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AAs South African Tourism we are constantly looking at innovative ways to optimise our operating models in all our targeted markets. In line with the 2015 Ministerial Review Report, we have looked at best ways to market the country more effectively. The hub strategy is part of the strategic intent to maximise our marketing spend in markets we operate in.

To this end, we are in the process of establishing a South Europe hub to service the France and Italy markets, this office will be based in Paris. South African Tourism will therefore no longer have an office in Italy. By reducing overheads, there will be more marketing money to spend in marketing South Africa in Italy.

Italy is South Africa’s fifth biggest source market in Europe, and remains an extremely important market.  On the whole, South African Tourism believes that this model will allow us to be more efficient in supporting the Trade selling our beautiful country without having a physical office. In this regard, an Italian based representative will be appointed to ensure that the trade and marketing work continues in that market. Other support functions include the PR agency that will continue with the important media work in this crucial market.

 “As we implement our strategy for the Italian market, we are thankful to the entire South African tourism Italy team for their continued commitment,” said South African Tourism Acting Chief Executive Officer, Ms. Sthembiso Dlamini.

"South African Tourism recalls with pride a lot of great things that have come out of this office. Through the team's hard work, the office's biggest contribution to the market over the last 10 years has been to work with the media and the trade to align what Italians are looking for when they travel, with what South Africa has to offer them. This has included diversification and amplification of the product offering and growing South Africa to a dream destination for Italians.”

“We would also like to thank the Trade in Italy and at home who continue to invest in selling South Africa to Italians. Our strategy going forward will stimulate the market, as we continue to work closely together.” Concluded Dlamini.

For further information contact

Mpho Mfenyana at South African Tourism


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