice heard about our industry. We invite you to get involved, comment and vote for the best tourism experiences and products in South Africa. You keep us globally competitive and you give the industry the encouragement it needs to keep going further and doing better.  For the South African tourism trade Think of the Lilizela Tourism Awards as our way of encouraging and motivating you to offer the best service, facilities and product that you can. The Lilizela Tourism awards give you an opportunity – and a brilliant opportunity at that – to celebrate excellence, creativity and innovation. They give us all an opportunity to learn from each other and to strive to turn an already great industry into an industry that’s brilliant. The Lilizela Tourism awards give national recognition to establishments and raise their profile both here at home in South Africa and around the world, too. They will bring you and your business great publicity and profiling on a number of platforms.

Photo & Film Expo

Gauteng
Photo & Film Expo

The Photo & Film Expo is the largest photography event in Africa, with over 400 brands under one roof. It is the perfect platform to interact with your favourite camera brands or bring your camera in for repairs. There are also workshops throughout the expo, where speakers get to share their knowledge of the field. Taking place in Johannesburg, expect great deals on a wide variety of products ranging from professional to the enthusiast. The expo is extremely focused and serves as a platform where photographers and enthusiasts can network and learn. With well over a hundred workshops running during the four-day event, the expo is time well invested. See the latest technologies and a wide range brands related to the imaging industry, and pick up some amazing ideas and bargains as well.

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