Collaboration and Communication: How Film, TV, and Fashion Drive Tourism in Africa

TThe global success of African film and television is not just a win for the creative industries—it is a catalyst for tourism growth across the continent. From breathtaking landscapes showcased in blockbuster productions to stories that inspire international audiences to explore Africa’s cultural richness, the power of storytelling extends far beyond the screen.

Through the film industry South Africa has attracted substantial foreign investment and there is increasing international interest in the country's diverse locations. According to statistics and projections by the Film Industry Visa Assistance and Commercial Producers Association South Africa Between November 2023 and June 2024, international film productions injected R2.52 billion (€132 million) into the South African economy, with projections exceeding R5 billion (€261.5 million) by October 2025. In addition, the film industry has created over 25 000 job opportunities for local film crews.

As international productions increasingly turn to Africa for locations, local filmmakers continue to craft compelling narratives that put African destinations in the global spotlight. Movies and TV series have the power to transform cities, towns, and hidden gems into sought-after travel destinations, drawing visitors eager to experience the magic of what they’ve seen on screen.

Tim Mangwedi, Founder and Executive Director of the Joburg Film Festival, explains, “Festivals like the Joburg Film Festival transform cities into creative hubs, where our stories become our gold. These events not only showcase African talent but also drive tourism by attracting global audiences and industry players to our shores. The economic impact is significant, from accommodation and transport to the promotion of cultural experiences.”

South African Tourism is leveraging this synergy between film and tourism to promote the country’s diverse offerings. “Film is more than entertainment—it’s a powerful tourism driver. Destinations that feature prominently in films and series see an uptick in visitors, as audiences seek to immerse themselves in the locations they’ve seen on screen,” says Thembisile Sehloho, Chief Marketing Officer (CMO) at SA Tourism.

This theme was central to discussions at Meetings Africa, where SA Tourism, in collaboration with the Joburg Film Festival, hosted a panel discussion on “The Role of Film, TV, and Fashion in Promoting the African Continent.” Industry experts explored how these creative sectors are shaping Africa’s image and attracting both leisure and business travellers.

Tshepiso Chikapa-Phiri, Chief Executive Officer (CEO) and founder of the Known Associates Group of Companies, emphasised the need for better collaboration across industries. “Film is an advertising billboard. People choose travel destinations based on what they see on screen. But to fully capitalise on this, we need stronger communication between tourism boards, production houses, and government agencies. The impact goes beyond sightseeing—it influences hotel bookings, car rentals, and local economies.”

Award-winning documentary director and archive researcher Nhlanhla Mthethwa added that film plays a crucial role in preserving and promoting lesser-known destinations.

“Through projects like our Mapungubwe series, ‘Echoes in the Valley,’ we’re shining a light on historical sites and small towns that have long been overlooked. We must take ownership of our narratives and use storytelling to drive both cultural pride and tourism.”

Fashion also plays a pivotal role in shaping Africa’s global identity. Designer Papama Mtwisha, creator of ‘Africa, Your Time is Now,’ noted how fashion complements film and tourism by telling visual stories of the continent’s rich heritage. “Fashion is more than style; it’s a statement about who we are. Brands like MaXhosa are showcasing African culture on global runways, inspiring international travellers to connect with our traditions and aesthetics.”

The session reinforced the need for collaboration between Africa’s creative and tourism industries to strengthen the continent’s global appeal. With film, TV, and fashion leading the way, Africa is not just a destination—it’s a story waiting to be explored.

The session underscored that collaboration and communication are essential to unlocking Africa’s potential. Panellists agreed that the convergence of film, TV, and fashion can elevate the continent’s narrative and drive tourism.

Ends.

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